When tornadoes strike: A content analysis of government organizations’ social media communication

Social media has become a prominent channel for disaster risk communication. While much of the existing research on social media use by government organizations focuses on Twitter, Facebook’s distinct features warrant an independent examination of its role in risk communication. This study addresses this gap by examining Facebook messages disseminated by government organizations during the March 2023 Arkansas tornadoes. The data were collected from 22 official Facebook accounts over seven days and were analyzed using thematic content analysis. The findings show that most messages were posted immediately after the tornadoes, with content varying across stages. Before the tornadoes, messages emphasized threat and guidance information. During the tornadoes, messages focused on situational updates with a mix of urgency to motivate protective actions, then shifted to a supportive, informative tone afterward. Government organizations also used a range of stylistic features and message structures in their posts. This paper discusses these results and offers strategies for leveraging social media risk communication.