Look after Your Neighbours: Social Media and Vulnerable Groups during Extreme Weather Events

Emergency management organisations across the world routinely use social media to reach out populations for preparedness and response to extreme weather events. In this paper we present a preliminary analysis of social media strategies towards vulnerable populations in the State of Victoria (Australia). Using the notion of vulnerability in an emergency management context (e.g. older persons, socially/geographically isolated persons, people with disabilities, refugee/recent migrant communities) we explore whether and how organisations address vulnerable groups with targeted messages. Our initial findings suggest that organisations do not tend to interact directly with these groups. Rather, reliance on 'information brokers' (intermediary organisations and individuals with an expected duty of care) seems to be a preferred strategy.