Summary

Social media applications such as Facebook and Twitter enable the rapid transmission of public warning messages in the event of a disaster. This augments traditional channels such as television and radio and may indeed save lives. The interactive nature of social media enables other types of information exchange beyond the one-way broadcast of warnings and guidance that has long characterized risk communication. Authorities monitor social media data for situational awareness, and they can solicit input from the public and engage in more deliberative conversations. In turn, the public initiates communication by asking questions, providing input, and requesting help. They expand the reach of official messages by sharing with friends and followers. Therefore, from an emergency management perspective, social media applications can disrupt the traditional one-way mode of communication and improve the efficacy of efforts to communicate risk. Research from across academic disciplines (e.g., computer science, communication, information systems, public administration, and sociology) illustrates: (a) the need for social media in emergency management; (b) the related benefits of use; and (c) the best practices used to attain those benefits. This offers a roadmap for authorities to effectively implement social media in their organizations while avoiding potential pitfalls.