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Posting help-seeking requests on social media has been broadly adopted byvictims during natural disasters to look for urgent rescue and supplies. Thehelp-seeking requests need to get sufficient public attention and be promptlyrouted to the intended target(s) for timely responses. However, the huge volumeand diverse types of crisis-related posts on social media might limithelp-seeking requests to receive adequate engagement and lead to theiroverwhelm. To understand this problem, this work proposes a mixed-methodsapproach to figure out the overwhelm situation of help-seeking requests, andindividuals' and online communities' strategies to cope. We focused on the 2021Henan Floods in China and collected 141,674 help-seeking posts with the keyword"Henan Rainstorm Mutual Aid" on a popular Chinese social media platform Weibo.The findings indicate that help-seeking posts confront critical challenges ofboth external overwhelm (i.e., an enormous number of non-help-seeking postswith the help-seeking-related keyword distracting public attention) andinternal overwhelm (i.e., attention inequality with 5% help-seeking postsreceiving more than 95% likes, comments, and shares). We discover linguisticand non-linguistic help-seeking strategies that could help to prevent theoverwhelm, such as including contact information, disclosing situationalvulnerabilities, using subjective narratives, and structuring help-seekingposts to a normalized syntax. We also illustrate how community membersspontaneously work to prevent the overwhelm with their collective wisdom (e.g.,norm development through discussion) and collaborative work (e.g.,cross-community support). We reflect on how the findings enrich the literaturein crisis informatics and raise design implications that facilitate effectivehelp-seeking on social media during natural disasters.

"Help! Can You Hear Me?": Understanding How Help-Seeking Posts are Overwhelmed on Social Media during a Natural Disaster