Abstract
This paper brings together current insights from various disciplines into the spreading of social media posts.By astructured literature review of peer-reviewed literature 39 recent articles on diffusion in social media were located. The search spanned 10 years, although all the papers found were published after 2009, indicating that the examination and observation of spread patterns in social media is still in an early stage. The analysisfocused on spread patterns and factors that may explain how rapidly issues spread in the online environment. Based on the findings, from an organizational perspective a model is constructed and directions for future research are suggested.The model focuses on characteristics of the issue, of the social media involved, actor resources and general factors. A better understanding of how social media posts spread helps organizations to be prepared for upcoming issues and crises, such as launching early rumour detection to prevent losses in organizational and brand image.
Highlights
The aim of this paper is to clarify the diffusion patterns and factors that explain the spread of issues in social media
Alongside opportunities,social media interaction brings challenges, e.g. “the advent of consumer-generated content and its rapid diffusion takes much of the control over messages away” (Farshid, Plangger, & Nel, 2011, p. 228)
A Model ShowingFactors that Enable Online Issue Spread Below, based on the findings reported in the previous section,we present a model of the keyfactors that influence the diffusion of issues in social media
Summary
The aim of this paper is to clarify the diffusion patterns and factors that explain the spread of issues in social media. It matters from which social media platform the issue discussion originates, there may be transfer among different social media platforms.Third, the model shows the organizational resources for social media,influencing the preparedness of the organizationfor social media monitoringthat,depending on the issues management policy, may be geared towards a better understanding of stakeholder points of view or towards influencing the spreading of issues To these factors that relate to the online environment, there are factors of a more general nature related to societal developments and organizational reputation.For example, organizations should consider their vulnerability concerning issues and that issues related to them may travel more or less rapidly on the web. Issue characteristics 1.1 Considered worthwhile to share 1.2 Expresses needs or emotions 1.3 Entertainment value or positive sentiment 1.4 News value 1.5 People want to be identified with it
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