Effectiveness of Social Media in Crisis Communication: the Case of Westgate Mall Attack

Abstract

This study set out to explore the effectiveness of social media in crisis communication, with a special focus on the Westgate Mall attack in Nairobi. To achieve this, the study was guided by three objectives; it sought to establish the social media platforms used during emergency and disaster relief efforts, to determine the benefits of social media use during emergency and disaster relief efforts, and, to assess the effectiveness of social media relative to other forms of crisis communication. Samples of fifty respondents from seven organizations that engage in disaster relief service were interviewed. The target population of the study was less than 200 hence the study conducted a census where every unit was included in the study. A questionnaire was designed for the staff from the target disaster relief organization as well as unit committee members. The study adopted a descriptive study design, in order to understand the what, and the how social media can be effective in disaster relief efforts. The unit of observation in this study was communication staff of disaster relief agencies in Nairobi. Data was analyzed using descriptive statistical tools and the resultant information was presented in tables. The findings revealed that majority of disaster relief agencies in Nairobi use Facebook and Twitter during disaster efforts. The study also found that use of social media is beneficial to disaster relief organisations. Further, the study revealed that social media is effective during disaster relief effort with majority indicating that social media was more incredible than traditional media in relief efforts. It is concluded that whereas agencies used social media, the use was not widely spread due to varied reasons. Only Facebook and Twitter were extensively used during the Westgate disaster. The study further concludes that use of social media is beneficial to disaster relief agencies and through it they are able to give timely information. The study also concludes that the use of social media is effective in disaster relief efforts as people are able to learn about a prevailing disaster and take precautionary measures, it can also help in averting potential disasters. The study recommends that government should have a social media policy that guides the nature of information organisations can share on social media to reduce mistakes in communication and at the same time promote accountability.