| Summary: | 碩士 === 國立雲林科技大學 === 會計系 === 104 === As the rapid progress of social media, crisis information and news of enterprises circulates rapidly. Facing this kind of environment, how will risk communication and crisis response be done is a very important task for enterprises. This research uses case study as research method to understand risk communication and crisis response with social media, and two case studies on food safety incidents in Taiwan that happened in 2014 is used for data collection. The aim of this study is to discuss the cases to comprehend the influence of social media on enterprises, and what kind of strategies did enterprises use to implement risk communication and crisis response with social media.
This study starts from the perspective of social media, to understand the opinions and reactions of the public, when the companies in this study encounter oil scandals and handle them. By doing so, we could get to know the strategies that the companies used were effective or not, and this study organized the elements of risk communication and crisis response from the literature review as analytical items. In this study we could find that the two companies both knew that their product was tainted by the cooking oil made from recycled restaurant waste before the scandal went public, and did some preventive treatment to avoid the effect expand, but in the subsequent process they use different strategies to cope with the incident. We further collected and analyzed the reactions of social media for the two companies in the subsequent process. After the cross-company analysis, we summarized the following conclusions：
1.Before the scandal goes public, investigation and assessment should be prepared in advance. Managers should grasp the situation to make the appropriate treatment.
2.The internet could retain the discussions on social media for a long term. Do not ignore the impact and extending effect of social media.
3.The organization’s representative spokesman will impact on the discussions on social media.
4.Social media will discuss the compensation and treatment of the company continually. Managers should think twice before they make their decisions.
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