UC EVENTS

Presenters

Dr Jee Young Lee & Sue Atkinson

Title

Social media in a crisis: Facebook as an official communication tool in a crisis

Abstract

Digital platforms have become valuable resources to citizens as they allow immediate access to quality information and news. Staying up to date with information and news is particularly vital in crises such as bushfires. The 2019–20 bushfire season in Australia was extreme, resulting in widespread devastation and loss of life, property and wildlife. Communicating with affected communities is a critical component of community response and resilience in a disaster. Organisations, such as ACT Emergency Services Agency and the NSW Rural Fire Service, need to provide timely, accurate and reliable information. This study investigated official communication using Facebook during the Orroral Valley bushfires from these two emergency services agencies and considers to what extent messaging demonstrated the characteristics of effective crisis communication, including application of the National Framework for Scaled Advice and Warnings to the Community. A content analysis of over 600 posts revealed marked differences in approaches. The study revealed the benefits of using a combination of text, images and infographics in communication activities. Suggestions are provided about how social media could be used more effectively by truly connecting with communities to improve community preparedness and resilience.

Biographies

Jee Young Lee is a Lecturer at the Faculty of Arts & Design, University of Canberra. Her research focuses on social and cultural impacts of digital communication and technologies, including emerging digital excluded social groups in developed communities, digital engagement and digital trust and growing technology adoption in emerging markets, such as Asia-Pacific regions, and its effects on individuals and societies.

Sue Atkinson is a senior strategic communication consultant and an Associate Researcher at the University of Canberra. Her research focus is on the use of social media in crisis communication and particularly on understanding community information needs and the use of images and infographics to increase community responses and resilience.