Bridging the gap in crisis communication: feminist and LGBTQ+ organisations supporting vulnerable populations on Facebook amid disinformation

Purpose The aim of this research is to analyse how feminist and LGBTQ+ organisations used social media during the COVID-19 pandemic to determine whether their posts provided resources to help vulnerable groups cope with confinement and whether they acted as filters of quality information. Design/methodology/approach The content of 754 posts shared by 18 Spanish organisations on their Facebook channels during the first month of lockdown (March–April 2020) was observed using nominal categorical variables. Findings The results show that feminist and LGBTQ+ organisations continued their social activism for equality during the pandemic. Feminist organisations dedicated a significant portion of their content to pandemic-related issues, while LGBTQ+ organisations focused on maintaining their regular advocacy agendas. Both types of organisations shared content from progressive media outlets, reinforcing messages about the increased vulnerability of their communities. Originality/value Previous research has focused on the psychological impact of health crises on the population. This study contributes to crisis communication research by examining how grassroots feminist and LGBTQ+ organisations used Facebook not only to maintain their advocacy efforts but also to offer psychological support, curate trustworthy information and foster community resilience during the COVID-19 lockdown in Spain – an area largely overlooked in previous research focused on institutional actors.