Abstract
The recent pandemic has raised significant challenges worldwide. In higher education, the necessity to adopt efficient strategies to sustain education during the crisis is mobilizing diverse, complementary, and integrative action in response. In this research article, we rise to the challenge of designing and implementing a transparent strategy for social media awareness at King Abdulaziz University (KAU). We introduce a framework for social media impact, termed the KAU Pandemic Framework. This includes the factors with the most important role in enhancing the deployment of social media in crisis in order to minimize the negative impact on education's sustainability. We used a mixed-methods approach, integrating quantitative statistical analyses of social media data and online surveys and qualitative interviews in such a way as to construct a comprehensive framework. The results show that a methodological framework can be justified and that Twitter contributes significantly to six areas: administrative resilience; education sustainability; community responsibility; positive sentiment; community bonds; and delivery of promised value. The components of our proposed methodological framework integrate five pillars of the strategic adoption of social media: social media governance; social media resilience; social media utilization; decision-making capability; and institutional strategy. Finally, we show that the KAU Pandemic Framework can be used as strategic decision-making tool for the analysis of the gaps and inefficiencies in any social media plan that is deployed and the management challenges arising from the pandemic.