Social media : an additional channel for effective crisis communication.

Abstract

Social media has been receiving a lot of attention from companies due to the large number of users that are engaged in it. A worldwide Nielsen study has shown that there is a 82% increase in users spending more than five hours a day on social networking sites in December 2009 since a year ago.

Our research aims to look at how organizations can tap on social media as an additional tool for effective crisis communication. The basis of our study is derived from the 4Cs(Comprehension, Connection, Credibility and Contagiousness) communication framework by Isabelle Albanese.

Following this, a survey was conducted to test the perception of internet-savvy Singaporeans towards the use of social media in crisis communication.

Survey results have concluded that out of the 4Cs, comprehension of the message and connection with the audience are the two Cs that benefit most from the use of social media. On the other hand, traditional media is more effective in achieving credibility and message contagiousness.

This paper will be of interest to organizations which are contemplating the use of social media in their crisis communication efforts. They can make use of this research to find out more about how crisis communication is affected by social media. In addition, organizations will also be more aware of the benefits that they are missing out if they do not utilize this medium.