Developing An Understanding On The Moment Of Crisis On Social Media By Analysing Tweets And Facebook Posts: Case Of An Electronic Music Festival

Communication efforts has been transforming into digital manner since the new media tools and social media platforms have appeared on the stage. As a consequence of this process, crisis management and crisis communication techniques have been adapted to fore-mentioned digital context. This paper primarily aims to develop an understanding on phases of the moment of crisis on social media and then reveal the characteristic and sentiment of the posts. In terms of the study, detailed literature on transforming paradigms of the communication, social media and crisis communication has been reviewed. Soon after, tweets and Facebook posts about the electronic festival were fetched in order to analyze. In next step, the collected data were analyzed in order to reveal sentiment and characteristics of the posts and categorize the phases of the moment of crisis. Under the light of analyzed data fire model, which illustrates the moment of crisis on social media, has been proposed.

Sosyal Ağlardaki Kriz Ani Üzerine Tweet ve Facebook Gönderilerini Analiz Ederek Bir AnlayiŞ GeliŞtirmek: Bir Elektronik Müzik Festivali Örneği

İletişim faaliyetleri yeni medya ve sosyal medya araçları sahnede yer bulduğundan bu yana dijital bir forma bürünmektedir. Bu sürecin bir sonucu olarak, kriz yönetimi ve kriz iletişimi teknikleri bahsi geçen dijital bağlama adapte edilmektedir. Bu araştırma öncelikle sosyal ağlardaki kriz anının fazları üzerine bir anlayış geliştirmeyi ve ardından gönderilerin özellikleri ve taşıdıkları duyguları ortaya koymayı amaçlamaktadır. Çalışma çerçevesinde iletişim, sosyal medya ve kriz iletişiminin dönüşen paradigmaları hakkındaki literatür gözden geçirilmiştir. Akabinde elektronik müzik festivali hakkında gönderilmiş olan tweet ve Facebook gönderileri toplanmıştır. Bir sonraki adımda, toplanmış olan veriler gönderilerin duygu durumu ve karakteristiğini ve kriz anının fazlarını ortaya çıkarmak üzere analiz edilmiştir. Analiz edilmiş olan verilerin ışığında sosyal ağlardaki kriz anını illüstre eden yangın modeli ortaya konmuştur.

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