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One interesting but tentative line of crisis communication research related to stealing thunder examines a channel effect for social media. A channel effect is when people react differently to the same message when it is delivered through different channels. The channel itself is shown to alter how people perceived and react to messages. Some researchers have argued that social media can have a channel effect for crisis communication (Schultz, Utz & Goritz, 2011; Utz, Schultz & Gloka, 2013). These studies suggest that some crises messages are perceived differently delivered via social media verses traditional news media. However, the pattern of the results is consistent with stealing thunder as well. Because stealing thunders can also explain the research results, I have labeled the channel effects for social media as tentative, in need of additional study, and part of stealing thunder. The channel studies do reinforce the value of organizations using social media as part of the mix of channels used to deliver a crisis response.