การจัดการภาวะวิกฤตบนสื่อสังคมออนไลน์ของบริษัทผู้ให้บริการเครือข่ายโทรศัพท์เคลื่อนที่ / ปรีดิ์เปรม ชัยกิจ = CRISIS MANAGEMENT IN SOCIAL MEDIA OF MOBILE SERVICE PROVIDERS
This Research is a qualitative study which has two objectives 1) to study the approach of crisis management on social media of mobile service providers and 2) to find out the key success factors in crisis management on social media of mobile service providers. The research methodologies are documentary study that analyze information from crisis management of mobile service providers and from case study of crisis management on social media of mobile service providers, and in-depth interview with four groups of key informants chosen by purposive sampling. The research found that crisis management on social media could be divide into three periods 1) pre-crisis was the preparedness for restructuring the organizations by adding digital division to the organizations, setting policy on use of social media for employees, building good relationship with media and influencers, and monitoring information on social media 2) crisis reaction was setting a signal of warning about crisis situation on social media, responsive process, and selection process of communication channel 3) post-crisis was the evaluation information collected during the crisis situation and creating crisis preparedness manual which gradually improves working process in the organizations and develops crisis management process. Moreover, the result of this research showed that the key success factors in crisis management on social media were 1) organizations gave precedence for crisis management on social media 2) all members in the organizations understood and knew how to cope with crisis situation 3) good relationship with media and influencers 4) making themselves clear promptly
