The Microblogging Strategies For Corporate In Brand Crisis Communication

Since2010, the influence of microblogging in China is gradually revealed. China has a considerable number of people to participate in the application of microblogging, and microblogging has a great influence on Chinese peole. At the same time, such a large number of audience allows corporates disseminate information more effectively.Microblogging has become an important media which has a wide range of influence.Microblogging strategy is part of response to crises. Due to the changes in the media environment, solution to the crisis of corporates can not simply rely on traditional strategies,but should change with the times. So they should use microblogging which has extensive influence to make their voices heard, Microblogging strategy should not be ignored in dealing with brand crisis, and we also should consider how to use microblogging to make better crisis response.This paper analyzes the characteristics of microblogging, which including four points:the speed of information dissemination, information content tends to entertainment, audience participation, opinion leaders phenomenon. On this basis, combined with the existing brand crisis communication theory, this study has done some classification and analysis on enterprise microblogging strategies in dealing with brand crisis through four perspectives include the time dimension, the type of response, the frequency of updates, microblogging style. Based on the analysis,this paper puts forward four suggestions which is expected to help improve the microblogging strategies for corporate in brand crisis communication.The four suggestions are; maintaining communication with the public through microblogging, being positive when suffer the crisis, attention to corporate leader’s microblogging,keeping Maintaining enterprise microblogging. Among them, being positive when suffer the crisis include five pionts:rapid response in order to grasp the discourse initiative, positive attitude is essential, being convincing and infectious, Seek the support of opinion leaders,Send messages sparingly. These recommendations are expected to help the enterprises make better use of microblogging to resolve and through the brand crisis,...