Reputational Threats Online: Social Media as a Simultaneous Agent of Crisis and Tool for Response and Resolution in the Case Study of an American Academic Library

    Producción científica: Proceedingsrevisión exhaustiva

    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 originalAmerican English
    Páginas24-26
    EstadoPublished - mar 2018
    Evento2018 International Crisis and Risk Communication Conference - Orlando, United States
    Duración: mar 12 2018mar 14 2018
    Número de conferencia: 8th
    https://stars.library.ucf.edu/icrcc/Proceedings/ (2018 ICRCC)

    Conference

    Conference2018 International Crisis and Risk Communication Conference
    Título abreviado2018 ICRCC
    País/TerritorioUnited States
    CiudadOrlando
    Período3/12/183/14/18
    Dirección de internet

    Disciplines

    • Communication
    • Library and Information Science
    • Social Media

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