This infographic is the result of a six month research project conducted to answer the
following three questions:
1) In what channels do social media crises originate?
2) What are the most common causes?
3) Who are the major triggers?
I analyzed a panel of 30 social media crises from 2011 to reveal the underlying
patterns. My findings suggest, that the importance of Twitter has dramatically
increased over the last years. It now accounts for over 50% of all crises, meaning
that the initial spark of the "forest fire" comes from the microblogging service.
Facebook is the runner-up in this category. Other findings include company customers
being the number one trigger of crises with a poor product experience being the most
This shows again the importance of engaging in social media, as it can be a powerful
CRM tool to engage with those angry customers.
Much of the data is in comparison to older findings from an Altimeter Group study from 2011. A complete list of sources can be found on my website linked on the infographic.