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Fall and redemption: Monitoring and engaging in social media conversations during a crisis

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  • Ana Isabel Canhoto
  • Dirk vom Lehn
  • Finola Kerrigan
  • Cagri Yalkin
  • Marc Braun
  • Nicola Steinmetz

Abstract

Social media content can spread quickly, particularly that generated by users themselves. This is a problem for businesses as user-generated content (UGC) often portrays brands negatively and, when mishandled, may turn into a crisis. This paper presents a framework for crisis management that incorporates insights from research on social media users’ behaviour. It looks beyond specific platforms and tools, to develop general principles for communicating with social media users. The framework’s relevance is illustrated via a widely publicised case of detrimental UGC. The paper proposes that, today, businesses need to identify relevant social media platforms, to monitor sentiment variances, and to go beyond simplistic metrics with content analysis. They also need to engage with online communities and the new influencers, and to respond quickly in a manner that is congruent with said social media platforms and their users’ expectations. The paper extends the theoretical understanding of crisis management to consider the role of social media as both a cause and a solution to those crises. Moreover, it bridges information management theory and practice, providing practical managerial guidance on how to monitor and respond to social media content, particularly during fast-evolving crises.

Suggested Citation

  • Ana Isabel Canhoto & Dirk vom Lehn & Finola Kerrigan & Cagri Yalkin & Marc Braun & Nicola Steinmetz, 2015. "Fall and redemption: Monitoring and engaging in social media conversations during a crisis," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1084978-108, December.
    • Handle: RePEc:taf:oabmxx:v:2:y:2015:i:1:p:1084978
    DOI: 10.1080/23311975.2015.1084978
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    References listed on IDEAS

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    Cited by:

    1. Dag Øivind Madsen & Kåre Slåtten, 2015. "Social media and management fashions," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1122256-112, December.
    2. Jennifer Johnson Jorgensen & Katelyn Sorensen, 2021. "Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time," Social Sciences, MDPI, vol. 10(9), pages 1-11, August.
    3. Feifei Chen, 2022. "Unpacking the Evolution of a Paracrisis: The Case of #DeleteUber," Corporate Reputation Review, Palgrave Macmillan, vol. 25(4), pages 300-311, November.

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