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Abstract
The chapter addresses the emerging use of social media listening in risk and crisis communication by looking at the current means and practices of spotting risks, making sense of contextual data, and preventing risk escalation. In doing so, we tackle PR measurement and the low consensus on making use of the current development of technology in the field of risk and crisis in communication. Considering the impact that social media platforms have on risk and crisis communication and the need for more predictive models, we propose a framework for using social media listening in assessing risks, based on a six-step approach.
