Using social media during communication crisis in Vietnam?

Crisis communication is attracting more interest in the modern world of communications. Digitalization and the advancement of Internet has given consumers the privilege to respond to brand’s messages. Sometimes, these responses go out of control and escalate into a communications crisis. Social media, where the public can freely express their opinion and share the latest news, has found itself at the core of many brands’ crises. Just a public post is enough to blow the whistle on a brand’s misconduct to millions of online users. This article will focus on…