SOSYAL MEDYA KRİZ YÖNETİMİNDE ALGI YÖNETİMİ STRATEJİLERİ
PERCEPTION MANAGEMENT STRATEGIES IN SOCIAL MEDIA CRISIS MANAGEMENT

Summary/Abstract: Today, internet users are embracing social media and interacting with each other through these platforms. Social media is currently the most widely used and fastest-growing mass communication tool. With the continuous development and changes in communication technologies, reaching target audiences has become easier, and specific strategies have been developed to guide these audiences. The rapid social transformations that have occurred with globalization have caused crises in various areas of social life. In particular, with the integration of technological advancements into daily life, these crises have also been transferred to digital spaces. In the face of crisis, strategies are employed, especially on social media platforms, to establish effective communication with target audiences and to cope with crises. At this point, the concept of perception management comes into play, aiming to develop strategies by starting with recognizing individuals, understanding them, and interpreting their behaviour. This process involves influencing the opinions of target audiences and carrying out activities to change their behaviour and attitudes through defined messages. Indeed, knowing and applying perception management strategies with the right methods is crucial for effective crisis management. When managed correctly, crises can turn into opportunities, strengthening brand reputation and trust. This study was conducted within the framework of a qualitative research approach, using literature review and case study analysis methods. To demonstrate the importance of perception management strategies in social media crisis management, national and international sources were examined; furthermore, case studies related to crises experienced in the social media environment were evaluated. The main objective of this study is to demonstrate that, while acknowledging the inevitability of crises, these crises can be transformed into opportunities that strengthen brand reputation through perception management. Therefore, in social media crisis management, perception management can yield more effective results when integrated with a transparent, rapid, and empathetic response framework (strategies), data-driven operations, social listening, and interactive dialogue.

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