دور "تويتر" أثناء الأزمات و تأثيره في تحسين الصورة الذهنية للمنظمة : أزمة حريق محطة القطار أنموذجا

الملخص EN

Social media has a major role in dealing with crisis.

Crisis managers must consider these methods and how they can best be used throughout the crisis stages.

The Al-Haramain Railway
is an electric railway that connects Makkah and Madinah, passing through Jeddah overnorate
and King Abdulaziz Economic City, at a cost of 63 billion Saudi riyals, and it opened on
September 25, 2018AD.

On 30th September, 2019, there was a crisis of fire at the train station,
which resulted in the injury of 11 people.

This fire affected the citizens in a state of frustration.

The people were saddened by the fire of the train station, and many questions started to emerge
like, where are the emergency and safety regulations? This study aims to know the role of
social media «Twitter as a model» in managing the crisis of the Al-Haramain train station
fire, and whether this medium contributed to meeting the public›s knowledge needs about this crisis.

This study is based on a framework that is based on image repair theory.

The current research is part of Descriptive Research, which is interested in collecting objective
and systematic information about the study.

The results of the study showed that the company
«Saar» managed the crisis well, and it used «Twitter» as an important medium to deal with
the crisis and focused on publishing regularly regarding the crisis.

Although many citizens
were disappointed by the fire that occurred at the train station, the company Saar succeeded in responding to the crisis and used Twitter as a medium to improve the company's image.

She also used several strategies to respond to the crisis: first a scapegoat, second a strategy of not being over-justified and over-responding, and third, and finally a strategy to fulfill promises.