Social Media Strategies for Humanitarian Communication in Crisis Contexts

Abstract

This study examines the role of social media in humanitarian communication during crisis situations, focusing on how humanitarian organisations use digital platforms to inform, engage, and mobilise affected populations. Over the past two decades, social media has transformed crisis communication by enabling rapid information dissemination, decentralised participation, and real-time public engagement across geographic boundaries. Humanitarian organisations increasingly rely on platforms such as Facebook, X (formerly Twitter), Instagram, and WhatsApp for emergency alerts, awareness campaigns, fundraising, coordination, and interaction with crisis-affected communities. However, the increasing dependence on digital platforms has also introduced challenges related to misinformation, disinformation, digital inequality, algorithmic visibility, weak strategic communication frameworks, and ethical concerns surrounding privacy and data protection. This study adopts a qualitative semi-systematic literature review approach, drawing on peer-reviewed journal articles, institutional reports, and documented case studies published between 2015 and 2026. Data were analysed thematically to identify recurring patterns related to opportunities, risks, and communication practices in humanitarian contexts. The findings reveal that while social media enhances rapid and participatory communication during crises, it also creates challenges associated with information disorder, fragmented communication, unequal digital access, and reduced institutional control over communication flows. The study concludes that effective humanitarian communication increasingly depends on adaptive, ethical, and context-sensitive social media strategies capable of responding to complex and rapidly evolving digital environments