  A growing number of people use social media to seek information or coordinate
relief activities in times of crisis. Thus, social media is increasingly
deployed by emergency agencies as well to reach more people in crisis
situations. However, the large amount of available data on social media could
also be used by emergency agencies to understand how they are perceived by the
public and to improve their communication. In this study, we examined the
Twitter communication about the German emergency agency
"Johanniter-Unfall-Hilfe" by conducting a frequency, sentiment, social network
and content analysis. The results reveal that a right-wing political cluster
politically instrumentalised an incident related to this agency. Furthermore,
some individuals used social media to express criticism. It can be concluded
that the use of social media analytics in the daily routine of emergency
management professionals can be beneficial for improving their social media
communication strategy.
