[Commlist] New Book: Crisis in a Tweet: The Rise of the Social Media Crisis

Duncan Koerber is pleased to announce the publication of the new book, 
/Crisis in a Tweet: The Rise of the Social Media Crisis /(University of 
Toronto Press, 2026).

_https://utppublishing.com/doi/book/10.3138/9781487524302

/Crisis in a Tweet/ explores how a single social media post can unleash 
severe consequences for individuals and organizations alike.

Unlike traditional crises caused by natural disasters or product 
failures, social media crises originate in the digital realm but lead to 
real-world consequences, including job losses, reputational harm, and 
public shame, that are often disproportionate to the original act.

Drawing on case studies from platforms like X, Facebook, and Instagram, 
the book investigates key drivers of this shift, including the 
democratization of crisis creation, the amplified effects of online 
mobs, and the rise of partisan communities weaponizing outrage.

One of the book's central contributions is positioning social media 
platforms not merely as communication tools but as environments where 
reputational crises form.

Praise for /Crisis in a Tweet/:

"Many of us have witnessed corporate crises seemingly triggered by just 
a few customers' and content creators' posts. How does that happen? And 
why? This is a timely book for those of us curious about crises and 
controversies in digital environments." — Mark Badham, Senior Lecturer 
in Public Relations, Leeds Beckett University

"This thought-provoking book is a must-read for anyone who wants to 
understand the triggering role and influential dynamics of social media 
crises, and how crisis communication and media ecology plays out in 
social media. It also forces the reader to critically reflect on topics 
such as the 'illusion of authenticity' of social media, crisis 
narratives, and what can be learned from social media crises." — Winni 
Johansen, Professor of Crisis Management, Aarhus University

The book will be of interest to researchers in social media studies, 
public relations, and crisis communication and management, as well as to 
students and PR practitioners dealing with the realities of social media 
today.


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