Dr. T. M. Malik
Pakistan is among the countries most vulnerable to natural disasters. From devastating floods and earthquakes to heatwaves and urban fires, the frequency and intensity of disasters have increased over the years, largely due to climate change, rapid urbanization, and environmental degradation. In such a context, timely information can mean the difference between life and death. Social media, once regarded primarily as a platform for social interaction, has now emerged as a critical tool in disaster awareness and evacuation preparedness.
Over the past decade, platforms such as Facebook, X (formerly Twitter), WhatsApp, Instagram, and YouTube have transformed the way information is shared and consumed. In Pakistan, where millions actively use social media, these platforms offer unprecedented opportunities for disseminating early warnings, coordinating emergency responses, and educating communities about disaster risks.
One of the most significant contributions of social media in disaster management is real-time information dissemination. During emergencies, traditional media such as television and radio remain important, but they often operate on fixed schedules and centralized broadcasting systems. Social media, by contrast, enables instant communication. Government agencies, including the National Disaster Management Authority (NDMA), Provincial Disaster Management Authorities (PDMAs), and the Pakistan Meteorological Department, can quickly share alerts, weather forecasts, and evacuation instructions directly with citizens.
For instance, during recent monsoon floods, official social media accounts provided continuous updates about rising river levels, road closures, and relief operations. Citizens were able to access information on safe routes and emergency shelters through their mobile phones. In remote areas where television access may be limited, social media accessed via smartphones often becomes the primary source of updates.
Equally important is the role of social media in raising disaster awareness before crises occur. Preparedness is not built during a disaster; it is cultivated through consistent education and public engagement. Social media campaigns can inform citizens about evacuation plans, emergency kits, first aid practices, and flood-resistant housing techniques. Short videos, infographics, and community-based storytelling make complex safety information accessible and easy to understand.
In Pakistan, where literacy rates vary significantly across regions, visual and audio content shared on social media can bridge communication gaps. A simple animated video demonstrating how to respond during an earthquake or how to purify contaminated water can have far-reaching impact. Moreover, local language content in Urdu, Punjabi, Sindhi, Pashto, and Balochi ensures inclusivity and wider outreach.
Social media also strengthens community-level coordination. During disasters, individuals often post real-time updates about their local conditions – such as blocked roads, damaged bridges, or areas requiring urgent assistance. This user-generated content provides authorities and humanitarian organizations with ground-level insights that may not be immediately available through official channels. Volunteers and civil society organizations frequently use social media groups to mobilize resources, coordinate rescue efforts, and distribute relief supplies efficiently.
The 2022 floods demonstrated how digital platforms could mobilize public support at an unprecedented scale. Fundraising campaigns, volunteer networks, and donation drives were organized and promoted through social media, connecting donors with affected communities. This digital solidarity highlighted the power of online networks in complementing formal disaster response mechanisms.
However, while social media offers immense potential, it also presents serious challenges. The rapid spread of misinformation and rumors during emergencies can create panic and confusion. False reports of dam collapses, exaggerated casualty figures, or fabricated evacuation orders can undermine public trust and disrupt official response efforts. In some cases, misinformation may lead to unnecessary evacuations or hinder rescue operations.
To address this challenge, government agencies must maintain verified, active, and responsive social media accounts. Blue-tick verification, timely updates, and clear communication help build credibility. Citizens, on their part, must be encouraged to verify information before sharing it. Media literacy programs and public awareness campaigns can play a crucial role in promoting responsible digital behavior.
Another concern is the digital divide. While urban populations in Pakistan have significant access to smartphones and internet connectivity, many rural and underprivileged communities remain digitally excluded. During disasters, power outages and network disruptions further limit online access. Therefore, social media should complement – not replace – traditional communication systems such as radio broadcasts, mosque announcements, community networks, and SMS-based alerts.
To maximize the effectiveness of social media in disaster preparedness, a comprehensive strategy is required. First, disaster management authorities should integrate social media into their formal early warning systems. Automated alerts, geotagged warnings, and interactive dashboards can enhance responsiveness. Second, partnerships between government institutions, telecom companies, and social media platforms can ensure priority messaging during emergencies.
Third, training programs for local officials and community leaders are essential. Effective crisis communication requires clarity, empathy, and accuracy. Officials must be trained not only in disaster management but also in digital engagement and rumor management. Furthermore, collaboration with journalists, influencers, and community organizations can amplify credible messages and reach diverse audiences.
Educational institutions also have a role to play. Schools and universities can incorporate digital disaster preparedness modules into their curricula. Young people, who constitute a significant portion of Pakistan’s population and are active social media users, can become ambassadors of disaster awareness within their families and communities.
Ultimately, social media is a powerful tool – but its impact depends on how responsibly and strategically it is used. In a disaster-prone country like Pakistan, strengthening evacuation preparedness and public awareness is not optional; it is a national necessity. By leveraging social media effectively, Pakistan can enhance early warning systems, improve community resilience, and save lives.
The future of disaster management lies in combining technology with community engagement. When used wisely, social media can transform from a platform of casual interaction into a lifeline during crises – ensuring that timely information reaches every citizen, and that preparedness becomes a shared responsibility across society.
The writer holds a PhD in Media Sciences, Rawalpindi. He can be reached at [email protected]
