In the wake of natural disasters, social media has served as far more than just a platform for sharing life updates and photos–it’s become an indispensable tool for disaster response and recovery. We would be unwise to neglect to acknowledge the influential role it plays and can play. As recent hurricanes, wildfires, and earthquakes have shown, social media can help bridge communication gaps and connect victims with loved ones, first responders, or volunteers, all in real time. Platforms like Facebook and Instagram offer the immediacy and convenience needed to distribute crucial information during crises, while newer platforms like TikTok have brought real-time coverage of impacted areas to an even wider audience.
From the floods in the US to wildfires in Australia, social media has allowed individuals on the scene to report conditions as they unfold, usually outpacing traditional news media. Amazingly, this instantaneous information sharing can mean the difference between life and death for those in danger. It offers first responders and relief organizations the information they need to allocate resources where needed most.
But social media’s role doesn’t end there. It can also facilitate fundraising, mobilize volunteers, or help families reconnect after being separated. The rise of tools like Facebook’s Safety Check has made it easier to track the safety of loved ones. Beyond crisis management, social media is becoming a key tool in both disaster preparedness and recovery, allowing communities to stay informed, organize aid, and rally around those most affected.
Real-Time Information and On-The-Ground Updates
One of the most incredible and powerful aspects of social media in disaster response is the ability of ordinary people to become real-time reporters.
When traditional news outlets struggle to provide up-to-the-minute coverage–due to dangerous conditions or an inability to predict where an impact will be–citizens on platforms like TikTok, Reddit, and Instagram step in. Community members can share live updates on conditions and hazards and identify areas needing help; this “citizen journalism” provides critical on-the-scene information during emergencies.
Take, for example, the immediate aftermath of Hurricane Harvey in 2017, when thousands of stranded residents turned to Twitter and Facebook to post their locations for rescue crews. Volunteers with boats and local authorities could follow these posts in real-time, coordinating rescue efforts in ways that would not have been possible through “traditional” response means.
Similarly, platforms like Instagram and TikTok became key sources for real-time updates on evacuation routes, fire paths, and shelter locations during the California wildfires. In this way, social media has become a true lifeline, allowing users to bypass bureaucratic delays and get help when needed. Finally, as recently as late September 2024, we saw Hurricane Helene land along Florida’s Gulf Coast and further north, devastating communities unprepared for such conditions. The Prometheus team observed personal acquaintances and members of their network organizing supply drops, raising and donating funds to relief efforts, and coordinating meet-ups with community groups in need of support. We’ve been moved and inspired by the many ways social media has allowed those affected to find a virtual life raft.
Tiktoks providing resources in the wake of hurricane helene:
@americanredcross Replying to @Dani ☮️ We are working around the clock to support and reach more neighborhoods as conditions improve. As each day passes, that commitment only grows. Red Cross disaster teams are helping people who have no place to go feel safe and comfortable in shelters across the Southeast. Amid extensive power outages and connectivity issues, people have access to warm meals, a safe place to sleep, items like diapers and hygiene items, and mental health resources through our spiritual care team. Each community across several states is facing different struggles and the timeline for recovery will be different. We will be there in the days and weeks to come to support their road to recovery. ❤️ #DisasterRelief #DisasterResponse #HurricaneHelene #Helene #Florida #Georgia #Hurricane #Asheville #Appalachia #Disaster #RedCross #AshevilleNC ♬ original sound - American Red Cross
@fiddyshadesofgreen Fresh bucket for toliet water! 91 Holbrook Rd, Candler NC! We also have drinking water en route. #hurricanehelene #helene #disasterrelief #hurricane #asheville #ashevillenc #nc #northcarolina #wnc #westernnc #candler #burnsville ♬ original sound - fiddyshadesofgreen
Additionally, hashtags like #HurricaneIan or #Wildfires have made it easier to track discussions and updates related to specific disasters and allowed relief organizations to gather insights on the ground instantaneously. The platform X, formerly known as Twitter, organizes conversations around specific hashtags, enabling communities and volunteers to connect and organize resources effectively.
Another major innovation in this space is the rise of platform-specific alert systems. For example, FEMA and the Red Cross use platforms like Facebook to send out emergency alerts, allowing users to stay informed about local hazards and important developments. Facebook’s Safety Check is another example of how social media has evolved to meet the needs of those in crisis. It allows users to signal their safety to friends and family, providing peace of mind and crucial updates.
Social media provides an invaluable service to communities facing hardship before, during, and after a disaster by turning everyday citizens into first responders and community organizers. It democratizes information flow and allows almost everybody to report and respond to events as they unfold, no matter their location or resources.
Crowdsourcing and Volunteer Coordination
Social media’s power to quickly connect people makes it an incredible tool for crowdsourcing and volunteer coordination during disasters. Platforms like Facebook and Slack have been essential for organizing grassroots relief efforts and connecting volunteers directly with those in need. After disasters like Hurricane Maria in Puerto Rico or the Australian wildfires, social media facilitated immediate, large-scale fundraising efforts through platforms like GoFundMe and Facebook Fundraisers, allowing people to donate from anywhere in the world.
Posts shared with local hashtags provide information about supply shortages, shelters, and rescue efforts. WhatsApp and Facebook groups have been used to coordinate volunteer efforts, enabling quick responses to pressing needs–food distribution, water access, or medical supplies. These tools make it easier than ever for communities to mobilize rapidly, filling in critical gaps left by overwhelmed local authorities.
Connecting Families and Providing Emotional Support
Social media has also become an essential resource for reconnecting families after disaster strikes. As mentioned above, the emergence of tools like Facebook’s Safety Check or Google’s Person Finder helps families confirm the safety of their loved ones, serving as lifelines for those struggling with the anxiety of not knowing where family members are or if they’re safe in the aftermath of a disaster.
Video by Facebook promoting the launch of this new feature in 2014
Beyond logistics, social media can provide emotional support for survivors and their communities. After disasters, people often use platforms like Instagram and TikTok to share stories, offer emotional support, and create a sense of solidarity among those affected. Virtual communities exist as safe spaces for survivors to process their experiences, receive comfort, and rally together to rebuild physically and emotionally.
Preparedness and Prevention via Social Media
Social media isn’t just reactive–it’s also a great way to shine a spotlight on disaster preparedness. Organizations, governments, and nonprofits can use social platforms to launch educational campaigns before a disaster strikes, sharing preparedness tips, emergency contacts, evacuation routes, and more. The rapid dissemination of this information means that communities are better equipped to face disasters head-on.
Early warning systems on social media and weather apps provide real-time updates about impending threats. These tools have been helpful in areas prone to disasters like hurricanes or wildfires, “buying” citizens crucial time for preparation and evacuation. By mobilizing users with timely alerts and educational content, social media ensures preparedness is at the forefront of disaster management.
Challenges and Ethical Considerations
While social media is an incredible asset during a disaster, it isn’t without its challenges. One of the biggest concerns is the spread of misinformation. In the rush to share updates, false information or exaggerated reports can go viral, leading to unnecessary panic or the misallocation of resources. During Hurricane Sandy, numerous fake images and inaccurate updates circulated widely, causing confusion.
Another concern is data privacy. People share sensitive information on social media during disasters, like their location, health conditions, or the status of their homes, potentially making them vulnerable to exploitation. This is why it’s so important to encourage platforms to protect users’ privacy during such trying times, and organizations should be mindful of safeguarding data while still sharing vital information.
The Future of Social Media in Disaster Response
Looking ahead, social media’s role in disaster response will likely continue to expand, especially when driven by technological innovation. Decentralized platforms could ensure continuous communication, even when traditional networks fail, while AI-driven analytics might sift through the noise to prioritize critical updates in real time. Blockchain technology might offer more secure methods for tracking relief funds, ensuring donations are used appropriately. As social media evolves, so will its potential to shape how we prepare for, respond to, and recover from disasters. The key will be maintaining a healthy balance between the immediacy and reach of these platforms while addressing ethical challenges that arise. By investing in the refinement and resilience of these tools, we can ensure that social media remains a powerful ally in the disaster response landscape.
