To investigate how organisations have utilised social media as a component of its crisis response strategies, looking at the effects of viral exposure on an organisations response.

An investigation into how social media is being utilised among organisations as part of crisis communications strategies Taking a particular look at the surge of online crises, the research focussed on how organisation's responded via social media and the effects it has on public reaction. The data collection process was uniquely designed to identify eight case studies that would be cross examined using content analysis. The purpose of this was to produce a database of cases and pinpoint relevant themes and attributes The research found a clear indication that social media has become a dominant channel for communications when organisations experience an online crisis. This study was not an attempt to answer a clear cut question of what works and what doesn't but instead an opportunity to gather data showing the contrasting reactions from publics when organisations use social media to respond to a crisis.ba_prmarunpub1581_ethesesunpu