Exploring the adoption of social media as a reputation management tool in crisis communication: The case study of an institution of higher learning

Abstract

The study aimed to explore the role of social media during a crisis at a higher education institution, and how social media is used to manage reputation. The study had three objectives: to investigate the role of social media in crisis communication at a higher education institution, to examine the types of social media used in crisis communication at the institution, and to explore the benefits and challenges of using social media for reputation management. A qualitative approach was adopted, and data was collected through focus group discussions with students and senior managers from the Communications Department, who were selected using purposive sampling. Thematic analysis was used to analyse the data, with the researcher transcribing all recorded data. The study found that various social media platforms were utilised, including Facebook, Twitter, LinkedIn, institutional websites, Flickr, Instagram, and YouTube. It also found that social media platforms played a crucial role in enhancing work productivity and creativity. Furthermore, social media was used for information dissemination and quick communication with university stakeholders. The institution used social media as a tool for managing reputation by ensuring the dissemination of relevant information to stakeholders. Additionally, social media played a fundamental role in attracting prospective students and transforming the way information is disseminated by the institution. However, there is still room for improvement.