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网上被吐槽怎么办：社交媒体时代的危机管理

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Jingdong book

网上被吐槽怎么办：社交媒体时代的危机管理

Name: 网上被吐槽怎么办：社交媒体时代的危机管理
Brand: Jingdong book
SKU: 3102002811
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社交媒体从根本上改变了组织与公众的交流方式。如何预判、管理乃至最终避免公关危机，对企业构成了全新的挑战。《网上被吐槽怎么办：社交媒体时代的危机管理》正是一本帮助企业应对公关危机的案例集。书中每一章都讲述了一个企业通过社交媒体进行危机管理的真实案例，案例详细介绍了危机的产生、企业的回应、回应的效果，以及对企业成败得失的一个评估。今天，任何组织都可能在一夜之间爆发信任危机。身为企业管理者或公关专业人士的您，是否感觉如履薄冰，防不胜防呢？不必担心，《网上被吐槽怎么办：社交媒体时代的危机管理》就是您在社交媒体时代的危机管理指南。遵循两位作者的建议，您将总是留给公众一个积极、坦诚、值得信赖的形象，不必再为微博、微信上的明枪暗箭而惶惑。

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3Q大战、丰田“召回门”、农夫山泉“标准门”……在社交媒体时代，频频爆发的企业公关危机，每天都在冲击社会公众的眼球与神经。
任何一个在过去看来不以为意的意外事件，都可能会在网络公众的围观中被顷刻放大，让原本信誉良好的企业、组织和政府部门陷入突如其来的信任危机。躺着也中枪的惨痛案例比比皆是。身为企业管理者或公关专业人士的您，是否感觉如履薄冰，防不胜防呢？表担心，《网上被吐槽怎么办：社交媒体时代的危机管理》就是您在社交媒体时代的危机公关手册。书中每一章讲述了企业在社交媒体上处理信任危机的真实案例，详细介绍了危机的产生、企业的回应、回应的效果，以及对企业成败得失的一个评估。两位作者长年在公关界摸爬滚打，职业生涯中曾经无数次安抚公众情绪。遵循他们的建议，您将永远留给公众一个积极、坦诚、值得信赖的形象，不必再为微博、微信上的明枪暗箭惶惑。

Author Description

路易斯·卡波齐，LouisCapozzi纽约大学公共关系与企业传播教授，公共关系达人，从事公共关系逾40年，曾任国际公关咨询巨头集团的主席和首席执行官，以及《财富》500强企业Aetna保险公司的首席传播官。

苏珊·R．鲁琪，SusanR．Rucci纽约大学公共关系与企业传播硕士，曾在CBS新闻、RetirementLivingTV频道、《早安美国》节目和CNBC频道任制片人，艾美奖获得者，现任强生公司社交媒体团队经理。

Catalogue

引言
第1章瞬时危机时代
第2章 Susan G．Komen乳腺癌基金会为头条新闻而战
第3章 #DearNetflix公司：我要取消订单！带有签字的社交媒体
第4章推文，发还是不发？
第5章美国银行的下坡路
第6章友善的天空突然乌云密布
第7章与暴风雨赛跑
第8章不够“进步”的解决办法
第9章中国的“冰箱门”
第10章管理员工的挑战
第11章对话时代的危机管理
参考文献

Book Abstract

《网上被吐槽怎么办：社交媒体时代的危机管理》：
公司正常经营的中断
多尔利和加西亚认为：“在对危机做出反应的过程中，存在先动优势，即最先确认危机、组织动机和须采取行动的组织更有可能获胜。如果公司保持沉默，人们将认为公司对此漠不关心或者因做错事而内疚，这将使评论家、对手以及媒体和博客圈可以控制整个沟通的发展进程。”社交媒体使取得“先动优势”成为一个巨大的挑战，就像Digital Influence Group公司的CEO格伦·恩格勒（Glenn Engler）所说：“在社交媒体中的消费者是活跃的、狂热的，并且要求透明度和公司的高度参与。”
社交媒体对企业或政府决策[比如美国银行（Bank of America）、Verizon公司、桑迪（Sandy）飓风以及纽约马拉松比赛]的强烈反应，是导致社交媒体所处环境出现不可控性的直接原因。社交媒体上的用户可以直接接触到其他关注者，表达他们对某个组织的产品、行为或政策等等的不满。因此，不管这些观点是正面的还是负面的，不管在什么时候，人们都可以免费、自由地分享他们的观点。
发现并消除危险的关键时间，已经从“黄金一小时”变成了“黄金一分钟”。由于社交媒体的这种快速性，对危机的反应时间，已经减少到一个博主发表一篇代表反对意见的帖子所需的几分钟，或者是一个消费者用来发表一条140字的推文所需的几十秒钟。社交媒体用户现在占上风。“过去，如果一个消费者对一件商品不满意，他们可能会直接给公司写一封信或打一通电话，或者是告诉他们知道的一些人。但是现在，那些互动更有可能发生在社交媒体的公共广场上，每个人都能看到、评论，这些信息将会以更快的速度传递。” 博客以及消费者的评价页面是用户用来表达不满的地方。话题标签（hashtags）的使用，在用户中也越来越流行。在一些如Google+和Twitter一样的微博网站上，话题标签越来越受到用户的喜爱，人们利用这些标签围绕某一个特定的话题或事件来开展对话。在为公共关系以及公司的交流与对话提供了一种宝贵工具的同时，标签也有可能导致负面评价的传播。麦当劳（McDonald's）就尝到了这种苦果。2012年初，快餐行业在Twitter。上发起了以“麦当劳故事”（McDStories）为标签的活动，用以宣传一些关于这个品牌的正面故事。但是那些利用这个标签来讲关于这个公司负面故事的人非常快地占领了Twitter。不仅如此，在正负面势头的冲击下，这些对话可能从一个社交网络传到另一个社交网络，然后变成跨越几个社交网络站点的热门话题。
一旦对某话题的关注度达到一定数量，我们就可以合理地假设传统媒体也会拾起这个话题，然后重新在24小时的新闻周期中不断重复报道。这将使得大局彻底地倒向对公司不利的一边。然后，多个社交媒体平台上将会出现越来越强烈的反应，而这进而将使得公共关系工作者更难在这场危机中掌控局面。
对危机做出反应的原则
在缩短对危机反应时间的情况下，一个公关人员应当怎么做呢？以下是一个做好充分准备的公共关系工作者应当坚持的几项原则：
引导，而不是躲藏。拳击手乔·路易斯（Joe Louis）曾经说过：“你可以跑动，但不能躲起来。”在应对危机的过程中，这句话也是真理。然而将注意力放在他人的责备上也许不是解决问题的答案，问题还是问题。你越逃避责任，就越想躲藏，也就越会失去信任，越会被责备。
……

Introduction

社交媒体以网络为平台，从技术上向人们提供了更加方便和及时地进行相互交流和评价的途径。它的兴起，改变了信息传播的方式和速度，并已进发出惊人的能量，其传播的信息已成为公众关心的重要内容，不仅制造了互联网上一个又一个热门话题，也吸引了传统媒体竞相跟进。
相对于传统媒体，社交媒体的一个巨大优势在于其开放性，这使其更有能力全面地渗透到整个社会的“大圈子”中，也更有能力深入地渗透到不同人群组成的“小圈子”中。现实中的每个人都生活在大圈子和各种各样的小圈子中，社交媒体因此形成对个人更紧密的包围，变成极其重要的信息传输和过滤系统。不难想象，随着互联网和智能手机的日益普及，社交媒体对个人的包围将会变得非常紧密，传统媒体的地位会被大大削弱。
本书没有高深的理论和复杂的表述，通俗易懂，且颇具启发性。作者是一位长期从事公共关系实践和教学的经验丰富的专业人士，对社交网络的认识和理解十分深刻，通过大量生动、真实的案例，本书展示了社交媒体所带来的机遇与挑战；证明了在一个声誉或信誉极其重要的社会里，社交媒体能比以往更容易地毁掉或者成就一个人、企业或者组织；提醒企业认真考虑如何利用社交媒体所提供的新途径和机会，认真考虑如何应对社交媒体带来的负面信息和冲击。能够积极有效地利用社交媒体或者应对来自社交媒体的冲击的企业，将成为社交媒体的受益者；忽视社交媒体或者被动、笨拙地处理来自社交媒体的冲击的企业，将成为社交媒体的受害者。作者通过大量正反两方面的案例，让读者感受到了社交媒体的巨大影响力。
书中绝大多数案例都来自美国，西门子的“冰箱门”事件除外。回想源于美国的互联网浪潮，当时多少中国人在心底里怀疑国内的互联网企业甚至对其嗤之以鼻，而腾讯、阿里巴巴、网易这样的互联网企业就在那个时候蹒跚起步，经过几年的发展，变成了规模和影响力更甚于传统企业的业界新星。看清社会发展大势的企业才有生命力。社交媒体的蓬勃发展和日益强大，是大势所趋，它将掀起继互联网之后又一次大的浪潮。顺势而为的企业将有机会乘风破浪，成为未来的胜利者。许多我们耳熟能详的、由社交媒体引爆的公关危机，已经让中国企业认识到社交媒体对商誉的重要性。而本书归纳总结的这些鲜活案例，将帮助中国企业学会如何在社交媒体上驾驭瞬息万变的网络民意，维护好自身的品牌形象。
本书由本人和对外经济与贸易大学的张巍共同翻译，本人还负责全部译文的校对和修订。我们感谢格致出版社的王萌编辑及其同事给予的支持和帮助。对于译文中可能的疏漏甚至错误之处，本人恳请原谅和反馈。
中国财经政法大学林相森
2014年12月

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