Social Media Crisis Management: A Case Study on Twitter's Role in the U.K.

Abstract

The development of digital technologies and the increasing usage of social networking sites through internet services have made the communication between businesses and individuals highly convenient and efficient. Social media platforms play a crucial role in facilitating psychological assistance after the occurrence of crises by allowing individuals to come together digitally, exchange pertinent knowledge, and advocate for solutions. This research examines KFC’s usage of Twitter for dealing with the chicken shortage crisis in the UK in 2022 in order to protect its reputation. The aim of this research is to examine the role, usage, and benefits of Twitter in crisis communication and handling crisis situations for KFC. The research applies a mixed-methods approach. A quantitative analysis was conducted on a sample of 101 tweets obtained from Twitter, a social media platform, to examine the communication strategies employed by KFC and their subsequent impact on the company's corporate reputation management. A qualitative content analysis was conducted on the Tweets spanning from July 01, 2022, to August 31, 2022, and Fairclough’s CDA model was used to describe and interpret the language used in 30 tweets by KFC to determine the corporate crisis strategic response. It was found that the dynamic nature of Twitter necessitates a paradigm shift in corporate communication strategies, as organisations must adapt to the ever-changing landscape in order to effectively engage with their audience. During periods of crisis, implementing a well-designed communication strategy on Twitter might prove advantageous as it facilitates transparency and enables efficient engagement with relevant parties.