How Vietnamese Organizations Perceive the Use of Social Media in Crisis Communication

Tuong-Minh Ly-Le


Social media has proliferated into the everyday life of Vietnamese people. As a result, in the past years, Vietnam has seen many organizational crises that started on this platform. Social media has proven to be able to foster crises, thanks to open platforms that allow for relatively free discussion among strangers with common interests.  Nonetheless, Vietnamese organizations have often ignored or underutilized these channels in their crisis communication efforts. Organizations prioritize using traditional media in their crisis communication efforts and paid little to no attention to social media outlets, even if the crisis had started on social media channels. Through a survey with experienced Vietnamese PR practitioners, this research aims to understand this trend of crisis management and explore the perception of Vietnamese organizations toward the use of social media in crisis communication.

Bahasa Indonesia Abstrak: Media sosial telah menjamur ke dalam kehidupan sehari-hari rakyat di Vietnam. Akibatnya, dalam beberapa tahun terakhir, Vietnam telah melihat banyak krisis organisasi yang dimulai pada platform ini. Media sosial telah terbukti mampu menumbuhkan krisis, berkat platform terbuka yang memungkinkan diskusi bebas  untuk kepentingan bersama. Meskipun demikian, organisasi di Vietnam sering mengabaikan atau kurang memanfaatkan saluran-saluran ini dalam upaya krisis komunikasi yang mereka alami. Organisasi lebih memprioritaskan menggunakan media tradisional dalam upaya menanggulangi krisis komunikasi mereka dan sedikit memberikan perhatian kepada outlet media sosial, bahkan jika krisis telah dimulai pada saluran media sosial. Melalui survei yang dilakukan oleh praktisi PR di Vietnam yang berpengalaman, penelitian ini bertujuan untuk memahami tren manajemen krisis ini dan mengeksplorasi persepsi organisasi di Vietnam terhadap penggunaan media sosial dalam komunikasi krisis.



social media; social media adoption; crisis communication; crisis response; Vietnam


Full Text



Austin, L., Liu, B. F., & Jin, Y. (2012). How audiences seek out crisis information: Exploring the social- ediated crisis communication model. Journal of Applied Communication Research, 40(2), 188-207.

Bao Dien Tu DCSVN. (2012, June 7). Media and social media. Ha Noi Moi. Retrieved from

Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing and responding (4th ed.). Thousand Oaks, CA: Sage.

Jaques, T. (2014). Issue and crisis management: Exploring issues, crises, risk and reputation. Victoria, Australia: Oxford.

Kemp, S. (2017, February 16). Digital in Southeast Asia in 2017. Retrieved from

Kerkhof, P., Beugels, D., Utz, S., & Beukeboom, C. (2011, May). Crisis PR in social media: An experimental study of the effects of organizational crisis responses on Facebook. Paper presented at The 61st annual ICA conference, Boston.

Ly-Le, T. M. (2018). Social media use in crisis communication in Vietnam: A stakeholder’s viewpoint. Proceedings of the Fifth International Conference on Business, Management and Accounting (IBSM 2018), 259-274.

McLean, H., & Power, M. (2009). Crisis command: Strategies for managing corporate crises. London: Ark Group.

Procopio, C. H., & Procopio, S. T. (2007). Do you know what it means to miss New Orleans?: Internet communication, geographic community, and social capital in crisis. Journal of Applied Communication Research, 35(1), 67-87.

Richter, F. (2014, March 28). 30% of U.S. adults get news on Facebook. Retrieved from

Ruehl, C. H., & Ingenhoff, D. (2015). Communication management on social networking sites: Stakeholder motives and usage types of corporate Facebook, Twitter and YouTube pages. Journal of Communication Management, 19(3), 288-302.

Schultz, F., Utz, S., & Glocka, S. (2012). Towards a networked crisis communication theory: Analyzing the effects of (social) media, media credibility, crisis type, and emotions. In Proceedings of the International Communication Association. Phoenix: All Academics.

Sweetser, K. D., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340-342.

Ulmer, R., Sellnow, T., & Seeger, M. (2015). Effective crisis communication: Moving from crisis to opportunity (3rd ed.). London: Sage.

Van, L. T. H. (2013). Contemporary public relations in Vietnam: Public relations challenges in a culturally different setting (PhD thesis).

Cited by

  • There are currently no citations to this article.

Copyright (c) 2019 Tuong-Minh Ly-Le

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Department of Management | Business School | Universitas Pelita Harapan | Indonesia | +62 21 546 0901 |