University Report: Social Media Use by Business and Governments

This report examines the critical role of social media in emergency situations, focusing on its use by businesses and governments. The report begins with an introduction to the importance of social media in crisis communication, highlighting its speed and reach. It then delves into a case study of the Hazelwood Mine fire, analyzing how social media was used, and could have been used more effectively, by the Country Fire Authority (CFA) and government authorities. The report outlines steps for effectively handling fire threats, including strategic planning, policy establishment, social media presence, and content monitoring. It discusses the benefits of social media, such as rapid information dissemination and community engagement, as well as the associated risks. The report uses the Hazelwood fire as a key example, showcasing how social media platforms like Twitter and Facebook were used, and could be better used, for information sharing, coordination, and public updates. The report concludes with an overview of best practices for integrating social media into emergency response strategies and suggests further research to improve information exchange during crises.