The impact of social media as a strategic approach to corporate communication when handling crises at a selected South African bank

  • Evelynne Jane Chotia MANCOSA College
  • Anton M. Pillay University of Johannesburg; Vaal University of Technology
  • Jeremiah Madzimure Vaal University of Technology
Keywords: social media, crises, communication, impact, Bank, corporate communication, strategic approach, leadership, Gauteng province South Africa


This study investigates the impact of social media as a strategic approach to corporate communication when handling crises at Bank X in the Gauteng province of South Africa. The study had three over-arching objectives; to determine the challenges that are encountered when handling crises about communication at Bank X, to determine if the leadership has the willingness to change their approach when formulating the strategy; to determine if social media has an impact on strategy formulation of crisis communication at Bank X; and lastly to make recommendations to Bank X’s leadership on how to incorporate the social media component as a communication approach to effectively handle crises. This research followed a qualitative research approach through one-on-one Microsoft Teams in-depth interviews with 10 participants. The study, through the analysis of the primary data, secondary data, and literature reviews, underpins and supports that there is an opportunity for Bank X to incorporate social media as a strategic element to the crisis communication strategy. The organisation’s crisis communication strategy needs to incorporate social media from a strategic perspective for it to be ahead of the curve when a crisis emerges online. The implications for Bank X are a lesson in the evolution of technology in the communication space and how imperative it is for the bank to evolve.


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Author Biographies

Evelynne Jane Chotia, MANCOSA College

Department of Business Management

Anton M. Pillay, University of Johannesburg; Vaal University of Technology

Center for Academic Development

Jeremiah Madzimure, Vaal University of Technology

Centre for Academic Development


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How to Cite
Chotia, E. J., Pillay, A. M., & Madzimure, J. (2022). The impact of social media as a strategic approach to corporate communication when handling crises at a selected South African bank. EUREKA: Social and Humanities, (4), 33-42.
Business, Management and Accounting