Purpose: In 2011, Thailand faced its worst flooding of all time. The crucial issue of this disaster is how Thai people responded to the situation. This study traces the reactions to this event from Thai social network users of Twitter and Facebook. Design/methodology/approach: The core data for analysis were tweets from hash tag #Thaiflood and messages posted in Thaiflood Facebook. This study constructed a content analysis platform for collecting data from each selected tweet and post during the period of flooding from September 25, 2012 to October 10, 2012. Findings: The findings principally describe the reaction patterns of posts on Facebook and tweets by twitter. These reactions are presented statistically to provide debt-details in user behavior. They conclude, for example, that on Facebook females (58.4%) are more concerned than males about floods; and on tweeter, messages on flooding were tweeted by only 25.1%, of which many re-tweeted. Practical implications: If possible, government should consider these social networks as a critical tool example in a disaster management plan. This would help in responding immediately to an event, and assist in reducing damage. Originality/value: This study explains interaction between the social network and disaster phenomenon. Furthermore, the results help to provide a fundamental background for the next step of research in this area, such as understanding the phenomenon through the lens of theory.
