ABSTRACT
The COVID-19 pandemic has posed severe challenges that require collaborative efforts from multi-sector organizations. Guided by an institutional theory framework that considers how both organizational fields and national level contexts affect organizations' social partnership communication, the current study examines the COVID-19-related social partnership communication network on social media. The cross-national study using semantic network analysis and exponential random graph models (ERGMs) first maps the meaning of COVID-19 social partnership network, and then investigates the role of organizational fields and a country's political system, economic system, educational system, and cultural system on the formation of interorganizational communication ties surrounding the relief efforts of COVID-19. Results reveal the importance of the political system—such as the presence of populist government, economic disparity, and uncertainty avoidance cultural orientation in shaping the social media-based social partnership communication network. In addition, NGOs from multiple issue areas are actively engaged in the network, whereas corporations from manufacturing and financial industries are active players.
ABSTRACT
The COVID-19 pandemic has posed severe challenges that require collaborative efforts from multi-sector organizations. Guided by an institutional theory framework that considers how both organizational fields and national level contexts affect organizations' social partnership communication, the current study examines the COVID-19-related social partnership communication network on social media. The cross-national study using semantic network analysis and exponential random graph models (ERGMs) first maps the meaning of COVID-19 social partnership network, and then investigates the role of organizational fields and a country's political system, economic system, educational system, and cultural system on the formation of interorganizational communication ties surrounding the relief efforts of COVID-19. Results reveal the importance of the political system—such as the presence of populist government, economic disparity, and uncertainty avoidance cultural orientation in shaping the social media-based social partnership communication network. In addition, NGOs from multiple issue areas are actively engaged in the network, whereas corporations from manufacturing and financial industries are active players.
ABSTRACT
NGOs are important civil actors in societies' emergency and disaster responses, and they come together on social media to identify prominent issues and coordinate issue responses. This research explores how U.S. NGO form topic-driven communities on social media to discuss and build representational strategic networks around issues related to the COVID-19 pandemic. Drawing from Issue Niche Theory, we examined how NGOs' networks and discourse evolved before and after the general public paid great attention to the COVID-19 issue and how such patterns changed across the whole issue niche and sub-issue niches. We analyzed the evolution of Twitter-based networks and discourse of 2,588 NGOs in the first five months of the COVID-19 outbreak in the United States. Our analysis revealed important factors that shape tie formation patterns in the NGOs' communities in this novel issue niche. The findings show that NGOs' discourses help to orient the organizational community to identify most salient issues. Finally, changes in the discourse patterns reflected changes in the communication networks in the NGO community.
ABSTRACT
In times of public health emergencies, health agencies need to engage and communicate with the public in real-time to share updates and accurate information. This is especially the case for the COVID-19 pandemic where public engagement can potentially save lives and flatten the curve. This paper considers how the use of interactive features and strategic network positions of health agencies on social media influenced their public engagement outcomes. Specifically, we analyzed 203 U.S. public health agencies' Twitter activity and the public engagement they received by extracting data from a large-scale Twitter dataset collected from January 21st to May 31st, 2020. Results show that health agencies' network position in addition to their two-way communication strategy greatly influenced the level of public engagement with their COVID-19 related content on Twitter. Findings highlight the benefits of strategic social media communication of public health agencies resides not only in how agencies use social media but also in their formation of network position to amplify their visibility. As official sources of health and risk information, public health agencies should coordinate their social media communication efforts to strategically position themselves in advantageous network positions to augment public engagement outcomes.