The Diffusion of Crisis-Related Communication on Social Media: An Empirical Analysis of Facebook Reactions

Björn Roß · Tobias Potthoff · Tim A. Majchrzak · Narayan Ranjan Chakraborty · Mehdi Ben Lazreg · Stefan Stieglitz

40 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

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Public Relations and Crisis Communication Disaster Management and Resilience Misinformation and Its Impacts

Abstract

During a crisis, authorities need to effectively disseminate information. We address the problem of deciding how crisis-related information should be published on Facebook to reach as many people as possible. We examine three recent terrorist attacks in Berlin, London and Stockholm. Our specific focus lies with official Facebook pages by municipalities and emergency service agencies. We collected posts about the events, along with the number of shares, likes and emotional reactions to them. In a regression analysis, several variables were examined that capture decisions on which information to publish and how. Posts containing condolences were found to result in three times as many emotional reactions as other posts, all other variables held constant. Images and videos positively affected the number of reactions by factors of 2.2 and 3.9, respectively, while text length negatively affected the number of shares. These results will help in the development of effective guidelines.

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