Social Media and Crisis Management
1.1 Introduction
Welcome to the 21st century, where a collective phenomenon like social media is reckoned
to be the first-rate source of communication, community-oriented input, worldwide
interaction, content sharing and collaboration. Developed solely with the purpose of
engendering people-to-people exchanges, social media today aids the formation and
sharing of tech-enabled activities that include photo/video posting, blogging, social gaming,
virtual pursuits, advertising campaigns, reviewing, business networking etc. According to a
recent report, 4.48 billion internet users across the globe have availed themselves of
entertainingly lucrative applications like Twitter, Facebook, Instagram, TikTok, YouTube,
WhatsApp etc. Digitalization has taken precedence, which means our work, family, school,
social and personal lives have now become highly dependent upon social media.
In this research project, both positive and negative aspects of social media will be acquiring
attention, thus enabling us to determine whether Artificial Intelligence or this computer-
based technology aids during times of crises or puts a damper on crucial situations. Coming
down in favour of secondary data collection, prior articles have attested to the notion of
rapid social media escalation following the terrorist attacks of 9/11. Since then, internet
users have pitched in to utilize social platforms as a convenient way of staying updated on
latest trends and announcements. Online websites and applications have surely
strengthened the consistency of communication, engagement, monitoring, mobilization,
trade, investment, marketing, commercial and reputation management endeavours, but
debatable or contradictory comments, responses and tweets end up damaging the
corporate or brand reputation of myriad businesses by disseminating vagueness and
insensitivity. (Amanda Lee Hughes, 2018)
2.0 Literature Review
As far as we all know, the present-day world is not prepared to experience social media
deprivation. A widespread phenomenon like this is continuing to loom large as people find
solace, amusement, knowledge, insight and a sense of cordiality in social platforms. The
purpose of this study is to investigate the role of social media in crisis management and
discern how organizations can effectively leverage social media to communicate, monitor,
engage, mobilize and preserve their reputation during a crisis. From establishing
communication networks across organizations and borders, to catching sight of numerous
videos, news updates and other pieces of vital information, social media has come a long
way. Although interactive applications help businesses enhance brand awareness and
conquer competition through website traffic, online partnerships, viral media, frequent
engagement and first-hand information, they sometimes impel managers to address crisis-
ridden situations and negative assumptions, allegations and scandals. Since social media
engenders an unrestricted flow of information, it exudes the tendency to delude, hurt and
1.1 Introduction
Welcome to the 21st century, where a collective phenomenon like social media is reckoned
to be the first-rate source of communication, community-oriented input, worldwide
interaction, content sharing and collaboration. Developed solely with the purpose of
engendering people-to-people exchanges, social media today aids the formation and
sharing of tech-enabled activities that include photo/video posting, blogging, social gaming,
virtual pursuits, advertising campaigns, reviewing, business networking etc. According to a
recent report, 4.48 billion internet users across the globe have availed themselves of
entertainingly lucrative applications like Twitter, Facebook, Instagram, TikTok, YouTube,
WhatsApp etc. Digitalization has taken precedence, which means our work, family, school,
social and personal lives have now become highly dependent upon social media.
In this research project, both positive and negative aspects of social media will be acquiring
attention, thus enabling us to determine whether Artificial Intelligence or this computer-
based technology aids during times of crises or puts a damper on crucial situations. Coming
down in favour of secondary data collection, prior articles have attested to the notion of
rapid social media escalation following the terrorist attacks of 9/11. Since then, internet
users have pitched in to utilize social platforms as a convenient way of staying updated on
latest trends and announcements. Online websites and applications have surely
strengthened the consistency of communication, engagement, monitoring, mobilization,
trade, investment, marketing, commercial and reputation management endeavours, but
debatable or contradictory comments, responses and tweets end up damaging the
corporate or brand reputation of myriad businesses by disseminating vagueness and
insensitivity. (Amanda Lee Hughes, 2018)
2.0 Literature Review
As far as we all know, the present-day world is not prepared to experience social media
deprivation. A widespread phenomenon like this is continuing to loom large as people find
solace, amusement, knowledge, insight and a sense of cordiality in social platforms. The
purpose of this study is to investigate the role of social media in crisis management and
discern how organizations can effectively leverage social media to communicate, monitor,
engage, mobilize and preserve their reputation during a crisis. From establishing
communication networks across organizations and borders, to catching sight of numerous
videos, news updates and other pieces of vital information, social media has come a long
way. Although interactive applications help businesses enhance brand awareness and
conquer competition through website traffic, online partnerships, viral media, frequent
engagement and first-hand information, they sometimes impel managers to address crisis-
ridden situations and negative assumptions, allegations and scandals. Since social media
engenders an unrestricted flow of information, it exudes the tendency to delude, hurt and
