Handbook of Research on Effective Communication, Leadership, and Conflict Resolution
Social media platforms provide channels for both individuals and organizations to engage with global audiences. A successful social media message can reach millions, and shape the way publics view a particular person, group, or cause. As organizations become more engaged with publics through social media platforms, a new area of organizational risk has also developed. It is possible for an organization to create a self-inflicted crisis through the unintentional transmission of a poorly worded or ill-conceived social media message. This type of self-induced crisis event creates organizational conflict that must be managed quickly. This chapter explores three cases of organizational conflict resulting from selfinflicted crisis events. All three events caused major conversations to erupt on social media platforms. The author examines the social media-based communication practices of three organizations and draws lessons from both successes and failures for how organizations should respond to self-inflicted crises.
Pyle, A. S. (2016). Surviving the Conflict of Self- Inflicted Organizational Crises. In Handbook of Research on Effective Communication, Leadership, and Conflict Resolution. doi:10.4018/978-1-4666-9970-0