個案資料

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 7 explores crises and how to deal with unhappy people. Crises can be internal, affiliate, or external. The type of crisis determines how much control a company has over it. When responding to crises, companies must always consider three audiences: employees, partners, and the public. When communicating with employees about a crisis, clarity is vital. Update employees and allow them to ask questions. Partners will want information and answers in order to continue supporting and collaborating with a company. Communicating with the public can be tricky. Sometimes it's best to communicate; sometimes it's best to be silent. Recommendations are offered for when and when not to communicate externally. When a crisis is of the company's own making, validate concerns and show action. There will always be external people who are upset; the key is to know when to walk away.

• Crisis management
• Crisis communication
• Social media
• Marketing strategy
• Digital marketing
• Marketing channels
• Social media communication
• Marketing
• Marketing communications