Reputational Threats, Digital Rumors, Natural Disasters & Strategic Communication (Oh My!): A Review of Crisis Cases & the STREMII Model for Social Media Crisis Communication

In 2016, STREMII was introduced as a model for communicating during crises via social media through a case study analysis of digital events occurring during Hurricane Sandy (2012). The model was later revisited during an application and analysis of digital communication during Hurricane Matthew (2016). As the model approaches its decade anniversary, this research presentation sets out to revisit STREMII for social media crisis communication as it relates to several specific and more recent cases of crisis events including the online rumors surrounding FEMA during Hurricanes Helene and Milton (2024) and the reputational (and threats) crisis faced by Anheuser-Busch with the Bud Light brand (2023). The STREMII model emphasizes the need for proactive and continuous social listening efforts and responsive engagement on social media channels, as well as digital crisis response evaluation and strategic change implementation by organizations and agencies prior to, during, and post-crisis. In order to establish strategic best practices, organizations, institutions, and agencies are encouraged to recognize and consider how social media can be both an agent of a crisis and a vital means for communicating accurate and timely information to stakeholders when crises arise.