Social Media for Crisis Communication Management

Abstract

This paper analyzes trends related to the role of social media in crisis communication. The author posed a question about the attitudes of online media actors (communication, public relations and marketing experts) towards using social media as a strategic communication tool in times of crisis; Emphasis on two different crises: the 2016 Turkish political crisis and the global health pandemic (COVID-19) in 2020. Communications actors' perceptions and behaviors of social media in times of crisis were tracked through a mixed method (a content analysis of 40 online publications about the military coup attempt in Turkey, and 20 semi structured in-depth interviews about the usage of social media during the quarantine period). The results showed that social media is a lifeboat that is provided to organizations in times of crisis, as communication with customers becomes a vital factor in managing critical situations. Meanwhile, some participants expressed reservations about confidence in the use of social media in times of crisis, stressing that these networks are a double-edged sword. As the keyword for crisis management, a strategic communication plan should take place via social media to discuss customer inquiries with clients, answer their questions, and try to reduce their anxiety, according to the interviewee.

A Case Study on Social Media Usage in a Water Company in Malaysia

“…In this regard, social media is a popular and extensively-employed platform used to communicate water efficiency and water (Lewis et al, 2018). A prompt response would lead to effective customer service as social media operates in real-time (Snoussi, 2020).…”

“…The use of social media during a water crisis enables consumers, who seek clarity on the issue, to access primary information appreciation for the products and services used (Dewinta & Irawan, 2021). It is deemed vital to satisfy customers online, specifically in times of crisis, by promptly addressing their comments on company profiles (Snoussi, 2020).…”