Snowing, freezing...tweeting? Organizational Twitter use during crisis.

This paper presents a study on Twitter use by SJ, the national Swedish train operator. The aim of the study is to investigate how SJ (known on Twitter under the handle @SJ_AB) made use of the platform at hand to communicate with customers during the tumultuous Christmas season of 2010. The paper features an analysis of an extensive data set containing 3,394 tweets tagged as relevant and archived during the winter of 2010/11. Findings show that while SJ are indeed utilizing Twitter to communicate with their customers, the discerned communicative patterns are mostly pertaining to what is described as an "office hour"--approach -- making use of the Twitter platform in a way that largely conforms to established routines of organizational communication. [ABSTRACT FROM AUTHOR]