Crisis Communication Strategy on Social Media: Literature Study on Shopee's Response in Handling Public Issues

Abstract

Crisis communication plays a crucial role in managing public perception and reputation during a crisis. In the digital era, social media has become a vital tool for companies, including Shopee, to address public issues swiftly and effectively. Shopee, as one of the largest e-commerce platforms in Indonesia, frequently encounters public issues that can significantly impact its reputation. This study aims to explore the crisis communication strategy employed by Shopee on social media in managing public issues and its impact on customer trust and loyalty. Using a qualitative literature review method, this research analyzes various studies and articles published in recent years regarding crisis communication strategies, focusing on Shopee’s response to public issues. The study highlights the importance of timely, transparent, and empathetic communication in crisis management. The findings reveal that Shopee effectively uses social media platforms like Twitter and Instagram to address issues such as delivery delays, product complaints, and service-related concerns, often engaging directly with customers and providing solutions in real-time. The research also emphasizes that Shopee’s ability to acknowledge issues quickly and communicate clearly has contributed to maintaining customer loyalty and trust during challenging periods. This study provides valuable insights for e-commerce platforms and other organizations in handling crises through social media.