Abstrakt
The aim of this paper is to clarify the question of to what extent social media has a positive influence on crisis management in crisis communication and thus successfully averts crises. Beyond that, the central terms crisis, crisis communication, and social media are explained and defined.
In addition, the "Elaboration Likelihood Model" is presented and it is examined on the basis of specialist literature and several scientific studies about whether it makes sense to involve social media in crisis communication in order to avert crises. In doing so, various risks that may arise are listed in order to conclusively clarify the issue.
If certain guidelines are adhered to and social media is continuously included in the process before, during and after the crisis communication, it can be beneficial to prevent the worst and the loss of reputation.