Tweeting the storm: A SCCT approach to NPOs’ Twitter communications during Hurricane Matthew

Abstract

Hurricane Matthew, one of recent history’s most devastating natural disasters, had a severe impact on parts of the Southeastern U.S. and Haiti. This research looked at how four non-profit organizations, The American Red Cross, The Salvation Army USA, Hope for Haiti, and World Vision Haiti, used Twitter to communicate crisis response strategies with the public. Guided by the SCCT, this study implemented a qualitative textual analysis of the organizations’ Tweets in the pre-crisis, crisis, and post-crisis phases of the disaster. The research findings indicated a disconnect between theoretical response recommendations and Twitter communication. Recommendations for practical implications of this research included a need for greater consideration, on the part of practitioners, organizations, and others involved in crisis communication, of SCCT response recommendations, Twitter as a unique and growing communication outlet, and target audience of response strategies and crisis communication.