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.     

Communication in the face of a school crisis: Examining the volume and content of social media mentions during active shooter incidents

Little is known about the effectiveness of social media in delivering information during active shooter incidents at the P-12 level. This study analyzed social media activity that occurred during and after two active shooter events on September 30, 2014. Over 5000 social media posts from Facebook, Twitter, blogs, and mainstream news outlets were analyzed. Social media analysis outlined the scope of online communication during the first week following the incidents, revealed social media frequency, increases in conversation, misinformation, and differences between parent and student posts. Results revealed spikes in social media chatter following the release of the identities of shooters and victims. Consistent with media dependency theory and the high levels of uncertainty characteristic of the incident, users’ social media posts contained more information than affect displays during the active shooter event. Implications for scholars and P-12 administrators are discussed.     

Social media and crisis research: Data collection and directions

Social media platforms may be advantageous to those conducting research on communicative responses to crises and disasters, as they allow for the examination of public responses as cataclysmic events unfold. These technologies are also useful for reaching those affected by disasters in a manner not feasible with traditional methods of empirical inquiry. The current essay discusses recent advances in the use of social media for recruiting participants, collecting data, and evaluating audience needs and expectations. This literature is discussed in the context of its implications for scholars, social media managers, and emergency practitioners.     

Social media mapping innovations for crisis prevention,response, and evaluation

Social media has had a noticeable influence on the practice of crisis communication. Crisis managers are becoming increasingly attracted to social media because of the ability to expand the communication options available to organizations and their publics during a crisis. Previous researchers have identified a variety of benefits and challenges presented by the use of social media for crisis communication. Two new social media mapping applications, SituMap and PhotoSorter, were recently developed to cultivate participation, collaboration, and conversation specifically for crisis communication. The purpose of the present investigation is to explore the features of these applications and discuss the potential benefits of these features for crisis managers in each stage of the crisis lifecycle.     

Improving automated crisis detection via an improved understanding of crisis language: Linguistic categories in social media crises

By applying the Linguistic Category Model (LCM) in crisis communication, this study explores the potential of verb tracking on social media to examine how linguistic categories can elucidate the intentional and/or unintentional communication of crisis attribution frames. Through a content analysis, linguistic categories used in both media posts reporting three clusters of crisis and public comments on Facebook were examined. Results indicated that linguistic abstraction in both media post and public comments describing the crisis varied based on crisis cluster, suggesting that the level of linguistic abstraction reflected perceived attribution of responsibility through stability, locus and controllability. Language used to describe preventable crisis tend to be more abstract than those used to describe accidental and victim crisis. Findings of this study empirically tested the integration of LCM in crisis communication and implied potential application of LCM in building automated environmental scanning and crisis prediction systems.     

Build community before the storm: The National Weather Service's social media engagement

The current study examines crisis communication on social media by observing how twelve National Weather Service (NWS) offices use Twitter to facilitate engagement with stakeholders during threat and nonthreat periods. Using content analytic methods, we examine message features related to content and structure during a 3‐month period in spring 2016. We conduct chi‐square analyses to determine how the prevalence of these features varies by time. Results indicate that NWS offices use Twitter for ongoing engagement communication through both the content and structure of their messages, where community building and action‐orientated messages are primarily used during nonthreat periods. When fair weather changes and storms approach, the offices shift to the communication of risk. Our findings underscore the need to examine organizational communication practices in a manner that recognizes the distinctions between long‐term engagement goals and short‐term goals related to the mission of the organization.     

Opening organizational learning in crisis management: On the affordances of social media

Research on the role of social media in crisis management has led to a deeper understanding of their affordances. This research, however, is fragmented, with a primary focus on crisis response. We lack a clear conceptualization of the affordances that social media offer by learning from them to prepare strategically for crises. Based on a systematic review of 128 papers, we inductively build a framework of social media affordances for organizational learning in crisis management. We discuss their role and interplay in strategic crisis management, focusing on organizational crisis learning, and outline avenues for future research based on this foundation.     

A network analysis of official Twitter accounts during the West Virginia water crisis

Online networks using Web 2.0 technologies have proven useful for communication among all parties involved in managing crises. These networks rapidly disseminate information allowing for coordination among organizations responding to the needs of those whose safety and wellbeing are threatened by the crisis and its aftermath. This study provides a network analysis of official Twitter accounts activated during the Charleston, West Virginia, water contamination crisis in 2014. The city’s water supply was rendered unfit for drinking or bathing after 7500 gallons of a toxic chemical leaked into the Elk River. The network created by the 41 Twitter accounts associated with the West Virginia water contamination lacked density, contained several isolates, exchanged information quickly (geodesic distance diameter), and contained both national and local accounts. The lack of density indicates limited exchange of information, particularly between national and federal accounts. The rapid dissemination of the information that was shared and the fact that some accounts did bridge the local and national gap, however, show the positive potential for such networks in responding to crises.     

A community-based approach to sharing knowledge before,during, and after crisis events: A case study from Thailand

This study adopts a structuration perspective to examine the knowledge sharing activities within local communities using social media to combat the 7-month 2011 Thai flood crisis using a qualitative case study. The crisis represented a unique situation wherein social media was used extensively during the most catastrophic flood crisis in Thailand. Data were collected from focus groups and in-depth interviews with flood victims, community leaders, NGOs, politicians, large enterprises, and Army leaders. The study divides the crisis event into three phases: pre-, during-, and post-crisis, treating each as both separate and interrelated, due to the changing information needs. The socialization and structuration theories were used as theoretical lenses to investigate how social media can play an important role in knowledge sharing activities in each phase of a crisis. The case study shows that social media can be adapted to fit the information and knowledge needs in each phase. This study's findings are useful and relevant for crisis managers, and clarify the potential usefulness of social media as a knowledge sharing tool during a crisis.     

‘Breaking’ news: uncovering sense-breaking patterns in social media crisis communication during the 2017 Manchester bombing

ABSTRACT

Individuals, (media-) organisations, and crisis responders who are involved in ad hoc crisis communication steadily deploy social media to contribute to collective sense-making as an endeavour to create meaning in highly uncertain situations. Exerting sense-giving in order to shape others’ conceptions is causally preceded by an initial breakup of existing understanding. This study aims to explore patterns of sense-breaking in social media crisis communication and its impact on collective sense-making and sense-giving. To this end, we conducted a case study of the Manchester bombing in 2017, including a social network analysis of 708,147 Twitter postings and a content analysis of 2006 original tweets. We found individual role types to be initiators of sense-breaking in early crisis stages when uncertainty is at its height. Exerting successive sense-giving becomes more challenging if the collective sense-making has progressed along with the sequence of events. This understanding aims to encourage emergency management organisations to move their sense-giving actions closer to the point in time when sense-breaking occurs.     

Crisis communication,learning and responding: Best practices in social media

As noted by Seeger (2006) the notion of best practices is often use to improve professional practice; to create research and functional recommendations to use in a specific situation. This essay describes best practices in crisis communication specifically through the use of social media. It provides suggestions and approaches for improving the effectiveness of crisis communication and learning with and between organizations, governments and citizens. Seven best practices for effective crisis communication using social media are outlined.     

Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy

This study examined the relationship between motivational conflict involving social media use and attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants using a 2 (news-article valence: positive vs. negative) × 2 (situational cue valence: positive vs. negative) between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated) were asked to communicate the brand through the brand's social networking sites (SNSs) while receiving a cue for the SNS audience's general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex marriage controversy (impression-motivated). It was found that when motivational conflict was experienced (defense vs. impression), (1) individuals' brand attitudes were affected more by objective information such as a news article than by a cue for audience opinion and (2) their positive brand-related cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in a crisis situation.     

Repertoires of collaboration: incorporation of social media help requests into the common operating picture

ABSTRACT

Disasters present us with dynamic and emergent multi-stakeholder scenarios. Complex decision-making is supported by Emergency Management Organisation (EMO) ‘command and control’ disaster response systems that if pushed to failure, present problems in the development and monitoring of situational awareness. Nowhere is this more evident than when the general public use social media platforms to report crisis incidents when the official emergency management hotline (e.g. Triple Zero (000) in Australia) is overwhelmed or not available. This causes a number of issues for EMO as it is difficult to verify and determine the accuracy and veracity of social media posts and how to best incorporate the information within them into situational awareness for the assessment of and response to, an emergency incident. This paper analyses interview data from five Australian EMO that outlines and discusses these issues in detail. As a result of this analysis, we suggest that developing a supplementary ‘repertoires of collaboration’ approach to incorporating social media posts into the development of situational awareness during a disaster event, would help improve disaster response outcomes. We then recommend a way forward through the application of the Negotiated Arrangements for the Common Operating Picture (COP) in Extreme Events framework.     

An assessment of equivalence between paper and social media surveys: The role of social desirability and satisficing

Investigation of the underlying mechanisms responsible for measurement variance has received little attention. The primary objective of this study is to examine whether paper and social media surveys produce convergent results and investigate the underlying psychological mechanisms for the potential measurement nonequivalence. Particularly, we explored the role of social desirability and satisficing on the measurement results. We collected data via five different survey modes, including paper survey, ad hoc Web survey, online forum (message boards)-based, SNS-based and microblog-based surveys. The findings show that socially desirable responding does not lead to inconsistent results. Rather we found that satisficing causes inconsistent results in paper versus online surveys. Sociability reduces the possibility of engaging in satisficing that results in inconsistent results between traditional Web surveys and social media-based Web surveys.     

Exploring extreme events on social media: A comparison of user reposting/retweeting behaviors on Twitter and Weibo

Although recent research suggests that Twitter and other forms of micro-blogging are becoming increasingly relied upon by both the public and response agencies dealing with crises and disasters, little is known about how these dynamics may play out in a non-Western context. The current study examines the use of the Chinese Weibo service during a 2013 smog emergency, and compares user generated content to that found in earlier data concerning a weather event in North America. The results indicate that by way of comparison, the Weibo sample contained proportionately similar degrees of informative and affective content, but that users were less likely to use humor and showed no increase in affective outpouring as the crisis developed. Results are discussed in terms of implications for those designing social media campaigns for informing and motivating those affected by large-scale weather-related crises.     

How people respond to military crisis: Exploring the role of military affiliation,gender and political ideology

The current research analyses people's trust in the military during military crisis. Also, this research explores whether the three demographic factors that were known to influence people's perceptions of the military (i.e. military identity, gender and political affiliation) played roles in military crisis. The results indicated that, compared to pre‐crisis situation, both civilian and military publics showed lower scores on their trust in the military after a military crisis than before. Also, the three factors were identified as the indicators of military crisis responsibility. Theoretical and practical implications of the findings are discussed.     

Connected scholars: Examining the role of social media in research practices of faculty using the UTAUT model

Social media has become mainstream in recent years, and its adoption has skyrocketed. Following this trend among the general public, scholars are also increasingly adopting these tools for their professional work. The current study seeks to learn if, why and how scholars are using social media for communication and information dissemination, as well as validate and update the results of previous scholarship in this area. The study is based on the content analysis of 51 semi-structured interviews of scholars in the Information Science and Technology field. Unlike previous studies, the current work aims not only to highlight the specific social media tools used, but also discover factors that influence intention and use of social media by scholars. To achieve this, the paper uses the Unified Theory of Acceptance and Use of Technology (UTAUT), a widely adopted technology acceptance theory. This paper contributes new knowledge to methodological discussions as it is the first known study to employ UTAUT to interpret scholarly use of social media. It also offers recommendations about how UTAUT can be expanded to better fit examinations of social media use within scholarly practices.     

The face tells all: Testing the impact of physical attractiveness and social media information of spokesperson on message effectiveness during a crisis

This paper empirically examines the effects of organizational spokesperson's physical attractiveness and their social cues usage on message effectiveness. A 2 (physical attractiveness of spokesperson) × 2 (social cues) × 2 (crisis response strategy) mixed subject design was tested. The results show that spokespeople with high physical attractiveness as communicating more credible messages, being more expert sources, and as being more persuasive. Also, social cues of spokespeople have an influence on the participants’ perceived credibility and expertise while the interaction effects suggest that the effects of social cue override the effects of physical attractiveness. This indicates that crisis communication practitioners can use social cues to boost persuasiveness and/or message credibility of less attractive spokespeople. Theoretical and practical implications are also discussed.