Understanding the use of social media by organisations for crisis communication

Many businesses have commenced using social media for crisis communication with stakeholders. However there is little guidance in literature to assist organisational crisis managers with the selection of an appropriate crisis response strategy. Traditional theories on crisis communication may not adequately represent the social media context. This study took a qualitative approach and explored organisational use of social media for crisis communication at seventeen large Australian organisations. An analysis of 15,650 Facebook and Twitter messages was conducted, drawing on the lens of Situational Crisis Communication Theory (SCCT) (Coombs & Holladay, 2002). Findings suggested that when large Australian organisations responded to crises via social media, they lacked an awareness of the potential of social media for crisis communication. Organisations often did not respond to stakeholder messages or selected crisis response strategies that may increase reputational risk. The paper contributes important understandings of organisational social media use for crisis communication. It also assists crisis managers by providing six crisis response positions and a taxonomy of social media crisis messages that stakeholders may send to organisations. Key implications are discussed.     

Self-correcting mechanisms and echo-effects in social media: An analysis of the “gunman in the newsroom” crisis

The positive and negative effects of social media in crises are currently receiving an increased amount of scholarly attention. This study focuses on Twitter users in the context of a crisis in the Netherlands on January 29, 2015. After having made a bomb threat, an armed man managed to get access to the national news broadcasting station around 8 pm, where he demanded airplay to share “an important message” with Dutch citizens. Three weeks after the terrorist attack on Charlie Hebdo in Paris, approximately 1.5 million viewers were anxious that a similar attack was taking place in the television studio. The crisis, also followed by social media users, reached a climax when armed policemen arrested the man, which was later shown on national TV. We analyzed 58,931 tweets, posted in the six hours after the incident. By examining shared facts and rumors during the gunman crisis, we identified an “echo-effect”: the dissemination of older tweets continued after the posting of new facts by the same source. Moreover, we found that two rumors were based on misinterpreted humor in Twitter messages. The study adds insight into the self-correcting mechanism of social media communities when verifying and dispelling online rumors during crises.     

You’re my only hope: An initial exploration of the effectiveness of robotic platforms in engendering learning about crises and risks

In the face of crises and risks, emergency responders are often faced with challenges in terms of reaching audiences in treacherous locations, or that are unreachable due to infrastructure failure. Social robots offer one solution for delivering information cornering risks under these circumstances. An exploratory study examined the responses of individuals to risk messages disseminated through robotic delivery platforms. The results suggest that risk messages delivered through robots may engender equal knowledge acquisition as those delivered through legacy media, though sex differences are noted for high involvement events. The findings are discussed in terms of implications for emergency management.     

Predictors of job seekers’ self-disclosure on social media

Social media-based screening is a well-known practice to both recruiters and job seekers. Little is known, however, about how job seekers present themselves on social media, i.e. ‘self-disclosure’, for employment purposes. This study builds on the theories of hyperpersonal computer-mediated communication, self-efficacy and social exchange to examine job seekers’ professional online image concerns, social media self-efficacy, and perceptions of social media effectiveness in the job search as predictors of inappropriate and career-oriented self-disclosures on these media. Findings from a sample of 3374 Italian respondents showed that career-oriented self-disclosure was predicted by all three factors, whereas inappropriate self-disclosure was only predicted by social media self-efficacy. Furthermore, the relationship between professional online image concerns and inappropriate self-disclosure was moderated by age, education and work experience, but not by gender. Theoretical and practical implications are discussed, and directions for future research are suggested.