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Advisor(s)
Abstract(s)
As redes sociais vieram estreitar as relações entre organizações e consumidores. Estas são
hoje a forma mais rápida que os públicos encontram para se comunicarem com as marcas,
obrigando assim as organizações a alterar a sua forma de comunicar com os seus
consumidores. As redes sociais passaram a ser utilizadas como forma de chegar aos públicos
e como forma de os consumidores poderem estar mais próximos das organizações. Neste
sentido surge a necessidade de aplicar a utilização das redes sociais para gerir uma situação
de crise.
Assim, o tema desta dissertação consiste na análise da comunicação de crise da Vodafone
Portugal durante o ataque cibernético de fevereiro de 2022, nas redes sociais Facebook e
Twitter. O fundamento teórico utilizado para esta investigação é a Teoria da Comunicação
de Crise Situacional (TCCS). Esta teoria, elaborada por Coombs (2007), apresenta várias
variáveis modelo para possíveis crises e apresenta ainda as estratégias de resposta para cada
tipo que o gestor de crise deve seguir. Através do estudo de caso da Vodafone, realizado com
recurso à análise das publicações feitas pela mesma no Facebook e no Twitter, verificamos
que a Vodafone recorreu a uma estratégia de gestão do significado, com a predominância
de informações de ajuste e de respostas reparativas primárias da categoria reconstrução:
compensação, gerando, segundo Coombs (2007), uma resposta satisfatória.
Em conclusão, podemos afirmar que as organizações podem beneficiar das redes sociais
quando o objetivo é gerir uma crise, uma vez que os seus consumidores mantém-se
informados e atualizados. Contudo, consideramos que a utilização das redes sociais não é
suficiente para gerir uma situação de crise eficazmente, é necessário complementar com
outros meios, são exemplo os press releases e as conferências de imprensa.
Social networks have strengthened the relationship between organizations and consumers. Today, they are the fastest way that publics find to communicate with brands, thus forcing organizations to change the way they communicate with their consumers. Social networks began to be used to reach audiences and as a way for consumers to be closer to organizations. In this sense, the need arises to apply the use of social networks to manage a crisis situation. Therefore, the subject of this dissertation is the analysis of Vodafone Portugal's crisis communication during the cyberattack of February 2022, on the social networks Facebook and Twitter. The theoretical basis used for this investigation is the Situational Crisis Communication Theory (SCCT). This theory, developed by Coombs (2007), presents several model variables for possible crises and also presents the response strategies for each type that the crisis manager must follow. Through the Vodafone case study, carried out using the analysis of publications made by it on Facebook and Twitter, we found that Vodafone used a meaning management strategy, with a predominance of adjustment information and primary reparative responses from the reconstruction category: compensation, generating, according to Coombs (2007), a satisfactory answer. In conclusion, we can say that organizations can benefit from social networks, when the objective is to manage a crisis, since their consumers are kept informed and updated. However, we believe that the use of social networks is not enough to effectively manage a crisis situation, it is necessary to complement it with other means, such as press releases and press conferences.
Social networks have strengthened the relationship between organizations and consumers. Today, they are the fastest way that publics find to communicate with brands, thus forcing organizations to change the way they communicate with their consumers. Social networks began to be used to reach audiences and as a way for consumers to be closer to organizations. In this sense, the need arises to apply the use of social networks to manage a crisis situation. Therefore, the subject of this dissertation is the analysis of Vodafone Portugal's crisis communication during the cyberattack of February 2022, on the social networks Facebook and Twitter. The theoretical basis used for this investigation is the Situational Crisis Communication Theory (SCCT). This theory, developed by Coombs (2007), presents several model variables for possible crises and also presents the response strategies for each type that the crisis manager must follow. Through the Vodafone case study, carried out using the analysis of publications made by it on Facebook and Twitter, we found that Vodafone used a meaning management strategy, with a predominance of adjustment information and primary reparative responses from the reconstruction category: compensation, generating, according to Coombs (2007), a satisfactory answer. In conclusion, we can say that organizations can benefit from social networks, when the objective is to manage a crisis, since their consumers are kept informed and updated. However, we believe that the use of social networks is not enough to effectively manage a crisis situation, it is necessary to complement it with other means, such as press releases and press conferences.
Description
Keywords
Ataque Cibernético Comunicação de Crise Comunicação Organizacional Redes Sociais Tccs Vodafone