A recent report from the American Red Cross, named Social Media in Disasters and Emergencies, finds that in the event of a large-scale emergency, such as the onset of a natural disaster or an accident, one in five web users would try to contact an emergency responder through digital media channels.

From July 22 to 23, the long-standing emergency response organization put up an online survey, garnering 1,058 respondents representative of the US population aged 18 and above. Results reflect the youth’s affinity with social media. Nearly three in four participants were active users of Facebook, Twitter, or other social media networks. Many of the participants also answered that they get their updates on the latest news and current events through the Internet, either by frequenting various websites or through their social media feeds.

69% of all the respondents believed emergency responders should be monitoring social media channels. 74% expect help to come within an hour of a tweet or Facebook post directed to the emergency aid provider.

Social media has played a significant role in mobilizing emergency aid in recent calamities. Only moments after the Haiti earthquake, calls for help and donations were already spreading across various social media channels. When the tropical typhoon Ketsana hit Southeast Asia last year, it was through Twitter, Facebook and other social networking sites that updates were propagated. In Social Media in Disasters and Emergencies, one in five social media users have reported to posting eyewitness accounts of emergency events to their respective social media networks.

I’ve heard of people using Google Maps to pinpoint their exact locations to authorities in flooded areas were street signs were no longer distinguishable. Over time, social media has proven to be an effective emergency lifeline. According to American Red Cross president and CEO Gail McGovern, the growing popularity of social media among today’s civilian calls for a shift in disaster response, one that allows for real-time collaboration between the public and skilled emergency response organizations.