EVALUATING THE USE OF SOCIAL MEDIA BY THE BORNO STATE GOVERNMENT FOR CRISIS COMMUNICATION DURING THE 2024 MAIDUGURI FLOOD DISASTER.

Flood disasters have become frequent and severe in Borno State, Nigeria, exposing weaknesses in traditional crisis communication systems. The 2024 Maiduguri flood disaster highlighted the need for efficient, timely, and inclusive information dissemination to support emergency response and public safety. This study evaluates the use of social media by the Borno State Government for crisis communication during the 2024 flood disaster. It examines how digital platforms such as Facebook, Twitter (X), and WhatsApp were utilized to share information, coordinate emergency responses, and engage affected communities. The study also explores the challenges encountered in using social media for crisis management, including misinformation, low digital literacy, and unequal access to internet services. Anchored on the Crisis Communication Theory and the Uses and Gratifications Theory, the research adopts a qualitative design using Key Informant Interviews (KIIs) and Focus Group Discussions (FGDs) with government communication officials, humanitarian responders, and flood-affected residents. Data were analyzed thematically to identify patterns in communication effectiveness, public engagement, and trust in government information sources. Findings reveal that social media significantly enhanced real-time communication, feedback, and resource mobilization during the disaster. However, issues such as misinformation, inconsistent updates, and limited access among rural populations reduced the overall impact of digital communication efforts. The study concludes that while social media remains a vital component of modern crisis communication, its effectiveness depends on government credibility, digital inclusiveness, and coordinated multi-channel strategies. The study recommends that the Borno State Government institutionalize a comprehensive social media crisis communication framework that integrates traditional media, enhances fact-checking mechanisms, and builds public digital literacy. Strengthening partnerships with local influencers, journalists, and humanitarian organizations will also improve message reach, accuracy, and public trust during emergencies.