This study aims to identify and prioritize effective strategies for disseminating natural disaster information via Telegram and Instagram. Given the widespread use of these two social platforms in Iran and their pivotal role in rapid information flow, the research seeks to provide practical solutions and an applicable framework to enhance the effectiveness of crisis communication.

This study employed the Analytic Hierarchy Process (AHP) to assign weights and prioritize criteria for crisis communication, enabling responsible organizations to enhance their crisis information management by building public trust and increasing audience engagement. Data were collected through semi-structured interviews with 15 experts in crisis management and media (including academics, policymakers, and executive managers) using purposive sampling. The data were then analyzed using AHP as a mixed qualitative-quantitative approach.

Findings revealed that the most critical success factors, in order of importance, are credible and accurate content, speed of dissemination, continuous trust-building, and active two-way interaction with audiences. AHP results assigned the highest weight to source credibility, followed by dissemination speed and interactivity.

The proposed strategy emphasizes producing credible, concise, multimedia content (images, videos, infographics) and rapid, well-timed publication. This approach can significantly enhance audience trust, participation, and message effectiveness. The study offers a localized, practical framework for Iranian crisis management organizations to optimally leverage Telegram and Instagram, thereby effectively mitigating the adverse impacts of natural disasters.