Social Media and Crisis Communication

Year 2020, Volume: 13 Issue: 3, 1202 - 1230, 19.10.2020

Gülşah Aydın

Abstract

Sosyal Medya ve Kriz İletişimi

Abstract

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.

Keywords

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

References

• "5 data breaches: From embarrassing to deadly". (2007). Temmuz 2020 tarihinde https://money.cnn.com/galleries/2010/technology/1012/gallery.5_data_breaches/3.html. adresinden alındı
• "Facebook Is A Beacon For Bad Pr". (2007, Aralık 4). https://www.briansolis.com/2007/12/facebook-is-beacon-for-bad-pr-html/ adresinden alındı
• Amer, K., & Noujaim, J. (Yönetenler). (2019). Great Hack [Sinema Filmi].
• An, S.-K., & Cheng, H. I. (2010). Crisis communication research in public relations journals: tracking. T. W. Coombs, & S. Holladay içinde, The handbook of crisis communication (s. 65-90). Singapur: Blackwell Publishing.
• Apuke, O. D., & Tunca, E. (2018). Social media and crisis management: A review and analysis of existing studies. EUL Journal of Social Sciences, 9(2), 199–215.
• Arrington, M. (2006, Eylül 6). A Facebook users revolt, Facebook replies. TechCrunch: https://techcrunch.com/2006/09/06/facebook-users-revolt-facebook-replies/ adresinden alındı
• Barkley, K. (2020). Does one size fit all? The applicability of situational crisis communication theory in the Japanese context. Public Relations Review, 46(3), 1-8.
• BBC News. (2018, Mart 21). Facebook'un kurucusu Mark Zuckerberg: Hata yaptık, bbc news türkçe 21 Mart 2018. 2020 Temmuz tarihinde BBC Türkiye: https://www.bbc.com/turkce/haberler-dunya-43494065 adresinden alındı
• BBC News. (2018, Mart 27). Facebook 'trilyonlarca dolar ceza ile karşı karşıya kalabilir. Mart 2020 tarihinde BBC Türkçe: https://www.bbc.com/turkce/43550740 adresinden alındı
• Blue, V. (2013, Haziran 23). 2020 Temmuz tarihinde ZDNet: https://www.zdnet.com/article/anger-mounts-after-facebooks-shadow-profiles-leak-in-bug/ adresinden alındı
• Borremans, P. (2010). Ready for anything. Communication World, 27(4), 31-33.
• Cadwalladr , C., & Graham-Harrison, E. (2020, Mart 17). Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach. The Guardian: https://www.theguardian.com/news/2018/mar/17/cambridge-analytica-facebook-influence-us-election adresinden alındı
• CNN Business. (2018, Mart). Zuckerberg: 'I'm really sorry that this happened'I am really sorry that this happened. https://edition.cnn.com/videos/business/2018/12/20/mark-zuckerberg-facebook-cambridge-analytica-sorry-orig.cnn-business adresinden alındı
• CNN Turk. (2018). "Cambridge Analytica" kapanıyor. https://www.cnnturk.com/bilim-teknoloji/cambridge-analytica-kapaniyor adresinden alındı
• Concordia. (2016, Eylül 27). Cambridge Analytica - The Power of Big Data and Psychographics. [Sunum]. Temmuz 2020 tarihinde Youtube: https://www.youtube.com/watch?v=n8Dd5aVXLCc&feature=youtu.be adresinden alındı
• Coombs, T. W. (1995). Choosing the right words: The development of guidelines for the aelection of the ''Appropriate'' crisis-response strategies. Management Communication Quarterly, 8(4), 447-476.
• Coombs, T. W. (2006). The protective powers of crisis response strategies: Managing reputational assets during a crisis. Journal of promotion management, 12(3-4), 241-260.
• Coombs, T. W. (2008). The future of crisis communication from an international perspective. Krisenmanagement in der Mediengesellschaft (s. 275-287). içinde Verlag für Sozialwissenschaften.
• Coombs, T. W. (2014). Ongoing crisis communication: Planning, managing, and responding. USA: Sage Publications. Coombs, T. W., & Holladay, S. (2001). An extended examination of the crisis situations: A fusion of the relational management and symbolic approaches. Journal of public relations research, 13(4), 321-340.
• Coombs, T. W., & Holladay, S. J. (2010). The handbook of crisis communication. Singapur: Blackwell Publishing. Cowden, K., & Sellnow, T. L. (2002). Issues advertising as crisis communication: Northwest Airlines’ use of image restoration strategies during the 1998 pilots’ strike. Journal of Business Communication, 39(193-219), 193-219.
• Davies, H. (2015, Aralık 11). This article is more than 4 years old Ted Cruz using firm that harvested data on millions of unwitting Facebook users. Temmuz 2020 tarihinde The Guardian: https://www.theguardian.com/us-news/2015/dec/11/senator-ted-cruz-president-campaign-facebook-user-data adresinden alındı
• Day, A. M., O’Shay-Wallace, S., Seeger, M. W., & McElmurry, S. P. (2019). Informational sources, social media use, and race in the flint, Michigan, Water Crisis. Communication Studies, 70(3), 352-376.
• Duarte , M. R. (2020). Case Study: Facebook in face of crisis. Doktora Tezi. Universidade Católica Portuguesa, https://repositorio.ucp.pt/bitstream/10400.14/29693/1/152118129_RaquelDuarte_DPFA.pdf.
• Electronic Privacy Information Center. (tarih yok). Electronic Privacy Information Center. Facebook Privacy: https://epic.org/privacy/facebook/ adresinden alındı
• Facebook. (2013, Haziran 21). "Facebook bug exposed personal data of six million accounts". Temmuz 2020 tarihinde https://www.facebook.com/notes/facebook-security/important-message-from-facebooks-white-hat-program/10151437074840766 adresinden alındı
• Federal Trade Comission . (2011, Kasım 29). Facebook Settles FTC Charges That It Deceived Consumers By Failing To Keep Privacy Promises. Federal Trade Commission: https://www.ftc.gov/news-events/press-releases/2011/11/facebook-settles-ftc-charges-it-deceived-consumers-failing-keep adresinden alındı
• Fowler, G. A., & Esteban, C. (2018, Nisan 9). 14 years of Mark Zuckerberg saying sorry, not sorry. Temmuz 2020 tarihinde https://www.washingtonpost.com/graphics/2018/business/facebook-zuckerberg-apologies/. adresinden alındı
• Freeman, E. (2010). Strategic management: A stakeholder approach. Cambridge: Cambridge University Press. Fronz, C. (2011). Strategic management in crisis communication: A multinational approach. Hamburg: Diplomica Verlag.
• Glum, J. (2018, Mart 22). Was Your Facebook Data Actually 'Breached'? Depends On Who You Ask . https://finance.yahoo.com/news/facebook-data-actually-apos-breached-180036670.html. adresinden alındı
• Godin, S. (2019, Aralık 13). define: Brand. Nisan 2020 tarihinde Seth's Blog: https://seths.blog/2009/12/define-brand/ adresinden alındı
• Goel , V. (2014, 29 Haziran). Facebook Tinkers With Users’ Emotions in News Feed Experiment, Stirring Outcry. Temmuz 2020 tarihinde Ny Times: https://www.nytimes.com/2014/06/30/technology/facebook-tinkers-with-users-emotions-in-news-feed-experiment-stirring-outcry.html#:~:text=The%20researchers%20found%20that%20moods,negative%20in%20their%20own%20posts. adresinden alındı
• Grasserger, H., & Krogerus , M. (2017, Ocak 28). The Data That Turned the World Upside Down. Temmuz 2020 tarihinde Stanford University: https://publicpolicy.stanford.edu/news/data-turned-world-upside-down adresinden alındı
• Griffin , A. (2018, Mart 21). Delete facebook campaign takes off – but actually removing your data might prove more difficult than it seems. Independent: https://www.independent.co.uk/life-style/gadgets-and-tech/news/delete-facebook-cambridge-analytica-campaign-deactivate-data-remove-hide-privacy-a8266671.html adresinden alındı
• Gruber, F. (2006, Eylül 2006). Facebook redesign angers students over invaded privacy. https://www.somewhatfrank.com/2006/09/facebook_redesi.html blog. adresinden alındı
• Ham, C.-D., & Kim, J. (2019). The role of CSR in crises: Integration of situational crisis communication theory and the persuasion knowledge model. Journal of Business Ethics, 158(2), 353-372.
• Hargittai, E. (2010). Facebook privacy settings: Who cares? Temmuz 2020 tarihinde Peer Reviewed Journal İnternet. First Monday.: https://firstmonday.org/article/view/3086/2589 adresinden alındı
• Haskell, C. (2014). 6/26 Correlations between crisis management and innovation. Integral Leadership Review, 14(2), 240-253. Herm, S., & Tolsdorf, J. (2013, Ağustos 11). How does corporate reputation affect customer loyalty in a corporate crisis? Journal of Contingencies and Crisis Management, 21(3), 144-152.
• Hern , A. (2018, Mayıs 6). Cambridge Analytica: how did it turn clicks into votes? Temmuz 2020 tarihinde The Guardian: https://www.theguardian.com/news/2018/may/06/cambridge-analytica-how-turn-clicks-into-votes-christopher-wylie adresinden alındı
• Hern , A. (2018, Mayıs 6). The Guardian. Temmuz 2020 tarihinde Cambridge Analytica: how did it turn clicks into votes?: https://www.theguardian.com/news/2018/may/06/cambridge-analytica-how-turn-clicks-into-votes-christopher-wylie adresinden alındı
• Hitt, M. A. (1998). Presidential address: Twenty-first century organizations: Business firms, business schools, and the academy. The Academy of Management Review, 23, 218–224.
• Ho, B. S. (2017). Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises. Journal of Marketing Communications, 23(6), 537-551.
• Ivanova, I. (2018, Nisan 10). 8 promises from Facebook after Cambridge Analytica. Temmuz 2020 tarihinde https://www.cbsnews.com/news/facebooks-promises-for-protecting-your-information-after-data-breach-scandal/ adresinden alındı
• Kramer, A. D., Guillory, J. E., & Hancock, J. T. (2014). Experimental evidence of massive-scale emotional contagion through social networks. 111(24), 8788-8790.
• Krishna, J. R. (2014, Temmuz 2). Sandberg: Facebook study was poorly communicated. The wall street journal: https://blogs.wsj.com/digits/2014/07/02/facebooks-sandberg-apologizes-for-news-feed-experiment/ adresinden alındı
• Marcus, A. A., & Goodman, R. S. (1991). Academy of Management Journal, (Cilt 34). Victims and shareholders: The dilemmas of presenting corporate policy during a crisis.
• Meredith, S. (2018, Nisan 10). Facebook-Cambridge Analytica: A timeline of the data hijacking scandal. Temmuz 2020 tarihinde CNBC: https://www.cnbc.com/2018/04/10/facebook-cambridge-analytica-a-timeline-of-the-data-hijacking-scandal.html adresinden alındı
• Mirhaydari, A. (2018, Mayıs 2010). Facebook stock recovers all $134B lost after Cambridge Analytica data scandal. Temmuz 2020 tarihinde CBS News: https://www.cbsnews.com/news/facebook-stock-price-recovers-all-134-billion-lost-in-after-cambridge-analytica-datascandal/ adresinden alındı
• Mitroff, I. (2005). Why some companies emerge stronger and better from a crisis: 7 Essential lessons for surviving disaster. New York: American Management Association.
• Moore, S., & Seymour, M. (2005). Global technology and corporate crisis: Strategies, planning and communication in the information age. London: Routledge.
• Neeley, S. R., & Collins, M. (2018). Social media and crisis communications: A survey of local governments in Florida. Journal of homeland security and emergency management, 15(1), 1-13.
• Newcomb, A. (2018, Mart 24). NBCNews. A timeline of Facebook's privacy issues — and its responses: https://www.nbcnews.com/tech/social-media/timeline-facebook-s-privacy-issues-its-responses-n859651 adresinden alındı
• Online Marketing Rockstars. (2017, Mart 10). Alexander Nix: From Mad Men to Math Men. [Sunum]. Temmuz 2020 tarihinde https://www.youtube.com/watch?v=6bG5ps5KdDo adresinden alındı
• Perez , J. C. (2007, Kasım 30). Facebook's Beacon More Intrusive Than Previously Thought. Temmuz 2020 tarihinde PC World: https://www.pcworld.com/article/140182/article.html adresinden alındı
• Rosenberg, M., Confessore, N., & Cadwalladr, C. (2018, Mart 17). How Trump Consultants Exploited the Facebook Data of Millions How Trump Consultants Exploited the Facebook Data of Millions . NY Times: https://www.nytimes.com/2018/03/17/us/politics/cambridg adresinden alındı
• Sanchez , A. (2009). Facebook feeding frenzy: resistance-through-distance and resistance-through-persistence in the societied network. Surveillance & Society, 6(3), 275-293.
• Sanghvi, R. R. (2006, Eylül 5). Facebook post. Haziran 2020 tarihinde Facebook: https://www.facebook.com/notes/facebook-app/facebook-gets-a-facelift/2207967130/ adresinden alındı
• Seeger, M. W., & Padgett, G. D. (2010). From image restoration to renewal: Approaches to understanding postcrisis communication. The Review of Communication, 10(2), 127-141.
• Seymour, M., & Moore, S. (1999). Effective crisis management: Worldwide principles and practice. Cassell. Simola, S. (2003). Ethics of justice and care in corporate crisis management. Journal of Business Ethics, 46(4), 351-361.
• Triantafillidou, A., & Yannas, P. (2020). Social media crisis communication in racially charged crises: Exploring the effects of social media and image restoration strategies. Journal of International Management, 24(3), 199-203.
• Valentini , C., & Stefania, R. (2011). Blogging about crises:the role of online conversations in framing Alitalia's performance during its crisis. Journal of Communication Management, 15(4), 298–313.
• Walsh, M. (2014, Haziran 30). Facebook is sorry … for poorly explaining its reason for manipulating users’ emotions. Temmuz 2020 tarihinde New York Daily News: https://www.nydailynews.com/news/national/facebook-not-explaining-article-1.1849462 adresinden alındı
• Wang, Y. (2016). Brand crisis communication through social media : A dialogue between brand competitors on Sina Weibo. Corporate Communications: An International Journal, 21(1), 56–72.
• Weisbaum, H. (2018, Nisan 18). Trust in Facebook has dropped by 66 percent since the Cambridge Analytica scandal. Temmuz 2020 tarihinde NBC News: https://www.nbcnews.com/business/consumer/trust-facebook-has-dropped-51-percent-cambridge-analytica-scandal-n867011 adresinden alındı
• White , S. (2019, Haziran 24). Data breaches have reduced Facebook usage, research says. Temmuz 2020 tarihinde https://digitalmarketingmagazine.co.uk/social-media-marketing/data-breaches-have-reduced-facebook-usage-research-says/5004 adresinden alındı
• White, C. M. (2011). Social media, crisis communication, and emergency management: Leveraging Web 2.0 technologies. USA: CRC Press.
• Wong, J. (2019, Mart 18). The Cambridge Analytica scandal changed the world – but it didn't change Facebook. Temmuz 2020 tarihinde The Guardian: https://www.theguardian.com/technology/2019/mar/17/the-cambridge-analytica-scandal-changed-the-world-but-it-didnt-change-facebook adresinden alındı
• Zoonen, W., Bartels, J., Proijen, A. M., & Schouten, A. P. (2018). Explaining online ambassadorship behaviors on Facebook and LinkedIn. Computers in Human Behavior, 354-362.
• Zuckerberg , M. (2006 b, Eylül 8). An open letter from Mark Zuckerberg:. Temmuz 2020 tarihinde Facebook: https://www.facebook.com/notes/facebook/an-open-letter-from-mark-zuckerberg/2208562130/ adresinden alındı
• Zuckerberg, M. (2006 a, Eylül 6). Calm down. Breathe. We hear you. Temmuz 2020 tarihinde Facebook: https://www.facebook.com/notes/facebook-app/calm-down-breathe-we-hear-you/2208197130/https://www.facebook.com/notes/facebook-app/calm-down-breathe-we-hear-you/2208197130/ adresinden alındı
• Zuckerberg, M. (2007, Aralık 2007). Thoughts on Beacon. Temmuz 2020 tarihinde Facebook: https://web.archive.org/web/20080107025500/http://blog.facebook.com/blog.php?post=7584397130 adresinden alındı
• Zuckerberg, M. (2007, Mayıs 12). "Thoughts on Beacon" Zuckerberg Transcripts. Temmuz 2020 tarihinde Marquette University: https://epublications.marquette.edu/zuckerberg_files_transcripts/14 adresinden alındı
• Zuckerberg, M. (2011, Aralık 29). Facebook's Committment to Transparency and Privacy Zuckerberg Transcripts. Marquette University: https://epublications.marquette.edu/zuckerberg_files_transcripts/312 adresinden alındı
• Zuckerberg, M. (2016, Kasım 11). Thoughts on FB and the Election Zuckerberg Transcripts. Temmuz 2020 tarihinde Marquette University: https://epublications.marquette.edu/zuckerberg_files_transcripts/624 adresinden alındı
• Zuckerberg, M. (2018, Mart 21). Facebook: https://www.facebook.com/zuck/posts/10104712037900071 adresinden alındı