克服社会媒体黑暗面促进组织可持续发展的策略

J. Sharma
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引用次数: 1

摘要

社交媒体为组织提供了一个接触大众的巨大平台,被认为是一个非常有效的工具,组织可以在世界各地联系和推广他们的品牌和信息,具有巨大的潜力,几乎没有或很少的投资就能吸引客户。它为组织提供了一个协作创新的媒介,在这个媒介中,共享的智慧可以帮助组织在其产品和服务中进行创新。社交媒体的影响可以导致对组织的产品或服务的积极情绪非常迅速地传播给大量的人。然而,社交媒体是一把双刃剑。如果它有可能帮助推动一个组织的业务,它也可能导致传播负面形象,而且速度非常快,用户群体非常大。在一个组织的博客或个人资料上的一条负面评论,或者一些客户在社交媒体上对组织的产品或服务的投诉,可能会对一个组织和/或一个品牌的声誉造成负面和持久的影响。因此,社交媒体可以成就或玷污一个组织的可持续性。组织需要始终保持高度警惕。远离社交媒体并不是一个解决办法,因为你在社交媒体的虚拟世界中并不是冷漠的。任何人都可以在媒体上放任何东西,信息传播如此之快,没有人可以控制。虽然组织可以从使用社交媒体中受益匪浅,但有可能你的内部不满意的员工或你的客户甚至你的竞争对手都可以通过在社交媒体上发布错误或不需要的信息来破坏你的形象。竞争对手可能会雇佣专业黑客,或者个人黑客可能会入侵组织的媒体活动,并传达完全相反的信息,以玷污组织的品牌形象和勒索。组织需要密切关注这些品牌刺客及其社会活动,并迅速采取应对措施,以击败这些不法分子。为了在技术高度发达的环境中取得成功,组织需要利用社交媒体为自己创造优势。他们需要时刻保持警惕,克服社交媒体的阴暗面,采取这样的策略,不仅可以对抗不法分子的恶意,而且被证明是有效的营销策略,可以有效地促进组织的利益。本文试图了解社交媒体在塑造或玷污组织形象方面的作用,并制定出帮助组织征服社交媒体黑暗面的策略。
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Strategies to Overcome Dark Side of Social Media for Organizational Sustainability
Social media has provided the organizations a massive platform to reach masses and is considered as a highly effective tool for organizations to connect and promote their brands and messages all over the world with huge potential to attract clientele with virtually no or very low investment. It has given organizations a collaborative innovation medium also where shared wisdom can help organizations bringing out innovation in their products and services. Social media reach can result in the spread of positive sentiment about the organization's products or services very fast to large number of people. However social media is a double edge sword. If it has potential to help boosting an organization's business, it can also result in propagating negative image and that too at a very fast speed and to very large user segment. A single negative comment on organization's blog or profile, or a complaint by some customer about organization's product or services on social media may cause a negative and long lasting impact on an organization's and/or a brand's reputation. Hence, social media can make or tarnish an organization's sustainability. Organizations need to be on high alert always. Staying away from social media is not a solution as you are not aloof in the virtual world of social media. Anyone can put anything on the media and information spread is so fast that no one can control the same. Though organizations can be benefitted immensely from use of social media, there are chances that either your internal dissatisfied employees or your customers or even your competitors can spoil your image by putting wrong or unwanted information on social media. Either competitors may hire specialized hackers or individual hackers may hack an organization's media campaign and convey totally opposite message to tarnish the organization's brand image and blackmail. Organizations need to keep a hawk eye on such brand assassins and their social activity and take counter measures very fast so as to defeat such wrongdoers. To succeed in the highly technologically advanced environment, organizations need to make use of social media for their own advantages. They need to conquer dark side of social media by remaining vigilant all the times and adopt such strategies that not only counter malicious intentions of wrong-doers but proved to be effective marketing strategies to effectively promote organizations' interests. This paper is an attempt to understand role of social media in making or tarnishing an organization's image and evolve out strategies to help the organizations conquering dark side of social media.
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