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

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

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

4. 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 .

5. LO 2: STREMII Model
Existing Frameworks of Crisis Lifecycles .

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

7. 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

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

9. 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),
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),
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),
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,

10. Questions?
THANK YOU! 