Your SlideShare is downloading. ×
Researching Social Media in Times of Crisis
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Researching Social Media in Times of Crisis

2,288
views

Published on

Keynote presented at the Social Media in Times of Crisis conference, Brisbane, 4 April 2013.

Keynote presented at the Social Media in Times of Crisis conference, Brisbane, 4 April 2013.

Published in: Education, Technology, Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,288
On Slideshare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
23
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Researching SocialMedia in Times of CrisisAssociate Professor Axel BrunsQueensland University of TechnologyBrisbane, Australia@snurb_dot_info | http://mappingonlinepublics.net/
  • 2. SOCIAL MEDIA DURING CRISES• Various platforms:– Facebook, Twitter – updates and information– YouTube, Flickr, Twitpic – first-hand video and photos– Google Maps, Ushahidi – map-based information mashups Different tools for different purposes• Various levels of maturity:– Uses and use practices still developing– Different demographic reach• Technological differences:– e.g. Facebook: built around personal networks; semi-private; discussionthreads– e.g. Twitter: open, flat network; public #hashtag conversations; updatestream
  • 3. CRISIS COMMUNICATION RESEARCH AT QUTo ARC Centre of Excellence for CreativeIndustries & Innovation (national,based at QUT)o Project: Media Ecologies &Methodological Innovationo New methods to understand thechanging media environmento Role of social media, especially Twitterhttp://mappingonlinepublics.net/o Project: Social Media in Times of Crisiso Focus on crisis communicationo Partnerships with QueenslandDepartment of Community Safety,Eidos Institutehttp://cci.edu.au/floodsreport.pdf
  • 4. KEY CHALLENGES IN CRISIS COMMUNICATION• Information dissemination:– Crisis communication strategies of emergency services /emergency media organisations– Evaluating effectiveness and resonance– Maintaining public visibility of social media accounts outside ofacute crisis situations• Information discovery:– (Early) detection of crisis events in social media feeds– Identification and evaluation of crisis-relevant information– Correlation of crowdsourced information with other crisis data
  • 5. INFORMATION DISSEMINATION
  • 6. THE QUEENSLAND FLOODS COMMUNITY• Self-organisation:– Rapid establishment of #qldfloods hashtag– Ad hoc development of community structures– Highlighting of leading accounts, vigilant against disruption– Suspension of petty squabbles (e.g. state politics)• Innovation and rapid prototyping:– Adjunct hashtags (#Mythbuster, #bakedrelief)– Sharing and gathering of online resources– Additional tools (Google Maps, Ushahidi Maps)– Emergency services rapidly adopting social media tools(despite lack of established strategies) „Go where they are‟ rather than „build it and they will come‟ See CCI Report: #qldfloods and @QPSMedia: Crisis Communication on Twitterin the 2011 South East Queensland Floods (http://cci.edu.au/floodsreport.pdf)
  • 7. #QLDFLOODS @MENTIONSmainstreammediaauthorities
  • 8. MESSAGE AMPLIFICATION ON TWITTER
  • 9. JUST THE FACTS: SELECTIVE RETWEETING
  • 10. WHAT LINKS ARE SHARED?
  • 11. #EQNZ: VISIBILITY OF LEADING ACCOUNTS IN EACH EVENT
  • 12. INFORMATION DISCOVERY
  • 13. KEY CHALLENGES• Identification:– Unforeseen events: need to track more than keywords („big data‟)– Potential to identify emerging events from overall activity patterns• Evaluation:– Real? Hoax? Metaphor (“the bank has collapsed”)?– May need semantic analysis, user profiling, independent verification• Incorporation:– Correlation and integration with standard emergency data sources– Timeframes: how long until crowdsourced information expires?
  • 14. 10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011#QLDFLOODS FROM TOOWOOMBA TO BRISBANE
  • 15. #EQNZ: KEY THEMES
  • 16. #EQNZ: MENTIONS OF THE CTV BUILDINGGraph: Avijit Paul(@cdtavijit); seePaul & Bruns (2013)
  • 17. COMMONPATTERNS(Bruns & Stieglitz, 2012)
  • 18. SOCIAL MEDIA AND CRISIS COMMUNICATION• Social media research:– Develop better tools and metrics for evaluating social media communication– In-depth analysis of communication patterns reveals how social media are used– Real-time analytics: highlight key current issues, identify weak signals of crisis– Monitor and improve effectiveness of social media communication strategies byemergency services• Social media uses:– Inform, share, amplify, support, reassure, organise– Need to track and work with user community: follow their conventions(e.g. #eqnz hashtag)– Two-way communication where feasible – more than broadcast messages– Provide community with tools to self-organise for resilience
  • 19. http://mappingonlinepublics.net/@snurb_dot_info@jeanburgess@dpwoodford@lena_sauter@timhighfield@cdtavijit@socialmediaQUT