Fall World 2014

Conference & Exhibit

Attend The #1 BC/DR Event!

Summer Journal

Volume 27, Issue 3

Full Contents Now Available!

September 5, 2013

Does using Facebook help in a crisis? New study says “yes”

This study was presented at a communications conference in London and purports to demonstrate that Facebook is an effective tool in crisis communications.

I haven’t looked at the study, itself, only Bulldog Reporter’s story on it, but my reaction was first, “well, duh,” and second, was it really Facebook? Now I completely support the use of Facebook in a crisis. Coca Cola, for example, has 72 million likes on its Facebook page with over 1 million talking about it. Other brands sport similar astounding numbers. So, if Coke is in a crisis, why wouldn’t they be talking to those people who have already connected with them in this way?

But, my question is the study and the conclusion they come to. The study involved created two fake universities, showing students news stories about the crisis these universities were in and then judging student reaction. Then the researchers showed the students fake Facebook posts from the fake universities “which gave additional information and messages directly from the universities.”

...

http://ww2.crisisblogger.com/2013/09/does-using-facebook-help-in-a-crisis-new-study-says-yes/