Research On The "Dialogue" Strategy Of Corporate Crisis Communication Based On Social Media

In today's risk society,corporate crisis events have become the normative events in this contemporary society.Social media environment represented by We Chat,Weibo,etc.have brought about new features of corporate crisis communication..On the one hand,social media has broken the center position of the original communicators.In crises,multiple opinions have been transmitted and all parties involved have interacted and interacted.On the other hand,social media has made corporate crisis information spread faster and more influential which request higher requirements of crisis management timeliness.In general,the use of the media for "public opinion control" crisis management is no longer applicable in this age of social media."Issue management" emphasizes that the construction of a multi-level negotiation agenda is becoming a new mode of corporate crisis management advocacy.Would they can fully respect the the social media's right of discourse to the public,actively establish channels of dialogue with the public,realize factual recognition and value recognition in an equal dialogue,and rebuild the trust relationship between the enterprise and the public have become the critical path for enterprise crisis management.Therefore,the“dialogue” strategy based on corporate crisis communication under social media becomes the research objects of this paper.This paper is mainly take crisis communication model(SMCC)based on the social media agency and crisis management dialogue paradigm based on "fact-value" as the theoretical basis,selecting corporate crisis strategies,influential social media content creators and public opinion as the starting point,analyzing the role of the three companies in the crisis communication “dialogue” and exploring the Corporate crisis communication "conversation" strategy in social media environment by data processing and text analysis.The basic framework of this paper is as follows:Part 1: Summarizing the research background and purpose of this paper through online and offline data access and sorts out relevant domestic and foreign research literatures at the same time;Part 2: Defining the related concepts of this subject and making a theoretical exposition of the crisis communication model(SMCC)in social media intermediaries;Part 3: Select the sea fishing "Rice Door" incident,Greentown property "Nanny Hangzhou arson case" as an example,analyzing “Dialogue” effects of social media under corporate crisis in three different aspects with the timeline of crisis outbreak phase: 1 The effect of enterprise crisis strategy of "dialogue";2 The role of influential social media content creators in expressing their opinions on“dialogue” effects;3 The interaction of opinion expression between Corporate crisis strategies and influential social media content creation.This part is the key content of the whole study;Part 4: Based on the “fact-value” model of the crisis management dialogue paradigm of scholar Hu Baijing,and qualitative analysis,summarizing the problems existing in the "dialogue" of enterprise crisis communication in China's social media environment,and proposes to optimize the "dialogue" strategy.;Part 5:Based on the “Fact-Value” model of crisis management dialogue paradigm by academic Professor Hu Baijing,and adding qualitative analysis appropriately,summarizing and summing up the current problems in the “dialogue” of China's corporate crisis communication under the social media environment;Part: Put forward a strategy for optimizing "dialogue";Part6 : Summary and reflection.