Social media: Connecting and sharing in a bushfire crisis

Susan Atkinson, Jee Young Lee

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
18 Downloads (Pure)

Abstract

Social media has become an integral channel for official agencies to communicate with citizens in a natural disaster crisis and increasingly time, effort and money are being spent on improving social media strategies and practices. However, there is much less research focused on understanding how people engage with official social media content, a significant piece of the crisis communication puzzle. As the use of social media for crisis communication in natural disasters is increasing and the amount of information threatens to overwhelm people, understanding how people engage with official social media content is vital. Using quantitative content analysis, this study examined the use of Facebook by two Australian emergency response agencies during a specific bushfire event and explored how the attributes of social media content are related to user engagement with the information. The findings show that the two agencies had markedly different approaches which resulted in differences in user engagement.

Original languageEnglish
Pages (from-to)1-14
Number of pages14
JournalMedia International Australia
DOIs
Publication statusE-pub ahead of print - 14 Mar 2023

Fingerprint

Dive into the research topics of 'Social media: Connecting and sharing in a bushfire crisis'. Together they form a unique fingerprint.

Cite this