The Role of Social Media in Crisis Communication in the Modern Business Context

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The article is aimed at a detailed study of the features of the use of social media as an effective tool for crisis communication and an analysis of their impact on the formation and preservation of the reputation of organizations in modern conditions. Social media is becoming an integral part of the communication process, especially during crisis situations, when the speed of response, transparency and honesty in the provision of information are viewed as critical. Analyzing modern scientific works and real practical cases, the authors considered in detail the main communication strategies used during crises. In particular, emphasis is placed on the importance of timely informing the public, ensuring transparency of actions and using an honest approach in the presentation of information. In addition, the article emphasizes the importance of a two-way dialogue between the organization and the audience. This approach allows you to take into account feedback, use social media as a platform for open discussion of current problems and get answers to key questions. The study also considers the role of empathy in crisis communication. It is emphasized that demonstrating understanding and empathy allows organizations to create a more trusting relationship with the audience, as well as strengthen a positive image even in the most difficult conditions. Special attention is paid to the issue of creating a single source of truthful information. This helps to avoid confusion in messages and ensures consistency in the communication process. The results of the study made it possible to identify the key factors that contribute to successful crisis management using social media. The article also identified the main advantages of using this tool for business, including its operational efficiency, wide audience coverage, and the ability to respond instantly. Along with this, the authors analyze potential risks, such as spreading false information and losing control over the discussion, which can negatively affect the company’s reputation. Based on the carried out analysis, recommendations for Ukrainian companies on the effective use of social media in crisis communications are proposed. Among the key tips are: prompt response to crisis situations, transparency in the provision of information, active interaction with the audience and the formation of trusting relationships with the public. Thus, the article contributes to the development of modern theory and practice of crisis management, offering effective tools for managing the reputation of organizations in difficult conditions.