Discussion 7

The “A great Day for oiled pelican” study represents an analysis of BP’s oil communication efforts on Twitter social media platform within the framework of Situation Crisis Communication Theory. As a result of the increase of social media in the society, organizational responses in the event of a crisis have certainly become increasingly dependent on social networking platforms. During the crisis, BP faced immense reputational as damage as it grappled with the cleanup efforts as oil spewed into the Gulf. With the firm’s passive communication in the past, there was a need for an effective crisis communication to repair this damage with its stakeholders. The purpose of the research was to test the SCCT model by analyzing BP’s crisis situation cluster and the strategies the organization applied in the response to the crisis.

Research questions were used to guide the analysis of the organizations twitter response to the crisis. Content analysis was used to examine the messages sent by the firm to the public on the Twitter platform using the principles of the SCCT model. A total of 1142 tweets were transmitted in response to the crisis. The messages that the organization used were categorized into deal cluster, denial cluster and diminish cluster. From the results, BP used the wrong strategy to respond to the crisis. A combination of diminish and deal structure was the most appropriate to respond to the crisis. BP failed to control the conversation began to post updates to Twitter accounts when it was already too late.

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