Navigating the Infodemic: An Exploration of Organisational Knowledge Integration and Communication Strategies on Twitter During the COVID-19 Crisis

Abstract

This study advances the theoretical understanding of how organisations leverage social media communications to integrate knowledge and address counter-knowledge during global crises. Analysis of 67,108 tweets over 62 days of the UK lockdown reveals how multi-modal organisational communication strategies facilitated resilience throughout the turbulence of the COVID-19 pandemic. We propose a framework that details mechanisms for constructing shared crisis narratives and strengthening organisational knowledge management capabilities. Specifically, responsiveness, relocation, resilience, and preparedness enabled proactive information sharing and resource mobilisation. Overall, this study highlights the urgency of developing robust systems to integrate fragmented pandemic knowledge for organisational and societal resilience.