Crisis Communication in the Age of Social Media and the Case of Dairy Khoury

Abstract

The use of social media platforms has become an essential part of today's protocol of reacting to any sudden crisis, due to their interactive nature which allows them to reach vast and heterogeneous audiences. This makes them the right tool that enables the organizations to spread their messages efficiently. Any failure in responding adequately on social media level, would allow rumors and negative contents to circulate uncontrollably, affecting the organizational reputation and recovery. Therefore, the main purpose of this paper is to provide a clear understanding of the crisis communication strategy adopted by Dairy Khoury, a Lebanese firm, on social media, at a time when the new power of social media had not yet been fully measured and estimated. The author will highlight the necessity of a preset crisis communication strategy and the use of social media platforms while dealing with crisis.