The Impact of the Use of Twitter for Crisis Communication on Corporate Bodies: A Study of British Airways
Chapter One
Objectives of the study:
The main objective of the study was to investigate the effectiveness of Twitter as a crisis communication tool for British Airways.
- To examine the popularity of Twitter as a crisis communication tool.
- To verify the effectiveness of Twitter in solving crises for corporate bodies.
- To explore how organizations address rumors and humanize their brand on social media.
CHAPTER TWO
Literature Review
Introduction
Crisis communication is critical for corporate bodies to achieve sustainable growth in their target markets. Technology advanced techniques have changed the way communication between an organisation and its stakeholders plays a significant role in handling emerging crises (Ly-Le, 2019). In modern times, the development and advancement of technology have changed the traditional dynamics of communication, and it has provided alternative ways with the help of innovative technology to utilise social media for crisis communication. Corporate bodies today have adopted various social media platforms for public relations and information sharing that can help them when certain crises occur. (Finn Frandsen, 2020).
Social media has become an alternative and best methos for communication due to its ability to reach stakeholders immediately and monitor conversations related to the organisation during a crisis. With social media, an organisation can share information with stakeholders everywhere in many ways.
Twitter is a versatile platform that has numerous uses for individuals, organizations, and businesses. It has become a vital tool for corporate bodies in crisis communication situations. In times of emergencies, disasters, or reputational crises, organisations can use Twitter to share updates, provide information, and address concerns instantly.
Crisis Communication
According to Coombs (2019 ), a crisis is an unexpected event or situation that poses a threat to an organisational normal operations, reputation, or stakeholders and requires immediate attention and response. Crisis communication was assumed to be part of the process of organisational reputation retrieval after a catastrophe. (Mukherjee, 2014).
Crisis can happen in different forms, but all forms threaten the relationship and trust between the organisation and its audience. (Lysenko, 2019). Ethical fundamentals such as wrong doing, intent, causation, blame, accountability, victims, fairness, and equality are frequently raised during crises. The environment of these organisations has grown more unstable and complex because of ongoing development and change, which exposes them to more issues.
Crises are situations resulting from people, flawed structure, economy, or new technologies that impact the financial structure and the companys reputation. During a crisis, the behaviour of the organisation must be evaluated along with the messages that are sent out to the audience. This is why the management of messages and the medium used to send them are important. Managing messages entails the execution of communication and communicating behavior. (Avnel, 2015).
When dealing with a crisis, administrators must consider where, when, and how to respond to an emerging crisis. Crisis communication ensures that organisations communicate with their audiences while taking the necessary precautions to recover from them and improve their relationship with their audience.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine the Impact of the Use of Twitter for Crisis Communication on Corporate Bodies. British Airways in Lagos form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain The Impact of the Use of Twitter for Crisis Communication on Corporate Bodies: A Study of British Airways. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing The Impact of the Use of Twitter for Crisis Communication on Corporate Bodies: A Study of British Airways
Summary
This study was on the Impact of the Use of Twitter for Crisis Communication on Corporate Bodies: A Study of British Airways. Three objectives were raised which included: To examine the popularity of Twitter as a crisis communication tool, to verify the effectiveness of Twitter in solving crisis for corporate bodies and to explore how organisations address rumours and humanise their brand on social media. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from British Airways in Lagos. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, Twitter has emerged as a powerful tool for crisis communication, and its impact on corporate bodies like British Airways cannot be understated. While challenges exist, the benefits of using Twitter during a crisis outweigh the drawbacks. Organizations that embrace Twitter as a crisis communication channel stand to benefit from enhanced brand reputation, improved customer relationships, and increased organizational resilience in the face of crises.
Top of Form
Recommendation
Based on the study of British Airways and the impact of using Twitter for crisis communication, the following recommendations can be made:
- Develop a comprehensive social media crisis communication strategy: Corporate bodies should create a well-defined plan that outlines the use of Twitter and other social media platforms during a crisis. This strategy should include guidelines for monitoring, responding, and engaging with users, as well as guidelines for disseminating accurate and timely information.
- Establish a dedicated crisis management team: It is essential to have a trained team responsible for managing crises on social media platforms like Twitter. This team should consist of individuals who are knowledgeable about the organization, its operations, and its communication policies. They should be equipped to handle the fast-paced nature of Twitter and be skilled in engaging with users in a calm, empathetic, and effective manner.
- Monitor social media platforms proactively: Regular monitoring of Twitter and other social media platforms is crucial to identify emerging crises, detect misinformation, and promptly address customer concerns. Employing social media monitoring tools can help track conversations, sentiment analysis, and identify potential issues before they escalate.
References
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- Coombs. W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10 (3) 163-176.
- Daymon, C., & Holloway, I. (2002). Qualitative research methods in public relations and marketing communications. London: Routledge.
- Denscombe, M. (2004). The good research guide for small-scale social research projects (2nd ed). Berkshire: McGraw-Hill Education.
- DiNardo, A. M. (2002). The internet as a crisis management tool: A critique of banking sites during Y2K. Public Relations Review, 28(4).
- Fearn-Banks, K. (2011). Crisis Communications: A casebook approach (4th ed). New Jersey: Lawrence Erlbaum Associates.
