Social Media and Crisis Communication: An Assessment of How IMT Enugu Managed the COVID-19 Information Crisis on Facebook and Twitter

The proliferation of social media platforms has fundamentally altered how institutions communicate during crises, yet many Nigerian tertiary institutions remain underprepared to manage information flows effectively in crisis contexts. This study examined how the Institute of Management and Technology (IMT), Enugu, deployed Facebook and Twitter during the COVID-19 pandemic to manage institutional communication and counter misinformation. The study was anchored on the Situational Crisis Communication Theory (SCCT) propounded by Coombs, which guided the analysis of how the institution matched communication strategies to crisis severity. A descriptive survey design was adopted, with a population comprising 320 staff and students who actively engaged with the institution's social media pages during the pandemic period. A sample of 178 respondents was drawn using the Taro Yamane formula, and a structured questionnaire served as the primary instrument of data collection. Findings revealed that IMT Enugu's social media crisis communication was reactive rather than proactive, with significant delays in information dissemination during peak uncertainty periods. Content analysis of 214 institutional posts further showed a predominance of informational updates over empathetic or reassuring messaging. The study concluded that the institution's crisis communication framework lacked the strategic coherence necessary for effective public confidence management during emergencies. It was recommended that IMT Enugu develop a dedicated social media crisis communication policy, train designated spokespersons, and establish real-time monitoring protocols to enhance institutional responsiveness in future crises.
Keywords: social media, crisis communication, COVID-19, IMT Enugu, SCCT