Cities under fire: Crisis communication on home front versus frontline cities' Facebook pages during operation ‘guardian of the walls’

Social media has been widely adopted by local governments during emergencies and crises and its role as a communication platform has been discussed in various studies on natural hazards, pandemics and terror attacks. However, research in the field has not addressed how municipalities use social media to communicate valuable information during armed conflicts and military operations. The current study examined the ways five major cities in Israel used their Facebook pages to connect to their residents during operation ‘Guardian of the Walls' in 2021. We examined the social media usage and the strategies of these cities during the 12 days of the operation. The findings revealed significant differences between cities that are considered as home front versus frontline regions regarding content type and information dissemination strategies. Additionally, differences regarding content types in terms of sentiment and overall rates of engagement were also identified. These findings highlight the need to further investigate local municipalities' usage of social media during armed conflicts concerning the civil population.