Social media is an important avenue for information dissemination and public communication in emergency management. Through social media content analysis and in-depth interviews, this study explores how county level emergency management agencies use their Facebook pages to communicate with the public, using Hurricane Matthew as a case study. The findings reveal some areas of congruence between literature and practitioner experience. The results suggest that public agencies integrate flexible social media strategies, which emphasize one-way communication when the public expects larger volumes of information and directions, and two-way communication when the public might have individualized needs. Furthermore, the findings show that visual content (e.g. pictures) are more likely to garner higher levels of public engagement on Facebook. Last, the study provides several practical suggestions for content creation and interaction on social media for emergency purposes.