”Vi är minst lika upprörda och ledsna som ni” En kvalitativ fallstudie av Arlas kriskommunikation på Facebook
(2020) SKDK11 20201Department of Strategic Communication
- Abstract
- The purpose of this study is to examine how organizations are trying to rebuild their trust and reputation when they are communicating directly with their customers on social media in a crisis, and to examine how well the organization’s choice of crisis communication fits the crisis type. The aim is also to study how organizations are using the interactive functions on social media in their crisis communication to create dialogue. This paper studies the phenomenon of crisis communication on social media by conducting a qualitative case study of the dairy producer Arla’s crisis communication on Facebook during the crisis that broke out after it was revealed that cows were being treated poorly. With a social constructivist perspective on... (More)
- The purpose of this study is to examine how organizations are trying to rebuild their trust and reputation when they are communicating directly with their customers on social media in a crisis, and to examine how well the organization’s choice of crisis communication fits the crisis type. The aim is also to study how organizations are using the interactive functions on social media in their crisis communication to create dialogue. This paper studies the phenomenon of crisis communication on social media by conducting a qualitative case study of the dairy producer Arla’s crisis communication on Facebook during the crisis that broke out after it was revealed that cows were being treated poorly. With a social constructivist perspective on crisis communication, a qualitative text analysis has been conducted. The analysis is based on image repair theory, situational crisis communication theory and previous research about crisis communication on social media. The analysis showed that Arla used several image repair strategies that were unsuitable for the type of preventable crisis that they were experiencing, such as shifting the blame, not taking responsibility or apologizing. Furthermore, the analysis showed that Arla did not utilize Facebook’s possibilities for creating relationship building dialogue fully. This paper is discussing possible explanations for Arla’s choice of crisis communication where the perceived severity of the threat and the co-operative organizational structure of Arla could be possible reasons that affected the choice of strategies. Lastly the paper is discussing the difficulties to both communicate in a fast pace and in a relationship building way on social media as a continued challenge for today’s organizations. (Less)
- Popular Abstract (Swedish)
- Studien ämnar att undersöka hur en organisation försöker återuppbygga sitt rykte och förtroende när de kommunicerar direkt med sina konsumenter via sociala medier under en kris, samt att undersöka hur väl organisationens kriskommunikation passar den typ av kris de drabbades av. Syftet är också att undersöka hur en organisation nyttjar sociala mediers interaktiva funktioner i sin kriskommunikation för att skapa dialog. Studien ämnar att undersöka fenomenet kriskommunikation på sociala medier genom att genomföra en kvalitativ fallstudie av Arlas kriskommunikation på Facebook under krisen som efterföljde Uppdrag Gransknings avslöjande om bristfällig djurhållning på en av Arlas gårdar. Med ett socialkonstruktivistiskt perspektiv på... (More)
- Studien ämnar att undersöka hur en organisation försöker återuppbygga sitt rykte och förtroende när de kommunicerar direkt med sina konsumenter via sociala medier under en kris, samt att undersöka hur väl organisationens kriskommunikation passar den typ av kris de drabbades av. Syftet är också att undersöka hur en organisation nyttjar sociala mediers interaktiva funktioner i sin kriskommunikation för att skapa dialog. Studien ämnar att undersöka fenomenet kriskommunikation på sociala medier genom att genomföra en kvalitativ fallstudie av Arlas kriskommunikation på Facebook under krisen som efterföljde Uppdrag Gransknings avslöjande om bristfällig djurhållning på en av Arlas gårdar. Med ett socialkonstruktivistiskt perspektiv på kriskommunikation har en kvalitativ textanalys utförts där image repair theory, situational crisis communication theory samt tidigare forskning om kriskommunikation på sociala medier har fungerat som utgångspunkter i analysen. Analysen visade att Arla använde sig av flera olämpliga strategier kopplat till den förebyggbara kris de drabbades av, genom att bland annat förflytta skulden och inte ta fullt ansvar eller be om ursäkt. Vi kunde även se att de inte tog vara på möjligheterna till relationsbyggande dialog fullt ut när de använde Facebooks interaktiva funktioner. Utifrån analysen diskuterar vi möjliga förklaringar till Arlas val av kriskommunikation, där vi resonerar att hotets upplevda allvarlighet samt den kooperativa organisationsstrukturen kan vara ytterligare en aspekt i valet av strategier. Vidare diskuterar vi svårigheterna med att kommunicera snabbt men också relationsbyggande på sociala medier som en fortsatt utmaning för dagens organisationer. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9015470
- author
- Gladh Stafner, Malin LU and Nilsson, Freja
- supervisor
- organization
- course
- SKDK11 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Kriskommunikation, Arla, image repair theory, situational crisis communication theory, förebyggbar kris, sociala medier, Facebook, relationsbyggande dialog.
- language
- Swedish
- id
- 9015470
- date added to LUP
- 2020-06-11 09:12:16
- date last changed
- 2020-06-11 09:12:16
@misc{9015470,
abstract = {{The purpose of this study is to examine how organizations are trying to rebuild their trust and reputation when they are communicating directly with their customers on social media in a crisis, and to examine how well the organization’s choice of crisis communication fits the crisis type. The aim is also to study how organizations are using the interactive functions on social media in their crisis communication to create dialogue. This paper studies the phenomenon of crisis communication on social media by conducting a qualitative case study of the dairy producer Arla’s crisis communication on Facebook during the crisis that broke out after it was revealed that cows were being treated poorly. With a social constructivist perspective on crisis communication, a qualitative text analysis has been conducted. The analysis is based on image repair theory, situational crisis communication theory and previous research about crisis communication on social media. The analysis showed that Arla used several image repair strategies that were unsuitable for the type of preventable crisis that they were experiencing, such as shifting the blame, not taking responsibility or apologizing. Furthermore, the analysis showed that Arla did not utilize Facebook’s possibilities for creating relationship building dialogue fully. This paper is discussing possible explanations for Arla’s choice of crisis communication where the perceived severity of the threat and the co-operative organizational structure of Arla could be possible reasons that affected the choice of strategies. Lastly the paper is discussing the difficulties to both communicate in a fast pace and in a relationship building way on social media as a continued challenge for today’s organizations.}},
author = {{Gladh Stafner, Malin and Nilsson, Freja}},
language = {{swe}},
note = {{Student Paper}},
title = {{”Vi är minst lika upprörda och ledsna som ni” En kvalitativ fallstudie av Arlas kriskommunikation på Facebook}},
year = {{2020}},
}