Social Media Storms: Empowering Leadership Beyond Crisis Management

Description

Cover Endorsements Half Title Title Page Copyright Page Contents Author biographies Acknowledgement 1. Introduction The concept of social media storms A historical outline The rise of eWord of mouth Crisis communication Crisis communication: why to communicate Crisis communication: how to communicate Emotional route Rational route Social media storm as an opportunity Concluding discussion Structure of the book Notes References 2. Understanding preconditions of social media storms Do we really understand the properties of social media? The emergence of new media Defining social media Features of social media platforms Six major types of social media platforms Switch of power between brands and consumers Consumer power in the digital age A new (dis)order Consumer empowerment/disempowerment paradox Social motivation for change Sustainability, social justice, and woke movement The role of motivations and emotions in consumer behavior The complexity of anger Constructive and destructive nature of negative emotions Anti-branding practices: Antecedents & consequences Croatian Railways Passenger Transport case The trigger for the social media storm Analysis Takeaways from the storm Concluding discussion References 3. Insights into social media storms What is the role of data in social media storms? Data and human life Medium that generates data for humans Impact of social big data on companies Characteristics of data shaping up social media storms Volume of the generated contents Variety of media and sentiments reflected in the contents Virality of the generated contents and their impacts Visuality of the generated contents Veracity of the contents Categorical variations of social media storms Trigger based variations of social media storms Intention based variations of social media storms Activities based variations of social media storms Speed and duration based variations of social media storms Location and participant based variations of social media storms Constituents/Properties of social media storms An issue that doesn't seem to be right Issue relevance Support drawing power Media relevance Product scope Brand loyalty and equity Concluding discussion References 4. Challenges of a changing marketing landscape Challenge # 1: Drop your traditional marketing management tools Organizations function in large, interdependent ecosystems Market control through planning efforts makes less sense Social media reflect a whole new business paradigm Challenge #2: Understanding and managing the social media runaway train Challenge #3: Managing crisis triggered by consumer anger Social media storms in an emotional coping perspective Challenge #4: Managing individual and organization frames Note References 5. Managerial framing of risks and opportunities What is a mental frame? Opportunity or threat? That depends on the manager's framing Managerial reflections The origin of resistance and resilience Resistance towards social media storms Resistance rooted in managerial assumptions Resilience towards social media storms Telenor case Risk impact assessment The international mining corporation case Concluding discussion References 6. Reflective and resilient leadership of social media storms The Copenhagen Zoo case A reflective approach to media storms What emotions does the social media storm evoke in you? Managing emotions is also managing the social media storm Value customer voice and emotion The concept of Emotional Intelligence (EQ) Practice value thinking Resilient leaders - riders on the storm Leadership involves sensemaking - sensemaking involves emotion Reflective exercise: assess your thoughts, emotions, and responses Concluding discussion References 7. Business-Stakeholder interactions during social media storms Stakeholder interaction and social media strategies "Promote and Sell" social media sensemaking Social media sensemaking: listen and learn Social media sensemaking: connect and collaborate Social media sensemaking: empower and engage Managing social media storm across cultures Concluding discussion References 8. The next frontier - social media storms as a marketing tool Brand activism Targeting in the era of brand activism Risks of brand activism and the role of authenticity Green brand activism and social media storms Green brand activism - The case of Patagonia, Inc. NGOs and social media storms Social media storms as communication tools - The case of Greenpeace Concluding discussion References Index