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1 in 5 PR disasters break on Twitter, while 94% are inflamed by Twitter trolls

by on July 29, 2016

94% of all PR crises either start or spread on Twitter. That’s according to new research from media monitoring platform Visibrain, released in conjunction with the company’s Best Practice Guide for Media Monitoring.

Visibrain’s research was conducted in partnership with Nicolas Vanderbiest, a crisis communications specialist at the University of Leuven. His analysis examined over one hundred of the biggest PR disasters from the last year and identified that in nearly every case, Twitter had either started the crisis or helped make it significantly worse.