Crisis, Kickoff, and Controversy: A Case Study of Social Media Discourse Around Hurricane Helene

This case study explores the public sentiment surrounding Clemson University’s decision to play a football game the day following the devastating impact of Hurricane Helene to the state of South Carolina. Social media data featuring the terms “Hurricane Helene” or “Helene” and “Clemson” were gathered between September 21 and October 19, 2024. Of the 1,296 mentions across the social platform X during the period of analysis, 71% expressed negative reactions (i.e., criticism), with concerns centered around resource scarcity, traffic congestion, and a perceived disregard for the well-being of the local population. The findings suggest that X users perceived that Clemson University failed to adequately prioritize local needs during a time of crisis. By inviting thousands of visitors into a community grappling with the aftermath of a natural disaster, the institution’s response reflects a broader issue in managing sporting events during crises. This case underscores the significance of organizational transparency when confronting crisis.