Communicating on social media during a #FestivalEmergency

Abstract

PurposeThe purpose of the study was to explore multidirectional flows of information over the course of an emergency. The following research questions were designed to guide this study: How does social media communication unfold over the course of an emergency at a cultural event? How does the nature and purpose of social media communication between all SM users change once an emergency occurs that affects event operations? How does the sentiment of social media communication change once an emergency occurs that affects event operations?Design/methodology/approachThis study explored how social media was used to communicate about on-site emergencies at community cultural events. Three events were studied before, during and after an on-site emergency that disrupted the event. The Twitter and Facebook posts referencing emergencies that took place at Shambhala, Detonate and Zombicon were explored, and the nature and purpose of the posts revealed how online communication changed throughout the emergencies. The Social Mediated Crisis Communication Model guided this research and findings contribute to the model's ongoing development by incorporating additional theories and models.FindingsThe research demonstrates that social media communication shifts during an emergency and how communication moves through a network changes. Once an emergency is underway, communication increases and who is talking with whom changes. The nature and purpose of the social media conversation also evolves over the course of an emergency.Research limitations/implicationsThis study examined the social media communication during three on-site emergencies at three different cultural events. The findings contribute to the understanding of the Social Media Crisis Communication Model. Specifically, the research confirms the various actors who engage online but also shows that two-way communication is not common. As this study only examined three events experiencing three different emergencies, we have a limited understanding of how the type of emergencies affects social media communication.Practical implicationsThe findings show the need for pre-crisis work by event organizers. It is necessary for the events to build trust with their online communities to ensure that when an emergency occurs the event will be seen as a trusted source. Also, staff training is needed to ensure people are prepared to handle the complexities of communicating online during an emergency. Issues like misinformation, influencers and the rapid pace of social media communication create a challenging environment for staff who are unprepared.Originality/valueEmergencies can threaten the survival of event organizations and put the health and wellness of attendees, staff and other stakeholders at risk. The study of crisis communication in special event contexts has received little theoretical attention and yet it is an important area of event management practice. Social media is an essential part of communication strategies and should be integrated into emergency planning to best reach people when an emergency threatens the safety of those involved with the event. The Social Media Crisis Communication Model offers some insight, but understanding its relevance is necessary if it is to be integrated into event emergency management.

The use of virtual social networks during the anticipatory phase to reduce perceived crime risk and increase trust in organizers

“…However, research on event risks has mainly focused on the on-site period (i.e. during the event), with less attention centered on individuals' intentions and behavior before the event (Van Winkle and Corrigan, 2022). The present research focuses on the anticipatory phase of the event, when potential guests decide whether they should attend it (Hudson and Hudson, 2013).…”

“…Nowadays, one of the most important sources of information used by consumers to make this decision are virtual tools, including social media sites (Zhao et al , 2018) and private messaging platforms, such as WhatsApp (Agrawal, 2021; Lefkeli et al , 2022). As pointed out in the literature, the effect of these tools on attendees lacks attention from academia (Wei et al , 2017; Van Winkle and Corrigan, 2022; Zhao et al , 2018). Prior studies focused on the promotion of events, while there remains a lack of understanding of the effects of virtual communication tools when attendees face risks (Van Winkle and Corrigan, 2022).…”

“…As pointed out in the literature, the effect of these tools on attendees lacks attention from academia (Wei et al , 2017; Van Winkle and Corrigan, 2022; Zhao et al , 2018). Prior studies focused on the promotion of events, while there remains a lack of understanding of the effects of virtual communication tools when attendees face risks (Van Winkle and Corrigan, 2022).…”

“…Hence, some authors mentioned that there is a need for research to understand the best approach when using virtual social networks in this context (Jin and Spence, 2021). For instance, who should guide the communication and how the information should be presented is understudied (Van Winkle and Corrigan, 2022; Zhao et al , 2018). Van Winkle and Corrigan (2022) specifically indicated that there remains a lack of empirical findings regarding who are the most effective virtual network users in this context.…”

“…For instance, who should guide the communication and how the information should be presented is understudied (Van Winkle and Corrigan, 2022; Zhao et al , 2018). Van Winkle and Corrigan (2022) specifically indicated that there remains a lack of empirical findings regarding who are the most effective virtual network users in this context. Other authors concurred that it is important to identify who should be the person to guide the interactions on the Internet when risks appear (Jin and Spence, 2021; Zhao et al , 2018).…”