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Social Media Hype in Times of Crises: Nature, Characteristics and Impact on Organizations

Social Media Hype in Times of Crises: Nature, Characteristics and Impact on Organizations This article extends Vasterman’s (2005) concept of media hype by analyzing how it applies in the social media context. It then develops the concept of social media hype, its nature, characteristics through examination of five cases that attracted much social media attention. Social media hype can be defined as a netizen-generated hype that causes huge interest that is triggered by a key event and sustained by a self-reinforcing quality in its ability for users to engage in conversation. It involves a trigger event, followed by interest waves, and sustaining of the interests on different social media platforms. In response, organizations should pay heed to rigorously monitored sentiments online, respond quickly in the same medium in which the hype occurs, sharing consistent message across all mediums, and most importantly, value relationships with stakeholders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Media Educator SAGE

Social Media Hype in Times of Crises: Nature, Characteristics and Impact on Organizations

Pang, Augustine
Asia Pacific Media Educator , Volume 23 (2): 28 – Dec 1, 2013
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References (24)

Publisher
SAGE
Copyright
© 2013 University of Wollongong, Australia
ISSN
1326-365X
eISSN
2321-5410
DOI
10.1177/1326365X13517189
Publisher site
See Article on Publisher Site

Abstract

This article extends Vasterman’s (2005) concept of media hype by analyzing how it applies in the social media context. It then develops the concept of social media hype, its nature, characteristics through examination of five cases that attracted much social media attention. Social media hype can be defined as a netizen-generated hype that causes huge interest that is triggered by a key event and sustained by a self-reinforcing quality in its ability for users to engage in conversation. It involves a trigger event, followed by interest waves, and sustaining of the interests on different social media platforms. In response, organizations should pay heed to rigorously monitored sentiments online, respond quickly in the same medium in which the hype occurs, sharing consistent message across all mediums, and most importantly, value relationships with stakeholders.

Journal

Asia Pacific Media Educator – SAGE

Published: Dec 1, 2013

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