Shitstorm

What is a Shitstorm?

A shitstorm is an avalanche-like wave of negative reactions online. In a short time, criticism, outrage or mockery discharges en masse against a person, brand or organization – mostly on social networks.

Shitstorm in Detail

The shitstorm is the digital, particularly fast and mass form of backlash. It is often triggered by a statement, action or campaign perceived as inappropriate, sometimes also by misunderstandings or deliberate outrage. Characteristic are the high speed, the wide reach and the emotional dynamic: criticism amplifies itself, sometimes with unobjective or insulting contributions. Not every wave of criticism is a shitstorm – what is decisive is mass, pace and escalation. For those affected, the handling is delicate: a fast reaction is needed, but overreaction or justification can amplify the wave. Proven approaches are to stay calm, analyse the situation (justified or not, how large), respond quickly, transparently and, where necessary, apologetically, take those affected seriously, and not engage with every single provocation. Early warning through social media monitoring, a prepared plan and good community management help to detect and manage shitstorms early.

In practice, a shitstorm often arises abruptly and with high dynamics: within hours, massive outrage can build on social networks, partly justified, partly exaggerated. Triggers include careless statements, mistakes, criticized decisions or unfitting campaigns. A cool head is important: grasp the situation quickly, understand the core of the criticism, respond promptly, transparently and appropriately – and do not lapse into frantic activity or justification. Justified criticism requires honest insight and correction, while you do not engage with pure provocation in the same tone. Deleting or sitting it out usually worsens the situation. Good preparation through monitoring, an early-warning system and clear processes helps to contain a shitstorm before it escalates.

How do you deal with a shitstorm?

A shitstorm discharges quickly and en masse online. Dealing with it requires calm and quick analysis: justified or not, how large? Then respond promptly, transparently and, where necessary, apologetically – without amplifying the wave through overreaction or justification.

Shitstorm – Examples in Practice

A brand triggers a shitstorm within hours with an ambiguous campaign. A company responds transparently and apologizes in order to de-escalate. A team detects the emerging wave early through monitoring.

Shitstorm: Key Features at a Glance

• Definition: mass wave of negative reactions online
• Features: high speed and reach
• Related: digital form of backlash
• Response: calm, analysis, transparent answer
• Prevention: monitoring, plan, community management

Related Terms

• Backlash
• Digital Crisis Communication
• Social Media Monitoring
• Community Management
• Crisis Communication

Would you like to be prepared for a shitstorm? We support you with our Digital Crisis Communication training.

Shitstorm: Frequently Asked Questions

What is a shitstorm?

An avalanche-like wave of negative reactions online, in which criticism or outrage against a person or brand discharges en masse in a short time.

What is the difference between a shitstorm and a backlash?

The backlash is the general counter-reaction. The shitstorm is its digital, particularly fast and mass form on social networks.

How do you respond to a shitstorm?

Stay calm, analyse the situation and respond quickly, transparently and, where necessary, apologetically – without amplifying the wave through overreaction or justification.

How do you prevent a shitstorm?

Through careful review of messages, social media monitoring for early detection, a prepared plan and good community management.