Margaret Stewart & Cory Young Bridging the gap in social media crisis communication: Pedagogical applications of the STREMII model. Margaret Stewart & Cory Young

AGENDA Introductions Learning Objectives (LO) Knowledge Nuggets Next Steps Resources Questions?

LEARNING OBJECTIVES Six Elements of STREMII Crisis Communication on Social Media – The Crisis Lifecycle Required Actions – Pedagogy and Pragmatic Applications .

LO 1: STREMII Model Six Elements (1) surveillance & social listening (2) identify target audiences (3) respond to the crisis & engage in the conversation (4) monitor the landscape & evaluate outcomes (5) interact with consumers & publics (6) implement necessary changes .

LO 2: STREMII Model Existing Frameworks of Crisis Lifecycles .

LO 3: Pedagogical Application The Class The Activity (Handout) Skype Interview In-class meetings Discussion

Knowledge Nuggets Teacher’s The students’ Researcher’s Cory: Guest speaker– from MARCOM– social media monitoring and listening is all about identifying the influencers through decks like Sprout or BrandWatch and using their power to curb messages or to spread messages Students presentation on Protein world reinforced the idea that crisis are socially constructed, and that its way of handling the crisis which was to do nothing was equally as effective. Stephanie (if present) otherwise cory: Critical need to define ‘social media’ at this time of rapid innovation Concerns regarding scope/limitations of potential application Need to address overlapping/simultaneous processes in model Margaret Limitations of STREMII: Model Conceptualization/Design occurred post-crisis Global application outside of natural disaster events Requires additional application & evaluation

Next Steps Continued pedagogical analysis Pragmatic implementation and testing More expansive/global scholarly application Clarifying terms, stages, and action items

References Coombs, W.T. (2014). Ongoing crisis communication: Planning, managing, and responding, (4th ed.). Thousand Oaks, CA: Sage Publications, Inc. Coombs, W.T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163-176. Fink, S. (1986). Crisis management: Planning for the inevitable. New York: Amacom. Mitroff, I.I. (1994). Crisis management and environmentalism: A natural fit. California Management Review, 36(2), 101-113. Seeger, M.W., Sellnow, T.L., and Ulmer, R.R. (2003). Communication and organizational crisis. Westport, CT: Praeger. Seeger, M.W. (2006). Best practices in crisis communication: An expert panel process. Journal of Applied Communication Research, 34(3), 232-244. Stewart, M. C., & Gail Wilson, B. (2015). The dynamic role of social media during Hurricane #Sandy: An introduction of the STREMII model to weather the storm of the crisis lifecycle. Computers in Human Behavior, 54, 639-646.

Questions? m.c.stewart@unf.edu youngc@ithaca.edu THANK YOU! 