Strategic Use of Social Media in COVID-19 Pandemic. Pandemic Management by Sri Lankan Leaders and Health Organisations Using the CERC Model

The COVID-19 pandemic has impacted all countries around the world, including Sri Lanka. One of the most important resources that Sri Lanka has used to counter COVID-19 is social media. The aim of this research is to investigate the role of social media and the leaders and health-focused organisations during the crisis, and community reactions across various stages of the COVID-19 pandemic. This study employed the quantitative approach to examine how Sri Lanka leaders and leading health-focused organisations utilised Facebook and LinkedIn, during the COVID-19 pandemic to communicate with their public. The results of the research confirmed the adaptability of the Crisis and Emergency Risk Communication Model (CERC) to improve communication during a crisis by leaders and health-focused organisations. This study uncovered key themes, key messaging strategies that are used by leadership and health-focused organisations across different phases of the pandemic and their effectiveness, as indicated by the public reactions.