In Vietnam, social media has emerged as a powerful communication platform, witnessing rapid growth and boasting a social media penetration rate of over 43 percent, with more than 40 million active users. However, with the rise of social media, the country has also witnessed an increase in organizational crises originating from these platforms. This study aims to shed light on how Vietnamese stakeholders perceive organizations’ use of social media in crisis response and their expectations for effective communication. By understanding these dynamics, PR professionals can navigate crisis situations more effectively in the digital age.
And here I thought I should share my research in plain(er) language, so it is more accessible to everyone. All feedback, support and guidance are welcome, and I look forward to learning more from my peers and colleagues. Should you seek more details, you can download the original research articles of this post here, here, and here.
Unveiling the Findings:
- Official and Carefully-Crafted Responses: Contrary to previous research emphasizing quick and immediate crisis responses, Vietnamese stakeholders prefer organizations to provide an initial crisis response that is official and carefully-crafted. While timeliness is still crucial, stakeholders value the credibility and accountability associated with well-thought-out crisis communication. This finding highlights the importance of striking a balance between promptness and delivering a well-crafted message that addresses stakeholders’ concerns.
The preference for official and carefully-crafted responses in Vietnam may stem from stakeholders’ need for reassurance during sensitive and uncertain times. By providing a measured and composed response, organizations can instill confidence in their ability to handle the crisis effectively. However, striking the right balance between timeliness and carefulness remains a challenge for PR professionals.
- Positive Evaluation through Social Media: The study confirms that crisis responses on social media channels in Vietnam have a positive impact on organizational evaluation and stakeholder perception. This aligns with previous research emphasizing the persuasive influence of social media in crisis communication. By effectively leveraging social media platforms, organizations can sway stakeholders in their favor and enhance their reputation during crises.
The positive evaluation stemming from crisis responses on social media platforms can be attributed to the interactive nature of social media, allowing organizations to engage with stakeholders directly. This direct engagement can foster transparency and demonstrate a commitment to addressing the crisis promptly. PR professionals should capitalize on the unique opportunities offered by social media platforms to establish a positive rapport with stakeholders during crises.
- Limited Trust in Social Media: Vietnamese stakeholders exhibit limited trust in crisis information shared on social media channels. Despite appreciating social media’s speed and convenience for disseminating crisis updates, stakeholders perceive the information as less reliable. Consequently, organizations solely relying on social media for crisis communication do not automatically receive more supportive reactions or experience a reduction in secondary crisis reactions.
The lack of trust in social media during crises indicates a need for organizations to address the credibility gap. PR professionals must prioritize transparency, accuracy, and authenticity in their social media crisis communication strategies. By ensuring that the information shared on social media platforms is trustworthy, organizations can work towards building and maintaining stakeholder trust in these channels.
Applying the Lessons:
- Utilizing Social Media as an Additional Crisis News Source: Despite the trust concerns, PR professionals should acknowledge that stakeholders increasingly turn to social media for crisis-related information and communication during emergencies. Social media can serve as an essential channel for stakeholders to connect, share information, and seek updates in real-time.
- Responding on the Same Platform: Aligning with recommendations from crisis communication experts, PR professionals should respond to crises on the same social media platforms where the crisis originated. By doing so, organizations can demonstrate their commitment to addressing stakeholders’ concerns directly and foster open dialogue.
- Leveraging Social Media for Improved Perception: Organizations can leverage social media’s potential to influence stakeholder perception during crises. Prompt and well-crafted crisis responses on social media platforms can positively shape stakeholder evaluations and contribute to enhancing the organization’s reputation.
- Message Content Matters: PR professionals must recognize that stakeholders evaluate crisis responses based on both the communication platform and the message content. Therefore, it is crucial to ensure that crisis messages shared on social media platforms are accurate, transparent, and effectively address stakeholder concerns.
While social media remains a vital communication tool during crises in Vietnam, PR professionals need to understand that stakeholders do not automatically trust crisis information shared on these platforms. Organizations must navigate the challenges associated with social media crisis communication by delivering official and well-crafted responses that inspire confidence. By embracing transparency, engaging with stakeholders effectively, and ensuring the credibility of information shared, PR professionals can harness the potential of social media to navigate crises successfully in today’s digital landscape.
References
Ly-Le, T. M. (2020). How Vietnamese stakeholders view current social media use in crisis communication in Vietnam. Athens Journal of Mass Media and Communications, 6(1), 65-80. https://doi.org/10.30958/ajmmc.6-1-4
Ly-Le, T.M. (2019). A review of current crisis communication efforts and the role of social media in crisis communication in Vietnam: From the stakeholders’ viewpoint. Asian Journal of Applied Communication, 8(1).
Ly-Le, T. M. (2018). Social media use in crisis communication in Vietnam: A stakeholder’s viewpoint. Proceedings of the Fifth International Conference on Business, Management and Accounting (IBSM 2018), 259-274.