Social Media and the Changing Landscape for Risk, High Concern, and Crisis Communication

This chapter describes the role of social media in sharing information and considers both the benefits and challenges of that role for risk, high concern, and crisis communication. Through case studies, a review of the evidence‐based literature and practical guidance, the chapter enables the professionals to consider how to incorporate social media into the design and application of communication plans. Several specific benefits flow from the use of social media for risk, high concern, and crisis communication: speed, access to information, reach, amplification, transparency, understanding, changes in behaviours, relationship building, timeliness, hyperlocal specificity, and listening and feedback. Along with its many benefits, the social media revolution also poses unique challenges for risk, high concern, and crisis communicators. Social media platforms have become an integral part of people's lives. Despite the many challenges and dangers, it has revolutionized the study and practice of risk, high concern, and crisis communications.