With over 200 million followers, Elon Musk is one of the most influential voices on X, and his comments quickly dominated the platform’s trending topics. Posts blaming Democratic governance and diversity policies for the disaster eclipsed scientific discussions about climate change, creating a polarised public debate.
Social media experts say this shift reflects broader changes at X under Musk’s leadership. Since acquiring the platform in 2022, Musk has restructured X’s content prioritisation, replacing professional fact-checking teams with crowdsourced “Community Notes” and elevating posts from verified, paid users. These changes, while increasing engagement for influencers, have made the platform less reliable for accurate, real-time crisis information.
Renée DiResta, a research professor at Georgetown University, noted, “X used to be the place to go for accurate information in emergencies. But changes to how the platform curates content and the increasing prevalence of economically motivated ragemongers have made it far less useful for that.”
DEI means people DIE https://t.co/f86ZXam5oz
— Elon Musk (@elonmusk) January 9, 2025
Crisis communication in the age of influencers
The Pacific Palisades fires, which have destroyed 10,000 structures and displaced 150,000 residents, underscore the high stakes of crisis communication in the digital age. Public agencies still rely on X for real-time updates, but the platform’s shifting dynamics have created challenges for disseminating trustworthy information.
Isabelle Frances-Wright, director of technology and society at the Institute for Strategic Dialogue, told The Washington Post, “The way these events are framed, particularly when framed around the broader failings of politicians or political parties, can really shape people’s view of the country longer-term.”
This framing is amplified when influential accounts like Musk’s push divisive narratives. Critics argue that Musk’s comments downplaying the role of climate change, despite extensive scientific evidence linking wildfires to global warming, further muddle the conversation. Michael F. Wehner, a senior scientist at Lawrence Berkeley National Laboratory, explained to The New York Post that “wildfires have become larger and more frequent because of climate change in the Western part of the United States.”
The role of social platforms in shaping public perception
For media and marketing professionals, the wildfire discussions highlight the evolving role of social platforms in shaping public opinion during crises. X, despite its shrinking trust in journalism and crisis communication, remains a hub for real-time news. However, the rise of influencer-driven narratives poses new challenges for brands, governments, and media outlets alike.
This evolving role of platforms like X also presents opportunities for marketers. Social platforms remain powerful tools to drive engagement during crises, but success hinges on the ability to craft authentic, timely, and factual messaging. Those who can leverage social listening to understand how narratives are forming and actively participate in these conversations—while maintaining credibility—can emerge as trusted voices during moments of uncertainty.
For public agencies and media outlets, the wildfire discourse is a wake-up call to rethink their reliance on platforms like X for real-time communication. As algorithms and priorities shift, diversifying communication channels—such as enhancing reach through email newsletters, podcasts, and direct partnerships with platforms like TikTok—may be critical for maintaining public trust in crises.
Exactly. Climate change risk is real, just much slower than alarmists claim.
The immense loss of homes in LA is primarily due to:
1. Nonsensical overregulation that prevented creating fire breaks and doing brush clearing.
2. Bad governance at the state and local level that… https://t.co/KByGVCjQ8N
— Elon Musk (@elonmusk) January 9, 2025