Small Businesses and Social Media Usage in the 2013 Colorado Floods

The recovery of small businesses from a disaster is critical to community recovery. Such businesses can be extremely vulnerable to disasters, particularly because they often occupy a single location and have a localized customer base. Although social media is an effective platform for information dissemination, and has been extensively used in a disaster context, the way in which small businesses use social media in this context, and the effectiveness of those efforts, are still not well understood. With this in mind, this paper uses the 2013 floods along the Front Range in Colorado as a case study to help improve our understanding of how small businesses use social media in disaster situations. Characterizing the organizations' behavior involves using both qualitative and quantitative approaches, and the paper focuses on an initial qualitative analysis.