On Friday Durbanites watched black plumes of smoke engulf the skyline and sticky black residue coat their cars and walls and settle on their swimming pools.

A fire broke out in a Durban warehouse in Rossburgh and due to the materials that were burning which included wax, firefighters battled to get the blaze under control.  Although large sections of the city could see the black cloud from their windows, social media provided minute to minute commentary for anyone that could not see it and most timelines were full of images of various scenes from the fire.

Obviously, as is wont to happen, speculation and theories regarding the nature of the blaze, the danger of the situation and the reasons for the start of the fire were quick to appear on timelines too.  Before long Facebook users were making ridiculous statements about government interference and trying to start assigning blame to different race groups.... it seems that the madness on social media continues.

While social media was used effectively to warn people about going to certain areas and about encouraging people to assist with food and supplies for the firefighters there was that section of the population that could not resist becoming negative about the situation and starting controversy.  The danger with this is that the circumstances were highly charged anyway due to the fire’s very nature and people were quick to react emotionally. Spreading rumours about dire health consequences also creates panic and is unhelpful. Setting out to “create news” and a hullaballoo is not recommended... rather focus on legitimate reports and warnings from places like the Fire Department and the Health Department in situations like these.