Effects of Social Media on Crisis Communication: A Study of the Ghana National Fire Service

Abstract

This study examined the use of social media in crisis communication by the Ghana National Fire Service (GNFS), focusing on how various platforms are utilized, the experiences of personnel, and the challenges encountered. The study employed a qualitative research approach. Data was collected through interviews. The findings revealed that social media played a critical role in enhancing crisis communication, facilitating real-time updates, and fostering public engagement during emergencies. The study highlighted that GNFS strategically employed multiple social media platforms for specific purposes. Facebook and Instagram served as platforms for detailed updates, incorporating images and videos to provide a comprehensive understanding of ongoing crises. These platforms also allowed for two-way communication, encouraging public feedback and inquiries. WhatsApp, while not used for public communication, was pivotal in internal coordination, enabling swift decision-making and information-sharing among GNFS personnel. The research also underscored the structured and efficient crisis communication process at GNFS. Initial updates were disseminated promptly via Twitter to provide immediate information to the public, followed by more detailed guidance through Facebook and Instagram. This approach ensured that information remained timely, relevant, and accessible to diverse audiences. Despite its advantages, the study identified several challenges faced by GNFS in using social media for crisis communication. One of the primary challenges was the rapid spread of misinformation, which often created confusion and hindered effective crisis management. Technical difficulties, including connectivity issues and platform outages, were another major obstacle, disrupting the timely dissemination of critical updates. The study concluded that social media is an indispensable tool for GNFS in managing crisis communication. While it enhances the speed, reach, and effectiveness of communication, its potential is undermined by issues such as misinformation, technical constraints, and coordination gaps. Recommendations included regular training for personnel on social media management, the development of clear guidelines for platform usage, investment in reliable technological tools, and improved systems for internal coordination and misinformation management. Future research was recommended to explore comparative studies on social media usage in crisis communication across other emergency services, examine the influence of social media on public behaviour during crises, and investigate the integration of emerging technologies such as artificial intelligence in social media management.