15 hours ago
NOAA Predicts Active Hurricane Season, How Does Social Media Fit In
Brad Reinhart, Senior Hurricane Specialist at the National Hurricane Center, works on tracking ... More Hurricane Beryl, the first hurricane of the 2024 season. (Photo by)
The National Oceanic and Atmospheric Administration forecast an above-average Atlantic hurricane season, which began on June 1 and ends on November 30. Current projections suggest that there could be 17 named storms, including nine hurricanes, with four of these potentially reaching major hurricane status. Any of those storms making landfall could be serious events.
Social media has proven helpful in the past in disseminating critical safety information while serving as a communication link following a storm. Yet, it presents new challenges for authorities, including the spread of misinformation.
In May, NOAA introduced a "Hurricane Preparedness Week Social Media Plan" that shared vital information via Facebook and X, including tips on what to do before, during, and immediately after a storm. Still, experts suggest that NOAA and other agencies could further utilize social media during hurricane season.
"The most effective way is for emergency management agencies to include social media platforms as part of a multiple crisis communication dissemination strategy," explained Dr. Claire Connolly Knox, professor within the School of Public Administration at the University of Central Florida.
"These platforms should not be the only communication outlet; however, they cannot be left out of the communication strategy," she added while noting that no single social media network is enough to get the message out. Nor should it replace legacy media.
"Crisis communication needs to incorporate individual preferences based on previous experiences with information sources, whether that is print, television, radio, social media, etc.," said Knox. "It is essential that the local office of emergency management staff know their community preferences for communication."
As more Americans turn to social media for news and information, NOAA and other agencies must be proactive about what they share on the platforms to stay ahead of baseless reports, rumors, and speculation.
"Social media can fulfill numerous functions during natural disasters, such as hurricanes," suggested Dr. Amber Silver, assistant professor in the College of Emergency Preparedness, Homeland Security and Cybersecurity at the University at Albany.
"The most obvious of these would be the sharing of official watches, warnings, and advisories with the public," said Silver. "Citizens often use social media to share information about storm conditions and local impacts, which can be used by public officials (e.g., emergency managers, first responders) to assess areas of higher impact vs. lower impact."
This information can facilitate operational decision-making, thereby allowing officials to better position personnel, equipment, and supplies in response to rapidly changing conditions. From the end-user's perspective, official and unofficial information shared online has been shown to affect decision-making regarding protective actions, including the actions taken and when they are taken, said Silver.
Already, local, state, and federal emergency management agencies turn to the platforms to gain a better sense of what is happening on the ground. Such information can enable officials to better understand local impacts and community needs, which in turn can facilitate their operational decision-making during disasters.
However, the multiple agencies need to ensure they're on the same page, including what they collect from social media and what they disseminate.
"In crisis communication, the best practice is to speak with one voice. Public information officers from multiple departments or jurisdictions work together before, during, and after a disaster to provide consistent, comprehensible, and specific information through multiple communication mediums," said Knox.
Moreover, too much reliance on social media during breaking news events can open the door for misinformation to be accepted as factual, especially if officials inadvertently base their reports on false information.
"A unique component of social media platforms is the ability for anyone to create content. During times of a disaster, some of this information is incorrect or false, warned Knox. "Rumor control can become a full-time job during an activation in the emergency operations center or joint information center. This is another reason why it is important for local governments to educate and engage with the public during blue sky days, so the agency's social media account becomes a trusted, reliable source of information during a disaster."
Misinformation is likely to move faster than a category five storm, but this may also be why official agencies need to monitor what is being posted.
"Like many tools, social media is constantly evolving," added Silver, who acknowledged it is not without its issues. "The sheer volume and rapidity of information diffusion during a large-scale disaster is a known challenge, especially when that information includes misinformation and disinformation. With that being said, however, social media can be used to share information from official sources more quickly and efficiently than traditional channels."
There is no denying that hurricane season can cause anxiety, especially for those who now live in regions that have been hard hit in recent years. However, turning to social media before a storm can further bring a negative impact on one's mental health.
"Overexposure to media, especially during hurricane season, can significantly impact our mental health, even for those of us who are not directly affected," warned Dr. Reggie Ferreira, director of the Disaster Resilience Leadership Academy and professor in the School of Social Work at Tulane University.
The continuous updates about hurricanes, flooding, and destruction can heighten one's anxiety and create a pervasive sense of dread or helplessness.
"Over time, we may also experience compassion fatigue, where exposure to repeated distressing stories leads to emotional numbness or a reduced ability to empathize," said Ferreira. "There's also the risk of secondary trauma exposure; individuals might develop trauma-like symptoms such as nightmares or heightened alertness just from viewing graphic content."
Additionally, the sheer volume of real-time updates can become overwhelming, making it more challenging to distinguish credible, helpful information from sensationalized or misleading posts. Ferreira cautioned that the use of AI-generated images on social media can exacerbate the issue even further.
"Many people end up 'doomscrolling' late into the night, which disrupts sleep and can further exacerbate our mood and anxiety disorders," said Ferreira. "It's a cycle that can quietly take a toll on our emotional well-being."
