Shitstorm
Definition of the term ‘shitstorm’
According to the Oxford English Dictonary, a shitstorm is ‘a situation marked by violent controversy’. The term was first mentioned in 1940 in ‘The One-Eyed Man Is King: A Story of Winning’. In general, the word refers to a chaotic and sometimes emotionally charged situation.
The term ‘shitstorm’ therefore comes from English and has a broader meaning there than in German. In German, the word describes a form of public outrage. Criticism and anti-social behaviour are often present in a shitstorm. The word as a term for a crisis situation for social media occurs exclusively in the German-speaking world.
More specific definitions can be found on various online platforms. Here, the term is used to describe an internet phenomenon that affects social networks. There is also talk of a very sudden and mass occurrence of criticism.
What is a shitstorm?
As already mentioned, a shitstorm is a concentrated load of criticism against people or organisations.
The result is negative reports, abusive criticism and insults. For companies, a shitstorm is often associated with reputational damage if they do not react quickly to this crisis situation. This is precisely why it is important to monitor social media closely and immediately alert the right people in the event of a shitstorm – this is usually the alerting of the crisis team.
3 examples of a shitstorm
In early 2010, Greenpeace reported that a company was destroying the habitat of orangutans. This led to a shitstorm at the company.
The railway wanted to introduce a ‘Chef Ticket’ in 2010. This was intended to allow rail travellers to travel throughout Germany. This went down badly with the public and the entire company came under fire.
In 2011, the Pril brand received a fierce reaction to its idea of having the community design the Pril bottle. Absurd suggestions prompted the company behind the brand to react by adjusting the results lists. This triggered a shitstorm.
The meaning of a shitstorm
A shitstorm often occurs suddenly and presents companies and crisis managers with a number of challenges. In 2019, 44% of crisis managers responded that shitstorms will play a greater role in crisis management in the future. (Crisis prevention survey 2019).
Action measures include training, guidelines and dialogue. The FORDEC scheme enables a rapid response. However, a shitstorm can also have a positive effect: The feedback about the company and its products can later be used as a source to improve crisis communication and the product or service.