Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies

• The Facebook usage was examined through situational crisis communication theory.
• ‘Justification’ and ‘full apology’ are the most common crisis response strategies.
• Companies inappropriately match their responses to crisis situations.
• This study examined the overall tone of audience responses.
• Audience tone in reaction to the organization is generally positive.

Through the lens of situational crisis communication theory (SCCT) and interactivity, this study examined the Facebook usage of Fortune 500 companies and the effectiveness with which these companies employed the platform for crisis management. Findings indicated that ‘justification’ and ‘full apology’ were the most commonly used crisis response strategies. Results also show instances where companies inappropriately match their responses to crisis situations. An analysis of 7080 messages further revealed a significant relationship between an organization’s involvement in two-way communication and the overall positivity of audience tone in reaction to the organization in question and its handling of crises. Suggestions are provided for organizations intending to employ social media for crisis communication.