Social Media Use in Jamaica: Truth or Hype during Hurricane Melissa

Abstract

This study examines the accuracy and impact of social media content during Hurricane Melissa in Jamaica, assessing whether platforms served primarily as sources of truth or channels of hype. Data were collected from 512 social media users through surveys and from 1,200 posts on Facebook, Twitter, and Instagram between October 28 and 31, 2025. Analysis revealed that although 63% of users relied on social media for updates, nearly half of all posts (47%) contained exaggerated, unverified, or misleading information. Further, sensational posts received significantly higher engagement than verified updates, amplifying the spread of misinformation. The findings demonstrate an evident tension between the utility of social media for real-time information and its vulnerability to hype during emergencies. The study highlights the urgent need for targeted digital literacy interventions and stronger collaboration between meteorological authorities and social media platforms to enhance information accuracy. These results provide practical guidance for managing social media use in crisis contexts in Jamaica and other Caribbean settings.