Communications of the IIMA


This study set out to explore similarities and differences between firefighting organizations using and not using social media for crisis/emergency situations. Using Adaptive Structuration Theory (AST), our exploratory survey results from 129 first responders suggest social media innovations are outpacing PIOs’ abilities to effectively adopt and utilize social media strategies. Of those who do not use social media, they have considered using it for information-dissemination purposes only; the main differences between those who do and don’t use social media is their perception of the obstacles to implementing it (training, time, resources) and whether they use it in their personal lives.