Influence of Social Media on Crisis Management Among Organizations in Kenya- the Case of Kenya Power National Black Out on 9th May 2020

Abstract

This study set out to investigate the influence of social media on crisis management, among organisations in Kenya the case of Kenya Power national blackout on 9th May 2020. The study was guided by the following specific objectives; to establish the frequency of use of Facebook and Twitter by customers of Kenya Power during 9th May 2020 power outage, To assess the critical success factors in the management of Facebook and Twitter during 9th May 2020 crisis by Kenya Power and To analyse the influence of social media platforms used by Kenya Power during the 9th May power outage. The study was guided by the theory of social presence, media richness theory and situational crisis communication theory. The study site was the official social media platforms of Kenya Power. The study used a descriptive study design and quantitative approach. The target population studied for this research comprised of followers from the official accounts of Kenya Power Facebook and Twitter. The total estimated number was 1.5 million followers. A sample of 384 respondents was used in the study. The quantitative data was analysed by using descriptive analysis alongside inferential statistics that is; correlation analysis. The resultant information was presented in tables and charts.