Ems - Summer I ’11 - T101 Lecture 19b: David Nemer Social Media in times of Crisis

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Ems - Summer I ’11 - T101 Lecture 19b: David Nemer Social Media in times of Crisis

  1. 1. The Diffusion of Twitter in the midst of the 2010 Chile Earthquake<br />David Nemer<br />
  2. 2. 8.8 magnitude<br />February 27th 2010<br />> 700 people dead<br />1.5 million people displaces<br />> 500 thousand homes destroyed<br />It was felt in 54 different countries<br />6th largest earthquake in the World<br />2nd largest in Chile<br />The Earthquake<br />
  3. 3. The Earthquake<br />
  4. 4. Most of TV towers and cell phone towers were destroyed<br />Landline phones weren’t working<br />Cell phone networks were overloaded<br />The major cities were suffering with blackouts<br />Communication collapsed<br />
  5. 5. 3G signal was up and running<br />People were communicating through Facebook and Twitter.<br />#Chile on the Trends list<br />2000 tweets per minute about the Earthquake<br />Tweets were feeding mass media channels, CBS and CNN<br />Communication alternative<br />
  6. 6. #SeBusca<br />Sheryl Breuker tracked down her sister-in-law that was in Chile<br />Twitter cleared false rumors<br />People were spreading news, comforting families and friends<br />Twitter and the Earthquake <br />
  7. 7. The micro-blogging tool spread amongst the Chileans<br />Chilean users before the earthquake: 108.733<br />Chilean users after: 529.665<br />Twitter before and after<br />
  8. 8. Attempts to explain how innovations are adopted by population<br />What qualities make an innovation spread successfully?<br />The importance of peer-peer conversations and peer networks.<br />Understanding the needs of different user segments.<br />Roger’s Diffusion of Innovations (DoI)<br />
  9. 9. Diffusion process consists of four key elements.<br />Innovation: Twitter<br />The communication channels of that social system: Internet and television<br />Time: one month<br />The social system which the innovation affects: the Chileans affected by 2010 Earthquake<br />Roger’s DoI and Twitter in Chile<br />
  10. 10. Five critical factors that determine the success adoption of an innovation<br />Relative advantage: ease of use and concise content requirements.<br />Compatibility with existing values and practices: Twitter in Spanish<br />Complexity: easy access, demands less bandwidth and portability <br />Trialability: just by visiting the profiles and Free to join.<br />Observable results: reliable and real time.<br />Roger’s DoI and Twitter in Chile<br />
  11. 11. Roger’s DoI is a comprehensive framework for understanding the spread of an innovation<br />It allowed us to address user motivations and adoption behavior<br />“Must-have” to help in times of crises:<br />Multiple languages<br />Portability<br />Low-bandwidth requirement<br />Simple design and easy access<br />Reliability and availability of the information<br />Conclusion<br />
  12. 12. Are the Chileans still using twitter?<br />The diffusion of the information having social media as communication channel.<br />Future Work<br />

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