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The safe tweet: social media use by Ontario fire services

The safe tweet: social media use by Ontario fire services The purpose of this paper is to examine how fire services use social media to educate the public about safety and fire prevention.Design/methodology/approachGrounded theoretical methods were employed in a rigorous qualitative analysis of five significant fire services’ Twitter accounts in Ontario, Canada.FindingsSeven main themes emerged from the data, with an overarching conclusion that tweets made by fire service organisations and professionals do not focus primarily on fire safety.Research limitations/implicationsThis paper addresses a gap in the literature in terms of understanding how social media communicates information about all three lines of defence against fire, with a focus on the first two: public fire safety education, fire safety standards and enforcement and emergency response.Practical implicationsThe authors suggest that fire services need to employ a more segmented approach to social media posts with an objective to engage and educate the public.Originality/valueThis paper is the first extensive qualitative analysis to consider the particulars of fire services’ social media presence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emergency Services Emerald Publishing

The safe tweet: social media use by Ontario fire services

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2047-0894
DOI
10.1108/ijes-09-2017-0048
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine how fire services use social media to educate the public about safety and fire prevention.Design/methodology/approachGrounded theoretical methods were employed in a rigorous qualitative analysis of five significant fire services’ Twitter accounts in Ontario, Canada.FindingsSeven main themes emerged from the data, with an overarching conclusion that tweets made by fire service organisations and professionals do not focus primarily on fire safety.Research limitations/implicationsThis paper addresses a gap in the literature in terms of understanding how social media communicates information about all three lines of defence against fire, with a focus on the first two: public fire safety education, fire safety standards and enforcement and emergency response.Practical implicationsThe authors suggest that fire services need to employ a more segmented approach to social media posts with an objective to engage and educate the public.Originality/valueThis paper is the first extensive qualitative analysis to consider the particulars of fire services’ social media presence.

Journal

International Journal of Emergency ServicesEmerald Publishing

Published: Oct 24, 2018

Keywords: Social media; Twitter; Grounded theory; Fire safety

References