Strategic Sentiments: The European Commission’s Social Media Response to the Russia-Ukraine Crisis

Abstract

The use of online platforms by the European Commission, particularly during the Russia-Ukraine crisis in the context of the digital age, offers informative insights about current crisis communication. Between February 1 and October 26, 2022, this study analysed the Commission’s activities on the primary platforms, Facebook and Twitter. To carry out this analysis, the study used RStudio and the SentimentAnalysis package within R. The Blake & Mouton’s Grid was additionally employed as a reference point to extract the strategic dimensions. The data revealed distinct usage patterns by the Commission: Twitter acted as a channel for quick and immediate updates, making use of its real-time communication capabilities, while Facebook was used for more detailed conversations with a wider audience. Regarding sentiment, most of the Commission’s communications had a neutral or positive tone. Nevertheless, there were cases where certain critical issues prompted the Commission to take definite positions, providing insight into their strategic intent and priorities. To summarise, the European Commission’s online communication during the relevant period showed an informed and platform-specific methodology. Through comprehending and improving the platforms' functionalities and audience preferences, the Commission established a communication structure that can be utilised as a model for entities that intend to simplify their digital interaction procedures, particularly in the event of a crisis.