A Gap Analysis of LGU Social Media Communication Strategies for Disaster Preparedness During Crisis Periods

Abstract

This research looked into how social media was used by the Local Government Unit (LGU) of Aguilar, Pangasinan and the communication strategies that were applied, with a special emphasis on the disaster preparedness messages related to typhoons, floods, and earthquakes. The research employed a gap analysis strategy whereby the LGU's Facebook posts were evaluated based on promptness, clarity, uniformity, audience participation, and being in line with the guidelines for disaster communication set up. The data was collected through the examination of the official Facebook updates and the conducting of interviews with the LGU staff and the review of documents. The results showed that the LGU of Aguilar was dedicated to accurately and timely informing the public in case of a disaster; however, there were some discrepancies that came to light; one of them was the low posting frequency, another was not using predetermined message formats, and lastly, they did not actively engage with the community feedback they received. Additionally, it was found that the LGU, while successfully communicating essential advisories, can still improve photo communication, add preparedness education to the advisories, and even more, strengthen two-way interaction with the residents. The study further brought to light the need for a better collaboration between the Municipal Disaster Risk Reduction and Management Office (MDRRMO) and the social media team so that warnings and situational reports could be sent out simultaneously. The recommendations which were made were aimed at improving the digital communication practices of the LGU Aguilar and hence developing a disaster preparedness system that is more responsive, user-friendly and focused on the community, through accessibility.