Communicating under fire: higher education communication on social media during the Israel–Hamas war

Purpose This study explores the strategic use of social media by Israeli higher education institutions (HEIs) during the Israel–Hamas War. Specifically, it examines how universities utilized digital platforms for crisis management, reputation building and community engagement during a prolonged security crisis. Design/methodology/approach We conducted a quantitative content analysis of 1,010 posts from the official Facebook pages of 10 Israeli research universities over the first four months of the conflict. Data were analyzed using generalized linear models (quasi-Poisson) to examine differences in engagement across crisis response strategies. Findings Analysis reveals a shift in strategy from immediate instructional information to long-term bolstering and reputation management. Posts utilizing bolstering strategies, specifically those supporting national defense efforts, generated the highest user engagement, highlighting the role of shared values in fostering solidarity during conflict. Research limitations/implications The findings suggest that during prolonged emergencies, HEIs should move beyond informational updates to adopt value-driven communication strategies that resonate emotionally with stakeholders to maintain engagement. Practical implications The findings suggest that during prolonged emergencies, HEIs should move beyond informational updates to adopt value-driven communication strategies that resonate emotionally with stakeholders to maintain engagement. Originality/value This study contributes to crisis communication theory by applying the Social-Mediated Crisis Communication (SMCC) model to the context of a prolonged crisis in a conflict zone, bridging the gap between higher education public relations and crisis management.