Acknowledge Quickly (3/9)

Organizations must respond quickly to rapidly emerging crises to be perceived as a credible source. The longer an organization waits to respond the more likely rumors are to spread. “Up-to-date information is important to perceived credibility, because slow updates decrease credibility; nevertheless, posting social media messages too quickly may instead decrease the level of perceived competence of the organization: both too fast and too few slow updates may impact specific credibility perceptions” (Eriksson, 2018, p. 533).

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