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From facilitating the recruitment of volunteers during an earthquake to supporting emotional recovery after a hurricane, social media has demonstrated its power in serving as an effective disaster response platform. Based on a case study of Thailand flooding in 2011 \u2013 one of the worst flooding disasters in more than 50\u2009years that left the country severely impaired \u2013 this paper provides an in\u2010depth understanding on the emergent roles of social media in disaster response. Employing the perspective of boundary object, we shed light on how different boundary spanning competences of social media emerged in practice to facilitate cross\u2010boundary response actions during a disaster, with an aim to promote further research in this area. 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