Social Media Use in Crisis Communication Management: An Opportunity for Local Communities?

  • Rocio Zamora MedinaEmail author
  • Jose Carlos Losada Diaz
Part of the Public Administration and Information Technology book series (PAIT, volume 15)


Social media has changed the way public administrations face their strategic communications, to the point that social media networks are considered even more effective tools for managing a risk or a crisis than traditional media. This chapter reflects on the opportunity Twitter presents for local governments facing critical scenarios, according to the main principles of the theory of Crisis Communication Management. A qualitative analysis from this perspective of how the Madrid city government faced the Madrid Arena tragedy lets us learn from the city government’s main mistakes, allowing us to think about the opportunity that social media presents local communities.


Social Medium Crisis Management Traditional Medium Crisis Situation Twitter Account 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Rocio Zamora Medina
    • 1
    Email author
  • Jose Carlos Losada Diaz
    • 1
  1. 1.Facultad de Comunicación y DocumentaciónUniversidad de MurciaMurciaSpain

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