At the individual scale, people can use social media during or after an emergency to communicate and share information, like the Facebook safety check feature to indicate to your network that you’re safe. But what role can social media play at a global scale?
1 - Quickly disseminate critical information
When disasters strike, emergency responders as well as at-risk people seek information to analyze the scale of the catastrophe and potential further consequences. Social media platforms enable rapid dissemination of critical information, helping communities stay informed during emergencies.
In the case of TSF, social media can provide useful information regarding the state of communication networks in the affected areas. Silence, or the absence of communications from a given region, can be a direct sign of a network failure, therefore requiring emergency communication services.
2 - Community mobilization
In the immediate aftermath of a disaster, local volunteers frequently act as first responders, providing essential assistance within their communities. Social media platforms sometimes play a role in supporting this grassroots mobilization by serving as hubs for communication and coordination. Through these platforms, volunteers can connect with others nearby, share critical updates, and organize collective relief efforts.
Furthermore, geographically traceable data - such as geotagged posts or location-based hashtags - can help align resources and reduce duplication of efforts. However, while this data facilitates improved coordination and situational awareness, its effective use depends on proper analysis by relief teams and the execution of evidence-based decisions. The availability of data alone does not guarantee equitable resource distribution, but it provides an effective tool to enhance planning and coordination when used strategically.
Inès Guittonneau
3 - Social media data: between benefits and risks
Social media provides a wealth of real-time, crowd-sourced data that can greatly enhance emergency response efforts. Platforms like X (ex-Twitter), Facebook, and Instagram allow responders to track disaster-affected areas, monitor emerging needs, and assess damage through geotagged posts, photos, and videos. In the preparation phase, this data can inform decision-making and help responders allocate resources as efficiently as possible.
However, in conflict zones or under authoritarian regimes, the use of social media data carries significant risks. In such contexts, data can inadvertently expose individuals to surveillance or persecution. For instance, in Syria, social media activity has sometimes been used to target activists, humanitarian workers, or civilians in opposition-held areas. Moreover, the open availability of geotagged information can make vulnerable populations more susceptible to exploitation or harm.
4 - Challenges of using social media in emergency situations
Despite the many benefits that the use of social media can provide in disaster emergency management, it can also lead to negative outcomes - depending on how people use it. While social media platforms enable everyone to share timely information, this information is not always verified, and sometimes distracts attention from serious issues. As a consequence, the online spread of misinformation - and sometimes fake news - during a crisis, can ultimately affect the efficiency of an emergency response.
Secondly, social media algorithms prioritize content that provokes strong emotional reactions, which can lead to fear or panic during emergencies, which needs to be avoided to maximise effectiveness and relevance of the relief operations.
Finally, we have to keep in mind that some groups may not have access to digital tools - in general and especially during crises. Over-relying on digital tools may worsen the situation of already marginalized groups.
Cyrine Bettaieb
5 - How can we improve our use of social media in emergencies?
At TSF, we promote the responsible use of technologies. As long as platforms continue to reward viral content rather than accuracy, digital inclusion and awareness play a critical part in using digital tools (especially social media) as effectively as possible in emergencies.
Inès Guittonneau
However, NGOs and response organizations also need to adapt their practice to leverage social media as a two-way communication tool. They can indeed serve as a bridge for dialogue between organizations and communities to report needs, dispel rumors, or provide location-based updates. This could enhance situational awareness for emergency teams while fostering exchange of relevant information.
However, this effectiveness hinges on pre-crisis preparation to ensure that communities recognize and trust the adequate channels as authoritative sources when crises strike.
TSF is already involved in distributing critical information to migrants from Latin America in Colombia, Guatemala and Mexico. While our project does not include social media yet, the topic is actively discussed among humanitarian partners and constitutes a possible perspective for helping people on the move.
Member discussion