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Firms’ public communication on social media during disasters can benefit both disaster response efficiency and the perception of the corporate image. Despite its importance, limited guidelines are available to inform firms’ disaster communication strategies. The current study examines firms’ communication on social media in various disasters and how it impacts public engagement. We employ a novel natural language processing (NLP) approach, Semantic Projection with Active Retrieval (SPAR), to analyze Facebook posts made by Russell 3000 firms between 2009 and 2022 concerning various disasters. We show that firm communication can be measured based on two dimensions derived from the Competing Values Framework (CVF): internal versus external and stable versus flexible. We find that social media messages that emphasize operational continuity (internal/stable-oriented) are more popular during biological disasters. By contrast, messages that stress innovations and adaptations to disasters (external/flexible-oriented) elicit more engagement in weather-related disasters. The study offers a framework to characterize and guide firms’ design of disaster communication on social media in different disaster contexts. Our SPAR method is also available to firms to analyze their social media data and uncover the underlying patterns in communication across different contexts.
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Information Switching Patterns of Risk Communication in Social Media during Disasters
In an era increasingly affected by natural and human-caused disasters, the role of social media in disaster communication has become ever more critical. Despite substantial research on social media use during crises, a significant gap remains in detecting crisis-related misinformation. Detecting deviations in information is fundamental for identifying and curbing the spread of misinformation. This study introduces a novel Information Switching Pattern Model to identify dynamic shifts in perspectives among users who mention each other in crisisrelated narratives on social media. These shifts serve as evidence of crisis misinformation affecting user-mention network interactions. The study utilizes advanced natural language processing, network science, and census data to analyze geotagged tweets related to compound disaster events in Oklahoma in 2022. The impact of misinformation is revealed by distinct engagement patterns among various user types, such as bots, private organizations, non-profits, government agencies, and news media throughout different disaster stages. These patterns show how different disasters influence public sentiment, highlight the heightened vulnerability of mobile home communities, and underscore the importance of education and transportation access in crisis response. Understanding these engagement patterns is crucial for detecting misinformation and leveraging social media as an effective tool for risk communication during disasters
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- Award ID(s):
- 2339100
- PAR ID:
- 10568077
- Publisher / Repository:
- IEEE
- Date Published:
- Journal Name:
- IEEE Transactions on Big Data
- ISSN:
- 2372-2096
- Page Range / eLocation ID:
- 1 to 12
- Subject(s) / Keyword(s):
- social media misinformation risk communication disasters
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1109/TBDATA.2024.3524828
