Oneri

Abstract

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.