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more suitable for information disseminating within a limited time
frame [34].
Besides collecting and disseminating information, handling
information on the microblog is another issue. Two major
problems in terms of handling information are information
overload [19] and the length limitation of each message. In Table
2, the author suggests some techniques to assist in organizing and
retrieving information, as well as breaking length limitation.
Table 2.Information Overload and Length Limitation
3.2 The Framework
The framework is arranged by Coomb’s three-stage model. The
stages are pre-crisis stage, crisis event stage, and post-crisis stage.
Coomb also gives the tasks of each stage. The author will discuss
each task in detail with respect of Coomb’s descriptions as well as
the four factors that the author generalizes from primary crisis
communication theories. Accordingly, the author then discusses
what types of messages could be delivered and collected by the
organization.
3.2.1 Pre-crisis stage
In the pre-crisis stage, the crisis has not happened yet. The task of
this stage is to detect crisis signs, prevent possible risks and
reduce potential harm, and prepare for a possible crisis response.
Firstly, there are usually signs that indicate a possible crisis [8].
However, it is not easy to detect those signals; therefore, it
requires the organization to collect information systematically
from both internal and external sources [8]. A government agency
could take advantage of the large user group of the microblog
[24].The general public and the opinion leaders [8, 22] are both
sources of information [24]. The general public could express
their concerns as well as report suspicious phenomena through
comments, “@”, private messages, and so on. Moreover, opinion
leaders and experts, who have knowledge on particular issues and
the power to affect the public’s opinion, should not be neglected
by government agencies [8, 22]. Besides, the comments on
messages that an opinion leader has posted are also an information
resource. Overall, the information for detecting crisis signs can be
collected from both the public and the opinion leaders and experts.
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The public’s concerns and attitudes, and the suspicious
phenomena reported are the information a government agency
should pay attention to.
The second task is to reduce potential harm. One of the ways to
reduce the harm is to educate the public so that they can make the
right decisions when a crisis hits. On the microblog, the
government can post educational messages enriched by pictures,
videos, and external articles. However, posting educational
messages is just one way to reduce the potential harm. The type of
information delivered in order to degrade the potential harm
depends on the crisis that an agency anticipates. In other words, a
government agency should analyze the potential crisis and
systematically design the microblog messages that will be helpful
in reducing the harm.
Thirdly, in order to prepare possible crisis responses, a
government agency should consider the four factors that affect the
strategies of crisis communication, namely the crisis situation,
stakeholders, social values, and the future view. Accordingly, in
the preparation stage, an agency should build sound informationsharing
mechanisms on the microblog, establish a good reputation
among stakeholders, understand the needs of stakeholders,
comply with social values, and stress the future view.
Build information-sharing mechanisms before the crisis has been
discussed by scholars for a long time [20]. The public can be one
of the grids that provide information about a crisis. The public can
even spontaneously provide assistance during a crisis. A
government agency may empower the citizen to become involved
in such activities on the microblog.
The microblog can be used as a platform to build a sound
relationship with the public. Few studies have been done on how
an organization should communicate with the public on the
microblog in order to build a good relationship. However, we can
use the studies on general online communication as a source of
reference. Two major strategies to maintain good relationships
have been suggested by scholars: communicated relational
commitment and conversational human voice [23].The former
requires the organization to show willingness to maintain a
relationship with the public; the latter highlights the importance of
the human voice of the people who form the organization [23]. On
the microblog, to enhance relational commitment can be reflected
in the agency’s involvement in the public’s affairs. Besides, to
show openness in organizational affairs can also help to maintain
commitment [34]. The humanity of a government agency can be
reflected in microblog posts that use a personal voice instead of an
official tone. The person in charge of the official microblog can
also show personal opinions, which can help with expressing a
human voice [23, 34, 37].
Information about the public’s expectations (needs) will assist the
government in coping with a crisis. Such information can be
collected directly from the public’s comments, “@”, and private
messages. Again, the opinion leaders and experts play a role as
well.
The fourth requirement is to deliver messages fitting with social
values. The posts and discussions on the microblog can reflect
some social values as well as rules in the world of the microblog.
A government agency should continuously monitor the public’s
values on the microblog. Table 3 shows strategies for the precrisis
stage.