In July 2024 Hurricane Beryl hit Jamaica, bringing devastating winds, heavy rains, and widespread flooding. The powerful storm disrupted daily life, causing significant damage to infrastructure, homes, and businesses across the island.

During Hurricane Gilbert in 1988 communication relied primarily on traditional media such as television, radio, and newspapers. Information dissemination was slower, and real-time updates were limited, leading to delays in emergency responses and challenges in coordinating relief efforts. In contrast, amidst the chaos and uncertainty of Hurricane Beryl, social media and modern digital tools proved to be vital, complementing traditional media in keeping Jamaicans informed, connected, and supported. The convergence of traditional media and the dynamic power of social media became pivotal in ensuring the safety, connectivity, and community spirit of Jamaica during this crisis.

The Onset of Hurricane Beryl

As Hurricane Beryl approached Jamaica, the nation braced for impact. The Jamaica Meteorological Service, along with other weather agencies, provided constant updates on the storm’s trajectory and intensity. Traditional media outlets, including radio and television, played a crucial role in broadcasting these updates, ensuring that residents were aware of the imminent danger and prepared to take necessary precautions.

Traditional media outlets played a crucial role in providing continuous updates on the storm’s path, safety instructions, and emergency alerts. However, as the storm made landfall, the limitations of traditional media became apparent. Power outages disrupted television broadcasts, and downed lines hindered radio transmissions. It was at this juncture that social media platforms like
Twitter, Facebook, and Instagram demonstrated their unparalleled value. The rapid and interactive nature of social media platforms made them indispensable during the crisis.

Additionally, digital tools like the Zoom Earth app, offered real-time satellite imagery and weather updates, allowing users to track the storm’s progress visually. This app became an essential resource for both officials and the public, providing clear, up-to-the-minute visual information about Hurricane Beryl’s path and intensity.

Social Media: An Information Lifeline

In the hours leading up to and following Hurricane Beryl’s passage, social media became an indispensable tool for real-time communication and information dissemination. Government agencies, emergency services, and news organisations leveraged these platforms to provide continuous updates. The immediacy of social media allowed for quick dissemination of information, often outpacing traditional media in real-time updates and rapid sharing of critical information, including evacuation orders, shelter locations, and safety tips.

Social media platforms became essential for real-time updates, weather reports, and safety advisories. Jamaican authorities and emergency services used these platforms to issue evacuation orders, inform residents about shelter locations, and provide updates on road closures. Residents also turned to social media to share their own experiences, posting photos and videos of the storm’s impact in their areas. This user-generated content offered a ground-level view of the hurricane’s effects, helping others prepare and respond effectively.

Creating a Sense of Community

Beyond its information-sharing role, social media became a beacon of community support and solidarity. Jamaicans used platforms like
Facebook and WhatsApp to check on loved ones, offer help, and share resources. Community groups and local organisations coordinated relief efforts and fund-raisers through social media, ensuring that aid reached those most in need.

The sense of community fostered on social media provided both emotional and practical support. Stories of neighbours helping neighbours, strangers offering assistance, and local businesses stepping up to provide resources were abundant. This digital camaraderie highlighted the resilience and unity of the Jamaican people in the face of adversity. Social media facilitated a virtual community that provided both emotional support and practical assistance, highlighting the power of collective action in times of crisis.

Traditional Media’s Enduring Role

While social media played a critical role, traditional media remained a cornerstone of reliable information. Television and radio broadcasters, despite facing their own challenges, delivered in-depth coverage, expert analysis, and detailed forecasts. Many Jamaicans, especially those in areas with limited internet access, relied on a combination of traditional and social media to stay informed and make decisions.

The collaboration between traditional and social media was particularly evident in the way news organisations used social media to amplify their broadcasts. Television and radio updates were often shared on social media platforms, extending their reach and ensuring that critical information was accessible to a broader audience.

Lessons Learnt and Looking Forward

As Jamaica begins to recover from the devastation wrought by Hurricane Beryl, several key lessons emerge. The integration of traditional and social media in crisis management is paramount. The ability to quickly share information, mobilise resources, and provide support through social media proved invaluable during the hurricane. Moving forward, enhancing these communication networks will be crucial in preparing for future natural disasters and ensuring the resilience of Jamaican communities.

Investing in robust digital infrastructure, promoting digital literacy, and fostering collaborations between government agencies, emergency services, and media organisations are essential steps. Moreover, creating frameworks for organised community response on social media can further enhance disaster preparedness and response. The experiences and lessons learnt during the storm underscore the importance of both social and traditional media in crisis management. The ability to quickly share information, mobilise resources, and support each other through social media has proven invaluable. Moving forward, enhancing these communication networks will be crucial in preparing for future natural disasters and ensuring the resilience of Jamaican communities.

Hurricane Beryl tested the resilience of Jamaica, but it also showcased the strength of its people and the power of modern communication tools. The widespread use of smartphones ensured that even those in affected areas could stay informed and connected, significantly improving the overall disaster management and recovery process compared to the time of Hurricane Gilbert. Social media, with its real-time capabilities and vast reach, played a critical role in keeping Jamaicans informed, connected, and supported. Alongside traditional media, it created a comprehensive information ecosystem that not only helped manage the crisis but also fostered a profound sense of community and solidarity.

This trend is similar to that which is being seen abroad. In recent international disasters, social media has emerged as a vital tool for real-time communication and coordination. For instance, during hurricanes in the Caribbean and typhoons in Southeast Asia, platforms like
Twitter and WhatsApp have been used to share live updates, locate missing people, and organise community-driven relief efforts. Governments and aid organisations leverage social media to disseminate crucial information quickly, while affected populations use it to call for help and mobilise local resources.

As the island continues to rebuild and recover, the experiences and lessons from Hurricane Beryl underscore the importance of leveraging both traditional and social media in disaster management. Together they form a powerful alliance that can help navigate future challenges and ensure the safety and well-being of all Jamaicans.

The immediacy and reach of social media enhance situational awareness, streamline emergency response, and foster a sense of global solidarity and support, mirroring the advancements seen during domestic hurricanes like Beryl compared to earlier events like Hurricane Gilbert.

Dr Vanesa Tennant Williams is an information systems practitioner and researcher. Send comments to the Jamaica Observer or vanesa.tennant@gmail.com.