The July Hazardous Webinar: Disaster through a social media lens brought together experts to examine how rapidly evolving social media landscapes are reshaping disaster communication strategies.
Drawing on research from Social media in community experiences of Tropical Cyclone Alfred, the webinar explored the challenges agencies face in disseminating timely, accurate information and how innovative, community-led approaches can bridge critical gaps in crisis communications.
Dr Julian Marx (University of Melbourne and Natural Hazards Research Australia) presented findings from his research on community experiences during Cyclone Alfred, using a social media analytics approach to map engagement trends and community sentiments. His analysis revealed a significant shift in the platforms communities now use during emergencies, with TikTok and Instagram increasingly overshadowing traditional channels like Facebook and Twitter. This evolution poses new challenges for agencies seeking to cut through the noise and deliver effective public warnings.
Dr Marx identified three key mechanisms shaping community engagement during disasters:
- Legacy communications: information-dense official posts often sidelined by platform algorithms
- Algorithmic audiencing: short-form, high-visibility content that spreads widely but can lack depth and targeted relevance
- Dark social: private groups and closed networks where crucial community conversations take place, often beyond the reach of official agencies.
These findings underscore the urgent need for dynamic, multi-layered communication strategies that can navigate algorithmic trends while fostering authentic two-way dialogue with communities.
Highlighting Queensland's response model, Mark Ryan (City of Gold Coast) and Sian Duplessis Grimson (Queensland Police Service) shared how a locally-led disaster management framework, backed by state-level coordination, ensures warnings are tailored to each communities’ unique needs. Local governments are empowered to issue context-specific alerts, while Emergency Management Coordinators facilitate collaboration across regions.
During Tropical Cyclone Alfred, this model saw local councils issue a series of targeted warnings, demonstrating the value of community-centric communication approaches in enhancing public safety and trust.
Penny Dahl (Department of Premier and Cabinet) and Chrissy McLeod (Queensland Police Service) expanded on the state’s overarching strategies, detailing how coordinated public information frameworks ensure messaging remains consistent across government agencies. A specialised Public Information Capability team plays a pivotal role in delivering critical updates across both traditional and digital channels, ensuring no community is left behind.
The webinar also highlighted the importance of fostering genuine two-way engagement. By actively listening to community feedback via social media, agencies can address misinformation, respond to emerging concerns and strengthen public trust, which are critical components for building resilient, well-informed communities in the face of escalating natural hazards.
As social media platforms continue to evolve, agencies must balance traditional communication methods with adaptive, innovative strategies that embrace technological shifts and harness the power of local knowledge and partnerships. Sustained investment in digital infrastructure, research-informed policies and community engagement will be essential in shaping disaster communication systems fit for the future.
Watch the recording below.