Social Media and Organizational Crisis Management: The use of Facebook by Ghanaian Senior High Schools to Manage Fire Outbreaks

Communication plays an important role in the successful operation of organizations. During crises, the survival of these organizations highly depends on its response structure. This study delved into how social media and Web 2.0 technologies like Facebook are used to manage the effects of fire outbreaks in Senior High Schools in Ghana, using Saint Charles Senior High School as a case study. The study sought to ascertain the knowledge respondents have on the use of Facebook, and the challenges they encounter, in managing and responding to fire outbreaks. The study also proposed the reinforcement and integration of Facebook in the school’s crisis response. The study adopted the mixed method approach to obtain information through the use of key interview guides and personal interviews. From the survey, 31.1 % of respondents stated that the impact of the use of Facebook in communicating the fire outbreak was satisfactory. Another 31.1 % of the respondents said the impact was effective and 26.7 % said the impact was weak. The last 11.1 % of the respondents said that its impact was very effective. Generally, 88.9 % were of the view that the use of Facebook did not pose any challenge in managing the crisis while 11.1 % of the respondents thought it posed some challenges. The study recommended that the school should create accounts on other platforms so they can be easily accessible. The study advocated for the review of Ghana Education Service’s (GES) policies on banning the use of mobile phones in schools as this would help inform students of fire safety precautions. Finally, it was recommended that the school should use quality electrical wires and appliances. Policy regulations for building wiring should be reinforced by Northern Electricity Distribution Company (NEDCo) and Ghana Grid Company (GRIDCo) as this would help reduce fire outbreaks.