{"id":1217,"date":"2021-03-04T17:12:18","date_gmt":"2021-03-04T17:12:18","guid":{"rendered":"https:\/\/blueglue.cz\/?p=1217"},"modified":"2021-06-17T12:04:33","modified_gmt":"2021-06-17T12:04:33","slug":"krizova-komunikace-na-socialnich-sitich","status":"publish","type":"post","link":"https:\/\/blueglue.cz\/en\/krizova-komunikace-na-socialnich-sitich\/","title":{"rendered":"KRIZOV\u00c1 KOMUNIKACE NA SOCI\u00c1LN\u00cdCH S\u00cdT\u00cdCH"},"content":{"rendered":"<p>Mnoho firem v posledn\u00edch dnech \u0159e\u0161\u00ed,\u00a0<strong>jak\u00fdm zp\u016fsobem komunikovat na s\u00edt\u00edch<\/strong>\u00a0se sv\u00fdmi z\u00e1kazn\u00edky. Vyzpov\u00eddali jsme Pavla Parad\u00fdse, kter\u00fd n\u00e1m p\u0159edal n\u011bkolik rad a doporu\u010den\u00ed. A jak tedy \u0159e\u0161it krizovou komunikaci na soci\u00e1ln\u00edch s\u00edt\u00edch? Poslechn\u011bte si na\u0161e tipy.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-rich is-provider-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Krizov\u00e1 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/EArhp9ZEeWY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Nem\u00e1te \u010das na zhl\u00e9dnut\u00ed videa? P\u0159e\u010dt\u011bte si jeho p\u0159epis n\u00ed\u017ee.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Co je nej\u010dast\u011bj\u0161\u00ed p\u0159\u00ed\u010dinou vzniku krizov\u00e9 komunikace?<\/strong><\/h2>\n\n\n\n<p>Vesm\u011bs je ve\u0161ker\u00e1 aktu\u00e1ln\u00ed komunikace krizov\u00e1. \u0160\u00ed\u0159en\u00ed epidemie koronaviru COVID-19 m\u00e1&nbsp;<strong>v\u00fdrazn\u00fd dopad na trh<\/strong>&nbsp;z&nbsp;byznysov\u00e9ho hlediska a proto je pot\u0159eba se k&nbsp;t\u00e9to situaci postavit a&nbsp;<strong>sna\u017eit se minimalizovat ztr\u00e1ty a paniku<\/strong>&nbsp;na\u0161ich spoluob\u010dan\u016f. Nejv\u011bt\u0161\u00edm probl\u00e9mem jsou&nbsp;<strong>n\u00e1vyky z\u00e1kazn\u00edk\u016f<\/strong>, kter\u00e9 dostaly stopku d\u00edky nouzov\u00e9mu stavu vyhl\u00e1\u0161en\u00e9ho vl\u00e1dou \u010cR a z\u00e1kazem vych\u00e1zen\u00ed.<\/p>\n\n\n\n<p>Z\u00e1kazn\u00edk by m\u011bl m\u00edt&nbsp;<strong>pochopen\u00ed pro vzniklou situaci<\/strong>, ale jsou i tac\u00ed, kte\u0159\u00ed p\u0159es ve\u0161ker\u00e9 dostupn\u011b ov\u011b\u0159en\u00e9 zdroje informac\u00ed o \u0161\u00ed\u0159en\u00ed viru po sv\u011bt\u011b nech\u00e1pou, pro\u010d by nap\u0159\u00edklad zrovna jejich obl\u00edben\u00e1 kav\u00e1rna m\u011bla m\u00edt zav\u0159eno. M\u016f\u017eeme b\u00fdt r\u00e1di, \u017ee se v\u016fbec doru\u010duj\u00ed z\u00e1silky objednan\u00e9 on-line. Jestli bude m\u00edt z\u00e1silka zdr\u017een\u00ed, tak jej budu respektovat a nebudu si ihned st\u011b\u017eovat. Bohu\u017eel, jak jsem ji\u017e \u0159\u00edkal, n\u011bkte\u0159\u00ed to st\u00e1le nepochopili a t\u00edm p\u00e1dem vznik\u00e1 pot\u0159eba krizov\u00e9 komunikace sm\u011brem k z\u00e1kazn\u00edk\u016fm.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. V \u010dem d\u011blaj\u00ed firmy v krizov\u00e9 komunikaci na soci\u00e1ln\u00edch s\u00edt\u00edch nej\u010dast\u011bj\u0161\u00ed chyby? Jak\u00fd je nejv\u011bt\u0161\u00ed probl\u00e9m komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch?<\/strong><\/h2>\n\n\n\n<p>Nej\u010dast\u011bj\u0161\u00edm probl\u00e9mem jsou&nbsp;<strong>nepravdiv\u00e9 informace<\/strong>&nbsp;nebo zbyte\u010dn\u00e9&nbsp;<strong>\u0161\u00ed\u0159en\u00ed paniky<\/strong>. Z\u00e1rove\u0148 co se t\u00fd\u010de zna\u010dek, tak je to&nbsp;<strong>nedostate\u010dn\u00e1 komunikace se z\u00e1kazn\u00edky<\/strong>&nbsp;skrz soci\u00e1ln\u00ed m\u00e9dia.<\/p>\n\n\n\n<p>V dne\u0161n\u00ed digit\u00e1ln\u00ed dob\u011b se spoustu u\u017eivatel\u016f op\u00edr\u00e1 o jim svat\u00e9 pravidlo \u201eCo se p\u00ed\u0161e na internetu, je pravda.\u201c. Zna\u010dky by m\u011bli db\u00e1t na to, aby&nbsp;<strong>sd\u00edleli pravdiv\u00e9 informace<\/strong>&nbsp;a sna\u017eili se&nbsp;<strong>uklidnit sv\u00e9 z\u00e1kazn\u00edky<\/strong>. Je opravdu t\u011b\u017ek\u00e9 naj\u00edt relevantn\u00ed zdroje v obsahem zahlcen\u00e9m prost\u0159ed\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Pot\u0159ebovali byste poradit s&nbsp;<strong>krizovou komunikac\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>?&nbsp;<a href=\"https:\/\/www.acomware.cz\/sluzby\/social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">Obra\u0165te se na n\u00e1s<\/a>&nbsp;a spole\u010dn\u011b v\u0161e vymysl\u00edme.<\/p><\/blockquote>\n\n\n\n<p>Probl\u00e9mem je, \u017ee si mnoz\u00ed u\u017eivatel\u00e9 nejsou schopn\u00ed ov\u011b\u0159it zdroj a tak vznik\u00e1 prim\u00e1rn\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch a v komunit\u00e1ch&nbsp;<strong>\u0161\u00ed\u0159en\u00ed hoax\u016f<\/strong>&nbsp;neboli dezinformac\u00ed, kter\u00e9 n\u00e1sledn\u011b zvy\u0161uj\u00ed m\u00edru paniky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Jak bys firm\u00e1m doporu\u010dil postupovat u krizov\u00e9 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch?<\/strong><\/h2>\n\n\n\n<p>Doporu\u010doval bych&nbsp;<strong>na nic ne\u010dekat<\/strong>. Kouzlo soci\u00e1ln\u00edch s\u00edt\u00edch je v tom, \u017ee tam m\u016f\u017eete komunikovat real-time, tak byste toho m\u011bli vyu\u017e\u00edt. Ur\u010dit\u011b by firmy m\u011bli b\u00fdt ke sv\u00fdm z\u00e1kazn\u00edk\u016fm up\u0159\u00edmn\u00e9. \u010c\u00edm v\u00edce kvalitn\u00edch informac\u00ed z\u00edskaj\u00ed u\u017eivatel\u00e9 ze v\u0161ech stran t\u00edm v\u00edce pom\u016f\u017eou firmy nejen sami sob\u011b, ale i ostatn\u00edm.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. Li\u0161\u00ed se n\u011bjak r\u016fzn\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b s ohledem na p\u0159\u00edstup u\u017eivatel\u016f ke krizov\u00e9 komunikaci?<\/strong><\/h2>\n\n\n\n<p>Li\u0161\u00ed se pouze form\u00e1tem, kter\u00fd poslou\u017e\u00ed k p\u0159ed\u00e1n\u00ed sd\u011blen\u00ed krizov\u00e9 komunikace na konkr\u00e9tn\u00ed platform\u011b. M\u016f\u017ee to b\u00fdt&nbsp;<strong>infografika<\/strong>,&nbsp;<strong>video<\/strong>,&nbsp;<strong>obr\u00e1zek<\/strong>,&nbsp;<strong>live stream<\/strong>,&nbsp;<strong>podcast<\/strong>,&nbsp;<strong>\u010dl\u00e1nek<\/strong>&nbsp;na blogu nebo t\u0159eba&nbsp;<strong>landing page<\/strong>.<\/p>\n\n\n\n<p>Prim\u00e1rn\u011b by v\u0161em m\u011blo j\u00edt o jedno, a t\u00edm je&nbsp;<strong>\u0161\u00ed\u0159en\u00ed osv\u011bty ohledn\u011b koronaviru<\/strong>. M\u011bli bychom se sna\u017eit komunikovat k co nejvy\u0161\u0161\u00edmu po\u010dtu u\u017eivatel\u016f soci\u00e1ln\u00edch s\u00edt\u00edch, abychom minimalizovali riziko rapidn\u00edho n\u00e1r\u016fstu naka\u017een\u00fdch. Jak toto sd\u011blen\u00ed jednotliv\u00e9 zna\u010dky nebo ve\u0159ejn\u011b zn\u00e1m\u00e9 osobnosti p\u0159edaj\u00ed je \u010dist\u011b jejich volba.<\/p>\n\n\n\n<p>V\u011b\u0159\u00edm, \u017ee zna\u010dky to vezmou do sv\u00fdch rukou dle sv\u00e9ho nejlep\u0161\u00edho \u00fasudku a budou se sna\u017eit&nbsp;<strong>\u0161\u00ed\u0159it pravdiv\u00e9 informace<\/strong>&nbsp;a krizovou komunikaci tak, aby nepo\u0161kodila jejich zna\u010dku do budoucna a zachovali si tak loajalitu z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. Jak si aktu\u00e1ln\u011b stoj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b b\u011bhem krizov\u00e9ho obdob\u00ed epidemie?<\/strong><\/h2>\n\n\n\n<p>Dle m\u00fdch posledn\u00edch informac\u00ed se zvy\u0161uje doba str\u00e1ven\u00e1 u\u017eivateli u jednotliv\u00fdch m\u00e9di\u00ed. Pr\u016fm\u011brn\u011b str\u00e1ven\u00fd \u010das u obrazovek za\u0159\u00edzen\u00ed telefon\u016f, tablet\u016f, po\u010d\u00edta\u010d\u016f, televiz\u00ed i hern\u00edch konzol\u00ed se rapidn\u011b zved\u00e1.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b na Facebooku se&nbsp;<strong>zv\u00fd\u0161ila konzumace obsahu<\/strong>&nbsp;o 30 % a na Instagramu o 20 %. Tato \u010d\u00edsla poch\u00e1z\u00ed z pr\u016fzkumu proveden\u00e9ho na respondentech ze Singapuru, ale v podobn\u00e9 m\u00ed\u0159e jej budou kop\u00edrovat i dal\u0161\u00ed oblasti na sv\u011bt\u011b v\u010detn\u011b \u010cesk\u00e9 republiky.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Doba str\u00e1ven\u00e1 na soci\u00e1ln\u00edch s\u00edt\u00edch se zvy\u0161uje. Vyu\u017eijte soci\u00e1ln\u00ed s\u00edt\u011b ve sv\u016fj prosp\u011bch a udr\u017eujte se z\u00e1kazn\u00edky i nad\u00e1le kontakt.<\/p><\/blockquote>\n\n\n\n<p>Glob\u00e1ln\u00ed watch time vide\u00ed na Facebooku vzrostl o 4,7 %. Vyu\u017e\u00edv\u00e1n\u00ed platformy WhatsApp se zv\u00fd\u0161ilo o 20-25 % v\u016f\u010di b\u011b\u017en\u00e9mu vyu\u017e\u00edv\u00e1n\u00ed t\u00e9to platformy v p\u0159edchoz\u00edch obdob\u00edch.<\/p>\n\n\n\n<p>Medi\u00e1ln\u00ed rozpo\u010dty u v\u011bt\u0161iny klient\u016f klesaj\u00ed a zastavuj\u00ed se reklamn\u00ed kampan\u011b. Nicm\u00e9n\u011b bych doporu\u010doval hodn\u011b&nbsp;<strong>zv\u00e1\u017eit \u0161krcen\u00ed budget\u016f do reklam na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>, kde se v tuto chv\u00edli pohybuje v\u00edce u\u017eivatel\u016f ne\u017e obvykle. V n\u011bkter\u00fdch segmentech je to pochopiteln\u00e9, ale rozhodn\u011b to neplat\u00ed u v\u0161ech.<\/p>\n\n\n\n<p>My v&nbsp;<a href=\"https:\/\/www.acomware.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Acomware<\/a>&nbsp;d\u011bl\u00e1me denn\u00ed monitoring tr\u017eeb v online prost\u0159ed\u00ed a v\u00fddaj\u016f do reklam. K nejv\u011bt\u0161\u00edm propad\u016fm do\u0161lo b\u011bhem pond\u011blka.&nbsp; Nicm\u00e9n\u011b kdybych na tom m\u011bl naj\u00edt n\u011bco pozitivn\u00edho, tak v \u00fater\u00fd, p\u0159esto\u017ee propady byly st\u00e1le obrovsk\u00e9, byly o trochu men\u0161\u00ed ne\u017e p\u0159edchoz\u00ed den.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. Co hroz\u00ed firm\u00e1m, kter\u00e9 krizovou komunikaci podcen\u00ed?<\/strong><\/h2>\n\n\n\n<p>Nejv\u00edce bych se b\u00e1l ztr\u00e1ty loajality a d\u016fv\u011bry z\u00e1kazn\u00edka. Koneckonc\u016f ve fin\u00e1le se aktu\u00e1ln\u00ed situace cht\u011b, necht\u011b podep\u00ed\u0161e na v\u011bt\u0161in\u011b firem finan\u010dn\u011b. Minim\u00e1ln\u011b by se tedy firmy m\u011bli&nbsp;<strong>sna\u017eit udr\u017eet vztah se z\u00e1kazn\u00edkem<\/strong>&nbsp;i p\u0159es ve\u0161ker\u00e9 nep\u0159\u00edjemnosti, kter\u00e9 n\u00e1m epidemie p\u0159inesla.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>7. Jak podle tebe zvl\u00e1daj\u00ed firmy krizovou komunikaci na soci\u00e1ln\u00edch s\u00edt\u00edch?<\/strong><\/h2>\n\n\n\n<p>J\u00e1 osobn\u011b nejv\u00edce vn\u00edm\u00e1m anga\u017em\u00e1&nbsp;<strong>Ondry Kr\u00e1tk\u00e9ho&nbsp;<\/strong>a<a href=\"https:\/\/www.liftago.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>&nbsp;Liftaga<\/strong><\/a>, kter\u00e9 t\u00e9m\u011b\u0159 ka\u017ed\u00fd den p\u0159ich\u00e1z\u00ed s mo\u017enostmi, jak pomoct v t\u00e9to nep\u0159\u00edjemn\u00e9 chv\u00edli v boji s koronavirem.&nbsp;<a href=\"https:\/\/www.rohlik.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Rohlik.cz<\/strong><\/a>&nbsp;rozhodn\u011b stoj\u00ed za zm\u00ednku, proto\u017ee zav\u00e1d\u00ed spoustu bezpe\u010dnostn\u00edch opat\u0159en\u00ed, kter\u00e9 maj\u00ed za c\u00edl chr\u00e1nit z\u00e1kazn\u00edky a zam\u011bstnance. D\u00edky objedn\u00e1v\u00e1n\u00ed potravin online se minimalizuje riziko p\u0159en\u00e1\u0161en\u00ed koronaviru p\u0159i n\u00e1kupu v&nbsp;b\u011b\u017en\u00e9m obchodn\u00edm \u0159et\u011bzci.<\/p>\n\n\n\n<p>Krom\u011b t\u011bchto zna\u010dek m\u011b bav\u00ed&nbsp;<strong>komunikace&nbsp;<a href=\"https:\/\/www.facebook.com\/konecprokrastinace\/\" target=\"_blank\" rel=\"noreferrer noopener\">Petra Ludwiga<\/a><\/strong>, kter\u00fd se skrz soci\u00e1ln\u00ed s\u00edt\u011b a rozhovory sna\u017e\u00ed \u0161\u00ed\u0159it osv\u011btu proti boji s koronavirem. A jsem moc r\u00e1d, \u017ee se do t\u00e9to komunikace zapojuj\u00ed i dal\u0161\u00ed influence\u0159i, kte\u0159\u00ed mohou zas\u00e1hnout velkou masu lid\u00ed.<br>K t\u00e9to pozitivn\u00ed komunikaci bych r\u00e1d zm\u00ednil nap\u0159\u00edklad&nbsp;<a href=\"https:\/\/www.forbes.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Forbes<\/strong><\/a>, kter\u00fd jako informa\u010dn\u00ed m\u00e9dium nep\u00ed\u0161e o tom, kdo co ud\u011blal \u0161patn\u011b, ale o tom, co d\u011blat, aby se situace zlep\u0161ila.<\/p>\n\n\n\n<p>L\u00edb\u00ed se mi komunikace&nbsp;<a href=\"https:\/\/www.facebook.com\/molcesko\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>\u010derpac\u00edch stanic MOL<\/strong><\/a>&nbsp;na soci\u00e1ln\u00edch s\u00edt\u00edch, kter\u00e1 informuje z\u00e1kazn\u00edky o pr\u016fb\u011bhu tankov\u00e1n\u00ed a jejich opat\u0159en\u00edch proti riziku n\u00e1kazy p\u0159i \u010derp\u00e1n\u00ed paliva.<\/p>\n\n\n\n<p>A na z\u00e1v\u011br m\u011b pot\u011b\u0161ilo, jak komunikaci uchopilo&nbsp;<a href=\"https:\/\/www.instagram.com\/mama_coffee\/?hl=cs\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>mama_coffee<\/strong><\/a>, kter\u00e9 na Instagramu ve Stories za\u010dlo s&nbsp;jejich fanou\u0161ky sd\u00edlet inspiraci\/receptury na skv\u011blou k\u00e1vu v&nbsp;pohodl\u00ed domova.<\/p>\n\n\n\n<p>Krom\u011b inspirace je tato komunikace dopln\u011bn\u00e1 o up-sell. Chyb\u00ed v\u00e1m na recept louhova\u010d na k\u00e1vu? M\u016f\u017eete si ho na jejich e-shopu objednat.<\/p>\n\n\n\n<p>P\u0159izn\u00e1m se, \u017ee jsem si hned jednu k\u00e1vu z&nbsp;moka konvi\u010dky ud\u011blal. A byla v\u00fdborn\u00e1!<\/p>","protected":false},"excerpt":{"rendered":"<p>Mnoho firem v posledn\u00edch dnech \u0159e\u0161\u00ed,\u00a0jak\u00fdm zp\u016fsobem komunikovat na s\u00edt\u00edch\u00a0se sv\u00fdmi z\u00e1kazn\u00edky. Vyzpov\u00eddali jsme Pavla Parad\u00fdse, kter\u00fd n\u00e1m p\u0159edal n\u011bkolik rad a doporu\u010den\u00ed. A jak tedy \u0159e\u0161it krizovou komunikaci na soci\u00e1ln\u00edch s\u00edt\u00edch? Poslechn\u011bte si na\u0161e tipy. Nem\u00e1te \u010das na zhl\u00e9dnut\u00ed videa? P\u0159e\u010dt\u011bte si jeho p\u0159epis n\u00ed\u017ee. 1. Co je nej\u010dast\u011bj\u0161\u00ed p\u0159\u00ed\u010dinou vzniku krizov\u00e9 komunikace? Vesm\u011bs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[17,15],"tags":[],"class_list":["post-1217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Krizov\u00e1 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch \ud83d\udc44 | Blueglue.cz<\/title>\n<meta name=\"description\" content=\"Co je to krizov\u00e1 komunikace \u2049, v \u010dem se d\u011blaj\u00ed chyby, a jak\u00e9 jsou nej\u010dast\u011bj\u0161\u00ed p\u0159\u00ed\u010diny vziku krizov\u00e9 situace? \ud83c\udfa4 Vyzpov\u00eddali jsme Pavla Parad\u00fdse!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueglue.cz\/en\/krizova-komunikace-na-socialnich-sitich\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Krizov\u00e1 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch? 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