The use of social media platforms for weather information is increasing, with individuals relying on "digital meteorologists" such as Ryan Hall, who operates "Ryan Hall, Y'all" and has over 3 million YouTube subscribers.
Experts acknowledge that weather influencers can provide valuable information and localized forecasts. Gary Lackmann, an atmospheric science professor at North Carolina State University, highlights the demand for personalized weather updates. Aaron Scott, an assistant professor of meteorology, states that the trust built by digital meteorologists can influence public safety actions. The University of Tennessee at Martin now offers a digital meteorology course to train students in engaging online audiences.
However, concerns exist regarding the accuracy and contextualization of weather information disseminated through social media. Lackmann indicates that platforms often prioritize engagement over accuracy, potentially leading to sensationalized content or a lack of crucial details. He observed an increase in reliance on social media for weather updates during events like Hurricane Helene. Matthew Cappucci, a senior meteorologist for MyRadar, also noted significant public shift towards social media for forecasts, and uses his platform to counter misinformation.
Experts identify several downsides, including algorithms that promote sensationalized rather than accurate information. Cappucci suggests that financial incentives can contribute to the dissemination of inaccurate forecasts. The practice of "cherry-picking" specific numerical models to create exaggerated forecasts is also a concern, as it may lead to the public disregarding warnings during genuine extreme events.
Meteorologists and weather professionals are addressing these challenges. The National Weather Service has expanded its social media presence. The American Meteorological Society is considering social media certification programs, and discussions are ongoing regarding how to manage the evolving media landscape, including the emergence of AI-generated content, to maintain credible weather reporting.