網路社群之訊息攻擊與回應：A公司的實例探討

一則社群平台上的訊息張貼之後，後續引發眾多社群成員討論與群起指責A公司，致使該公司被迫在影音平台播出正式道歉的影片。此案例對於運用社群平台拓展業務的使用者而言，究竟要如何觀察社群平台的所有張貼訊息？如何對於危及公司形象的訊息做出及時正確回應？仔細探究三千九百餘則的相關貼文，發現不當的回應會引發更多的指責訊息，做出回應之後不再回應則讓社群平台的貼文逐漸減少。本研究指出幾個後續研究方向，如何回應方能平息社群成員的不滿情緒？如何妥善的運用社群中的專業力量來強化公司營運能力？以及如何觀察引導而避免成為危機衝擊？

關鍵字

社群訊息；危機處理； Dcard

並列摘要

A message posted by a member of Dcard community, and then more discussion and messages posted. Most messages agreed the original posted message and will hurt the target firm. The firm be forced to post a video to recognize the messages described and for apology on Youtube. The case study to disclosure several decision-points to make suitable response for messages posted on community. How to make suitable response for any message posted which may be unfavorable? To observe and analysis the messages posted are the necessary to active in a specific community. To observe more 3900 messages, the message posted and response will be stimulated the following posted. How to decrease the posted and control the status? The study reveals several research fields for the following study which included that how to response the resentful massages, how to utilize and converge the professional talent from the specific community, and how could response and control for avoid the risky issue.

並列關鍵字

Message of community ； risk management ； Dcard

參考文獻

Aaltonen, Aleksi and Giovan Francesco Lanzara. 2015. Building governance capability in online social production: insight from Wikipedia. Organization Studies, 36(12): 1649-1673. doi: 10.1177/0170840615584459

Christensen, Tom and Per Laegreid. Organizing for Crisis management: building governance capacity and legitimacy. Public Administration Review, 76(6): 887-897. doi: 10.1111/puar.12558

Duan, Jinyun; Xia, Xiaotong; and Lyn M. Von Swol. 2018. Emoticon’s Influence on advice taking. Computers in Human Behavior, 79:53-58. doi: 10.1016/j.chb.2017.10.030

Fjeldstad, Oystein; Snow, Charles C.; Miles, Raymond; and Christopher Lettl. 2012. The architecture of collaboration. Strategic Management Journal, 33:734-750. doi: 10.1002/smj.1968

Ganguly, Anirban; Talukdar, Asim; and Debdeep Chatterjee. 2019. Evaluating the role of social capital, tacit knowledge sharing, knowledge quality and reciprocity in determining innovation capability of an organization. Journal of Knowledge Management, 23(6): 1105-1135. doi: 10.1108/JKM-03-2018-0190

主題瀏覽