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This study analyzes explicit pieces of advice for effective social media crisis communication given by researchers in various subdisciplines of strategic communication. The themes are identified by a systematic content analysis of peer-reviewed journal articles and conference papers (n = 104) published between 2004 and 2017. Five overall thematic "lessons" are identified and critically discussed. These are that effective social media crisis communication is about: (1) exploiting social media'sdoi:10.1080/1553118x.2018.1510405 fatcat:cfx3wyu73rbhfgfsjcbbg7zbqi