This study aims to understand social media usage of container logistics and supply chain firms and their emerging roles during pandemic. It also explores the nature of the information disseminated by container logistics companies on social media during global lockdown. Using the relational concept of affordance theory, the study explores the relationship between actor and information technology artifact. It also examines the emerging enactment roles among the actors and their effects on what actors can do with the technology, and how different actors are using the same technology. The tweets of the global container logistics firms of Fortune-500 and Alphaliner-100 companies collected for the period, January 10, 2020, to April 30, 2020, for the analysis. It showed the emergence of affordances of Combat, Resolute, and Acknowledgment which give rise to Collective Engagement. It is also observed that the emotionally appealing tweets get more user attention. Further insights on actors’ behaviour were brought out using Miles and Snow strategic typology. The proposed study theoretically contributes to the theory of affordances and social media analytics.