Kajian Literatur tentang Tantangan dan Strategi Manajemen Krisis dalam Digital Marketing di Platform Media Sosial
DOI:
https://doi.org/10.70404/jimbi.v1i01.167Keywords:
Manajemen Krisis, Pemasaran Digital, Media Sosial, , Pemantauan Berbasis AI, Reputasi MerekAbstract
Penelitian ini mengkaji tantangan dan strategi manajemen krisis dalam konteks digital marketing di platform media sosial. Latar belakangnya adalah semakin tingginya kecepatan penyebaran informasi baik positif maupun negatif yang dapat memengaruhi reputasi merek secara instan. Tujuan utama penelitian adalah (1) mengidentifikasi tantangan utama yang dihadapi pemasar digital saat menghadapi krisis di media sosial, dan (2) merumuskan strategi efektif untuk mitigasi dan pemulihan reputasi. Metode yang digunakan meliputi tinjauan pustaka sistematis atas artikel ilmiah terbitan 2021–2025, studi kasus krisis nyata di berbagai industri, serta analisis komparatif praktik terbaik. Hasil penelitian menunjukkan bahwa tantangan terbesar meliputi: persebaran misinformasi, eskalasi sentimen negatif, keterbatasan kontrol terhadap konten yang dibuat pengguna, dan kebutuhan respons real-time. Strategi yang direkomendasikan terdiri dari: penerapan sistem pemantauan dan deteksi dini berbasis AI, komunikasi transparan dan konsisten melalui saluran resmi, kolaborasi dengan influencer atau stakeholder kunci, serta protokol respons krisis yang sudah teruji dalam simulasi. Model manajemen krisis terintegrasi ini terbukti meningkatkan kecepatan respons, mengurangi dampak reputasional, dan membangun kepercayaan jangka panjang. Implikasi praktisnya memberikan panduan bagi tim pemasaran digital untuk menyiapkan rencana krisis yang adaptif dan terukur
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