Assessing the effectiveness of social media in crisis communication: A case study of Mopani Copper Mine, Zambia

Abstract

The increasing adoption of social media in Zambia presents new opportunities and challenges for organisational crisis communication, particularly within high-risk sectors such as mining. This study assessed the effectiveness of social media in crisis communication at Mopani Copper Mines. The theoretical underpinning of the study was the Situational Crisis Communication Theory (SCCT) framework. The research was guided by a mixed-methods approach, integrating quantitative and qualitative data to provide a comprehensive understanding of the phenomenon. The target population for this study comprises key stakeholders who are directly involved in Mopani Copper Mine's crisis communication efforts. This includes senior management, members of the corporate communication team, and other employees with direct experience in crisis response and management.  The study employed systematic random sampling to select participants for the quantitative component. A total of 53 respondents participated in the quantitative survey, while 11 key informants took part in semi-structured interviews. Quantitative data were analysed using descriptive statistics in SPSS, while qualitative data were analysed thematically using NVivo. The findings reveal that Facebook is the primary social media platform used during crisis situations, with 66% of respondents identifying it as the main channel. LinkedIn was identified by 28.3% of respondents, while minimal usage was reported for Twitter (1.9%) and WhatsApp (3.8%). Descriptive statistical analysis further showed a moderate to high perceived effectiveness of social media in crisis communication, with a mean score of 3.82 indicating that respondents generally agreed that social media enhances timely information dissemination. A mean score of 3.75 suggested that social media contributes to improved stakeholder engagement during crises, while a mean of 3.68 reflected agreement that it helps in mitigating reputational damage. However, barriers such as limited digital skills, delayed internal approval processes, and concerns about misinformation were identified. Qualitative findings supported the quantitative results by revealing that while social media is increasingly integrated into crisis communication strategies, its use remains partly reactive rather than fully strategic. Participants emphasised the importance of speed, transparency, and message consistency in maintaining stakeholder trust during crises. The study concludes that social media plays a significant but not yet fully optimised role in crisis communication at Mopani Copper Mines. It recommends the development of structured digital crisis communication frameworks, capacity building in digital communication skills, and clearer internal approval protocols to enhance responsiveness. The findings contribute context-specific evidence to the limited literature on social media use in crisis communication within Zambia’s mining sector.