Social media have, in a short period of time, forced scholars and practitioners alike to reconsider their assumptions about how to best reach audiences in times of crisis and emergency. Electronic resources such as Twitter and Facebook allow users to both create and disseminate content and facilitate shared understandings of content and subject matter across users and communities (O’Reilly & Battelle, 2009; Westerman, Spence, & Van Der Heide, 2012).