Communicating shared situational awareness in times of chaos: Social media and the COVID‐19 pandemic

To effectively manage a crisis, most decisions made by governments, organizations, communities, and individuals are based on “shared situational awareness” (SSA) derived from multiple information sources. Developing SSA depends on the alignment of mental models, which “represent our shared version of truth and reality on which we can act.” Social media has facilitated public sensemaking during a crisis; however, it has also encouraged mental model dissonance, resulting in the digital destruction of mental models and undermining adequate SSA. The study is concerned with the challenges of creating SSA during the COVID‐19 pandemic in Australia. This paper documents a netnography of Australian public health agencies' Facebook communication, exploring the initial impact of COVID‐19 on SSA creation. Chaos theory is used as a theoretical lens to examine information perception, meaning, and assumptions relating to SSA from pre to post‐pandemic periods. Our study highlights how the initial COVID‐19 “butterfly effect” swamped the public health communication channel, leaving little space for other important health issues. This research contributes to information systems, information science, and communications by illustrating how the emergence of a crisis impacts social media communication, the creation of SSA, and what this means for social media adoption for crisis communication purposes.