Just over a year ago, the ruthless earthquake in Haiti not only showed us the vulnerability of a country in ruins, but its effects left the world in a state of shock and concern. Following this natural disaster, various social media communication efforts were immediately employed as interested parties and volunteers from around the globe needed updates and information on Haiti’s critical condition. With an estimated 200,000 deaths resulting from Mother Nature’s devastating blow, social media sites such as Twitter and Facebook played a prominent role in the country’s recovery efforts. Haiti-related tweets and blogs were numerous, providing people with real time news and updates. Haiti had instantly become the model for disaster awareness and preparation in a matter of minutes as my Smartphone was flooded with tweets. The involvement of social media in the response to the Haitian earthquake was unprecedented, and there is no question that today’s modern approach to communication is a key element in effective emergency and disaster preparedness.
Social media was a tool by which well-known charities such as the Red Cross and celebrities from every avenue of entertainment used to raise funds for relief effort. The role of social media was not limited to calls to action, but was ultimately a source of information. CNN.com and BBC offered live updates from social media users including statements from victims directly affected by the quake, some containing pictures of the wreckage. After only a week of social media campaigning, CNN claimed $8 million in relief effort funding.
The earthquake in Haiti laid the blueprint for how social media can be used in a crisis situation. With social media, organizations such as UNICEF and Red Cross can be proactive in disaster preparation before one occurs and establish platforms for raising money and supplies. Despite any opposition faced by social media, there is no disputing the benefits it presents in crisis management. Social media, just like any form of communication, has its shortcomings. The possibility of information overload and crises escalating beyond control are legitimate concerns. Through Twitter and Facebook, the dissemination of information is so vast that it is nearly impossible to measure, leaving a chance of miscommunication. However, in the case of emergency preparedness, by equipping the public with clear and consistent information from credible sources, social media can inform, educate and prevent a mass crisis during disaster.
Using Haiti as a model, social media usage generated awareness for Twitter and Facebook as tools for more than marketing and publicity efforts. In the unfortunate event of a crisis, preparedness will ultimately be determined and evaluated by the credibility of the messages and information being communicated. Planning is imperative for social media to work efficiently and beneficially during a crisis. Whether the communication is through a tweet or blog post, during chaos people want trustworthy information. If used efficiently, a social media crisis management strategy could be the most essential channel that comforts, connects, shares and informs on the crisis status. As technology advances and social media evolves, crisis plans should include thoughtful ideas incorporating the enormous potential of social media tools to help distribute information and provide forums for mutual exchange.
Social media is evolving, and disaster preparedness should be aware of the opportunities that this dynamic new set of tools provides. Red Cross Social Media Resources notes that social media is subject to the same limitations as other electronic outlets, but the valuable channels for information it provides should not be ignored.
