There's a tweet for that: Assessing interorganisational social media‐based communication during Hurricane Irma

Abstract

This study investigates how the interorganisational coordination of disaster response organisations across the social media platform, X highlighted specific organisations and support functions as central during Hurricane Irma in Central Florida. Utilising X API, policy/plan documents, social network analysis, and focus group interviews, this study uses this context to highlight how social media communication priorities can be tested. Results note that in this case, agencies like the Red Cross and Duke Energy were most central to the networks, and while some functions like information and planning or mass care and sheltering were unsurprisingly central, there were some emergent, unique ones like search and rescue, and logistics, that were more central functions. Interviews identify the current uses for social media, as well as how these are incorporated in polices and plans. This study posits what type of social media communication people may engage with during disasters and provides implications for how public sector organisations can engage in future use of social media. Points for practitioners Identifying key players and information flow : Analysing organisational networks and communication patterns through specific functions can help agencies identify key players and understand information flow on social media during disasters. This analysis allows for the identification of best practices for effective online disaster communication. Tailoring communication to specific information needs : Social media platforms like X can provide valuable insights into the type of public engagement best suited for this form of information dissemination, allowing organisations to tailor their communication on this platform to the specific information needs of the public during disasters. Understanding the role of social media in emergency management : Integrating social media analytics with organisational disaster response policies helps bridge the gap in understanding the role and potential use of social media in disaster management. This understanding can lead to more effective utilisation of social media in future disaster response efforts.