ABSTRACT
People are increasingly using social media during emergency events, such as bushfires, storms and floods (Bird, Ling & Hayes 2012, Cheong & Cheong 2011, CSIRO 2014, American Red Cross 2012, Latonero & Shklovski 2011). Information appears on platforms such as Twitter and Facebook in real time, frequently preceding traditional channels such as television and radio (American Red Cross 2012). Both in Australia and internationally, social media has been widely used to disseminate essential
information and updates during emergency events. During the 2010-2011 floods in Queensland, New South Wales and Victoria, Twitter was used by emergency services, politicians, social media volunteers, traditional media reporters and community organisations to disseminate information to the affected communities (Cheong & Cheong 2011). One notable example is the use of Twitter and Facebook by Queensland Police when information and updates about the situation were provided to the community, sometimes as frequently as every few minutes. The platforms were used to control and respond to the spread of rumours and misinformation (Queensland Police 2013). An important advantage was that Queensland Police established their social media presence and strategy before the occurrence of the disaster, which ensured that clear processes for disseminating information and addressing rumours and misleading posts were in place and staff were familiar with the processes. This ensured that Queensland Police maintained their Twitter and Facebook presence throughout the disaster and were able to reach and respond to individuals who did not have access to traditional media channels due to power outages and water damage (Queensland Police 2013). Similarly, Brisbane City Council was able to effectively use social media platforms to disseminate information to their already well-established networks of followers. The Council’s dedicated social media resources and commitment to engaging in an open dialog with community members ensured that information was disseminated and evaluated in a timely fashion and questions and concerns were responded to, increasing community confidence (Australian Centre of Excellence for Local Government 2011, Whitelaw & Henson 2014). Community-initiated Facebook groups were also established during this time, which gained an instant following from affected residents and their family and friends. These groups routinely posted information sourced from agencies such as the State Emergency Service and the Bureau of Meteorology to provide a comprehensive collection of updates to followers. Furthermore, group members used the platform to post eyewitness information, questions, requests for help and advice, thus establishing support networks within the affected communities and facilitating community engagement and involvement in providing assistance (Bird, Ling & Hayes 2012).
