We exist in a society of the Internet of Things (IoT) where portions of our everyday lives are spent on online social platforms. Daily, we interact with online content that heavily influences what we consume on the internet. Technological advancements vary with the launch of new platforms and devices used for online interaction. These are as precious as gold in a state of emergency when individuals are in distress, facing uncertainty, and seeking channels for hope and communication to connect with loved ones or as a source of information.
A crisis is a critical turning point when a hostile condition has reached its peak with an opposing force. Every crisis has its context, whether it is mental, physical, or perceived to be critical and potentially harmful. Challenges arise in every aspect of life, which can uproot different areas, compelling people to start over. Technology has been merciful in connecting people during times of turmoil, when it may seem nearly impossible, and hope is lost. A crisis is foreseeable, with mechanisms in place to manage it.
What happens when it is unplanned? The types of crises and how they occur in various settings, either in a professional or political landscape sometimes are unpredictable. An emerging crisis takes time to surface and occurs with high tensions that may erupt over time. Another type persists for months despite efforts to communicate and manage it, known as a sustained crisis. Immediate crisis happens suddenly, causing havoc, destruction, and disruption of lives. In all these situations, social media comes to the rescue.
The role and purpose of social media is crucial during a crisis. The use of social media and every networking platform sees an increase in value beyond its usual usage in times of distress. However, information is a valuable commodity that needs to be carefully vetted before use to determine its credibility. Similarly, in a crisis, every piece of information received requires verification from various sources to align and double-check to avoid ambiguity. Also, withholding and spreading inaccurate information in a crisis mode encourages speculation and false reporting. Hence social media gatekeepers, managers, and operators need to tread carefully when sharing content. Social media best practices must be observed to prevent panic and escalate the crisis.
Communication messages need to be clear and verified in the right context. It is important to be aware that internal and external barriers can affect message understanding and perception. Hence, caution must be exercised in accepting communicated messages to avoid further disruption. Research and seek clarity of social media messages especially when as a user you don’t trust the content such as during the COVID-19 period and in times of war to avoid escalation of misinformation, and fake news.
Despite its challenges, social media can act as a medium that provides hope to connect with others in a crisis. Technology, regardless of one’s perception of it, makes things possible within minutes and provides comfort. It is a beacon of hope that creates new beginnings by connecting individuals from afar. Despite the terrible outcomes crises bring to communities, the remaining notion to connect with family members online, even when separated by distance, keeps the heart warm and fulfilled.
A state of emergency is dire, particularly when censorship is enforced on technology and connectivity is cut off. This action blinds and limits competition strategies from being executed. Service provision when offline and activities aligned with protecting people will not reach their intended destinations if channels to carry messages are not active. Social media liberates the masses with information and mobilization. Societal infringements on rights to information and expression threaten individuals’ ability to communicate.
Effective communication requires a supportive and free speech environment where individuals can participate. When restrictions are put in place for channels to transmit messages, technology becomes ineffective. As technology-dependent people, we cannot live without social media. It is a part of our lives that, in times of crisis, provides hope to connect with the outside world. Censorship and blind communication of information are detrimental as messages are distorted with each channel transmission. With social media, individuals can communicate in real-time without filters or fear of privacy restrictions from authorities.
Connectivity platforms are crucial in a state of emergency, as every crisis unfolds. Crises may be critical such as floods, earthquakes, or economic that cause political unrest and violence in communities. Unrestricted social media access is a powerful tool for mass mobilization and sharing firsthand, credible, and raw information in real-time.
Therefore, we need to explore effective communication in terms of the transmission of social media messages to ensure that the content provided is clear and useful. Simplicity is key. Avoid ambiguity and jargon that your audience may not be familiar with. Provide a simple and understandable message by considering the audience’s background. Not everyone who receives your communication uses the same medium for interpretation.
Social media messages must be meaningful for recipients to act on and participate in the conversation. This gives the flow of information value that is relevant to the audience’s current situation or crisis.
By Isaac Lekgothoane
https://www.linkedin.com/in/isaaclekgothoane/
