Understanding the role of social media in incident crisis communication

How organisations communicate with their audience during an incident or crisis is important because it can adversely affect corporate reputation if mishandled. With the advent of social media, organisations have only a few "golden minutes" rather than "golden hours" to communicate with their audience as an incident/crisis unfolds. However, while social media usage by the general population is increasing rapidly, most organisations are not ready to manage incidents or crises via the use of social media. Theoretical knowledge is still lacking in this regard This study provides a conceptual fl·mnework for investigating how organisations communicate with their audience via social media during an incident or crisis and aims to identifY the  important factors relating to the use of social media in a negative situation.