Congratulations to Changseung Yoo, Assistant Professor, Bensadoun School of Retail Management with affiliation to Information Systems Area, who has been awarded the 2022-2023 FRQSC New Academics Grant (Soutien à la recherche pour la relève professorale) for his project titled “Social Media Content Creation Strategies and Engagement During Disasters” (“Stratégies de création de contenu et de mobilisation pour les médias sociaux pendant les catastrophes”).
When disaster strikes, information is a vital resource that disaster relief organizations (DROs) must distribute to the affected population. Social media plays a critical role in enabling DROs to distribute information to those that need it. However, DROs face many challenges in effectively creating social media content that engages the public during disaster responses. For example, DROs need to coordinate who is responsible for posting social media content as many DROs have sub-entities that reflect their operations at multiple levels or work jointly in coalitions. Our study examines how DROs' content creation strategies impact social media engagement by analyzing a novel panel data set acquired in partnership with Twitter and the Canadian Red Cross. Furthermore, we evaluate how the link between DROs' social media content creation strategies and engagement varies across different phases of the disaster management cycle (i.e., preparedness, response, and recovery). We then provide prescriptive insights into how DROs should create and dispatch social media content to maximize user engagement. Finally, based on our empirical research findings, we devise a theoretical framework for information management on social media platforms in times of disaster.