How to Leverage Social Media Communities for Crisis Response Coordination
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How to Leverage Social Media Communities for Crisis Response Coordination

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Ignite talk at ICCM-2013 at United Nations (UN) Nairobi by NSF SoCS project researcher, Hemant Purohit - 'How to Leverage Social Media Communities for Crisis Response Coordination' using Human+Machine ...

Ignite talk at ICCM-2013 at United Nations (UN) Nairobi by NSF SoCS project researcher, Hemant Purohit - 'How to Leverage Social Media Communities for Crisis Response Coordination' using Human+Machine computing

Key-message: We need to extract smart actionable data out of big crisis data to assist response coordination, by focusing on demand-supply centric technology.

More at Kno.e.sis' SOCS project page: http://knoesis.org/research/semsoc/projects/socs
Also, Crisis Informatics at Kno.e.sis: http://j.mp/CrisisRes

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    How to Leverage Social Media Communities for Crisis Response Coordination How to Leverage Social Media Communities for Crisis Response Coordination Presentation Transcript

    • Leveraging Social Media Communities To Assist Coordination Whom  to  coordinate  with,  Why  and  How   Hemant Purohit ( @hemant_pt ) ICCM-2013, United Nations Nairobi Image Source: http://www.dashe.com/blog/social-learning/how-social-networks-can-harness-the-power-of-weak-ties/
    • [Big]  Disaster  Ci.zen  Sensing     •  Do  you  know?   –  #tweets  In  the  first  week  of  Hurricane  Sandy?     –  #tweets  in  the  first  two  days  of  Oklahoma  tornado?     Image: http://www.socialmediaexplorer.com/social-media-marketing/using-an-internal-social-network-to-solve-real-business-problems/
    • [Big]  Ad-­‐hoc  Community   [REQUEST]   Me  and  @CeceVancePR  are   coordina:ng  a  clothing/food   drive  for  families  affected  by   Hurricane  Sandy.  If  you   would  like  to  donate,  DM  us       [OFFER]   Does  anyone  know  how  to   donate  clothes  to  hurricane   #Sandy  vic:ms?   BIG  QUESTION:  Can  responders  hear  and  engage   ci:zens  of  this  community  AND  Can  tech  help?   Image: http://www.gizmodo.com.au/2012/04/how-we-identify-single-voices-in-a-crowd/
    • Uncoordinated  Engagement   •  May  lead  to  second  disaster  to  be  managed:   –  Under-­‐supply  of  required  demands     –  Over-­‐supply  of  not  required  resources   •  Hurricane Sandy example, “Thanks, but no thanks”, NPR, Jan 12 2013 •  Story link: http://www.npr.org/ 2013/01/09/168946170/thanksbut-no-thanks-when-postdisaster-donations-overwhelm
    • Coordinated  Engagement   •  Cri.cal  func.on  of  coordina.on   1.  Iden.fy     –  Demand   –  Supply     2.  Match  the  complementary  inten.ons   3.  Engage  with  the  important  actors     –  Demander  &  Supplier   –  Community  Influencer  with  high  network  reach    
    • Iden:fying  and  Matching  demand-­‐ supply  is  like  Search!   •  Query:     –  Demand  of  food   •  Results:     –  Messages  and  users  who  are  supplying  of  food  
    • Enabling  Relief  Coordina.on   •  Challenges:   1.  Ambiguity  in  expression       Anyone  know  where  the  nearest   #RedCross  is?     I  wanna  give  blood  today  to  help  the   vic.ms  of  hurricane  Sandy.     2.  Matching  inten:ons   3.  Verify  
    • Enabling  Relief  Coordina.on   •  Challenges:   1.  Iden.fying  demand-­‐supply  inten:ons  is  tricky!   2.  Matching  inten:ons  is  also  context  sensi.ve!   •        E.g.,  different  .mes  and  geography     Me  and  @CeceVancePR  are  coordina.ng  a  clothing/ food  drive  for  families  affected  by  Hurricane  Sandy.  If   you  would  like  to  donate,  DM  us.    (DEMAND)   I  want  to  send  some  clothes  for  hurricane  relief  (SUPPLY)   3.  Verify  
    • Enabling  Relief  Coordina.on   •  Challenges:   1.  Iden.fying  demand-­‐supply  inten:ons  is  tricky!   2.  Matching  inten:ons  is  also  contextual!   3.  Assessing  trust  during  verifica.on       Me  and  @xyz123  are  coordina.ng  a  clothing/food   drive  for  families  affected  by  Hurricane  Sandy.  If  you   would  like  to  donate,  DM  us.    (DEMAND)     Should I trust?
    • Examples  from  our  analysis  during   Oklahoma  Tornado   •  Machine  Learning  driven  classifica.on  system   •  2.1  million  tweets  crawled  in  the  first  48  hours   •  7%  related  to  dona.ons   –  1.3%  monetary  requests   –  ~500  non-­‐monetary  requests   –  ~150  resource/service  offers      (needles  in  the   haystack!)  
    • Iden.fy   DEMAND   VICTIM  SITE   If  you  would  like  to   volunteer  today,  help   is  desperately  needed  in   Shawnee.  Call  273-­‐5331   for  more  info   Text  "FOOD"  to  32333,   REDCROSS  to  90999,  or  STORM  to   80888  to  donate  $10  in  storm   relief.  #moore  #oklahoma   #disasterrelief  #donate   RESPONSE  TEAMS     Image: http://offthewallsocial.com/tag/social-media/
    • Iden.fy   SUPPLY   RT  @OpOKRelief:   Southgate  Bap.st  Church   on  4th  Street  in  Moore   has  food,  water,  clothes,   diapers,  toys,  and  more.   If  you  can't  go,call  794   RESPONSE  TEAMS     Where  do  I  go  to   help  out  for   volunteer  work   around  Moore?   Anyone  know?   CITIZEN  SENSORS   Does  anyone   know  where  to   send  a  check  to   donate  to  the   tornado  vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
    • If  you  would  like  to  volunteer  today,   help  is  desperately  needed  in   Shawnee.  Call  273-­‐5331  for  more  info   Iden.fy   CONTEXT   VICTIM  SITE   Where  do  I  go  to   help  out  for   volunteer  work   around  Moore?   Anyone  know?   Text  "FOOD"  to   32333,  REDCROSS  to   90999,  or  STORM  to   80888  to  donate  $10   in  storm  relief.   #moore  #oklahoma   #disasterrelief   #donate   RESPONSE  TEAMS     CITIZEN  SENSORS   Does  anyone   know  where  to   send  a  check   to  donate  to   the  tornado   vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
    • Match   DEMAND -­‐SUPPLY   If  you  would  like  to  volunteer  today,   help  is  desperately  needed  in   Shawnee.  Call  273-­‐5331  for  more  info   VICTIM  SITE   Text  "FOOD"  to   32333,  REDCROSS  to   90999,  or  STORM  to   80888  to  donate  $10   in  storm  relief.   #moore  #oklahoma   #disasterrelief   #donate   RESPONSE  TEAMS     Matched   Where  do  I  go   to  help  out  for   volunteer  work   around  Moore?   Anyone  know?   CITIZEN  SENSORS   Matched   Does  anyone   know  where  to   send  a  check   to  donate  to   the  tornado   vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
    • Bring  Humans  in  Processing  Loop   •  Automa.on  may  not  be  enough  for  coordina.on   –  Missing  informa.on   –  Authen.ca.on   –  Verifica.on   •  Future:  Create  micro-­‐tasks     –  VerityClicker  and  VerifyClicker  
    • Coordinated  Engagement  Interface   Categorizing   Influencer  by  need   type   Visualize   Network   reach  of   Influencer   View/Engage   Influencer  profiles  and   their  messages  
    • Engagement  Interface  for  Demand-­‐ Supply  in  Space  &  Time   What-­‐Where-­‐How-­‐Who-­‐Why   Coordina.on   Contextual   Informa2on  for  a   chosen  topical  tags   Summariza2on  of   Demand  and  Supply   related  messages  
    • Conclusion   •  A  focus  on  func.on-­‐centric  (demand-­‐supply)   technology  can  leverage  social  media  to  assist   coordina.on   •  We  need  smart  ac.onable  data  (needles)   rather  than  generic  big  data  (haystack),   extracted  using  Machine+Human  Intelligence!     •  Contact:  hemant@knoesis.org  ,  @hemant_pt    
    • Acknowledgement   •  NSF  &  the  NSF  SoCS  project  at  Ohio  Center  of  Excellence   in  Knowledge-­‐enabled  Compu.ng  (Kno.e.sis)     •  Advisers:  Profs.  A.  Sheth  &  S.  Parthasarathy  (Computer   Science),  V.  Shalin  &  J.  Flach  (Pyschology)   •  Mentors:  Drs.  C.  Cas.llo,  P.  Meier,  F.  Diaz,  M.  Nagarajan,   A.  Dow   Contact: hemant@knoesis.org , @hemant_pt Project: NSF SoCS multi-disciplinary award IIS-1111182, to leverage social media in emergency response for organizational sensemaking