Written by: Sheldon Yellen, Feb. 14, 2025
Social media has transformed disaster communication, changing how communities stay informed by delivering fast updates and creating meaningful connections when it matters most.
Platforms like X (formerly Twitter) and Facebook have become lifelines, keeping people informed about wildfire evacuations, hurricane paths, safety tips, and critical preparedness reminders. These platforms, when used the right way, open up channels for two-way communication, offer hope, and show that help is on the way. The fast-paced nature of social media, however, means important updates can sometimes get lost in the shuffle, while misinformation spreads all too easily.
This has become a key concern as lawmakers, spurred by leaders in Florida and Georgia, investigate how misinformation circulated during Hurricane Helene. In moments like these, responsible and transparent social media management is imperative. By sharing accurate and timely updates, federal, state, and local governments can rise above the noise and help keep communities informed and reassured.
SMART SOCIAL MEDIA PRACTICES FOR DISASTER COMMUNICATION
Below are strategies to maximize the effectiveness of social media during disasters, keeping communities safe and accurately informed:
Build a trustworthy social media presence early — way before any crisis hits. Show up, be consistent, and engage with your followers regularly. It’s about being there when times are good so people know they can trust you when things get tough.
Develop a crisis communication plan. Know your key messages, set up response protocols, and make sure your team knows who’s doing what. Ask yourself: What needs to be in our updates? Who’s on point for posting? How do we make sure what we’re sharing is accurate? When the heat is on, having that clear road map makes all the difference, as preparation turns chaos into confidence.
Gather real-time information from local teams. During disasters, holding daily conference calls with on-the-ground regional and local teams facilitates the collection of the most accurate, real-time information.
Share live updates to keep people in the loop. Post live photos, videos and updates straight from local operations or HQ. But remember: Accuracy is everything. Even in urgent situations, your team needs a rock-solid process to fact-check sources and information before hitting “post.” Transparency is powerful, but only when it’s backed by the truth.
Engage with your community — really connect. Take the time to respond to comments and direct messages on your social media accounts. While communicating is important, listening is potentially even more important. People want to know they’re being heard. Repost those frequently asked questions or hop on a live video to tackle concerns head-on.
It can be tempting to cut corners in social media communication, especially when other outlets are rushing to post updates faster or taking shortcuts to grab attention. But the real priority is doing the right thing, even when no one is watching.
It’s about putting people first — sharing information that’s not just fast, but trustworthy — because in moments of uncertainty, that’s what really matters. Used smartly, it helps us protect each other and come out stronger on the other side. But we can’t forget that not everyone has access to a cellphone or the Internet when things go sideways. Social media should complement, not replace, other ways to keep people informed and connected.
Sheldon Yellen is the CEO of BELFOR, the global leader in property restoration and disaster recovery, overseeing a $2 billion-plus company with more than 14,000 team members across 550 offices worldwide. Known for his compassionate leadership, Yellen was featured on CBS’ Undercover Boss and appears weekly on ABC’s award-winning TV series Hearts of Heroes.
This article appeared on Emergency Management News and is shared with consent. https://www.govtech.com/em/preparedness/preventing-social-media-misinformation-during-emergencies
