ABSTRACT This study analyzes explicit pieces of advice for effective social media crisis communication given by researchers in various subdisciplines of strategic communication. The themes are identified by a systematic content analysis of peer-reviewed journal articles and conference papers (n = 104) published between 2004 and 2017. Five overall thematic “lessons” are identified and critically discussed. These are that effective social media crisis communication is about: (1) exploiting social media’s potential to create dialogue and to choose the right message, source and timing; (2) performing precrisis work and developing an understanding of the social media logic; (3) using social media monitoring; (4) continuing to prioritize traditional media in crisis situations; and finally, (5) just using social media in strategic crisis communication. These guidelines mainly emerged from quantitative research conducted in the context of the United Stated and on Twitter. There is need for more research focusing on other platforms and other empirical material. There is also a future need for an in-depth methodological discussion of how to further bridge the gap between research and practice on a global scale, and how to develop more evidence-based recommendations for strategic crisis communication practitioners.

中文翻译：

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社交媒体上危机沟通的经验教训：对研究告诉实践的系统评价

摘要本研究分析了战略沟通各个子领域中研究人员提供的有效社交媒体危机沟通的明确建议。通过对2004年至2017年间发表的同行评审期刊文章和会议论文（n = 104）进行系统的内容分析，确定了主题。确定并进行了批判性讨论了五个总体主题“课程”。这些是有效的社交媒体危机沟通的关键在于：（1）发挥社交媒体的潜力来进行对话，并选择正确的信息，来源和时机；（2）开展危机前的工作并发展对社交媒体逻辑的理解；（3）使用社交媒体监控；（4）在危机情况下继续优先考虑传统媒体；最后，（5）仅使用社交媒体进行战略危机沟通。这些准则主要来自在美国和Twitter上进行的定量研究。需要针对其他平台和其他经验材料进行更多研究。未来还需要进行深入的方法论讨论，以探讨如何在全球范围内进一步弥合研究与实践之间的鸿沟，以及如何为战略危机沟通从业者提供更多基于证据的建议。