Crisis Management of Covid-19 Cluster through Social Media Contents Analysis at @Inside Sampoerna

DOI

10.2991/assehr.k.220705.011How to use a DOI?

Keywords

Crisis Management; content Analysis; Covid19- Cluster; @insidesampoerna

Abstract

The Covid-19 phenomenon has implications for the crisis in almost all sectors in Indonesia, even globally. PT H.M. Sampoerna experienced a crisis when employees were infected with Covid19, there were casualties and became a Covid-19 cluster as in May 2020. To maintain trust & reputation, PT. H.M. Sampoerna managed this crisis through several methods, including producing relevant creative content on social media. This study aims to reveal how PT. H.M. conducted crisis management using qualitative content analysis methods at @insidesampoerna for the period 30 April 2020 - 14 January 2021. Researchers found that the crisis communications conducted by Sampoerna were categorized into 4 main issues with 30 posts as follows: (a) 12 posts of health protocol, (b) 6 posts of corporate news, (c) 10 posts of Corporate Social Responsibility (CSR), and (d) 2 posts of corporate activity. The health protocol category getting the most reactions from followers with 20,033 likes and 351 comments. Crisis communication applies primary and secondary crisis response strategies. There are several types of strategies applied in crisis communication through @insidesampoerna, namely: (a) informing and adjusting crisis information, (b) crisis response reduction strategies, (c) a strategy to respond to the crisis by rebuilding the reputation and public trust, and implementing strategies (d) maintaining consistency in crisis response strategies.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Diana Amalia
AU  - Roziana Febrianita
AU  - Kusnarto
PY  - 2022
DA  - 2022/07/13
TI  - Crisis Management of Covid-19 Cluster through Social Media Contents Analysis at @Inside Sampoerna
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 110
EP  - 121
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.011
DO  - 10.2991/assehr.k.220705.011
ID  - Amalia2022
ER  -