Disaster Preparedness Pyramid<br />
Surrounded by SM during Response<br />
Managing Social Media<br />in a disaster<br />Funnel<br />and Filter<br />through the<br />neighborhood<br />
Modeled after SNAP & ICS Principles<br /><ul><li>Management by SNAP objectives
Modular organization per SNAP roles/responsibilities
Common Terminology (SNAP titles, positions, functions)
Reliance on SNAP plan and tasks
Manageable span of control (SNAP 20 households)
Pre-designated SNAP locations and facilities
SNAP resource management
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Community Preparedness Summit - Seattle


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Presentation at Seattle Emergency Operations Center on 9/23/2011 on how to implement social media into neighborhood disaster preparedness, response, and recovery.

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  • Hi, I’m Phil PfuhlI’m the SNAP neighborhood coordinator for Block 700, 16th Ave East on Capitol Hill.I’m a licensed GMRS and HAM radio operator who has practiced with the comm hub in volunteer parkI’m a member of CHIPP, Capitol Hill Preparedness PeopleI follow the Seattle Neighborhood Actively Prepared Program, but am aware of King County’s 3days3ways, Washington States Map Your Neighborhood, and Federal Community Emergency Response Team programs.I’m here today to talk about how my neighborhood plans to use social media for preparedness, response, and recovery.
  • During a response I believe all levels will be surrounded by social media. I believe using neighborhoods might be a way to help manage the crush of social media. The majority of social media content is generated by friends and family, or on the lowest level of the pyramid.
  • The majority of social media content is generated by friends and family, or on the lowest level of the pyramid. If you invert the pyramid and give the neighborhood responsibility and capability of monitoring social media chatter, you may make social media manageable.Before developing a design for neighborhood use of social media, I looked at SNAP and ICS principles
  • In the design, I considered all the ICS principles in the context of the Seattle Neighborhoods Actively Prepared program.Management by objectivesModular organizationCommon terminologyReliance on a planSpan of ControlPre-designated facilitiesResource mangementChain-of Command/Transfer of CommandAccountabilityIntegrated CommunicationsScalability and flexibility Let’s see how the design is scalable and flexible.
  • The design is scalable and flexible in that it can be implemented with similar social media categories of tools at any level or any phase. This model is flexible and scalable enough to accommodate all levels and types of jurisdictions, disciplines, non-profits, hospitals, schools, businesses or responsible parties – anyone with a disaster mission and message. Sites can be saved as templates so it is easy to build for other neighborhoods. With minor modification, sites can be develop for programs other than SNAP such as CERT, 3days/3ways, and Map You Neighborhood. This model is appropriate for educational outreach, daily emergencies, and infrequent disasters; it is appropriate for mitigation, preparedness, response, and recovery.As you move up the pyramid, additional social media categories are added to support additional responsibilities and the specific social tools used become more robust and more encompassing. Social media is a large and growing topic. It’s very confusing to look at individual social media tools and understand how they may help in disaster preparedness and response. To better understanding, I talk about categories of social media tools and their function before discussing the tools in each category. Let’s look at the categories I’m using in my neighborhood.
  • Web Content Management System The anchor of any the social media effort is a web content management system. WCM for short. A WCM allows for simple, non-technical publication of web content to a site or mobile device. The WCM for my neighborhood has internal and external components. There is an external landing site with introductory, big picture information that I just showed you. It’s linked to another external site which has detailed and comprehensive preparedness information. And there is also an internal site with resources to support neighborhood response and recovery. Some WCMs help you to manage a host of social media tools that are important for disaster management. For example Google Apps can be used to manage sites, maps, email, instant messaging, texting, calendar, documents, photos, video, searches, feeds, alerts, news, blogs, dashboards, and much, much more.Web Document Management and Editing Hand-in-hand with the WCM are document management and editing tools. The neighborhood WCM is used to educate and prepare approximately 20 household for a disaster and to provide support during response and recovery.Blog Blog is short for weblog and is used to describe a web site that maintains an ongoing chronicle of information. Because the external preparedness site is so comprehensive and possibly overwhelming with the amount of information it has, a blog is used for discrete, timely, and targeted distribution of educational information. The blog is set to automatically feed both a social network and a microblog site.Social Network Social networks are user shared content on the web – such as Facebook. In my neighborhood, we are using a Facebook Page for outreach. Content published in the blog will be posted automatically on Facebook with linkage back to the blog. Neighbors become a fan of the Facebook page to receive preparedness information during outreach. But during a response, the neighborhood plans to use a Facebook group for communicating with one another. Each neighbor on the block will be able to monitor the status of one another. Someone from the communications team will be assigned to monitor Facebook throughout the disaster to look for help requests and to update status.MicroblogMicroblogs, like blogs, are user shared content on the web but are limited in size (140 character limit) – such as Twitter. For my neighborhood, content published in the blog will be posted automatically to Twitter as a shortened link. Every neighbor will follow the Twitter account of the Neighborhood Coordinator to receive periodic educational information during outreach via Twitter. Conversely, the Neighborhood Coordinator will follow each neighbor and during a response someone from the communications team will be assigned to monitor Twitter throughout the disaster to look for help requests and to update status.Multimedia Sharing (Photo, Video, Audio, Presentation) Photos, video, audio, and presentations are powerful tools. During the gulf response multimedia sharing sites were used as a repository for multimedia content. Multimedia was published once and used many times on other social media sites through embedding and linkage. Multimedia was also available from the sharing sites for download by the press or the public. For my neighborhood, multimedia sharing is used to support accomplishment of response task. For example, pre-disaster photographs of people and property and post-disaster documentation of damage. Multimedia is also used to support outreach training and education using video and slide presentations.Communication This includes email, texting, instant messaging, conferencing, and telephony. Disaster communication using social media requires planning, policy, and practice. For my neighborhood, we have a communication plan that includes social media. and exercises are planned to practice communication with social media. An example is neighbor check-ins by either calling or texting a telephony messaging system. The check-in digitally records a neighbor’s status and someone on the communications team is assigned to monitor and record it.Location-Based Services My neighborhood plans to use online maps and geo-located images to locate properties, utilities, response centers, damage, etc. We plan to use guidance from Washington State’s Map Your Neighborhood program. One use planned for location-based services is to have neighbors with smart phone turn on phone tracking following a disaster. Someone from the communications team will be assigned to track their location. Tracking may help the neighborhood Search and Rescue team find a trapped survivor or let the Neighborhood Coordinator follow and redirect response teams.ProductivityThis category helps you be more effective in using other social media tools. Subcategories are:● Dashboards (HootSuite, TweetDeck, Netvibes, Seesmic)● Portals (iGoogle, MSN, Yahoo)● Feed Readers (Google Reader)● Widgets/Gadgets/Stuff (weather, time, news, video, maps)These tools can help you publish, monitor, and gather information from multiple sites or easily display important information.Monitoring/Search This category of social media helps you find out what stories are being told about the disaster and who are the influencers: Google Search, Google Alerts, DailyInfluence, Media Tools.
  • Authority Building/Branding /SEOBuilding authority is critical for message management. Social authority is developed when you establish yourself as the expert on the disaster. You cannot completely control the message through social media but you can participate in the conversation expecting that you can achieve significant influence. Subcategories are:● Social Bookmarks (Delicious)● Social News (Digg, StumbleUpon)● Wikis (Content-Driven Community)Measuring/AnalysisThese tools are used to track and measure social media content as a way to determine the level and type of interest, and sentiment surrounding a disaster. This was very important during the gulf response. The White House eagerly anticipated these reports.● Search/Social Search (Google, Bing, Yahoo)● Social Measuring/Analysis (Google Analytics, Sysomos, Alexa)Record Retention: BackupifyThese tools are applicable during major disasters involving levels higher in the pyramid than the neighborhood and involve multiple jurisdiction or emergency support functions.Let’s look at example of what my neighborhood is doing.
  • The major social media components for disaster preparedness in my neighborhood can be found following these links.Let’s simply go to the web content management system and start to explore.
  • Community Preparedness Summit - Seattle

    1. 1. Disaster Preparedness Pyramid<br />
    2. 2. Surrounded by SM during Response<br />
    3. 3. Managing Social Media<br />in a disaster<br />Funnel<br />and Filter<br />through the<br />neighborhood<br />
    4. 4. Modeled after SNAP & ICS Principles<br /><ul><li>Management by SNAP objectives
    5. 5. Modular organization per SNAP roles/responsibilities
    6. 6. Common Terminology (SNAP titles, positions, functions)
    7. 7. Reliance on SNAP plan and tasks
    8. 8. Manageable span of control (SNAP 20 households)
    9. 9. Pre-designated SNAP locations and facilities
    10. 10. SNAP resource management
    11. 11. Chain of Command (NC, POC, TC, Task Leaders)
    12. 12. Transfer of Command
    13. 13. Accountability
    14. 14. Integrated Communications
    15. 15. Scalable and Flexible</li></li></ul><li>Scalable and Flexible Model<br /><ul><li>Can be implemented with similar categories of social media tools at any level or phase (mitigation, preparedness, response, recovery)
    16. 16. Accommodates all levels of jurisdictions, disciplines, hospitals, schools, business, responsible parties – anyone with a disaster mission and message. Cloneable sites.
    17. 17. Appropriate for educational outreach, daily emergencies, or infrequent disasters
    18. 18. As responsibilities expand, so can categories and tools within the categories
    19. 19. Tools are free to costly, sufficient to robust</li></li></ul><li>Neighborhood Social Media Categories <br />for Disaster Management<br /><ul><li>Web Content Management System (WCM )
    20. 20. Web Document Management and Editing
    21. 21. Blog
    22. 22. Social Network
    23. 23. Microblog
    24. 24. Multimedia Sharing
    25. 25. Communications
    26. 26. Location-Based Services
    27. 27. Productivity/Monitoring/Search</li></li></ul><li>Social Media Categories “up the pyramid”<br />Use previous categories (with more robust tools) plus<br /><ul><li>Command Authority Building
    28. 28. Branding
    29. 29. Search Engine Optimization
    30. 30. Measuring
    31. 31. Analysis
    32. 32. Record Retention</li></li></ul><li>Neighborhood Examples<br /><ul><li>Web Content Management System
    33. 33. Web Document Management and Editing
    34. 34. Blog
    35. 35. Social Network
    36. 36. Microblog
    37. 37. Multimedia Sharing (video, photo, presentation)
    38. 38. Communication (email, chat/IM, text/voice)
    39. 39. Location-Based Services
    40. 40. Productivity/Monitoring/Search</li></li></ul><li>Game Plan and Timeline<br /><ul><li>Game Plan
    41. 41. Neighbor orientation (First Meeting Complete)
    42. 42. Interview/Assign Team Leaders
    43. 43. Train (All trained, TC and Team Leaders responsible)
    44. 44. Complete plans and develop resources (internalize site)
    45. 45. Coordinate with Communication Hub
    46. 46. Exercise
    47. 47. Timeline
    48. 48. Fall/Winter/Spring 2011-12 (orient, train, coordinate , plan, develop)
    49. 49. Summer/Fall 2012 (exercise)</li></li></ul><li>References<br /><ul><li>www.ch16eb700.org
    50. 50. prepare.ch16eb700.org
    51. 51. response.ch16eb700.org
    52. 52. http://www.slideshare.net/epi2oh/community-preparedness-summit-seattle
    53. 53. Social Media Disaster Category List</li></ul>https://docs.google.com/a/ch16eb700.org/leaf?id=0B9hxd6lfsdG3YzUzMTU0MDctN2YzNS00ODY4LThlNDYtYTBkOWE1YmQwODVh&hl=en_US<br />
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