Why is social media crucial for crisis communication in the Philippines? Exploring Facebook dynamics during natural disasters

The emergence of social media platforms has revolutionized communication dynamics during natural disasters, offering a lifeline for affected individuals. This study presents findings from an in-depth exploration of Facebook's role in crisis communication among individuals affected by natural disasters, particularly typhoons, in the Philippines. Through qualitative analysis rooted in phenomenology, the study illuminates the motivations, experiences and implications of user-driven content creation on Facebook during disasters. Key findings reveal that Facebook operates as a vital platform for communication, information sharing and support during crises. Participants actively engage in sharing updates, publishing content, exchanging feedback and utilizing private messaging to coordinate relief efforts and to express solidarity. These activities highlight Facebook's multifunctional role in crisis response, fostering community resilience and mutual aid. Moreover, the study identifies diverse motivations driving Facebook usage among disaster-affected individuals, including the need for emergency assistance, efficient communication, emotional support and situational awareness. Trust and verification also emerge as crucial factors, highlighting users' efforts to navigate the complex landscape of online information and to prevent misinformation dissemination.