Multi‐level functionality of social media in the aftermath of the Great East Japan Earthquake

This study examines the multi-level functionalities of social media in the aftermath of the Great East Japan Earthquake of 11 March 2011. Based on a conceptual model of multi-level story flows of social media (Jung and Moro, 2012), the study analyses the multiple functionalities that were ascribed to social media by individuals, organisations, and macro-level social systems (government and the mass media) after the earthquake. Based on survey data, a review of Twitter timelines and secondary sources, the authors derive five functionalities of social media: interpersonal communications with others (micro level); channels for local governments; organisations and local media (meso level); channels for mass media (macro level); information sharing and gathering (cross level); and direct channels between micro-/meso- and macro-level agents. The study sheds light on the future potential of social media in disaster situations and suggests how to design an effective communication network to prepare for emergency situations.