When Trevor Allen and his family finally stepped out from beneath the kitchen table where they had taken shelter during Hurricane Helene, they were taken aback by the devastation brought by the flooding in their neighborhood.

He was equally alarmed by the wave of false information circulating on social media, particularly concerning his own community in North Carolina, where he serves as pastor at Fairview Christian Fellowship. Allen described the destruction in Fairview as “absolutely awful,” and lamented that the online posts “didn’t need to add to the distress.”

Experts were not taken aback by the misleading claims and divisive comments that emerged post-disaster; they have documented an increase in such content following natural calamities across the United States.

As Jamie Biglow, an emergency planning consultant with CNA, a research nonprofit in Washington, DC, mentioned, misinformation and rumors have existed for as long as there have been crises.

However, social media has amplified the speed and reach of both accidental and intentionally harmful information. CNA experts noted that the surge of misleading content after Helene and the Maui wildfires underscores its rapid proliferation.

While many people used social media to coordinate support and gather donations for victims in Helene’s aftermath, incorrect and divisive posts compelled public officials, agencies, and even disaster victims to take to the internet to counter the misinformation and urge for collective effort.

Biglow and her colleagues encourage social media users to critically evaluate what they read and be cautious before sharing any information during emergencies. They suggest that many individuals sharing posts might be surprised by the true origins and intentions of the information they encounter.

Intentional Disruption

Alongside social media influences, there are instances where foreign governments deliberately spread misinformation following disasters, according to Megan McBride, a senior research scientist at CNA.

Often labeled as disinformation, misleading posts and false narratives propagated by foreign entities aim to instill distrust and discord among U.S. citizens, McBride noted. This tactic creates “friction or tension between U.S. citizens and their trust in the government.”

Past incidents, including Hurricane Katrina in 2005, have been traced back to disinformation campaigns from the Chinese Communist Party and Russia, McBride elaborated. It almost seems as though a playbook exists that these countries follow after such events.

According to CNA’s Heidi Holz, a senior research scientist focusing on China and Indo-Pacific Security Affairs, “Beijing uses natural disasters as a chance to undermine faith in the U.S. government, both at home and abroad.” The Chinese Communist Party aims to exacerbate divisions in U.S. society while spreading disinformation in ways that complicate disaster response.

Similar tactics have been observed with Russia. Federal officials noted multiple instances since summer when they connected misleading social media posts to Russian initiatives. Recently, U.S. agency reports indicated that the Russian government was disseminating false information prior to the elections.

McBride and Biglow emphasize that Americans can develop skills to differentiate between truth and falsehood, thereby helping to disrupt foreign disinformation campaigns and other misleading narratives.

Exploiting Emotions

It’s important to note that misleading posts don’t always stem from malicious intent. Biglow pointed out that some might originate from genuine concern, while others might arise from a desire for attention or to promote a particular narrative.

Regardless of their source, these posts often attempt to tap into the emotional reactions that arise following a catastrophe.

As Andy Carvin, research director at the Atlantic Council’s Digital Forensic Research Lab, mentioned, emotions will typically overshadow facts during challenging times.

A notable incident following Helene involved a rumor that gained traction through emotional videos soliciting donations for body bags for flood victims. Those who shared the requests, including a nonprofit, admitted they could not confirm the accuracy or origin of the claims. Multiple attempts to gather more information were unsuccessful as three other individuals did not respond.

Officials in Tennessee and North Carolina clarified that such a demand was nonexistent and that adequate supplies were already in place. They confirmed that no unofficial claims or evidence supported these assertions, according to Sarah Lewis Peel, a communications officer with North Carolina’s emergency response team.

Crisis and Misinformation

Whether the sources of misinformation were domestic or international, the overwhelming surge of false narratives on social media.

After the devastation caused by Helene, residents and officials were already reeling from the sheer magnitude of the disaster they encountered.

At Allen’s residence, once the immediate threat subsided, he and a neighbor took chainsaws to clear their driveway, only to discover that the road was “completely gone,” according to Allen. The roadway had been washed away by a small creek that quickly transformed, “rising about 20 feet and obliterating everything in its way.”

The powerful currents swept trees into massive piles measuring 40 feet high and 100 feet wide, in addition to moving huge boulders the size of cars, he noted. After being rescued by firefighters using an all-terrain vehicle, the ride into town was described as a “tour of utter devastation.”

Fairview Christian Fellowship became a hub for distributing food, water, and personal care items. People gathered to share stories and prayers, reflecting on those they had lost, Allen shared. Meanwhile, his community and others were shaken by sensational but false narratives spreading across social media.

He came across a post depicting horrifying scenes of deceased individuals at a local park he was familiar with. “I’ve passed by that park countless times and haven’t seen a single dead person.”

“There are individuals who got trapped in mud and log jams only to be swept away,” he explained. “It’s already bad; there’s no need to exaggerate it.”

He remarked that misinformation was incredibly distressing for those who remained.

“Now, there will be empty chairs at some tables,” he expressed. “To dramatize the situation is utterly disrespectful to those who have been lost and their grieving families.”

Combating Misinformation

In other areas, local officials utilized social media to counteract the false information.

North Carolina state senator Kevin Corbin, R-Raleigh, called out to his friends and constituents on Facebook, urging them, “Can you all help STOP these conspiracy theories swirling on Facebook and the internet regarding the floods in (Western North Carolina)?” Corbin wrote. “Such distractions hinder those trying to carry out their responsibilities.”

FEMA, along with the state of North Carolina, established websites to dispel rumors and disseminate accurate information.

Experts like Carvin emphasize that governments need to devise plans ahead of time to enable immediate communication post-disaster and proactively manage misinformation.

Observing the spread of social media rumors during the Helene disaster was “heart-wrenching and daunting,” said Kristin Hogan Schildwachter, chief communications officer for the San Francisco Department of Emergency Management, as she contemplated how they’d handle a similar crisis.

“Quickly identifying misleading information allows us to clarify and correct it, which is crucial,” Schildwachter stated. “The long-term ramifications can be severe, especially in confusing situations when people are scared and rely on trusted sources for information.”

She and Biglow recommended that local authorities collaborate with national networks of fusion centers. These centers, established by state governments in cooperation with Homeland Security, are intended for the collection and sharing of threat-related information.

These centers monitor misinformation and can assist in formulating strategies to combat it, Schildwachter explained. She also highlighted the importance of coordinating with law enforcement and cyber terrorism experts to guard against those trying to undermine effective emergency responses.

Biglow also advised officials to recognize prevalent issues in their communities, collaborate on consistent messaging with other local agencies and governments, prepare counter-narratives, and identify trusted community figures to assist in counteracting misinformation.

Preventing the Spread of Misinformation

Citizens can act as “the first line of defense” in protecting their friends, neighbors, families, and loved ones against misinformation by learning to critically evaluate what they read and share, according to McBride.

It’s crucial for individuals to grasp the real-world consequences of disseminating incorrect information. For instance, sharing an erroneous post about a road closure could lead someone to take a longer route while rushing a loved one to the hospital.

One significant challenge with social media is that users often cannot trace the source of the content they encounter, McBride noted.

If I receive a post from my great Aunt Gertrude, it’s improbable that she is the true creator of that content,” she explained. A meme may lack any indication of its origin, “such as being produced by a Russian troll.”

CNA and others suggest the following steps:

1. Be extremely cautious about content that provokes strong emotions, especially anger. If something inflames you, scrutinize it closely, McBride advised.
2. Acknowledge our human tendency to be swayed by content that aligns with our beliefs or evokes strong feelings, increasing the likelihood of sharing.
3. Question the truthfulness of the content and whether it is necessary for you to share it.
4. Seek timely local information updates.

“Completely eradicating misinformation and disinformation is unattainable in a free information environment,” Biglow stated. “What we aim to do is restrict its spread and promote awareness of its potential dangers.”