Sosyal Medya ve Kriz İletişimi

Küreselleşmeyle birlikte artan rekabet ortamında kurumlar yeni bir ekosistem içerisinde yer almaktadırlar. Bu sistem içerisinde kurumların varlıklarını sürdürebilmek, itibarlarını koruyabilmek için etkili kriz iletişimi stratejileri geliştirmeleri gerekmektedir. Özellikle son yıllarda kriz stratejilerini uygulamak ve mesajlarını aktarmak için kullanılan sosyal medya kanalları ile durum daha da karmaşık bir hale gelmiştir. Bu noktadan hareketle Facebook’un, büyük bir sosyal medya şirketi ve aynı zamanda sosyal medyayı en iyi kullanabilecek kurumlardan biri olduğu düşüncesiyle Cambridge Analytica şirketinin Facebook’ta 87 milyon kişinin verilerini ele geçirmesi sonucunda ortaya çıkan küresel ölçekli kriz Facebook bakış açısıyla ele alınmıştır. Bu amaçla çalışmada Facebook’un 2018 yılında yaşadığı bu krizin kurum tarafından nasıl yönetildiği, kalitatif bir yöntem olan, durum çalışmasıyla ortaya konulmuştur. Bu çalışmada durumun incelenebilmesi için araştırma deseninde olaylar kronolojik olarak sıralanmış ve betimsel araştırma yöntemi kullanılmıştır. Bu bağlamda Facebook 2018 Cambridge Analytica krizi, kriz öncesi dönem, kriz dönemi ve kriz sonrası dönem olarak üç ana başlıkta ele alınmıştır. Betimsel araştırma kapsamında Timothy W.Coombs’un durumsal kriz iletişim teorisinden yola çıkarak Facebook’un krize yanıt stratejileri değerlendirilmiştir. Veri toplamak amacıyla konuyla ilgili internet siteleri, arşiv kayıtları, dokümanlar ile yöneticilerin Facebook gönderilerinden faydalanılmıştır. Araştırma sonuçlarında ise Facebook’un 2006 yılından 2018 yılına kadar gizlilik politikaları ve veri ihlali gibi konularda yeniden inşa stratejilerinden özür dilemeyi ve destekleme stratejilerinden paydaşlarını övmeyi kullanarak olumlu bir algı yaratmaya çalıştığı görülmektedir. Facebook Cambridge Analytica krizinde ise yine aynı stratejileri kullandığı gözlemlenmiş ancak krize karşı aldığı geç reaksiyon zayıf bir halkla ilişkiler uygulaması olarak dikkat çekmiştir.

Anahtar Kelimeler:

Kriz İletişimi, Sosyal Medya, Facebook, Cambridge Analytica, Durumsal Kriz iletişimi Teorisi

Social Media and Crisis Communication

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