Dynamics of interorganisational emergency communication on Twitter: the case of Hurricane Irma

Abstract

This study examines how county-level emergency management offices (EMOs) used Twitter to communicate with other public agencies and non-profit and for-profit organisations before, during, and after Hurricane Irma in 2017. It assesses the strategies that EMOs and other stakeholders employed to communicate risks on Twitter, concluding that its potential has not been fully exploited. EMOs only frequently interacted with a few non-profit and for-profit organisations, despite their involvement in emergency communication. While EMOs and other public agencies emphasised information dissemination and called on citizens to act and be prepared for the hurricane, non-profits tended to stress service and resource-related information, encouraged others to assist with disaster response, and provided emotional support. For-profits, meanwhile, actively addressed customers' concerns through direct two-way communication. Our findings indicate that EMOs should integrate non-profit and for-profit organisations' communication efforts, engaging them in important conversations on Twitter and advocating the use of highly relevant hashtags at different disaster management stages.