Crisis Communication in the Digital Age: Analysis of Social Media Strategies for Reputation Recovery in Higher Education Institutions

Novaria Maulina, Herry Setiawan, Vina Yulia Anhar, Fathoni Fathoni, Riky Hamdani

Abstract


A communication crisis and public trust that is not managed properly will become a serious threat to institutions because it affects the image and reputation of the organization, including becoming a serious threat to higher education institutions that can impact public trust and organizational sustainability. This study aims to analyze the implementation of effective communication strategies in the era of social media based on SWOT analysis in restoring the reputation of higher education institutions and identifying factors that determine the success of image restoration campaigns. The study uses a qualitative approach with a case study method at a state university in Kalimantan during the period of July-August 2025. Data was collected through crawling using the Brand24 media monitoring application with analysis of social media content, websites and online news portals (via Instagram and TikTok), monitoring of public sentiment using the Brand24 application, and analysis of engagement metrics. Data analysis used triangulation techniques to validate findings from various data sources. The implementation of measurable communication strategies through social media showed significant results with a 71% increase in positive public sentiment and a decrease in negative public sentiment to 4%. On the Instagram social media platform, it achieved an engagement rate of 140.1% with a total reach of 422,423 accounts, while TikTok achieved an engagement rate of 672.3% with 777 thousand views. Fact-based counter-issue strategies and promotion of the Tridharma program have proven effective in changing public perception and restoring public trust. Systematic and measurable social media management using a SWOT approach can be an effective tool in restoring the reputation of higher education institutions. The key to success lies in the consistent dissemination of fact-based content, active engagement with stakeholders, and regular sentiment monitoring.

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References


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DOI: https://doi.org/10.20527/issj.v7i2.17237

Data citation

Asfia, N., & Sari, E. A. (2024). Higher Education Crisis Communication In Indonesia In The Digital Era For Maintaining Reputation. INJECT : Interdisciplinary Journal of Communication, 9(2), 221–260. https://doi.org/10.18326/INJECT.V9I2.2386 Asiedu, N. K., Abah, M., & Dei, D. G. J. (2022). Understanding knowledge management strategies in institutions of higher learning and the corporate world: A systematic review. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2108218 Brüggemann, S., & D’amato, C. (2012). Collaboration and the Semantic Web: Social Networks, Knowledge Networks, and Knowledge Resources. Collaboration and the Semantic Web: Social Networks, Knowledge Networks, and Knowledge Resources, 1–367. https://doi.org/10.4018/978-1-4666-0894-8 Del-Castillo-Feito, C., Blanco-González, A., & Delgado-Alemany, R. (2020). The Relationship between Image, Legitimacy, and Reputation as a Sustainable Strategy: Students’ Versus Professors’ Perceptions in the Higher Education Sector. Sustainability, 12(3), 1189. https://doi.org/10.3390/SU12031189 Dominic, E. D., Mahamed, M., Abdullah, Z., Hashim, N. B., & Uwadiegwu, I. V. (2023). Crisis Communication: Conceptualizing the Efficacy of Information Source Credibility on Crisis Message Acceptability and Reputation Sustainability. Studies in Media and Communication, 11(7), 313–327. https://doi.org/10.11114/SMC.V11I7.6361 Erisher, W., Obert, H. H., & Frank, G. (2014). Brand Reputation Management within the Higher Education Sector: A Review of the Literature on Higher Education Brand Reputation Management. International Research Journal of Marketing, 2(1), 1. https://doi.org/10.12966/IRJM.02.01.2014 Fumasoli, T., Barbato, G., & Turri, M. (2020). The Determinants of University Strategic Positioning: A Reappraisal of the Organisation. Higher Education, 80(2), 305–334. https://doi.org/10.1007/S10734-019-00481-6 Hadijah, N. (2025). The Impact of Social Media on Crisis Management in Schools. IDOSR Journal of Communication and English, 10(1), 45–51. https://doi.org/10.59298/IDOSR/JCE/101.4551.20250000 Koparak, C., & Yüncü, V. (2019). Is Cultural Environment a Determinant of Perceived Corporate Reputation. Journal of Business Research - Turk, 11(2), 1044–1056. https://doi.org/10.20491/ISARDER.2019.654 Kuswati, Y., Kusmayadi, D., & Pratomo, H. W. (2025). Maintaining Public Trust and Reputation in the Digital Age. International Journal of Education and Social Science (IJESS), 6(1), 133–138. https://doi.org/10.56371/IJESS.V6I1.432 Larisu, Z., & Zulham, Z. (2024). Crisis Communication on Social Media: Managing Reputation and Maintaining Public Trust. Journal of Dialogos, 1(4), 19–29. https://doi.org/10.62872/DP3KV868 Mendoza, V. (2022). Taking control of the trolls: Crisis and social media management strategies. Journal of Education Advancement & Marketing, 7(1), 21. https://doi.org/10.69554/OVAR9360 Neves, C. E. B., & de Oliveira Barbosa, M. L. (2020). Internationalization of higher education in Brazil: Advances, obstacles, and challenges. Sociologias, 22(54), 144–175. https://doi.org/10.1590/15174522-99656 Pedro, E. de M., Leitão, J., & Alves, H. (2020). Stakeholders’ perceptions of sustainable development of higher education institutions: an intellectual capital approach. International Journal of Sustainability in Higher Education, 21(5), 911–942. https://doi.org/10.1108/IJSHE-01-2020-0030 Pertti Alasuutari, Bickman, L., & Brannen, J. (2008). The SAGE Handbook Social Research Methods. Sherrill, L. A. (2018). Applying Situational Crisis Communication Theory to University Needs : A Case Study of the 2015 University of Missouri Crisis. Reputational Challenges in Sport, 71–86. https://doi.org/10.4324/9781315165608-6 Stewart, M., & Atilano, M. (2018). Reputational Threats Online: Social media as a simultaneous agent of crisis and tool for response and resolution in the case study of an American academic library. Proceedings of the International Crisis and Risk Communication Conference, 1, 24–26. https://doi.org/10.30658/ICRCC.2018.7 Strydom, K., & Fourie, C. J. S. (2018). The perceived influence of diversity factors on effective strategy implementation in a higher education institution. Heliyon, 4(4). https://doi.org/10.1016/J.HELIYON.2018.E00604 Suchman, M. C. (1995). Managing Legitimacy: Strategic and Institutional Approaches. Academy of Management Review, 20(3), 571–610. https://doi.org/10.5465/AMR.1995.9508080331 Woodside, A. G. (2010). Case study research : theory, methods, practice. In Emerald Group Pub. https://ecu.on.worldcat.org/oclc/654135355 VN - readcube.com

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