The Role of Social Media in Crisis Management: Social Media Strategies of the Ghana Armed Forces

Abstract

The study examined the role of social media in crisis management. Specifically, Social media strategies of the Ghana Armed Forces in managing its crisis. The study considered the excellence theory of public relations and the social media crisis communication model as the underpinning theories. The mixed method research design was adopted culminating in the use of survey and in-depth interviews were conducted to elicit views from respondents, mainly, army, navy, air force, and civilian employees. Findings revealed there is a high level of inconsistency on the side of the respondents regarding the number of years or period the Ghana Armed Forces has utilized social media. It identified identity theft, recruitment fraud, impersonation, infrastructure and lack of operational incentives as major crisis confronting the Ghana Armed Forces. The study, acknowledging the impact of social media, recommended the evolution of effective social media strategy to complement the traditional media as tools of communication in managing crisis.