The use of social media in political crises: Lessons from Ecuador’s government communication

Abstract

Due to ongoing digital transformations, it is essential to continually review theories surrounding the effective use of social media in crisis communication. In the public sphere, academic literature on the use of these platforms to address political crises is less common than that related to natural disasters or health emergencies. Using the Government of Ecuador as a reference, this study aims to help close that research gap. To do so, a mixed and complementary methodology was employed. On one hand, it involved the analysis of two cases: the 2022 National Strike and the 2024 Internal Armed Conflict, focusing on X, Instagram, and TikTok. On the other hand, in-depth interviews were conducted with six communication managers who served in the Secretariat of Communication during the last two governments. The findings show that social media contributes to providing immediate responses, for continuous information flow, and narrative control during crises. These platforms are used to communicate government actions and to seek support for the political narrative. They are also useful for providing data that helps with decision-making. The study found that crisis strategy often depends on the president’s vision, and that imagery enhances political leadership and fosters connection with citizens. As its main contribution, this research presents ten key practices for the effective use of social media in political crisis communication. These lessons focus on communication planning, initial crisis response, platform-specific strategies, and the role of image in crisis management.