This study seeks to investigate the impact of an exposure to a university's social media on the public’s perceptions during a crisis. Data from this study showed that participants (N = 269) expressed more favorable evaluations towards the university and their perceived severity was mitigated after viewing its official statement on

university's Facebook posts. The results of this empirical research offer a meaningful suggestion to crisis communication scholars and practitioners interested in assessing the impact of universities’ statements in social media by providing ways to understand the importance of the organizational usage of social media during a crisis,

why that is important, and why practitioners should make effective social media communication tactics a priority during a crisis.