With the flurry of recent hurricanes – Harvey, Irma and Maria – many people are still facing the harsh reality of their aftermath. It’s nearly impossible to prepare for weather of this magnitude, which is why these hurricanes were especially dangerous. Scientists and researchers feared that these storms would be some of the most powerful ever recorded – and they were. Houston received the most rain ever recorded in the U.S. during a storm.  Despite the massive damage, however, there is a positive takeaway: social media proved to be an effective platform in support of hurricane rescue and relief. 

Social Media SOS

With power out, cell towers overloaded, and flood waters stranding people in cars or homes, many people turned to social media for help. And fortunately for them, many courageous citizen rescuers with large trucks or small watercraft flocked to their aid. The brave locals who stepped up undoubtedly saved many lives, which was vital given that government search and rescue teams had limited resources.

People’s use of Nextdoor, a private social media tool for people in specific neighborhoods also skyrocketed. During Harvey, Nextdoor’s usage went up nearly 500 percent. Via Nextdoor, users shared more community- or neighborhood-specific information. In addition, many people requested essentials such as blankets, food and water. They also used Nextdoor to inquire about prices of items like gas or groceries.

Many local agencies also used Facebook and Twitter to post real-time updates such as flood maps, evacuation orders and routes, or information on when search and rescue teams would be in a particular area. For those without access to radio or television, social media connected them to important news and information. On September 14, 2017, Facebook activated its crisis response safety check feature, which allows users to check in and let their friends know they’re safe. This feature also enables people to see if other friends in the area are safe as well.

Relief Campaigns

Social media also continues to be an effective place to help people fundraise. For example, NFL star JJ Watt created a social media campaign to raise money for the city of Houston via his foundation. Heartbroken over the events that devastated his city, Watt hoped to raise $200,000. He and his foundation far exceeded this goal by raising more than $37 million. This is a great example of how star power, combined with social media, helped raise money for those in need.

According to experts, when people create fundraising campaigns on GoFundMe or YouCaring they should consider sharing them first with their friends and family. Not only are friends and family more likely to make a donation, they may also be willing to share the campaign with their networks. In fact, GoFundMe points out on its website that people who share a GoFundMe campaign on Facebook may see donations increase by as much as 350 percent.

Business Contributions to Relief Efforts

Many businesses chipped in to raise money or offer aid as well. For instance, Uber provided free rides to people headed to hurricane shelters and Airbnb offered free short-term housing to those who were, and are still, displaced by the storm.

Closer to home, the Seattle Mariners held two fundraising events at home games. Representatives from the team asked fans to donate, and promised to match donations up to $25,000 per game. Volunteers from the Red Cross collected the donations. In a separate donation, the Mariners also pledged $100,000 to the Red Cross for Hurricane Harvey.

Undoubtedly, social media will continue to evolve, but clearly it is an important communication tool during crisis situations. When the next natural disaster hits, we are likely to see new uses of social media by both victims and those rushing to aid them. Finally, when preparing an emergency kit, it is probably an excellent idea to make sure you have a hand-crank charger for your smartphone so you can stay powered up even when there is no electricity.