162 Int. J. Innovation and Learning, Vol. 17, No. 2, 2015 Copyright © 2015 Inderscience Enterprises Ltd. Flood 2.0: Facebook use and reactions during the 2011/2012 flood in Thailand Panom Gunawong* and Phatchayathit Jankananon Faculty of Political Science and Public Administration, Department of Public Administration, Chiang Mai University, Chiang Mai 50200, Thailand Email: panom.gunawong@cmu.ac.th Email: phatchayathit.j@hotmail.com *Corresponding author Abstract: This paper explored the use and reactions of Thaiflood Facebook during the major 2011/2012 flood in Thailand. The Facebook page was used mostly for providing situation update data. This type of message drew more reactions (‘Like’, ‘Comment’, and ‘Share’) than those from other types such as flood response and opinion sharing. Interestingly, it was also seen that requests were made by Facebook users. These findings are of crucial importance to the organisations concerned with disaster management, as these insights will help them to improve provision of useful information for people affected by floods and also address their needs effectively. Keywords: Facebook; flood; disaster management innovation; disaster response learning; Thailand. Reference to this paper should be made as follows: Gunawong, P. and Jankananon, P. (2015) ‘Flood 2.0: Facebook use and reactions during the 2011/2012 flood in Thailand’, Int. J. Innovation and Learning, Vol. 17, No. 2, pp.162–173. Biographical notes: Panom Gunawong is a Lecturer in the Faculty of Political Science and Public Administration at Chiang Mai University, Chiang Mai, Thailand. He received his PhD in Development Policy and Management from the University of Manchester, UK. His core areas of focus are e-governance, e-government, ICT4D and failure analysis. Phatchayathit Jankananon is a student in the Faculty of Political Science and Public Administration at Chiang Mai University, Chiang Mai, Thailand. She is interested in the utilisation of ICT in disaster management and public services. This paper is a revised and expanded version of a paper entitled ‘Social network reactions to a flood situation’ presented at International Conference on Technology Innovation and Industrial Management, Phuket, Thailand, 29–31 May 2013.