U otago the frew group webinar

Social Media for Emergency ManagementNatural
Disaster Response and Recovery

SOCIAL MEDIA FOR
EMERGENCY MANAGEMENT
Suzanne L. Frew
The Frew Group, USA

Information Science Department
Otago Business School, University of Otago, NZ
January 2013
Copyright The Frew Group 20130copy


Lecture Objectives
• Discuss roles and uses for social media in
emergency management (SMEM)
• Identify the benefits and challenges of SMEM
• Review roles in emergency management phases
• Identify how SMEM fits into communication
strategy
• Introduce key implementation guidance

1


WHY SOCIAL MEDIA?

2


Examples of Social media


Tools/Platforms Cross Disciplines

Public Business
Safety

Media
Socia
l Technolog
Media y industry
Governmen
t
Community
Communit –based
organization
y s 4


Expanding the Conversation
Enables ongoing
meaningful
engagement

Instantaneous,
Linear information interactive and cost- Provides 2 and 3
distribution effective ongoing
outreach way exchange

Utilizes innovative
technologies and
approaches
5


Social Media Attributes

Efficiency and Geographic Low operating
speed reach costs

Instant, highly
Access to
scalable form of
source
communication


Challenges
• Policies/protocols
• Privacy issues
• Internal policy
• Training
• Culture
• Workload/time commitment
• Communication plan integration
• Personal vs. organizational use


Key Platforms

• Facebook • Flickr
• Twitter • Instagram
• YouTube • Foursquare
• LinkedIn • Google+


ROLES AND USES IN
EMERGENCY MANAGEMENT

9


Historical Benchmark: USA 2007
• April: Virginia Tech shooting
– Students facilitated unofficial information sharing that
informed and guided response activities
• August: Minneapolis, MN I-35W Bridge Collapse
– Extensive on-line photo sharing
• October: Southern California Wildfires
– Government and citizen information exchange
informed response

10

Uses in Disaster/Emergency
Management
• Most wide-spread uses:
– Status updates
– User feedback via messages and wall posts
• Expanding uses:
– Alerts and warnings
– Assistance requests
– Monitoring
– Data collection
– Mapping/data visualization 11


Benefits
• Improves situational awareness
• Supports common operating picture (COP)
• Improves rapid real time communications
• Provides two and three way dialogue
• Empowers multi-stakeholder engagement
• Expands fundraising opportunities
• Enhances donations management
12


Disaster Management Cycle
• Mitigation/Preparedness
– Information campaigns, readiness
information, community outreach,
stakeholder engagement and feedback
• Response
– Alerts, warnings, information
dissemination, citizen information posts,
victim retrieval alerts, rumor
management, monitoring
• Recovery
– Information dissemination on community
resources and assistance, rumor
management, monitoring 13

Preparedness: Johnson Co, KS, USA

14


Haiti Earthquake 2010

Raised $5 million in less than 48 hours.
Text ‘HAITI’ to Red Cross donations for Haiti:
90999 - 60% from online
campaign - 15-20% from text campaign 15

2011 Japan Earthquake and
Tsunami Twitter feed
About 1200 Tweets
per minute
according to Tweet-
o-Meter during 2011
Japan earthquake
and tsunami
Hashtags included:
#prayforjapan
#japan
#japanquake
#tsunami 16


Expanding SMEM Use
• Preparedness/community outreach
• Notifications, emergency warnings and alerts
• Mapping and geotagging
• Situational awareness
• Assistance requests
• Exercise and training
• Interagency communication and coordination
• On-line data, story and photo sharing
17


18


Significant Trends
• Redefining risk & crisis communications
• Citizen journalism
• Geographically-targeted alerts and notifications
• Crowdsourced data
• Volunteer Technical Communities (VTC)
• Rapid data visualization
• Gamification

19


IMPLEMENTATION


Key Elements for Success
• Have a policy, protocol and plan
• Listen, engage and document
• Match objectives to the platforms
• Dedicate resources
• Understand your target audience:
Who they are—what they need—when
they need—where they will look for it—
why they need it—how they’ll use it
21


Holistic Communications Strategy

Communication Strategy

Policy and Target Audiences Channels of
Procedures Communication

Approval Process Radio
Who/what/when/
where/why/how Television
engage with the Print/Newsp
public? aper
Social Social
Networks/Nontrad Media
itional


Building Credibility

Build Reputation

Listen, Listen, Listen!

Create Presence:
Just Do It!
Provide Original
Sources


Messaging
Make social media efforts
message driven, not channel
driven

Keep messages brief and
pertinent

Support a unified message

One voice, multiple channels


Correcting Misinformation
Monitor

Correct Quickly

State and Explain

Alert Command

Accept Viral Reality

Recognize Supporters


Expanding Outreach Network
ID Community targets

Create Partnerships

Develop Potential
Contributors

Keep People & Message
Focused


Summary
• Social media supports communication in
timely, cost effective and interactive ways
• Valuable in all phases of disaster
management
• Requires methodical, dedicated and
planned effort
• Rapidly expanding in uses, expectations
and applications
28


QUESTIONS?

29


Thank you!

For more information contact:
Suzanne L. Frew, The Frew Group
http://thefrewgroup.com
twitter.com/thefrewgroup
Facebook.com/thefrewgroup
Linkedin.com/in/suzannefrew
Copyright The Frew Group 201330copy

U otago the frew group webinar

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