Role of social media in crisis communication in public organizations in Kenya: a case of Kenya Pipeline Corporation and Mukuru-Sinai Fire Disaster

The role of the social media in crisis communication has increased in the last couple of years and some organizations have positively mainstreamed social media in crisis communication, but there are some organizations especially in the public sector that are still reluctant to incorporate social media in communication during disasters and instead view social media as a threat to disaster management. Therefore the objective of the study was to examine the role of the social media in crisis communication in public organizations in Kenya with specific reference to Kenya Pipeline Corporation and Mukuru- Sinai Fire Disaster. The specific objectives of the study included the effect of influence of rapid information sharing, reinforcing disaster response strategy and provision of platform for participation and contribution on crisis communication in public organizations in Kenya. The research study used descriptive research design in collecting the data from respondents. The target population was drawn was drawn from Kenya Pipeline Corporation and composed of management, communication staff and crisis management committee all totaling to sixty nine (69) respondents. The research study undertook survey of the total population as a sample. The primary data for the study was collected using the questionnaires and analyzed using descriptive and regression statistics with the aid of Statistical Package for Social Sciences. The study established that there is a significant relationship between rapid information sharing, reinforcing disaster response strategy and provision of platform for participation and contribution on crisis communication in public organizations.