Social Media and Reputation Management During Crisis: A Case Study of the 2012-2013 NHL Lockout

Abstract

The aim of this study is to understand the influence of online discussion forums during times of crisis. These forums can be considered as a form of social media, a relatively new form of technology that is constantly evolving and gaining in popularity. It has become an important medium, and can be integral in communications plans, specifically with regards to crisis communication. Through the use of these media, message delivery has unbelievable breadth and speed, making it crucial to understand its implications in crisis events. In order to understand social media’s implications in reputation management, during times of crisis, an ethnographic content analysis was conducted through the analysis and comparison of comments posted on news forums and media documents issued by the NHL during the 2012-2013 lockout. Literature suggests the importance of relationship management prior to crisis onset, as social media has the potential to inflame and contaminate the perceptions of others. Through social media, the formation and emergence of an engaged and active public was observed and studied. However, when considering traditional crisis communication theories, results from this particular case are counterintuitive; the findings counter traditional crisis communication theories, suggesting that cases such as this one are to be investigated further.