An examination of the social media impact in disaster communication

AN EXAMINATION OF THE IMPACT SOCIAL MEDIA HAS
IN DISASTER COMMUNICATION
A Dissertation Presented in Partial Fulfillment
Philosophy
Capella University

Cohen suggested that r values of 0.1, 0.3 and 0.5 representing small, medium, and large sizes of effect respectively.

Procedures

For this study, a precise sequence of operation undertaken. The first step involved the identification of the discussion topic. The existing knowledge gap in society, which in this case concerned an understanding of how social media impacts disaster communication informed the process. The next step involved the formulation of the research objectives and questions. The goals were meant to help understand the topic at greater depth while the problems were based on the identified purposes. The identification of the research methodology followed. At this level, the researcher established various elements that steered the study to its logical conclusion.

The first element identified as the research design technique and a quantitative research design was adopted. The data collection technique also recognized at this stage, and the use of survey was embraced as a primary source of information, while print materials were adopted as secondary data collection techniques. The next step entailed data measurement, instrumentation, and data analysis. The analyzed information presented as the result of the study. This stage followed by a detailed discussion of the results, recommendation, and conclusion. Every activity was scheduled professionally to eliminate time waste, which frequently hinders research activities.

Participant selection. For this research, the participant selection process was based on the following factors: the ability to use social media platforms and their participation in disaster management. According to Butera and Autin (2016), poor selection of participants is costly because the results obtained may not be accurate and hence, may not support effective decision making on diverse issues. Due to this, every effort should be in place to ensure that the right participants are involved in the study from the beginning.

Protection the participants. Protection of participants is a concept that is grounded in ethical and moral values. Ethics demand the keeping of participant information in absolute privacy (Plumper, 2017). Researchers have a moral responsibility to do everything effectively without breaching privacy standards that are in place (Midgley & Baguley, 2013). The participant’s names should remain confidential to safeguard reputations.

For this study, the researcher upheld ethical requirements by protecting the participant’s personal data. None of the participant’s information was accessible to third parties, as required. Their right to privacy was highly respected to guarantee sustained integrity and a good reputation (Jang, 2017). This aspect justifies the reason why the study is regarded a success by the participants and other players. They affirm that relevant guidelines and procedures embraced ensured the positive reputation.

Data Collection

This study was quantitative in nature because the researcher was keen to get quantity information about the impact of social media on the disaster communication. For that reason, the study adopted a quantitative research approach to promoting the realization of exhaustive and quality results (Rasouli & Timmermans, 2014). To be successful in conducting this study, the quantity of data was a priority at all levels. The researcher selected both primary and secondary data collection techniques that had a specific scope. In particular, the primary data collection technique was the use of SurveyMonkey^®. The identified print materials used as a secondary data collection technique. It ensures that no wasted time on irrelevant articles. The print materials included journals, books, and magazines, selected in consideration of their relevance and the quality of information they hold that touched the topic.

Advantages of the online SurveyMonkey^® were:

• The data collection technique allows the researcher to obtain first-hand information.
• It promotes credibly and reliability of the information.
• It gives the researcher the opportunity to interact with the participants or respondents.
• The data collected using the technique is recent, and this allows the information to factor the changes that may be evident or have occurred within the environment.
• The technique also allows the researcher to have the opportunity to target specific issues exhaustively.

Disadvantages of the online SurveyMonkey^®:

• The process may attract high costs, given that it may require the involvement of short and long-term employees to assist in executing the data collection process.
• The process is time-consuming because it involves first-hand observation, administration of surveys and distribution of questionnaires.
• It is limited to the selected participants, allocated time and the place of study as compared to secondary data collection technique.

Advantages of Secondary Data Collection Technique

• The technique saves time.
• The technique is economical, lowering expenses and effort.
• It helps make the primary data collection more specific.
• It provides the researcher with the opportunity to understand the problem better.
• The technique also provides a credible basis for data comparison.

Disadvantages

• The accuracy of the data collected is not known.
• The information may be outdated.
• It may fail to fit in the framework of qualitative research, which is evident in marketing research activities.

Data Analysis

Cuesta (2016) indicated that researchers must select useful data analysis tools to expedite the process. The devices should be chosen based on the type of data collected and its volume. The researcher in this study considered viable data analysis techniques that included the use of SPSS (regression analysis). The method is anchored on predictive analytics facilitating the analysis process (McKinney, 2012). Before analyzing the data, a review made of the collected information was measured for completeness, accuracy, and credibility. The researcher did this to guarantee consistency, validity, and reliability of the results. The move fostered the systematic elimination of the unwanted information, thereby enhancing the quality of the information (McKinney, 2012). Data integration that was linked to data visualization and dissemination followed the process. The strategy was to ensure effective revelation of the qualitative aspect of the information.

In this study, both manual and electronic processes were used to conduct the data analysis. The two methods were applied because the collected data was in theoretical and statistical forms (Brandt, n.d.). The manual system was primarily used to analyze the academic data while the statistical information was analyzed using a computerized system. The approach is considered useful in all aspects.

Instruments

The researcher adopted the use of surveys, flowcharts, rating scales, questionnaires, personality inventories, and protective devices. The devices were applicable because the participants could administer them as the researcher interpreted them. The validity and reliability of the instruments were evident from the results obtained after the process (O’Dwyer & Bernauer, 2013).

Ethical Considerations

Ethical considerations are critical in any research study. These considerations affect the way the researcher conducts business and the integrity of the results that obtained from a survey. For this study, the researcher adopted ethical concerns that were very strict. The move helped to ensure that every activity was conducted as required and in adherence to the quality standards. For example, data collection made with no form of falsification or fabrication. Data obtained from the respondents and other identified sources of information. The considerations allowed the researcher to operate in an environment of trust, truth, mutual respect, and accountability. The elements have contributed to ensuring that data sharing, co-authorship, and confidentiality of the information upheld.

Strict standards gave rise to close collaboration between the researcher and the respondents. The strong belief in the study’s credibility is attributable to the understanding of strict compliance with guidelines and the law, conflicts of interest were absent and standards not ignored. Other factors instrumental in the researcher’s success included good treatment of the participants given they were not subjected to any harm, respect for their dignity at all times, and getting consent before engaging them (Dutta, 2010). A high level of confidentiality and proper communication with the stakeholders formed additional factors that promoted successful execution of the study.

Summary

Research methodology is an integral part of any study whether exploratory, qualitative, quantitative, or experimental. It forms the backbone of the entire process because it defines all the activities. The selected methods provide clear-cut guidelines through which participants in the study engaged. The methodology must be able to support accountability, integrity, trust, inclusivity, respect, and a scientific system of analysis. The method also could facilitate useful sampling of the participants, identification of the target population, data collection, and instrumentation.

The researcher complied with all the procedures required for a successful study. From the topic formulation, identification of objectives, research questions to a selection of research methodology and performance of research analysis towards concluding, a clear framework was followed out. This initiative ensured proper execution of every activity at the right time and in the right way. Davino and Fabbris (n.d.) noted effective procedures reduce the level of risks associated with research studies. Similarly, a clear protection policy framework was adopted. The protection policy helped to uphold the privacy standards relating to participants identity, the reason for participation, personal views, and lifestyles.

Concerning data collection, the researcher recognized that the quantity of the study was dependent on how information was recorded and the type of information. Due to this, both primary and secondary data collection techniques were in use. Interviews or quantity surveys used as the fundamental data collection techniques. Open- and closed-ended questions presented to the participants who were convenience selected for the study. Print materials used as a secondary research technique. The documents were chosen carefully for pertinent information about the topic. The following chapter contains the results of the study.

CHAPTER 4: RESULTS

This section summarizes the sample used to research disaster communication and provides analysis of the data obtained. The study addresses the research questions, themes, and the hypotheses. The survey results are based on the direct responses from the selected respondents. The details of the results reflect the feelings of people related to how the application of social media influences disaster communication. Print materials were based on empirical studies conducted on the topic under investigation.

Study Sample

The researcher surveyed participants through the auspices of Survey Monkey^®, which was implemented to survey 82 respondents. The process was successful because the response rate was 93.9%. Seventy-seven of the 82 respondents who undertook the survey questionnaire provided feedback. Most of the survey questions were responded except for a few cases where the respondents did not respond to all the problems. Out of the 77 positive responses, 47 were from men and 30 responses were from women; 5 who recorded adverse reaction were composed of three men and two women responders (Table 2).

Table 2

Demographic Information about Participants: 47 Male, 30 Females Recorded Positive Response While 5 Failed. .

_____________________________________________________________________________

Male 47

Female 30

Missed 5

Total 82

Table 3 provides the breakdown of the response rates both in numbers and in percentages. The table is segmented as shown to allow the reader to establish the number of male and female participants. It also shows those who responded positively and negatively.

Table 3

Sampled Participants Response Rate both in Numbers and Percentage

Figure 3 provides a graphical representation of the respondents regarding gender. The response rates presented as absolute values and percentages. The table applies to the research because it gives credible information about the response rate as it’s established. It creates awareness about the number of male and female respondents who participated positively or negatively, and the general response across all spheres. The researcher and stakeholders can place significance on the data because it helps to determine the credibility of the study and research findings.

Figure 3. Graphical representation of the respondents regarding gender:

Figure 3. Graphical representation of the respondents concerning gender: It captures both female and male respondents.

Figure 3 is a presentation of the response rate regarding male and female respondents. It provides a clear picture of the number of women and men who participated in the study. The data reflected that male respondents numbered 50, while female participants numbered 32. The figure applies to the research because it provides the discourse with a picture of the target pool of respondents and shows that both sexes represented.

Hypothesis Testing

Hypothesis testing was based on the research questions and associated hypotheses. The trial testing was intended to establish the validity and accuracy of the assumptions generated by the researcher and based on the research questions. The idea was to determine whether the predictions made regarding the outcome of the study were met or not. The testing involved an elaborate process that included a detailed evaluation of the data collected from the primary and secondary sources of information. It was a significant undertaking because provided an opportunity for the researcher to know if the research design was correct as adopted, or if other procedures might have been more relevant for the study.

Summary of the Results

This section summarizes the sample used to research disaster communication and provides analysis of the data obtained. The study addresses the research questions, themes, and the hypotheses

RQ1: To what extent do EM professionals use different forms of social media to share and exchange crisis information with other EM professionals?

Themes: The extent to which the public and EM professionals use social media, how they perceive it, and the preferred mode of communication.

Ho1: The null hypothesis rejected.

Ha1: The alternative hypothesis was accepted.

RQ2: Is there a relationship between the application of social media in disaster and risk communication and ease of use, usefulness, personal innovativeness, access to peers, and barriers.

Themes: How social media sites used in crisis management, and the attitude of EM professionals regarding social media

Ho2: The null hypothesis rejected.

Ha2: The alternate hypothesis was accepted

RQ3: Is there a relationship between EM demographic characteristics of age, gender, or location, and the use of social media platforms?

Themes: Use of social media during a disaster, the purpose of informing the public, and

Barriers hindering the meaningful use of social media

Ho3: The null hypothesis rejected.

Ha3: The alternate hypothesis was accepted.

RQ1 Results

RQ1 queried to what extent EM professionals use different forms of social media to share and exchange crisis information with other EM professionals.

For the question concerning the extent to which EM professionals currently use different forms of social media to share and exchange crisis information with other professionals, the respondents indicated that now, the majority of professionals mostly use social media platforms. They affirmed that the advent of technology, which is giving rise to various social media platforms that aid communication, has revolutionized how professionals share information. The extent significantly based on the high number of people who stated that they use media platforms to interact with one another. They are affirmed in Table 4 and Figure 4.

Table 4 shows the response rate in regards to the extent that EM professionals use different forms of social media to share information with other professionals. In a scale of 1 to 10, 20 respondents indicated that the rate stands between zeros to five while, 50 reported indicated 6 to 10 while seven respondents remained neutral on the matter. These responses show that the extent by which social media is used to share information between EM professionals is excellent and the intent to use the platforms further is a high likelihood. The table applies to the research study because the findings create credible insight into the extent of social media use among EM professionals.

Table 4

Demographic Response on the Extent of Social Media use Between EM Professionals

The figure below presents a graphical representation of the response rate captured in Table 4, which depicts the extent to which social media platforms are used among EM professionals. The table is relevant to the research because one of the objectives was to establish the area to which EM professionals use social media. The data support the hypothesis that social media platforms are currently in use.

Figure 4. Response on the extent of social media use between EM professionals. The graph applies to the study because it enables readers to observe the conclusive findings established.

The demographic response rate shown in Figure 4 and Table 4 affirms EM professional’s viewpoints that the media platforms provide effective and efficient communication systems that organizations need. Such platforms enable information sharing to be faster and timely among stakeholders. Due to this, they prefer communicating through social media platforms to ensure that reports during disasters and requests for help from victims receive in good time. The statements of over 50 EM professionals, as shown in Table 4, shows they prefer social media as a useful platform for disaster information or preventive measure communications. They are interested in this because the response period determines the level of damage and loss encountered. When communication cannot be effective, it means the response could be delayed and the administration of necessary services will not be on time, thus curtail progress towards solutions (Gurion, 2015). The media platforms help people report disasters quickly and effectively. The figure applies to the research because it gives credence to the study objective by allowing the stakeholders to understand the vitality of the social media in disaster communication.

Some of the examples in which the media platforms, such as Twitter, have been used, including the case with Hurricane Harvey, in which Facebook was highly used, and Tennessee’s wildfire, in which Twitter assisted in communicating the incident and its development in real time. On the other hand, the respondents affirmed the importance of scope in emergency management. The extent relates to the number of social media platforms that are used to foster disaster communication. The majority of the respondents, also evident in Table 4, indicated that the scope of the platform is crucial because it increases the likelihood of information sharing from all parts of a region or nation, which ranged from remote to urban areas.

In some settings, the use of social media is limited to specific platforms such as Facebook and Twitter, while in others all the available platforms were cited as being used. The trend affects quality, speed, and awareness regarding the incidences that occur in different locations (Gurion, 2015). When the use of media platforms is limited, disaster communication may not be valid because some occurrences happen where access to the allowable media platforms is not available. This aspect compromises the extent of exploration and usage of communication platforms as well as the ability to access data from a wider region. The results obtained (as shown in the tables) supports facts presented about the relevance and extent to which social media platforms are used, perceived, and reasons for their preference among EM professionals and the public.

Table 5 below shows the descriptive statistics of the response rate against the total sample size. The results associated with RQ1. The table is relevant to the research given it provides clear mean and standard deviation values that measure the quality of the findings.

Table 5

The descriptive Statistics of the Response Rate against the Total Sample Size.

From the table, the mean factor and standard deviation of several variables that include age, ease of use, and gender among others are noted. The positive mean and standard deviations reveal the positive response rate on the question that characterized the extent to which social media platforms are in use among the EM professionals.

The number of social media platforms that are used influences the extent of information sharing. The entities that use nearly all the available platforms stand a better chance of receiving information while interacting with many people. Results in Table 5 and 6, and including Figure 4, support Ho1, which states that there is no statistically significant relationship between EM professionals use of social media to share or exchange crisis information with other EM professionals and/or pertinent members of the community, accepted. The alternative hypothesis, Ha1, which states that there is a statistically significant relationship between EM professionals use of social media to share or exchange crisis information with other EM professionals and pertinent members of the community, was rejected.

RQ2 Results

RQ2 queried if there is a relationship between the application of social media in disaster and risk communication and ease of use, usefulness, personal innovativeness, access to peers, and barriers. Results confirm there is a deep relationship between the application of social media in disaster and risk communication and ease of use, usefulness, personal innovativeness, and access to peers, including barriers. Although mixed reactions obtained, over 68 respondents affirmed the notion, while 9 of the respondents expressed reservations. They are shown in Table 6 and Figure 5 below.

Table 6

The relationship between the Application of Social Media in Disaster Communication and Ease of Use. The table applies positively to the research by giving an outright indication that the use of social media in communication has a significant relationship to the ease of use.

It is evident from the data captured that puts yes response rate at 68 respondents, against nil response rate for No, while Undecided respondents were 9.

Figure 5. Response rate chart on the relationship between the application of social media in disaster communication and ease of use. It applies to the study because it helps in explaining the findings.

Table 7 provides credible data about how the respondents feel regarding the level of attachment and scope of social media usage among the elderly and youth.

Table 7

The scope of Relationship among Older People and Youth

Figure 6.

It applies to the study since the information contained serves one of the primary objectives that relate to the use of social media among the young people. Particularly, Figure 6 provides the high and low rates of the number of young individuals using the media platforms. It is vital to this research study because it helps the users to establish the standard of social media usage among the youths.

Figure 6. The response rate on the ease of use of social media among youths.

Figure 7 provides a representation of the actual response rate regarding to the use of social media platforms among adults. This figure helps establish the rate of social media usage among adults.

Figure 7. The response rate among adults about the use of media platforms. The information is necessary for planning and decision making, hence supporting the relevance of the figure in the study

As depicted in Figure 5, the majority of the respondents affirmed that the application of social media in disaster and risk communication is essential. They felt that social media is transforming the way messages transferred between stakeholders, particularly those touching on the emerging risks. However, differences emerged as the respondents gave varied opinions about the relationship of the application of social media and its ease of use, usefulness, and access by peers among others. There are those who feel there is a deep relationship between the two.

The results in Table 7 indicate that youth are more attached to social media platforms and they use them to share information. They believe that social media platforms, which are used to aid communication in disasters, are user-friendly and easy to access. The majority of phone owners and those with access to computers can easily use the platforms to communicate (Table 8). The platforms are easy to use by their design. They have clear boundaries on sending and receiving buttons that include guidelines on how to post messages. These features make it easy for users to share information effectively. On the other hand, 15 of the respondents believe that the two are not well-related. They hold that social media platforms are not easy to use by the majority of people and that people are still behind when it comes to technology, while others ignore it. Such cases make communication via social media platforms unsuitable to everyone and can thereby compromise connection.

They also argue that the decision to use social media platforms to communicate disaster does not mean it is easy to use. The respondents indicated that it usually is one thing to decide or embrace a concept, but it is another to use it effectively. Similarly, they suggest that the application of social media in disaster communication does not mean that the platforms are useful. Numerous factors qualify social media as being useful for an individual, and these factors vary because of what one values and believes in as they use the platforms (Gurion, 2015).

Figure 8. Access and user friendliness of the social media platforms.

Figure 8. Access and user friendliness of the social media platforms.

Figure 8. Access and user friendliness of the social media platforms. The data applies to the study because it serves one of the major research objectives.

The reactions were fascinating because they help to communicate the dynamic views and thoughts that people have regarding the use of social media in disaster communication. It also helps to answer the question about the existing relationship between the two elements that have remained contentious over time. From the data collected, it is apparent that different opinions exist on the matter. However, the majority of the respondents agreed that the application of social media is well suited for ease of use, usefulness, personal innovativeness, access to peers, and barriers. It is depicted in the mean factor score, standard deviation, and response variance data presented in Table 8. The data is base on the theme relating to how social media sites are use in crisis management.

Table 8 provides the mean factor score and the standard deviation of the response rate obtained from the respondents. The figures were calculated using the sample size as the base rate. These results are meant to establish if there is a relationship between the application of social media in disaster and risk communication and ease of use, usefulness, personal innovativeness, access to peers and barriers.

Table 8

Mean factor Score and Standard Deviations for the Research. It is useful to the study because it creates awareness of the average use of social media among various groups.

Concerning the use of social media and ease of use, the majority of the respondents viewed it mainly in the context of information exchange and not the technical aspects of it. They perceived that social media has made it easy for people to share information about existing disasters with the emergency response teams. They tend not to use manual approaches to seek help. The information is evident in Table 9 where the low factor for media use stands at 1.92 and content access stands at 1.88, while the mean standard deviation equals 0.270 and 0.323, respectively.

According to social media users, the social media platforms are easy to use because (a) they are cost-effective, (b) the essential features for sending and receiving information are marked, and (c) information tracking can be done. Participants also justified their position by stating that even those with no technological background can easily communicate using the platforms. They perceived that even those with no education, but using smartphones and laptops, can send and receive messages. Those opposed to this notion estimated that the application of social media does not improve the ease of use. If anything, it promotes a culture of irresponsible sharing of information that is detrimental to societal well-being.

Usefulness of Social Media

Table 9 indicates the response rate about the usefulness of social media. The results were base on the closed-ended question presented to the respondents about whether they believe that social media has been useful in disaster communication. Of the 77 participants who responded, 71 affirmed that social media has been helpful and only 6 expressed reservations.

Table 9

The usefulness of Social Media. It applies to the study by giving clear insights into the usefulness of social media platforms.

Regarding usefulness, the majority of the disaster managers, as established in RQ2 with particular reference to the Table 9 results, are in agreement that the application of social media in disaster communication is useful, which agrees with the alternate hypothesis. They based the context of use on the speed of information delivery, cost implication, and promotion of teamwork. Respondents perceived that social media platforms provide active channels that allow information to flow within seconds to recipients, regardless of distance. Media platforms have helped to achieve this by enabling quick access to the disaster messages shared with the risk management agencies. Many examples of disasters in which social media was useful currently exist. They include Hurricane Harvey, Tornado storms, Louisiana floods, and Tennessee’s wildfire in which social media got credited with creating timely alerts.

The majority were also cautious about the cost. Respondents perceived that sending messages through social media platforms is cheap, and this allows many people to use them comfortably. They see sense in using these platforms (compared to others) because of their affordability. The third reason is teamwork. Social media was considered useful by the majority because of its ability to bring people from different locations together to pursue a common goal (Nordyke, 2018). The platforms have assisted in mobilizing assistance during disasters that range from humanitarian support, human capital or risk management specialists, and other support. The move helps to raise necessary support that the victims of a disaster strike may need.

A smaller percentage of the respondents felt that the application of social media in disaster communication is not holistically useful. They defended their position by indicating that the platforms cause more harm to the victims than good. The injury emanates from the irresponsible ways of communication that people can adopt. Some people post pictures that are traumatizing to viewers or victims. The reckless or irresponsible sharing of raw photographs and false information in some cases has led to questions about the relevance of social media when it comes to disaster communication and whether it could be sustained.

Access to peers is another critical pillar that makes a connection with the application of social media in disaster and risk communication. Peers are people who share certain characteristics, such as age. They may be closely related, community members, or global citizens. Such groups or individuals need to communicate, but this may be impossible, according to respondents, due to the lack of a vibrant media platform. Nevertheless, social media platforms are credit for opening up communication among individuals from diverse locations. The platforms have increased access to peers globally as evident from the high rate of interactions and sharing that different groups witness.

Personal Innovation and Barriers Relating to Social Media Usage

With personal innovativeness and barriers as contained in Figure 8, 57 of the sampled respondents confirmed that the application of social media to disaster communication influences innovation relating to information sharing and responsible communication. Mainly, the use of technology in contact has ignited the drive for knowing more about the best ways of communication, according to respondents. People are increasingly innovating new forms of information sharing and faster means of information transfer. However, 15 of the respondents, as indicated in Figure 8, insisted that the social media platforms create perceptible barriers to responsible communication or the sharing of information. The fact that the use of the platforms is unregulated and not easy to regulate hinders or bars the responsible use of the platforms.

The arguments presented in support of the existing relationship between social media platforms in disaster communication and ease of use, usefulness, and access to peers, personal innovativeness, and barriers, outweigh the opposing views. It indicates that these elements are related. For example, the application of social media has been useful in the process of disaster management, according to respondents. It has facilitated the free flow and sharing of information among stakeholders, thereby enhancing response rates. Social media has also been useful economically because it reduces the cost of communication. Social media is equally easy to use in discussion. The platforms are user-friendly because they have simple features that users can learn to increase the speed of use.

Additionally, social media is related to access to peers, personal innovation, and barriers by opening up communication avenues that bring people together, regardless of their location, and allows users to think or develop more innovative ways of use and contain communication challenges. As of result of these data, the hypothesis Ho2, which states that there is no statistically significant relationship between the application of social media in disaster and risk communications and the following: usefulness, ease of use, personal innovativeness, advancement of the profession, access to peers, and barriers were accepted. The alternative hypothesis, Ha2, that there is a statistically significant relationship between the application of social media in disaster and risk communications and the following: usefulness, ease of use, personal innovativeness, advancement of the profession, access to peers, and barriers, was rejected.

RQ3 Results

RQ3 queried if there is there a relationship between EM demographic characteristics of age, gender, or location, and the use of social media platforms.

The table below provides the regression statistics of the response rate for RQ3 that sought to establish the relationship between EM demographic characteristics of age, gender, or location, and the use of social media platforms. The figures are calculated using the total sample size as the base rate. The data measure the extent to which EM demographics such as age, gender, and location are related to the social media platforms.

Table 10

Mean Factor Score and Standard Deviations for the Sample. The table is useful and applies to the study because it creates awareness of the extent to which EM demographics such as age, gender and location are related to the social media platforms

The mean score and the standard deviation records real figures of 2.8442 and 0.36509, respectively. The stats show that the majority of the respondents affirmed the relationship between the demographics and the social media platforms. Although the mean value might appear lower, it still signifies a strong correlation between EM demographics and the use of social media.

The mean factor score, standard deviation, and response variances depict that emergency managers are the people who lead disaster management, including coordination of rescue missions of disaster victims. The managers oversee how things take place and the strategies that are undertaken to assist disaster victims. They are part of the team that offers recuperation and restoration services. Despite their regular role, they have different demographic characteristics that include age, gender, and location. The managers are of varying age groups, come from different places or cultural backgrounds, and socialize differently. This aspect explains why their approach to issues cannot be similar in society. Even the strategies that they use to handle disaster cases are diverse.

The higher reported mean factor value affirms that the respondents sampled accepted that emergency managers are people with divergent beliefs, views, understanding, age groups, and genders. These demographic differences affect the way they relate and make decisions about how to handle disaster challenges, including the use of social media platforms. What is evident from the low factor of 3.3 and content access deviation of 4.02 is that the young EMs are always pro-social media. They are ready and willing to embrace the use of various social media platforms as compared to older age groups who are more recent to use social media. According to respondents, young managers resonate well with social media and they advocate its use. The rationale behind their rationale is attached to the benefits that social media has such as high speed of information sharing and low-cost obligation.

Location is another factor or characteristic that influences the decision to use social media or not. According to the respondents, sites that have superior network coverage can support the use of the social media services and record higher usage, as opposed to the places with poor network coverage (Tinker, Dumlao, & McLaughlin, 2017). To an extent, location determines whether the use of social media will be of priority or not. Integrating social media platforms or resorting to social media as the primary source of news or communication in areas in which there is no network would be unwise. The actual system, is the driving force of social media. Without an active network, nothing would work. There is no doubt that the demographic characteristics and social media platforms are related, which is evident in Table 12. For instance, age affects how people think about social media and the decision to embrace it. The Location also influences whether social media platforms will be practical to use.

The results in Tables 11 and 12 and reflected in Ho3 which states that there is no statistically significant relationship between EM demographic characteristics of age, gender, or location, and use of social media platforms, was rejected. The alternative hypothesis, Ha3, which states that

There is a statistically significant relationship between EM demographic characteristics of age, gender, or location, and the use of social media platforms was accepted.

CHAPTER 5: DISCUSSION, IMPLICATIONS, RECOMMENDATIONS

This chapter includes detailed discussions of the results obtained from the study. The objective is to enhance understanding among stakeholders about the impact of social media on disaster communication. The analysis is based on the research questions to ensure that every element is understood. It also captures recommendations that foster the effective use of social media in disaster communication, limitations, and conclusion.

Summary of the Results

As noted from the facts presented, disaster communication involves identification of the disaster, processing of the information and dissemination of data to the right individuals for response and action (Minchillo, 2013). A key plank in that effort is allowing the emergency managers to play a stronger role in disaster communication and that no additional harm comes to the victims or their families. Disasters are strenuous psychologically, economically, mentally, and socially. People who are victims of various forms of hazards, whether road accident, bomb attack, shooting, or a hurricane face hard times in their lives and thereby remain in need of unique healing. They and; their families are vulnerable; hence, there is a need for a response as quickly as possible from emergency crisis teams (Poore, 2016).

Disaster communication helps to create awareness about any detrimental event, which may be human-made or natural. Respondent perceived that this communication could become perfect if the use of social media is improved. This aspect makes social media a central tool in the process of disaster communication. The media platforms provide essential support structures that allow data to flow from one person to another over distances, in extraordinary circumstances, and quickly (Minchillo, 2013). For instance, the platforms enable data to flow between disaster management bodies, security agencies, and the public, who are on the ground. Speed and quality of the information are paramount in ensuring that a response is well supervised; therefore, social media has become a critical pillar in the process of disaster communication.

The essential platforms that are used in the modern day include Facebook, Twitter, email, and others. They are cheap and user-friendly for most people globally. According to respondents, governments and disaster management agencies have found it necessary to use social media platforms to communicate with the public about imminent disasters, including the steps that are needed to deal with the beginning or ongoing disasters (Dyer, 2016). The agencies use the communication tools because of their effectiveness and ability to convey information fast about issues. In the process, the sharing of information heightens the level of trust and relationship with all stakeholders. Agencies use social networking sites, web 2.0 technology, and social media tools that include Facebook and Twitter.

Emergency management professionals who were respondents affirmed that increasing use of social media could be a credit to advances in the technology sector. Technological advancements have led to the development of new communication platforms that are faster and more cost-effective than earlier events (Friedmann & Edward Elgar Publishing, 2015). The platforms are open for use by anyone.

In the US, social media platforms appears as powerful tools for communication and sharing of data. They have become instrumental in sharing information about crises. From the responses to the survey, nearly all the disasters that have occurred in the recent past have been made prominence because of the use of social media platforms (Maron, 2013). They are relied on with creating rapid awareness about the crises that included the Katrina and the Hurricane Harvey incident in which information was promptly disclosed using Twitter and Facebook and prompted a fast response. The respondents agreed that the best approach to deal with a crisis is to communicate its existence. Once this is transmitted, timely response from relevant entities can be expected and implemented.

Media platforms are also beneficial because they offer better ways or channels through which individuals can report emergencies (Chan, 2017). Platforms provide viable mechanisms through which assistance could be received when a disaster occurs. Previous to these platforms, disaster response teams are a fault for a slow reaction to a crisis. People accused emergency response teams of a late arrival where emergency attention was needed immediately, or even if they were near the emergency. Another critical role of social media that has benefited many victims is the ability of the platforms to mobilize humanitarian support globally. In the future, social media can be used to describe criminals, thereby enabling the authorities to track them efficiently.

Empirical studies confirm a direct link between social media and disaster communication. The two are interrelated because they affect how a crisis is handled. They do this by gathering reports on emerging disasters both before and after the occurrence (Naidu & Derani, 2015). The data collected in the present study revealed that social media affects or impacts disaster communication in two ways. Some positive and some negative. The positive impact involves the support that media platforms give towards prompt sharing of information about a disaster (Naidu & Derani, 2015). The negative impact relates to the delivery of a malicious information about the crisis that may not exist.

Discussion of the Results Based on the Research Questions

RQ1. The study of the impact of social media on disaster communication gives insightful revelations and confirmations that social media platforms and quality communication within the disaster management framework cannot be separated. The two are dependent, given that effective communication in the current business environment is urged to action by technology-enabled media platforms (Smith & Shares, 2011). Social media platforms have continued to increase due to the advancements in the technology sector. The number of platforms is growing beyond the noteworthy Facebook and Twitter to social networking platforms, web 2.0 technology, and various virtual sites such as YouTube and collaborative tagging sites (White, 2016). The growth is opening avenues of communication by providing a wide range of platforms that companies or disaster managers can choose from, which allows them to select favorable social media platforms based on cost and effectiveness. They can decide what they can manage and sustain when communicating with other stakeholders.

In the US, according to the study conducted, great strides have been registered regarding disaster management that is courtesy of the existing social media platforms. Over 85% of the disaster managers affirmed this fact with only 12% recording neutrality. They agreed that social media has revolutionized how stakeholders link within sectors. The public and social media users can report incidences that occur for further action by the relevant agencies (Smith & Shares, 2011). The disaster management teams have also developed 24-hour service portals and Hashtag channels for exchange of information. Trained experts in customer care and disaster management operate the service portal. They receive information from local communicators about any disaster and facilitate a quick response. The move has been beneficial in most cases where severe incidents such as flooding, wildfires, mass shootings, and heat waves have occurred (Minchillo, 2013). As established, the facts indicate clearly that social media is integral in the process of disaster communication because it provides viable avenues for ensuring prompt information sharing.

The availability of conventional media platforms, their effectiveness, and the increasing number of users explains the extent to which the platforms are used. These aspects provide a clear indication that social media is useful among stakeholders in the disaster management sector (White, 2016). Emergency management professionals in the present study cited social media as a great and noble invention. They view it as a game changer in the communication field that demands the use of practical techniques for the best results to be realized. The professionals use different forms of social media to share information (Rhodan, 2017). The notable ones include Twitter, Facebook, virtual sites, and various networking sites. The users power the media platforms with internet to guarantee 24-hour service delivery. The idea is to have a sustainable communication channel that allows the exchange of information among stakeholders in real time (Friedmann & Edward Elgar Publishing, 2015).

Reports indicate that most disaster management professionals are using social media platforms. They approve of the platforms because of their efficiency and promptness the purpose of which is for professionals to use to communicate or share information with other professionals locally and internationally when necessary expertise needful is in a given circumstance. In the US, the disaster management agencies have embraced the platforms to secure support from other agencies and support institutions (Poore, 2016). The trend is increasing, and positive results are registered. These factors indicate that the extent to which EM professionals are using the social media to communicate with other EM professionals about crisis information is increasing. The scale is rated high due to the response rate from the EM professionals. They can understand each other and join efforts toward providing solutions to the victims of occurring incidents.

According to the responses received, social media play an important role in disaster communication. First, the media platforms offer better ways or channels through which individuals can report emergencies (Chan, 2017). Second, the platforms provide viable mechanisms for which assistance can receive from when a disaster occurs. For a long time, disaster response teams have been a fault for delayed reactions to crises. People have accused them of late arrival, even where emergency attention are needed or in circumstances where they were near enough for an immediate response. What people fail to understand is that they may be near, but with no information about an incident. The matter is concerning, and it has caused worry among stakeholders. The delay in response, according to many, is worrying because of damage that may occur or sustained in the absence of response (Maron, 2013).

According to the respondents in the present study, 55 EMs from various disaster management teams such as the Red Cross indicated that the delay in response was caused by numerous factors, with one being inaccurate reporting about an incident or late receipt of the information. Circumstances, however, are changing in the current century in which the use of social media is gaining momentum. The response teams or emergency handling bodies are satisfied with the current happenings concerning access to the information about emergencies. The rate of reporting of an emerging crisis before or at the time of occurrence is encouraging. Owing to this trend, they find it easy to plan and respond to the disasters in a timely fashion. They are cautioning social media users to embrace ethical standards and report responsibly (Velev, 2012). They should only communicate what is necessary, without creating horrifying pictures that may cause trauma to the recipients. According to the view of the 42 respondents, such warnings are justifiable because there are cases in which Twitter users have provided inconsistent information about specific incidents, such as the Boston Marathon bombing crisis (O’Connor, 2017). The information on the social media made it more difficult to track and get the right information that could help provide mitigating measures.

Another vital role of social media that has benefited many victims is the ability of the platforms to mobilize humanitarian support globally. Disaster management agencies such as the Red Cross have used social media platforms to raise funds to assist victims of disasters. The initiative was successful during the Haiti earthquake crisis where over $5 million in a fund within 48 hours (Rhodan, 2017). Subsequently, social media can be used to describe criminals, thereby enabling the authorities to track them better. In the US, the platforms have been used to monitor those who commit crimes. For instance, the FBI uses information from social media to the net and arrest suspects (Dyer, 2016).

RQ2. Another essential point to note is that the application of social media in disaster and risk communication is mostly related to the ease of use, the usefulness of the platforms, access to peers, and personal innovation (Potts, 2013). Many people have doubted the relationship between the application of social media platforms in communication and their usefulness. Some have never imagined that implementing the platforms can influence the ease of use. However, results of the present study presented living examples that justify the relationship between the application of social media and impacts thereof regarding the usefulness, ease of use, and access to peers (Potts, 2013).

Over 65 respondents, as noted from the study, reaffirmed that the application of social media platforms has contributed to the improvement of knowledge about how to use the technology. It has helped in advancing the ability of people to use social media, thereby proving the ease of use of the platforms. For example, the public and social media users agree that introducing social media in disaster communication has forced them to learn basic skills about how to send and receive messages using the various social media platforms (Potts, 2013). In the process of acquiring knowledge or gaining skills, they make it easy to use the systems. Although critics dispute this, nearly 85% of the sampled group rated the application of the platforms as a catalyst for their usability by the stakeholders. They do this knowing that, one day some disasters will happen in their neighborhood and they will need to report or seek assistance, and that is only achievable when skills are intact.

Subsequently, it is evident that there is a strong relationship between the application of social media in disaster communication and its usefulness. Social media is a tool that aids information sharing between people (Potts, 2013). The technology offers viable channels through which information flow and can be used for decision-making in other areas or create awareness about incidents. This factor explains why more emphasis is being placed on the need for institutions to integrate modern social media communication systems in their technological footprint. The idea is to boost communication by making it robust, cost-effective, and of quality (Jin, 2017). In the US, all organizations are pushed to embrace quality communication systems and structures that are grounded in technology. They are required to use social media and in particular, set up an information management desk that receives and answers concerns.

The underlying principle behind integrating social media and shared knowledge about it is that it is useful in communication. The social media platforms are used to disseminate information and pictures to different people at different locations (Jin, 2017). When social media platforms such as Facebook and Twitter are used to expedite disaster communication, the technology-enabled channels become useful to the stakeholders. The ability of EM professionals and other disaster management stakeholders to apply social media tools to report and coordinate disaster management depicts how valuable the platforms are in this century (Dyer, 2016).

From the responses obtained, the first area of usefulness was that social media has continually allowed the public to report incidents that occur under their watch to the EM professionals effectively. They have also allowed the public and social media users to seek assistance when necessary, even in remote areas. The fact that they are multiple is a plus because the users can find and use a media platform that works well in the region where they are situated. The availability of various media platforms has helped to reduce the time wastage that was previously common.

Additionally, the EM professionals can share information effectively with their peers in other locations, courtesy of the media platforms. Eighty-five percent of the respondents affirmed that they could interact and seek support from each other where necessary, and to ensure that the disaster victim has assistance promptly. Despite exploring or sharing information, the application of social media has enhanced the EM professional’s ability to access peers both professionals and non-professionals.

RQ3. Regarding the relationship between EM demographic characteristics such as age, gender and location, and use of the social media platforms, it is apparent that the two have a deep relationship. Effective use of social media platforms such as Facebook, YouTube, and virtual sites requires some level of knowledge and exposure to technology (Takahashi & Tandoc, 2014). The skills to use them are essential because they allow users to understand the critical roles of each feature associated with the individual social media platform. For instance, technological skills help users to innovatively find more about social media forms, how they work, and their cost-effectiveness. It also allows users to understand their effectiveness and the security features that safeguard their usage.

Ninety-two percent of the respondents who were EM professionals concurred that for one to understand facts, age, gender and location play a role. The younger generation finds it easy to conceptualize and use the platforms easily as compared to older populations. They can learn faster how to use the platforms in communication. They can also understand the dynamics that underlie their usage and develop the best approaches to sustain media usage (Jin, 2017). The time they spend learning how the sites can be improved and user are not compared with older individuals. In the US, most those who use social media are young individuals. The age demographics range from 10 to 40 years old. The usage trend and enthusiasm diminishes as age increases.

At 40 years, the use of the platforms slows. According to respondents, this group of people may not respond soon or report an incident quickly due to their detachment from social media. They may need more time to find their communication devices, access a social media platform, and then post a report. However, youth are attached to their devices and they are always online. It enables them to report or seek assistance immediately once the disaster is noted. The same also applies to the EM professionals (Haddow, Bullock, & Coppola, 2014). The youth professionals are more vibrant and active than the old ones. Their output is high, including the speed with which they communicate to other stakeholders. The group is always ready to respond to any call or disaster. Results showed that the age of the EM stakeholders has a direct relationship to the use of social media platforms.

Fifty-one percent of the respondents re-affirmed that gender equally affects the use of social media in disaster communication. The general overview of gender and use of social media indicates that more women are prone to use the platforms than men. The female gender is always on social media, updating statuses, posting pictures, and sharing information, more so than their male counterparts (Hoelzel, 2015). Despite the high numbers, those who participate actively in communicating a disaster to emergency teams are nearly the same as the number of men.

Respondents indicated they perceived that the majority of females are on social media, but are slow, and reluctant or inaccurate with sharing information about disasters. This aspect raised concern because most of them share information, but not with the right agencies to prompt immediate action (Hoelzel, 2015). The problem is attributable to the fact that they are mostly unaware of whom to approach when a disaster occurs as compared to men who are more accurate with their communications (Haddow, Bullock & Coppola, 2014). Based on the data, men are more resourceful when it comes to disaster communication because of accuracy in the sharing of information (Enarson & Pease, 2016)

Location of EM professionals and social media users is another factor that affects the speed of information transfer, including the effectiveness of the delivery. Those who are located near or in urban centers find it easy to communicate and share information among peers as compared to those in diverse areas. The reasons for this include good network coverage in the urban areas, in contrast to rural settings. The differences are apparent because social media platforms appears powered by the internet and are stronger in urban areas due to the proximity of the boosters.

Owing to the high signal amplification achievable with being in the urban setting, communication is much more comfortable between those who are in urban environment, hence promoting timely responses to emerging incidences. The situation is contrary to what happens in the rural areas, where passing information about disaster sometimes becomes difficult, thereby hindering quick response and the eventual aid to victims. Many cases have reported in which people die, and the property was destroyed, due to delayed reaction and laxity in reportage of disaster incidence to the emergency management teams.

The location also affects the use of social media among individuals. Results indicate that four of five people who live in urban areas use social media more frequently than those in the rural areas. The people in urban settings have more reasons to use the platforms to share with others and stay informed, as opposed to those in the rural areas who may be satisfied with a low profile, technology-free lifestyle (Haddow, Bullock, & Coppola, 2014). Some of them must stay off the devices that could help them access social media platforms, such as phones and computers, because of working conditions. The level of reluctance in the use of tools is very high, which may make them miss communicating relevant information to proper authorities. Such attitudes and behavioral patterns remain costly to the public and the nation at large because problems that cannot be mitigated effectively can be destroying to lives.

EM professionals have not denied the impact of the location from which people communicate using social media platforms. They insist they face many challenges in local areas that prevent them from coordinating the quality of responses to disasters that occur. The local service providers indicate that the logistics at local districts do not favor good service delivery as compared to the urban setting experiences (Takahashi & Tandoc, 2014); hence, the achievements that have been set down in the urban areas may not be the same as those in the local settings.

EM demographic characteristics that include age, gender, and location, according to respondents, have a closer relationship to how social media is in use. For instance, youth has been found to be the most substantial body of social media users, and males nearly dominate those who use the media platforms accurately in communicating information about disasters.

Conclusions and Recommendations Based on the Results

From this study, many findings and recommendations have derived. The result, and recommendations apply to the stakeholders in the disaster management sector and they are focused on sanitizing and improving service delivery. They are focused on facilitating the use of social media in disaster communication.

The first conclusion is that disaster management agencies should integrate and sustain the use of social media. The agencies, particularly those that have not embraced the use of social media, should consider the platforms to increase their communication abilities. The agencies should also develop a 24-hour functioning information desk and online hotline channels through the social media for sharing information.

The second recommendation is for the EM agencies to embark on training staff members about the best ways to use social media in communicating disaster information. The training should cover communication skills to ensure the sharing of data. Similarly, the public should become sensitized about how to communicate using social media tools and the level of accountability required regarding disaster communication.

The third conclusion involves the availability of resources to help provide support and infrastructure for effective communication to be achieved. The use of social media platforms requires proper preparation because there must be supporting tools such as computers, phones, and radio calls. Having such devices involves an investment of capital. To realize this, emergency providers should set aside adequate funds to enable them to procure the necessary support structures. Disaster management agencies should also consider integrating information filters to promote the reception of relevant information only. The idea is to avoid dealing with the type of information that is not related to the work or services they provide.

The fourth recommendation is that emergency service providers should bring more social media platforms to their portfolios. That is, they should embrace many social media platforms. The idea is to widen their scope of operations, instead of limiting their ability to receive information to a few platforms such as Facebook and Twitter that may not be accessible to some individuals due to network challenges. They should integrate all the technology-enabled media platforms that include phones, Facebook, Twitter, virtual sites, blogs, collaborative tagging’s, YouTube, web 2.0 technology, and various networking sites. Information flow can still be sufficient, even when some platforms are not active in multiple areas.

The fifth recommendations are that the implementation of the social media strategy should be all-inclusive. The organizations involved should collaborate with the stakeholders by involving them in decision-making to avert feelings of isolation. The reason is to create awareness among all stakeholders about the importance of the process and its role in ensuring holistic success. No strategy could successfully and favorable results achieved when stakeholders are not given invitations into discussions at the initial stages.

It is essential for disaster management agencies to develop best quality practices and ethical standards to guide the usage of the social media platforms. The measures are necessary to ensure that the users uphold sanity and accountability. The move will help to eliminate the negative impact that social media has had on disaster communication. It will stop irresponsible posting of materials or photos of disaster victims whose ripple effect is traumatic and brings psychological impairment to the recipients.

Limitations

Limitations are challenges that threaten the realization of the set objectives of the project. They constrain the execution of activities thereby making it hard for the project coordinator to work optimally. Limitations can be in the context of structures, finances, time, skills and goodwill. In this research, some restrictions were encounter. These limitations threatened to curtail the research progress at some points. Similarly, they nearly affected the quality of the data collected.

The first limitation that was beset by was inadequate funds. The research required more funds to aid the key activities such as data collection and analysis. The funds needed to do this were exceeding the researcher’s capability and financial strength. The problem was because the researcher had to finance the survey process that included data collections costs, among others.

Access to print materials also requires money because accessing the relevant articles from various libraries involves payment. Therefore, the limitation of funds made the researcher limit the scope of the study and data collection. This aspect was not encouraging because research of this nature requires the collection of information from as many sources as possible to foster generalizability, quality, and the drawing of conclusions. The problem denied the researcher the opportunity to access and compare as many print materials as possible.

Time was another factor that was limited. The researcher had a short timeframe that proved to be challenging due to the nature of the issue under discussion. Such a research study requires adequate time to allow for engagement of the many data collection sources. Therefore, the short time forced the researcher to omit information from other sources that would have been useful.

The next limitation revolves around attitude. No research study can be successful if the researcher and the participants have the negative reaction. Such a situation would mean that the activities done would not be above the satisfactory threshold. When participants have a negative attitude, even the responses they give would not be accurate, and this affects the validity of the results. For this study, attitude problems were encounter in some respondents. Some were not willing to give information, while others were willing to cooperate only partially. The problem threatened to affect the process of data collection, but the researcher managed the issue by had choosing suitable volunteer respondents.

The Implication of the Study for Practice

The study presents essential lessons to the primary stakeholders in the disaster management sector. They are the people who are set to benefit the most from the results and recommendations put forward and that is anchored on reasonable and credible information obtained from the respondents with experience, including empirical studies. The overall implication is that the survey charges or obligates every stakeholder to take part in disaster management. Everyone has a responsibility to play, and the roles range from communicating any incident that occurs in the surrounding areas, provisions of quality or necessary support, and creation of a good environment for rescue activities to take place. For instance, as the public has a role to give reports about incidences, the emergency caregivers should always be ready to respond to calls, and the government must support the agencies materially and structurally, including creating a conducive working environment.

The second important implication is that everyone in the society should be technically competent or skilled. People should have basic skills for using social media platforms and the communication tools such as phones to enable them to share information effectively. Without knowledge of how to use the modern methods of communication, upon which social media platforms operate, the intention to improve response to disasters through prompt access to the information may remain elusive. The world authorities and the EM professionals may not achieve the ultimate goal of always providing timely support to victims of disasters.

In particular instances, the fact that social media has a direct impact on disaster communication has severe implications for all stakeholders. The effects range from technical and psychological to emotional and financial. The revelation that the extent to which different forms of social media help EM professionals to share and exchange information with others or peers implies that emergency management bodies should integrate numerous media platforms in their working systems. They should consider expanding their network or platforms of communication to allow access to information from different locations. It also implies that the agencies should improve communication by creating an information desk and emergency response team that work 24 hours a day. The move is to ensure that the agencies such as the Red Cross are well-connected to all parts of the country and they can link well with the locals.

Financially, the expansion of the specific media platforms and tools of communication imply that emergency companies must invest more in the discussion. They must set aside or budget for the improvement of services. This aspect has been a challenge for many organizations, but there is no option now that it is proof of value that the use of different forms of social media increases the extent of communication and information sharing. As this happens, social media users and the public stand affected because they have to learn how to use the additional media platforms to help them share information effectively.

The next important area in which this study is bound to have implications is about the application of social media to disaster and risk communication. The revelation that there is a strong relationship between the form of social media in disaster communication and ease of use, the usefulness of the platforms, access to peers, and barriers, justifies discussion of this aspect of the study. The information affirms the need for EM professionals and agencies to refocus their potential in advancing the application of social media in disaster communication. This undertaking has positive returns and impacts in the manner in which risks are managed, including the response rate to disasters. It calls for all stakeholders to embrace the use of social media correctly. They should learn how to use the social media and its application in the management of a disaster. The reason for this is to increase the ease of use and usefulness of the platforms among the users. Until this is done, society can never realize how useful the social media platforms are, both in the short and long term. To this extent, the relationship between these aspects implies that emergency agencies should invest more in social media platforms and support their application in disaster communication.

Additionally, the relationship between EM demographic characteristics that include age, gender, and location and the use of social media implies that strategic measures should be put in place to have more people use these technological methods of communication. The fact that the majority of those who use social media to communicate are youth should not be the case going forward. Deliberate initiatives should be undertaken to have more youth embrace the technology; the older generation should not be left out in the bracket of active social media users. Such a strategy is suitable because it would ensure that all stakeholders within the community would have the capacity for communication that they can use to share information about disasters when the need arises.

The findings also imply that both female and male genders should be encouraged to share information about disasters, although the female gender should be encouraged. They should be influenced to change attitudes and behaviors toward the use of social media in sharing crucial information, apart from being a source of fun. Regarding location, emergency management agencies should collaborate with network service providers to ensure that connectivity to at least two social media platforms is establishing in every part of the nation. The rationale is to make communication possible at all times, despite the location of the disaster or the emergency teams. Notably, the implications are positive, and they will promote effective use of social media in disaster communication that has previously been beneficial to stakeholders. They set the stage for the advancement of the use of technology in conversation in the current century.

Recommendations for Further Study

Recommendations developed directly from the data. The first recommendation is that an investigation into the role of social media in disaster communication should be conducted to bring the discussion to date. The topic is relevant and necessary for the future study to help in establishing in-depth data with regards to the direct role that social media plays in disaster communication. Many people and institutions have used social media, but only a few have understood the broader role the different media platforms play in disaster communication and management. Therefore, this information will be highly beneficial to the social media users, disaster managers, organizations, and policymakers. It will enable them to make efficient decisions.

The second recommendation is that an investigation into how the application of social media has transformed risk management should be studied. Risk management is an essential element in any organization. The scope of control determines how successful a company can be when discharging different duties or mitigating emergencies. They must have the right tools and software to guarantee quality results. That is why a study on how the application of social media has transformed risk management is necessary to create awareness for how different threatening risks can be mitigated using social media communication platforms such as Facebook, Twitter and web2technology, among others.

Recommendations based on delimitations. The third recommendation is an examination of the effects of social media on communication. The topic is useful for further studies to help to understand the positive and negative effects of using social media platforms in contact. This information will assist companies and decision makers to know when and what type of social media platform to use for useful results, in different situations. Risks are better managed using tools that are well defined and controlled.

The fourth recommendation is that an investigative study be embark on about how to improve disaster communication in developing nations. A survey of this topic is necessary to enlighten the developing nations about how best they can deal with disaster. Developing countries are adversely affected when it comes to catastrophe; whether fire, water or earthquake. They have shown a lack of preparedness for dealing with tragedies, even with less damaging events. The problem is attributable to poor planning, secondary use of the communication systems and media platforms, and lack of understanding of how they can capitalize on the available resources to avert a crisis of diverse nature. Therefore, this study will help to deal with such challenges.

Conclusion

From the result of the present study, it is prudent to conclude that social media has a significant impact on disaster communication. The effect is inevitable, and it is in the context of speed, efficiency, and accuracy. Social media enables EM professionals and the public to share information promptly in a cost-effective manner. Most of the social media platforms run or operate on low levels of expense, hence making them accessible to individuals of diverse backgrounds. From its definition, social media is essential because it is a network or a platform that allows people to share information. It is a channel that is technologically-enabled (purposely) to link people. Examples of social media networks include Facebook, Twitter, Web 2.0 technology, virtual communities, and other networking sites, such as YouTube.

The internet powers the networked sites or platforms in most cases. They have been instrumental because they aid communication between individuals without a physical presence. These platforms allow people to share from different locations over much of the world. Intact, they have made the world a global village. The concept of faster and secure communication forms the reasoning for why the majority of institutions, including emergency management agencies, are considering these platforms. The organizations are integrating the modern social networks to facilitate information flow from one point to another. They also use them to obtain feedback from stakeholders. For emergency service providers, the platforms allow access to reports about disasters, thereby igniting a prompt response. Emergency service providers credit social media platforms for revolutionizing communication in the world today. The media platforms have changed the way people share and cooperate between businesses and service levels in organizations.

On the other hand, disaster communication involves sharing a message of crises to other individuals. A disaster is a calamity or hardship that causes harm and destruction to properties and life. The magnitude of impact to which they expose victims always calls for appropriate reaction. The response is necessary to help to restore lives by offering essential support services such as counseling or material goods. However, for the support to be given, there must be communication between the service providers and the victims. It is where communication is essential, and it must be done using viable channels that include social media platforms.

Effective and faster communication cannot take place without the use of superior media systems or platforms, such as Twitter. The platforms are vital because they have broad coverage, the information flow in them is one touch, there are no delays, and they are easy to use. In the US, authorities are encouraging the use of the social media in communication. The drive for this is to have a society that is empowered technologically, and that can embrace change. The purpose of social media is an idea that will not become irrelevant in the modern world, and the use of the media platforms should be a priority.

Social media impacts communication in different ways, with notable effects being both positive and negative. There is a feeling that social media does not only expose users to positive impacts but negative impacts as well. There are those that believe social media is not as good as it is perceived. They advocate for caution as the platforms are used to share information that may be detrimental to society. In light of the positive impact, social media present economic, structural and communication benefits. Social media provides appropriate incentives that allow users to communicate effectively. Economically, the social media platforms offer low-cost communication channels that enable many people to embrace them for communication.

Communicators are always looking for low-cost platforms that are effective. Similarly, social media platforms are fast when it comes to the transfer of information. There is no delay when using social media. This aspect is a witness on several occasions during disasters, such as hurricane and wildfire incidents. For instance, social media has helped to facilitate information sharing during hurricanes with the relevant authorities. In particular, Facebook was used during some events to share information. The timely sharing of information aided response, given that the disaster management teams were able to identify the message and act appropriately. The public also managed to get immediate information about the incident and a security warning indicating a need for vigilance.

Structurally, the introduction of social media platforms should force or motivate organizations to restructure their communication departments. The organizations should streamline their communication structures to incorporate technology while eliminating manual communication structures that are time-consuming. The move would enable many organizations that include the disaster management agencies to handle a massive amount of data on a daily basis. The agencies should also develop emergency communication lines that are being monitored 24 hours a day. These are vital given that they will allow the realization of complete, reliable and valid information from the stakeholders in the emergency response sector.

Despite the positive benefits, reservations arising from existing cases of reduced usage of the media platforms should be dealt with effectively. The level of accountability and responsiveness among social media users has been variable across circumstances, but this should not be the case. Some of the users have not achieved the recommended standards because they engaged in sharing false information (Takahashi & Tandoc, 2014). In some instances, they provided inconsistent or contradictory information that was not healthy for progress in the sector. Every organization that aspires to achieve the best results must address these issues amicably. They must ensure that they formulate quality standards, best communication practices, ethics, and strong values. These will promote delivery of the right information at the right time.

As established, the structures and standards will help to ensure that there is a smooth flow of information through systematic elimination of the communication shortfalls. They will also obligate the information providers and receivers to be accountable for their actions all of the time. This factor will eliminate rampant cases in which the people seek to blame others for failure, mainly when delays are a witness in response to a disaster.

The extent to which EM professionals use social media is very encouraging, globally. The professionals do not only view social media as a tool for communication but a resource for facilitating service delivery to victims of emergency incidences. They emphasize the use of different social media platforms because each has merits and demerits. Each also has areas of suitability in which users would not be intimidated by elements outside the control of the users. The users should also consider the ease of use in the platforms before embracing them. In the US, EM professionals and social media users approve the technological advancement that has revolutionized the way communication is transmitted. They hold that the introduction of various social media platforms have assisted in eliminating some of the challenges of disaster relief that society has grappled with for years.

Sharing of information about a disaster was not comfortable in the early days. Some incidents happened unnoticed, and people would suffer without any form of assistance, or in some cases, the events were reported late, after the damage had occurred. The level of suffering was fueled by the inability of the public to link well with emergency response teams. However, communication among stakeholders is improving courtesy of social media platforms. The problems witnessed may now mostly be in the past given the effectiveness of social media platforms in communication. The suggestion for the emergency caregivers is to consider embracing diverse social media networks that are sustainable, and supported by the resources available.

EM professionals and other social media users justify the discussion that social media has enhanced or created better communications among EM professionals within the US and other regions globally. First, it enables EM professionals in towns to connect, share, and exchange information without difficulty. The sharing of information helps them provide each other with aid, mainly if a need arises. For instance, EM professionals from one region can seek the support of others from the different areas to deal with a crisis. This support can be equally requested internationally using the media platforms.

This practice is common in the U.S and other nations during times of disaster. The stakeholders have used social media to mobilize resources and assistance locally and internationally. The notable examples include the Katrina incident, tornado incidents, and wildfire incidents. Besides, social media has created a viable channel through which EM professional’s share and exchange information with the public. These aspects clearly indicate that the extent to which social media platforms are promoting information sharing between stakeholders in the emergency care sector is excellent and undisputed.

Another important conclusion is that social media is applied in disaster and crisis management. Results of the present study justify this fact given that organizations and individuals are resorting to faster methods of communication. People are inclined to disseminate and receive information without delay. That explains the extent and high rate at which social media is valued and used in the current century, including the reason why professionals are promoting the need to leverage the use of these platforms. For instance, the U.S Coast Guard explains how they leverage social media to conduct their work. They are always monitoring the media platforms during a crisis and at other times when there is no crisis to report. The monitoring is not only to curb crises but also to address any emerging crises.

During emergency situations, serious confusion can take place, which affects the execution of various procedures that could be helpful in controlling the case. Even reporting alone is affected when there is no known platform and nowhere to report. Such challenges are a witnessed, and they are the situations that motivate the goal of putting in place direct communication call codes, such as the one used during the Hurricane Harvey of 911. The calling code facilitated communication between the victims, the public, and the emergency professionals. It assisted and will continue to help in the rescue mission, particularly of those who could become trapped under rubble. The application of the social media platforms in this context explains the direct relations they have with their usefulness.

An item or a product can only be useful when it achieves the purpose for which it was designed to accomplish. It can also be helpful when it improves the effectiveness and efficiency of the activities undertaken. A social media platform such as Facebook can only be useful when it makes the work of the user easy by helping in the achievement of a particular objective. When that connection is not there, no satisfaction will be derived from it.

Similarly, ease of use of the social media platforms is accomplishing because of the high rate of application in communication. The increasing emphasis on technology in communication is forcing many people to know how to use and operate devices such as phones and computers through which social media platforms run. They recognize that for effective use of the platforms to be realized, some basic skills and knowledge of equipment, smartphones, and other networking tools are necessary even before narrowing down to social media platforms.

Without technology skills, social media platforms could not be brought under control and put to use, and the intended result difficult to achieve. When the use of social media in disaster communication had not gained momentum people could suffer, yet, they had a platform through which they could have sought help. Stakeholders are working to equip people with the necessary skills for using social media to avert suffering disaster related incidences, given that technology enabled platforms are readily available. They can form the new frontier in the field of communication. Initiatives may continue enhancing the ease of use of the social media platforms for individuals from different backgrounds and in different countries.

The use of social media should continue because it provides access to peers and other prominent individuals and organizations in society. It allows interaction among peers at the professional or technical level. The interactions promote teamwork that is necessary for handling crisis situations. Globally, the effective sharing of information is considered as a step towards finding lasting solutions. Psychologists hold that a problem shared is a problem half solved. They believe in the power of interaction among peers given that such actions lead to the development of credible solutions to situations, however difficult they may seem. For instance, the EM professionals use the platforms to seek advice on how to deal with or handle certain situations. The public also uses social media to share information about the missing persons and helps others find their missing relatives. Apart from that, it gives users the opportunity to update others about the status of the situation and the prevailing circumstances.

The next conclusion that will remain important for policy and decision makers is that there is an acute relationship between the EM demographic characteristics and the use of social media in communicating disaster. This study revealed that age, gender, and location (that translate into primary demographic characteristics) impact how social media is used. Younger generations (falling between the ages of 15 and 40 years old) are the leading users of social media. They use the platforms frequently and for various purposes that include sharing official messages, pictures, social messages, and performing work-related communications. The number of users in this age bracket is higher compared to the older generations that are not as enthusiastic when it comes to social media usage.

Gender is another factor that affects the use of social media. More women are heavy users of social media (at most times), compared to men. However, the content they share mostly touches on relationships and social issues, while men are broad regarding the scope of what they share. Men also share more specific information about events. Therefore, there is a need for all the users of social media to be sensitized to the importance of sharing events that happen within their locality. Additionally, location influences the way in which people communicate, the methods of communication, and the speed of information flow. Those within a town typically find it easy to communicate because of network availability, as compared to those in remote areas who are affected by various factors including weak network coverage.

Those close to the cities also have the opportunity of using multiple social media networks, as compared to those in remote areas whose choices are limited. The reason behind this is that some media platforms do not have broad coverage in remote areas due to weak network signals. The facts affirm the need for organizations to understand that age, gender, and location affect the quality of information sharing, and therefore, organizations should act accordingly by streamlining operations, motivating more people among the youths and adults to continue or find more reasons for using the media platforms and mitigate the issues to which location differences contribute.

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APPENDIX A: STATEMENT OF ORIGINAL WORK

Academic Honesty Policy

Capella University’s Academic Honesty Policy holds learners accountable for the integrity of work they submit, which includes but is not limited to discussion postings, assignments, comprehensive exams, and the dissertation or capstone project.

Established in this policy are the expectations for original work, rationale for the policy, definition of terms that pertain to academic honesty and original work, and disciplinary consequences of academic dishonesty. Also stated in this policy is the expectation that learners will follow APA rules for citing another person’s ideas or works.

The following standards for original work and definition of plagiarism are discussed in the Policy:

Learners are expected to be the sole authors of their work and to acknowledge the authorship of others’ work through proper citation and reference. Use of another person’s ideas, including another learner’s, without proper reference or citation constitutes plagiarism and academic dishonesty and is prohibited conduct. (p. 1)

Plagiarism is one example of academic dishonesty. Plagiarism is presenting someone else’s ideas or work as your own. Plagiarism also includes copying verbatim or rephrasing ideas without properly acknowledging the source by author, date, and publication medium. (p. 2)

Capella University’s Research Misconduct Policy holds learners accountable for research integrity. What constitutes research misconduct is discussed in the Policy:

Research misconduct includes but is not limited to falsification, fabrication, plagiarism, misappropriation, or other practices that seriously deviate from those that are commonly accepted within the academic community for proposing, conducting, or reviewing research, or in reporting research results. (p. 1)

Learners failing to abide by these policies are subject to consequences, including but not limited to dismissal or revocation of the degree.

Statement of Original Work and Signature

I have read, understood, and abided by Capella University’s Academic Honesty Policy and Research Misconduct Policy, including Policy Statements, Rationale, and Definitions.

I attest that this dissertation or capstone project is my own work. Where I have used the ideas or words of others, I have paraphrased, summarized, or used direct quotes following the guidelines set forth in the APA Publication Manual.

APPENDIX A: SURVEY QUESIONNAIRE

Survey Questions

Current use and Intent to use social media

Frequency of Social Media Usage

Attitudes towards social Media Usage

When sharing disaster and crisis issues and knowledge with other EM professionals, using social media is _____________.

Please indicate where you fall along the following dimensions in your attitude towards the use of social media.

1 2 3 4 5 6 7

Waste of time Essential Use

1 2 3 4 5 6 7

Very risky Very Beneficial

1 2 3 4 5 6 7

Boring Very Engaging

1 2 3 4 5 6 7

Bad way to get current information great way to get current info

1 2 3 4 5 6 7

Returns Low quality information Returns high quality information

Usefulness

Ease of Use

Advance the profession

Access to peers

Barriers

Demographics

Personal Innovativeness

APPENDIX B: Research Problems

APPENDIX C: Research Questions and Hypothesis

APPENDIX D: Research Design

APPENDIX E: Population and Sample