การจัดการภาวะวิกฤตบนสื่อสังคมออนไลน์ ของบริษัทผู้ให้บริการเครือข่ายโทรศัพท์เคลื่อนที่

Abstract

This Research is a qualitative study which has two objectives 1) to study the
approach of crisis management on social media of mobile service providers
and 2) to find out the key success factors in crisis management on social media of mobile service providers. The research found that crisis management on social media could be divide into three periods (1) pre-crisis was the preparedness for restructuring the organizations by adding digital division to the organizations,setting policy on use of social media for employees, building good relationship with media and influencers, and monitoring information on social media (2) crisis reaction was setting a signal of warning about crisis situation on social media, responsive process, and selection process of communication channel (3) post-crisis was the evaluation information collected during the crisis situation and creating crisis preparedness manual which gradually improves working process in the organizations and develops crisis management process. Moreover, the result of this research showed that the key success factors in crisis management on social media were 1) organizations awarded 2) organization provides 3) organization has good relationship and 4) organization should well prepared in accuracy and openness of information.