Social Media in Emergencies
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Gives an overview of the Social Media within emergencies, benefits and problems they may bring and needs in order to incorporate it within the communication departments of private or public institutions in the field of emergencies. Prepared for the final conference of the HEALTHC project (http://goo.gl/yHWYR2)
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Social Media in Emergencies
- 1. Using of Social Media in Emergencies Brescia – 30/09/2014 Grant Agreement n° 2012-2955/001-001 Project Number: 527535-LLP-1-2012-1-PT-LEONARDO-LMP
- 2. Social Media Global active usage Facebook – 1.300 Millions Twitter – 271 Millions Youtube – 1.000 Millions Participative Bidirectional Communication Open Source: http://goo.gl/EBHrTL Source: http://goo.gl/0uDPp8 Source: http://goo.gl/zlFHa7
- 3. Mobile Phones Source: http://goo.gl/9vXJLj Mobile Social Media Twitter - 78% Mobile users Facebook – 30% Mobile users GPS and Location Anytime, anywhere Images & Videos
- 4. Social Media in Emergencies • Anyone can inform Text, images, videos • Broad dissemination • Date and Place of data Source: http://goo.gl/ogcZXO New Communication Channel • Get information from the population • Dissemination of your messages • Interaction
- 5. Social Media Disadvantages Deliver Information • Fast • Punctual • Objective • Transparent Source Information • Precise • Actual • Qualified Troll • Objective in disturbing • Publish false information • Provoke others Rumour • Unknown source • Ambiguous • Lack of transparency • Massive with social media What to do • Address rumour with evidence • Be assertive • Not overreact • Get Support Uncontrolled sources
- 6. Fighting Rumour - Support Virtual Operations Support Team - VOST • Remote support • Monitoring social media (trends, questions, …) • Blocking rumours and misleading information • Sharing reliable information @vostSPAIN In development @VOSTItalia @CANVOST @VOSTpanama @VOSTUK @NYVOST @VISOV1 @NZVOST - United States - Canada - Spain - France - New Zealand - Panama - … Influencers • Wide experience • Very active on social media • Many followers • Help official accounts • Disseminate reliable information Source: http://goo.gl/MyY8k8
- 7. Social Media within the organization • Communication Strategy • Allocate resources • Create value to the community – Give confidence – Create community – Be a reliable source to our users • Assign team roles Manager, Analyst, Strategist, … • Evaluate, assess and improve
- 8. Conclusion • Social Media is here to stay • Information is being shared massively Close your eyes or Use it Access its advantages Face the problems
- 9. Thanks for your attention Grupo CMC o www.grupocmc.es o 915556238 Artica Telemedicina o www.articatelemedicina.com o Contactar (at) articatelemedicina.com o 913324659 Alejandro Sánchez-Rico o Alejandrosh (at) articatelemedicina.com o Twitter: @alejandrosr
Editor's Notes
- This presentation was prepared for the final conference of the HEALTH-C project in order to give an overview of the Social Media within emergencies, benefits and problems they may bring and needs in order to incorporate it within the communication departments of private or public institutions in the field of emergencies.
- Social Media are participative environments where users may interact with each other and share information. Enable bidirectional communication which facilitates feedback from the population (positive or negative), interaction to clarify or help individuals, … Social Media is open and any user may be inside, both to receive or transmit information. It is used by millions of users every day and therefore it is a new scenario on communication that should be taken into account from the public institutions, complementing the traditional way of communication.
- Related to emergencies it is also important the use of smartphones together with social media, because the smartphone enable users to be connected anywhere and anytime, include GPS and location information and can obtain images and videos. All these functionalities together with social media increases greatly the capacity of users to interact and share information during emergencies or crisis which bring important changes to the way communication was managed years ago in this field.
- Social Media together with smartphones bring the possibility of communicating to anyone, sharing images, videos and comments from the place of an emergency or an event. This information could be broadly disseminated through social media and much more if traditional media comes in and take the information within their news. This example show the Hong Kong protests in a Twitter of a young person, informing of his view about it. It has been used by the CNN to incorporate it to their information, and therefore the dissemination of this information has become huge. Using Mobile devices with social media also bring the possibility to incorporate date and place to the information, avoiding errors of outdated or outplaced information. In the context of emergencies Social Media is a new communication channel in order to get information from the population in the area of an emergency, disseminate the emergency service messages and advices, and to interact in order to better clarify the information, get feedback, help people affected, ...
- Wanting to be a reliable source of information, that communicate precise, actual and qualified information, with social media we have uncontrolled sources of information, within this sources we have well-minded people that communicate with their resources but that could not always be correct due to the use of wrong data, images with no date or place location attached, … and also users known as Trolls which like to disrupt the information and generate rumours using misleading and false information, they provoke others, … Social media is open, open to anyone, also Trolls. Therefore rumours can increase their presence easily and they could also be massive with social media. Several years ago rumours need to be generated with face-to-face communication and may have a limited effect to a group of individuals; with social media they could be spread to many users in very short time. Rumours can be battled: In order to counteract rumours or misleading information they should be confronted with evidence, being assertive and not overreacting, as this may increase the problem, and get support from other social media users. When delivering information on Social Media we should be fast, trying to be the first to inform about an emergency and always with reliable information (Objective, transparent and punctual information)
- In the context of getting support to disseminate the information of emergency services we have two figures in emergencies, the influencers and the Virtual Operations Support Teams (VOST). Influencers are persons in our field of interest (Emergencies in this case) that are very active on social media, have a lot of followers and usually want to disseminate reliable information in order to give value to their followers. In many cases they will help official accounts to disseminate their messages, it is important to interact with them in order to be connected and to have their help in case of emergencies. Virtual Operations Support Teams are teams formed by professionals on the field that volunteer to aid other organizations in emergencies by a virtual support in order to monitor social media activity, block rumours and misleading information and share reliable information from the official accounts of the emergency services, healthcare institutions, … There are already several VOST teams: in US where they started, Canada, Spain, France, Panamá, … and some are in development. They could be of great help to support the team in monitoring social media, specially in big emergencies where the resources may not be enough to manage everything.
- In order to incorporate Social Media within the organization it has to be considered together with our communication strategy as one more piece of it. Having separated Social Media strategy will drive to inconsistent institution communication and may be worse. It is also important to after defining the Social Media objectives allocate the needed resources to achieve those objectives. From the beginning we should create value to the community sharing reliable information in order to build up our community of followers and generating confidence on the institution. Then if an emergency occur we will have the community and the means to use it for dissemination of advices, retrieve information, … Clear roles need to be assigned to the team members to have clear tasks for each, managing with efficiency the communication and monitoring of Social Media of the institution. Social Media strategy and actions should be evaluated in order to identify ways of improvement.
- As a conclusion I just want to say that Social Media is here to stay and therefore we should face it and use it, trying to take advantage of its benefits and to confront the problems they may bring. Not using it will leave a wide field of action to Trolls and other creatures.