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Using and understanding social media in the context of networked publics enhances crisis communication. This chapter describes models and ideas for integrating social media into the communication strategies of rescue organisations. The authors develop their recommendations for the use of social media by these organisations from both a summary and comparison of communication processes during the 2013 Central European floods in Austria, and from the perspective of an organisation actively using social media in the chosen model region of Alkoven. The chapter presents basic recommendations, recommendations inspired by content strategy and recommendations based on web and social media literacy in order to support the further development of crisis communication in the digital age.

This chapter analyses the Norwegian Twitter-sphere during and in the aftermath of the terrorist attack in Norway on 22 July 2011. Based on a collection of 2.2 million tweets representing the Twitter-sphere during the period 20 July–28 August 2011, the chapter seeks answers to how the micro-blogging services aided in creating situation awareness (SA) related to the emergency event, what role hashtags played in that process and who the dominant crisis communicators were. The chapter is framed by theories and previous research on SA and social media use in the context of emergency events. The findings reveal that Twitter was important in establishing SA both during and in the aftermath of the terrorist attack, that hashtags were of limited value in this process during the critical phase, and that unexpected actors became key communicators.

22 July 2011, saw the biggest domestic terror event in Norway since World War II. On this day, a right-wing terrorist placed a bomb in front of the Norwegian government building, where the prime minister had his office at the time. Later, the same perpetrator dressed up as a policeman and tricked his way into a political youth camp, where 69 mostly young people were killed. The present case study involves the leading national online news provider, VG, whose website, VG Nett, was Norway’s most-read online news site at the time of the attack. The study addresses the research gap of how news workers and managers see the potential of the affordances of digital media during crisis events. Furthermore, the study looks at how two different discourses of professionalism, the occupational and the organisational, informed journalists’ use of technological and social media affordances during this terror event, and at how online journalists and management reflect upon and continue to refine these approaches five years later. This study stresses the importance of a clear understanding of the decision-making processes that actually guide the handling of those affordances during a crisis event. Ultimately, this study questions not the perceived tension between the two discourses of professionalism, but their relative impact upon domestic crisis journalism in the technological realm.

The 2013 Central European floods were not only one of the most severe natural disasters in Austria in the last decades, but also constituted a landmark in crisis communication. For the first time, social media and online newspapers were important news channels, creating a need for new crisis communication strategies. Based on 20 semi-structured interviews and an analysis of online data, we reconstruct in this chapter the online communication of different stakeholders such as the authorities, rescue organisations and journalists during this emergency situation. The study shows that the use of social media was a weak point in official crisis communication. Through detailed analyses of information flows and the requirements of different stakeholders, the study reveals new challenges and possibilities for crisis communication in the digital age.