How Social Media Has Changed Crisis Communication in Vietnam

What is it about?

This study explores how Vietnamese organizations have changed their views and practices regarding social media during crises. Drawing on interviews with 29 public relations professionals conducted in 2018 and 2023, it examines how organizations use platforms such as Facebook to respond to public concerns, share information, and protect their reputations. In 2018, many professionals were reluctant to use social media because they feared misinformation, negative publicity, and losing control of communication. By 2023, more professionals recognized its benefits, particularly for rapid responses, monitoring public opinion, and communicating directly with stakeholders. However, concerns about credibility, information control, and organizational readiness remained. The findings show that Vietnamese organizations increasingly combine social media with traditional news outlets rather than relying exclusively on either channel.

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Photo by Markus Winkler on Unsplash

Photo by Markus Winkler on Unsplash

Why is it important?

This research is distinctive because it examines how crisis communication practices have evolved over five years rather than studying organizations at a single point in time. It also provides evidence from Vietnam, where cultural expectations, government regulations, and a distinctive media environment influence how organizations communicate during crises. By combining theories of technology adoption and digital platforms, the study explains why recognizing the benefits of social media does not necessarily lead to its full adoption. The findings challenge the assumption that faster communication technology automatically produces more open or effective crisis responses. They offer practical insights for organizations seeking to balance timely public engagement, credibility, regulatory requirements, and effective problem resolution. The research also contributes to a broader understanding of how crisis communication develops differently across cultural and institutional environments.