The Impact Of Social Media On Disaster Relief Effort - Recovery Coordination For Hurricane Harvey

Purpose - This study aims to investigate patterns of social media posting occurring during the initial post-disaster recovery period. In addition, the study investigates the antecedents of user engagement with Twitter posts or "tweets."Design/methodology/approach - This study uses Hurricane Harvey as the research focus because of its $125bn in damage and the recovery effort associated with it. Analyzing nearly 38,000 tweets related to 2017's Hurricane Harvey and specifically focuses on rescuers who became to be known as the "Cajun Navy."Findings - The popularity of the tweet significantly influences social media engagement; disaster relief organizations first should seek out alliances and partnerships with those who already are well-known or influential in social media. In addition, by regularly monitoring and participating in social media, such as encouraging retweets and mentions even when not responding to a disaster, agencies will gain social media followers and influence when these are most needed.Research limitations/implications - By analyzing patterns of social media posts during and after Hurricane Harvey, this study attempts to quantify social media's effectiveness during this disaster, in particular with a focus on what characteristics of Harvey-related Twitter posts most influenced user engagement.Practical implications - Findings underscore the need for agencies to strengthen their social media presence and use it in all three phases of disaster conceptualization. Beyond managing communication with other agencies and the community, which alone is critical for an agency's impact, social media offers the world as a potential audience for agencies that can deftly leverage it.Originality/value - Social media has revolutionized not only communication but also inter-connectivity as people have normalized its use. Its ubiquity and efficiency have seen its incorporation into the critical area of emergency management, both during and after disasters. The main objective of this paper is to investigate and evaluate the usefulness of social media in disaster recovery efforts, focusing on its advantages in relation to a recent disaster event.