Social Media and Disaster Management in Pakistan: Shaping Public Perceptions and Resilience

Aleena Khan, Lahore University of Management Sciences (Pakistan)

Effective communication remains a central challenge in disaster management, particularly in developing countries such as Pakistan where institutional capacities and information infrastructures are often constrained. This paper examines the evolving role of social media in shaping public perceptions, enhancing communication, and strengthening community resilience across the disaster management cycle. Drawing on a qualitative analysis of secondary literature and case-based insights from South Asia, the study situates social media as a critical, though complex, tool in disaster governance. The findings demonstrate that social media platforms significantly transform the four phases of disaster management i.e. mitigation, preparedness, response, and recovery by enabling real-time information dissemination, early warning signals, and interactive communication between authorities, communities, and humanitarian actors. In the preparedness phase, social media enhances risk awareness and facilitates early warning systems, while during disaster response, it enables rapid information exchange, crowdsourced situational awareness, and coordination of rescue efforts. In the recovery phase, platforms support fundraising, volunteer mobilization, and community rebuilding, thereby contributing to long-term resilience. The paper underscores that social media not only functions as an information tool but also actively shapes public perception during crises. The speed, accessibility, and participatory nature of digital platforms allow citizens to both consume and produce information, often bypassing traditional media and official channels. This dual role can strengthen trust and collective action, but also raises concerns regarding misinformation, information overload, and governance challenges. The paper concludes that integrating social media into formal disaster management frameworks aligned with global strategies such as the Sendai Framework for Disaster Risk Reduction can significantly enhance Pakistan’s disaster preparedness and response capacity. However, this requires institutional adaptation, digital literacy, and regulatory mechanisms to maximize its benefits while mitigating associated risks, ultimately contributing to more resilient and informed societies.