The Social Media Engagement of Islamabad Traffic Police in Crisis Situations: A Case Study of 2024

This research examines how the Islamabad Traffic Police (ITP) utilized Facebook in 2024 to manage traffic during crisis situations like VIP movements, protests, foreign delegations, and national events (i.e. Independence and Defense Days). The year 2024 has almost all sorts of events that can cause traffic congestion issues, the recent completed year, and Facebook posts are easily available. Through qualitative content analysis of 2,309 Facebook posts, the study identifies key communication strategies employed during disruptive events. Findings reveal that ITP's crisis communication on Facebook was largely effective, particularly through real-time updates and the use of visual content—videos in Urdu and infographics—which significantly enhanced public awareness and traffic management. Insights from interviews with the ITP social media team confirm that Facebook and TikTok are their most effective and active platforms for audience engagement. The shift from traditional to digital media has improved their ability to disseminate information and receive public feedback during emergencies. However, the study also notes areas for improvement, including the need for greater two-way communication, clearer protocols, and more localized messaging. This research highlights the critical and evolving role of social media in urban traffic crisis management and offers practical recommendations to enhance digital communication strategies.