How Social Media is shaping crisis response in South Africa

June 30 marks World Social Media Day, a moment to reflect on the digital platforms that have revolutionised how we connect, communicate, and create change. In South Africa, where social, political, and economic crises often dominate the national mood, social media has become more than a space for selfies and viral dance challenges, it has emerged as a powerful tool for crisis management.

From the looting and unrest in KwaZulu-Natal and Gauteng in July 2021, to the devastating floods in eThekwini, and more recently, rolling blackouts and water shortages, South Africans have turned to platforms like Twitter (now X), Facebook, WhatsApp, and TikTok not just for information, but for survival.

The Pulse of a Nation in Real Time

During times of crisis, traditional media struggles with one key limitation: time. Social media fills that gap, offering real-time updates from eyewitnesses, journalists, emergency services, and ordinary citizens.

When unrest broke out in 2021 following the arrest of former President Jacob Zuma, videos circulated faster than news bulletins could be produced. While this raised valid concerns around misinformation, it also offered unfiltered documentation of events on the ground. Communities self-organised through WhatsApp groups and Facebook pages, coordinating food drives, clean-ups, and neighborhood watch patrols long before authorities could mobilise.

During natural disasters, hashtags like #KZNFloods or #JHBStorm quickly trend, offering minute-by-minute updates and resource sharing. Platforms have also been used in the help search for missing persons.

Crisis management experts and NGOs have also adapted. Organisations such as The South African Red Cross and the Gift of the Givers use social platforms to disseminate emergency contact numbers and safety protocols. Local influencers have even taken on informal leadership roles, using their platforms to verify facts and amplify critical messages.

In 2023, for example, during a spike in gender-based violence cases, advocacy groups mobilised online support campaigns under hashtags like #AmINext and #JusticeForUyinene, creating digital spaces of solidarity and pressuring government to respond.

A Double-Edged Sword

But the power of social media in a crisis is not without complications. The same platforms that enable rapid response can also spread panic. False reports of attacks or weather warnings can incite fear or chaos. Voice notes go viral with fabricated updates, and doctored images feed xenophobic sentiments.

Meta and X (formerly Twitter) have introduced tools to flag or remove disinformation, but these measures often lag behind the viral spread of content. The onus remains on users to verify before sharing. .

Digital Ubuntu

Despite its flaws, social media offers a kind of digital Ubuntu. In the face of government inaction or infrastructural breakdown, South Africans have found ways to look after each other online. TikTok videos showing how to purify water during outages. Instagram fundraisers for flood victims. WhatsApp groups alerting residents to nearby danger or coordinating community patrols.

Even in more silent crises such as unemployment, mental health, or access to education, social media has created virtual lifelines. Users share job tips, offer emotional support, or tutor students during exam season. For many, these platforms offer the only help they’ll get.

What’s Next?

As we celebrate World Social Media Day, South Africa's story is a compelling case study in digital resilience. We’ve learned that in a country where formal safety nets often fail, informal networks pick up the slack. The key going forward is not to fear these platforms, but to harness them.

Crisis communication training should include digital literacy. Influencers should be held to ethical standards. Government agencies must meet citizens where they are, online.

Sidebar: How to Use Social Media Responsibly in a Crisis

• Verify before sharing: Check for credible sources. Look for official government or NGO statements.

• Use hashtags wisely: They help consolidate information. Stick to consistent, commonly used tags.

• Don’t forward unverified voice notes: These often contain misinformation.

• Share resources: If you have access to food, shelter, or transport, post availability.

• Practice empathy: Remember there's a real person behind each handle, even in a crisis.

Share this article with your network using #SocialMediaDaySA and help build a safer, smarter digital community.