Crisis Communication on Facebook: Interaction Between Public Utility Companies and Their Consumers

ORCID

https://orcid.org/0009_0001_1872_9348

Authors

Virna S. Villanueva, Ateneo de Naga University, Naga City, PhilippinesFollow
Xena Angela D. Baloloy, Ateneo de Naga University, Naga City/Alawihao National High School, Daet, PhilippinesFollow

Abstract

This study analyzes the Facebook communication between public utility companies and their consumers in the Philippines during crises. Specifically, it investigates the public utility’s common issues or problems and communication strategies and their consumers’ tone and language. Using a mixed-methods approach, the qualitative content analysis examines language use, tone, and engagement strategies, while the quantitative analysis identifies the frequency of concerns, communication styles, and consumer reactions. The study uses the framework of Bies’s (2013) bad news management process, specifically the delivery phase. The dataset includes 23 Facebook posts, selected from an initial corpus of 41 posts, made by two public utility companies—one electric and one water—operating in different provinces of the Bicol Region, Philippines. These posts, published over a two-week period from May 1 to May 14, 2024, focus specifically on service disruptions and crisis-related issues. A total of 826 consumer comments and 3,307 reactions were analyzed. To validate the findings, a survey of 30 consumers from the same utility companies was conducted. Results indicate that service disruptions dominate utility company communications, with Facebook as the primary update platform. While companies strive for professionalism and transparency, inconsistencies in timely announcements contribute to consumer frustration. Consumer responses are predominantly negative, with high sarcasm, annoyance, and dissatisfaction frequencies. However, the water utility company demonstrates a more balanced communication approach, incorporating politeness and factual messaging. Findings highlight the need for improved crisis communication strategies, particularly in delivering timely, clear, and empathetic messages. Strengthening consumer engagement can enhance trust and service reliability, mitigating negative sentiment and fostering better consumer-utility relationships.

Recommended Citation

Villanueva, Virna S. and Baloloy, Xena Angela D. (2025) "Crisis Communication on Facebook: Interaction Between Public Utility Companies and Their Consumers," Journal of English and Applied Linguistics: Vol. 4: Iss. 1, Article 6.
DOI: https://doi.org/10.59588/2961-3094.1170
Available at: https://animorepository.dlsu.edu.ph/jeal/vol4/iss1/6