Developing a social media firestorm scale : from conceptualization to AI-assisted validation

Abstract

A social media firestorm (SMF) refers to a sudden surge of negative reactions, criticism, or controversy on social media platforms, typically triggered by a specific event, statement, or action. Such firestorms can affect individuals, organizations, or brands, with potential reputational and financial consequences if not addressed appropriately. This paper elaborates on an SMF scale inspired by the Saffir-Simpson hurricane scale, adopting a structured approach to SMF measurement and management. The scale defines three measurable dimensions: width (reach or scope), height (intensity of negative sentiment), and duration of peak activity (the shark-fin shape). To provide preliminary validation, an artificial intelligence-based approach was applied to selected real-world firestorm cases. The findings suggest that the framework represents a first step toward a fully validated scale, offering an initial basis for assessing the potential impact of SMFs and supporting more structured organizational responses to digital crises.