Prevention, early detection, appropriate reactions, possible consequences…
It usually happens just before closing time: My phone rings, and on the other end of the line I can hear mild panic. "Our company is currently experiencing a shitstorm. Please tell me what I should do right now!" The subject of "shitstorms" is also enjoying constant attention in the media, from popular magazines to industry journals: This threatening specter from the Internet that can affect anyone at any time and destroy entire livelihoods in the blink of an eye. Hardly a month goes by in which I don't receive facebook data at least one interview request on this topic, as I did recently here . On the other hand, some companies are obviously only just beginning to grapple with the risk of communication crises (and not only) in the social web. A frequently heard statement is: "A company's activities on social media increase the risk of a shitstorm!" – But the opposite is actually the case.
But how do you prevent a wave of digital outrage, what exactly is a shitstorm, how do you differentiate it from other communication crises, and what importance should you actually give it? – Here I have compiled some typical questions and my answers to them from my point of view, experience and observation.
Hasn’t everything already been said about the topic of “shitstorm”?
Yes, it's true that a lot has been published on this topic. I wrote a guidebook on the subject several years ago. The shitstorm has also been in the public press for some time. But shitstorms are still happening and are increasing. The large number of inquiries from the media and companies shows me that there is still a great need for information and clarification. As a precaution, I recently asked my own network on Facebook, which includes many specialist colleagues, and here too there was almost unanimous opinion that a current article on the subject could be helpful for many people.