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

Ana Isabel Canhoto, Dirk Vom Lehn, Finola Kerrigan, Cagri Yalkin, Marc Braun, Nicola Steinmetz

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
196 Downloads (Pure)

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.
Original languageEnglish
JournalCogent Business & Management
Volume2
Issue number1
Early online date14 Sep 2015
DOIs
Publication statusPublished - 2015

Keywords

  • social media
  • crisis management
  • sentiment analysis
  • online communities
  • user-generated content
  • social media in management

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