Resumen
This paper details a reputational threat to an American academic library where a viral social media post and associated negative comments misrepresented the institution and brand’s values. Immediately, the marketing librarian responsible for social media responded to the threat by engaging directly with the library consumers, sharing content and information with the broader online community, and reinforcing the library’s values and commitment to consumers. While the resolution to the crisis was mostly favourable, the event was unanticipated and invited a keen learning opportunity that is documented in this case study. Reflections and takeaways from this incident are discussed in the context of emerging literature on crisis communication, reputation threats, and social media.
Published in the Proceedings from the 8th annual International Crisis and Risk Communication Conference.
Idioma original | American English |
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Páginas | 24-26 |
Estado | Published - mar 2018 |
Evento | 2018 International Crisis and Risk Communication Conference - Orlando, United States Duración: mar 12 2018 → mar 14 2018 Número de conferencia: 8th https://stars.library.ucf.edu/icrcc/Proceedings/ (2018 ICRCC) |
Conference
Conference | 2018 International Crisis and Risk Communication Conference |
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Título abreviado | 2018 ICRCC |
País/Territorio | United States |
Ciudad | Orlando |
Período | 3/12/18 → 3/14/18 |
Dirección de internet |
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Disciplines
- Communication
- Library and Information Science
- Social Media