Analyzing Saudi MOH's Social Media Strategy in COVID-19
School
University of Kabianga**We aren't endorsed by this school
Course
ACCOUNTING MISC
Subject
Communications
Date
Dec 10, 2024
Pages
6
Uploaded by SuperHumanStrawFrog56
1In my study, I analyzed how the Saudi Ministry of Health (MOH) used social media, specifically X (formerly Twitter), to manage public health communications throughout the COVID-19 pandemic. My research focuses on the MOH’s strategies for addressing misinformation, fostering public trust, and maintaining consistent communication with the Saudi public during an unprecedented health crisis. By combining insights from both Rumor Theoryand Institutional Theory, I created a conceptual framework that allowed me to explore how MOH’s communications met the challenges of a complex social and cultural landscape.Research Objectives and MethodsThe primary goals of my study were to:1.Assess the MOH’s Use of X for Public Health Communication:I examined 2,850 tweets to evaluate content, frequency, and the level of engagement with the Saudi public.2.Evaluate Strengths and Weaknesses of Communication Strategies:I compared MOH’s efforts with global crisis communication best practices to highlight areas of effectiveness and potential improvement.3.Identify Key Factors Influencing Public Trust in Government Organizations:My aim here was to understand how transparency, timing, and content accuracy shaped public trust in health messaging.4.Explore Decision-Makers’ Approaches to Crisis Communication on Social Media:By conducting 30 interviews with key public health and communication professionals, I gained insights into MOH’s planning and response strategies to address evolving public concerns and rumors.
2I adopted a qualitative approachwith thematic analysisto understand the deeper patterns and themes in MOH’s tweets and interview responses. This approach allowed me to capture both quantitative patterns and qualitative nuances, creating a well-rounded perspective on how MOH navigated crisis communication.Theoretical and Conceptual Frameworks: Rumor Theory and Institutional TheoryMy conceptual framework combines Rumor Theoryand Institutional Theoryto frame MOH’s response to misinformation and its formalized crisis communication efforts.Rumor TheoryRumor Theory provided a foundation for analysing the spread of misinformation, which is common in high-stress environments like a pandemic. The theory posits that rumors and false information tend to proliferate in contexts of uncertainty and fear. During COVID-19, the Saudi public encountered a high volume of unverified information on the virus’s origins, treatments, and preventive measures. MOH’s communication strategy on X involved actively debunking these rumors and providing verified information through direct and timely tweets, helping to calm public fears.I organized MOH’s misinformation responses into a core component of the conceptual framework, where timely correctionand clear rebuttalsemerged as essential elements for maintaining trust.Institutional TheoryInstitutional Theory complements Rumor Theory by explaining how MOH's actions reflected both global health communication standards and local cultural values. This theory suggests that organizations, especially public institutions, are often guided by formal norms and societal expectations, and they adopt successful strategies from similar institutions to reinforce
3their credibility. In the case of MOH, this theory helps explain how MOH’s crisis communication combined global best practices, such as transparency and regular updates, with cultural themes familiar to Saudi audiences, like community solidarity.Within the framework, institutional credibilityand cultural alignmentbecame pillars that helped MOH maintain its role as a trusted health authority, showcasing how official messages can resonate more deeply with a culturally attuned approach.Developing the Conceptual FrameworkTo construct my conceptual framework, I followed these steps:1.Identifying Key Elements from Literature: Based on crisis communication literature,I identified essential factors that influence public trust and rumor management, such as message transparency, accuracy, and responsiveness.2.Mapping Theories to MOH’s Communication Strategy: From analyzing tweets and interview responses, I noted recurring strategies in MOH’s approach—like using hashtags to drive collective actions and prioritizing message clarity. Rumor Theory highlighted the need for timely information to counter misinformation, while Institutional Theory clarified how MOH’s alignment with both international health standards and Saudi cultural values reinforced trust.3.Organising Themes into Core Framework Pillars: Through thematic analysis, I created categories such as “misinformation management” and “institutional credibility”that reflected MOH’s strategic pillars. These pillars aligned with the theoretical insightsfrom Rumor and Institutional theories.4.Incorporating Adaptive Communication Strategies: Recognizing that the MOH’s approach adapted as the pandemic evolved, I included “adaptive communication” in the
4framework to capture how strategies shifted in response to real-time public needs and sentiment changes.Methodology: Thematic Analysis and Case Study DesignThis research follows a single case study approachfocused on the MOH’s use of X during the COVID-19 pandemic. The approach allowed me to conduct an in-depth analysis of the Ministry’s strategies and public responses to specific messaging strategies. I systematically coded data from MOH’s tweets and the 30 interviews, organizing themes into categories that aligned with my conceptual framework. Key themes—like “misinformation management,” “public reassurance,” and “cultural alignment”—emerged as guiding elements in understanding MOH’s efforts.To ensure validity, I employed data triangulationby cross-verifying insights from MOH’s tweets, interviews, and secondary literature, enriching the framework and increasing reliability across multiple perspectives.Findings: Strengths and Challenges in MOH’s Crisis CommunicationThe research findings provide insight into both the successes and challenges faced by MOH’s crisis communication on social media, offering a balanced perspective on how digital platforms can help shape public health outcomes in Saudi Arabia.a.Building Public Trust through Transparency and ConsistencyA significant finding was that MOH’s transparent and consistent updates helped maintain public trust. Throughout the pandemic, MOH’s strategy involved frequent updates on infection rates, safety guidelines, and recovery statistics, along with interactive hashtags like #WearAMask and #StayAtHome. These updates assured the public of the MOH’s dedication to public safety and were critical in shaping collective public behavior. This transparency was also
5aligned with Institutional Theory’s emphasis on credibility, demonstrating that public trust hinges on reliable and consistent information.b.Managing Misinformation: A Complex ChallengeDespite their success, managing misinformation was a continuous challenge. Misinformation about COVID-19’s origin, prevention, and treatments was widespread, creating a dual challenge for MOH: providing accurate information and dispelling rumors. Rumor Theoryproved useful in understanding this issue, as it explains how misinformation thrives under conditions of uncertainty and fear. MOH attempted to combat this by directly addressing misinformation on X through fact-checking, scientific evidence sharing, and clear counter-narratives. However, the sheer volume of misinformation required significant resources, underscoring the difficulty of maintaining message clarity amidst competing narratives.The conceptual framework’s focus on “misinformation management” reflects this critical need for proactive and reactive rumor control. My findings suggest that while MOH’s approach was effective, additional support from social media platforms would have strengthened their efforts to limit the spread of misinformation.c.Cultural Alignment and Institutional TrustAnother essential finding was that MOH’s communication strategy benefited from cultural alignment. Messages often referenced Saudi values, such as family unity, community solidarity, and social responsibility, which aligned closely with the public’s expectations. This alignment enhanced the Ministry’s credibility as a health authority that respects local cultural norms, and it encouraged compliance with health guidelines. Institutional Theory emphasizes the role of organizations in aligning with societal norms, which I observed in MOH’s strategy to blend global best practices with culturally resonant themes.
6ConclusionIn conclusion, this research demonstrates that an effective crisis communication strategy requires integrating both informal rumor control and formal institutional practices. By drawing on Rumor Theory and Institutional Theory, my conceptual framework helped illuminate how the MOH’s approach to crisis communication met the dual challenges of misinformation management and cultural alignment. The findings underscore the importance of transparency, cultural resonance, and adaptive messaging in fostering public trust.This study offers valuable insights for public health institutions on using social media effectively in crisis situations. It highlights the strengths of MOH’s approach while also identifying areas where a more collaborative response could enhance message accuracy and trust-building in future crises.