Social Media In The Application Research Of The Crisis Information Dissemination Management In Universities

Colleges and universities is as a special form of social organization, with surfferring the influence from the external environment and school internal factors of all kinds of contradictions, these effects for the school brought different degree of harm, caused a public emergencies, interfere with the normal operation order and education teaching order, and at the same time also brought harm to the daily management of colleges and universities. Crisis happened frequently in the modern colleges and universities, such as Fudan University poisoning case, Yunnan University homicide ripper case, Hebei University campus traffic accident case and so on. When incident once appears, the crisis is not only harm to the university, but also makes the school reputation and image has taken a knock. In this case, the crisis information dissemination media strategy is particularly important. With the development of media technology, social media, with its interactive and real time make it a kind of very important information release and communication platform. At the same time,the use of social media and user group is very extensive, more and more colleges and universities users started using social media to publish opinions and ideas on a particular event. How to use social media for better crisis information management in order to reduce unnecessary panic or riots, it is very meaningful to the control of crisis information. How to better use of social media and social media for crisis information control has become the focus of this study.This article is from the perspective of communication study, the situational Crisis Communication Theory is as the theoretical basis, this study is through the experiment method to design different situational factors and variables, even doing quantitative analysis and processing to the social media types, sources, message types, secondary crisis communication and secondary reaction. First of all, this research related to the spread of the crisis and the theory connotation is analyzed, and the role of social media in crisis information dissemination were summarized, combed the research status at home and abroad. Second, in the research literature about the situational crisis communication theory at home and abroad were reviewed. On the basis of carding, drawing experimental method that Coombs used in the study of crisis communication, and discussing the influence to audience secondary crisis communication and secondary crisis reaction with different kinds of social media,information sources and information type,2(social media type: weibo/WeChat) x 2(source:the school official/counselor) x 2(message types: scapegoat/admit that an apology). Putting forward some assumptions through the experimental design of variables. The results found that social media type, source, and message types for audience secondary crisiscommunication and the secondary crisis reaction is individual effect significantly; In social media types, sources and message types of interactions, the two factors interact with the audience secondary crisis communication effect is not significant, for the audience secondary crisis reaction effect significantly; at the same time, the three factors interaction for audience secondary crisis communication and secondary crisis reaction effects are not significant.This study breaks through the empirical case study limitations and sets the universities to the organization’s main body. On the basis of the hypothesis testing results, combined with the situational crisis communication theory and the social media using situation of users,putting forward some media strategies to the university and analyzing how to better information transfer in crisis situation. At the same time, this study has analyzed the optimization combination of different types of social media, information sources and information types.It’s better for school to explore how to better use social media.