Enhancing Exercise Realism with Social Media
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Presentation to the International Association of Emergency Managers (IAEM) 2016 #IAEM16
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Enhancing Exercise Realism with Social Media
- 1. #IAEM16 Mary Jo Flynn @MaryJoFly Enhancing Exercise Realism with Social Media
- 2. In Session Exercise #1 • Use the hashtag #IAEM16 • Use a social media platform that accepts hashtags • Post one thing you hope to learn and comment throughout this session
- 3. Overview • Safe exercise play • Levels of social media through exercise progression • Using social media as injects • Design and data elements • Evaluating exercises
- 5. First do no harm. Open systems are susceptible to mistakes going viral
- 7. EOC Director Finance Logistics Operations Social Media Planning SM Technical Specialist PIO/JIC Social Media
- 8. Photo by: Andrea Booher, FEMA
- 9. Incoming Message Revised: April 27, 2015 Prepared by: Mary Jo Flynn, MS, CEM LIFE/SAFETY Issue? Is this a QUESTION I this NEW Info from TRUSTED source or PARTNER agency? Is this UNVERIFIED or a RUMOR Is this a VOLUNTEER offer? Is this a FINANCIAL solicitation or offer? Is this INCIDENT INTELLIGENCE? Media: photo, video, audio Is this a COMMENT Use formal communications to share message with Dispatch; then Route a copy of the message to the Public Information Officer or JIC Respond publicly with actions taken. Remind to call 9-1-1 with life-threatening concerns Is a response still needed? STOP. Continue monitoring Is a response available? REDIRECT to the appropriate talking point source Route to PIO to create talking points Add new talking points or media to official response list OFFICIAL RESPONSE LIST Press Release Pre-approved talking points or tweets Pre-approved posts: blog, Facebook, etc. Pre-approved multi- media: video, audio, photos, infographics Messages delivered to all appropriate platforms? STOP. Monitor to ensure message is being received Are clarifying facts available? REDIRECT to the appropriate talking point source ROUTE to Situation Status Unit to obtain confirmation of facts ROUTE to PIO to create talking points ADD new talking points or media to official response list ROUTE information to Emergency Volunteer Center (EVC) ROUTE to PIO to create talking points. Discourage spontaneous arrival at incident site. ADD new talking points or media to official response list RESPOND publicly with EVC center location and registration information ROUTE to Donations Management Unit RESPOND publicly with Donations information ROUTE to PIO to create talking points. Encourage donations to reputable NGOs ADD new talking points or media to official response list ROUTE to Situation Status Unit ROUTE to PIO LOG and document information. STOP. Convert data to resources useable by Sit Stat Unit for briefings Use TOOLS to confirm or verify location or additional data Is this a TROLL? Will FAILING to comment increase public confusion? STOP. Log but do not respond. REDIRECT to the appropriate talking point source STOP. Do Not Engage! YES NO NO NO NO NO NO NO POS NEG NO NO NO NO NO NO YES YES YES YES YES YES YES YES YES YES YES YES STOP. Send a Thank You or click “Like” or “Favorite”
- 10. 3: Operationalize Situational Assessment Economic Recovery 2: Analyze Intelligence & Information Sharing Community Resilience 1: Disseminate Public Information & Warning Operational Coordination Start Ex
- 11. Start Ex
- 12. Public Content
- 13. Disseminate
- 14. Create Content
- 15. In Session Exercise #2 • Use the hashtag #IAEM16 • Use a social media platform that accepts hashtags • Ask a question to the group. • Then, use the search #IAEM16 AND ?
- 16. Analyze
- 17. Retrieve and Analyze Data
- 18. Operationalize
- 19. Data Baselines and Actions
- 20. Discussion Based Exercises Seminar Workshop Tabletop Live Tweet Construct Messages Simulate Injects Record video Play content Play content Play content Live posts Construct Messages Simulate Injects Networking events Discussion groups Discussion groups Event Photos Event Photos Simulate Injects
- 21. Operations Based Exercises Game Drill Functional Full Scale Public actions Filter live data Filter live data SimCell Resource injects JIC Product Resource injects JIC Product Resource injects JIC Product Resource injects JIC Product Injects Injects Live recording Live recording Injects SimCell SimCell SimCell Injects SimCell SimCell SimCell
- 22. Design & Data
- 23. Use real posts for exercise injects
- 24. Closed loop can be a private system or build fake content to use as injects
- 25. Creating Alternate Exercise Space #QuackAttack 2014#SMEMWater 2012 #CalCERT 2013
- 26. Exercise Evaluation Guides Core Capability • Task Information Path • Disseminate • Analyze Successful Completion • Time • Competency
- 27. Networking Google Form Make a hotwash survey part of your demobilization after an exercise https://goo.gl/zDeUKS
- 28. Social Media Working Group for Emergency Services and Disaster Management Department of Homeland Security, Science & Technology Directorate Including Social Media in Exercise Design bit.ly/SMWGOps
- 29. In Session Exercise #3 • Use the hashtag #IAEM2016 • Use a social media platform that accepts hashtags • Identify statistics for the conference hashtag – use #VOST or #SMEM for help
- 31. Contact www.slideshare.net/mjflynn Mary Jo Flynn, MS, CEM • @MaryJoFly • https://about.me/mflynn
Editor's Notes
- You will be encouraged to utilize the conference hashtag and participate in a couple of activities during this session.
- To get things started I want to encourage use of the hashtag for today’s session and throughout the conference. This type of post typically would be what you would find posted from the public’s viewpoint during a disaster. They might post that they hope their family makes it through ok, or that the fire department is doing a great job. This is usually the most laborious part of creating material for a social media exercise, especially if the desire is to analyze the data, in which case it is often advisable to find similar disasters, research those hashtags and archive the messages into a spreadsheet. Archiving tools include rowfeeder and Tags 6.0
- Listen to Orson Welles War of the Worlds Radio Broadcast on SoundCloud https://soundcloud.com/danielcsoares/war-of-the-worlds-orson-welles Orson Welles radio broadcast of War of the Worlds was considered one of the first and largest media hoaxes. Since that time, and with the inclusion of social media, fake celebrity deaths and other hoaxes are common place. It is odd that people are much more skeptical on social media on April 1 than any other day of the year. Fake news like the Onion is often mistaken for real articles prompting social media platforms like Twitter and Facebook to take action by more aggressively marking satire. As an Emergency manager planning a social media exercise, you do not want your posts and interactions online to be mistaken for real world activity. You want to build trust with your public, not lessen it.
- The primary rule of exercising social media is First Do No Harm. It is your responsibility to ensure that mistakes are not broadcast out in the open. Furthermore, when full-scale exercises are taking place where the public may misinterpret activity, real-world monitoring of social media can be critical to providing proper communication to the public on what is real or simulated. Live in the world wide web Uses social media in its normal environment Actual preparedness messaging can be used to promote a preparedness activity Getting personal accounts mixed up with official agency accounts The public interpreting messages as legitimate and will take action; may encourage others to take action If handled inappropriately may damage the reputation of the agency, especially when using humor
- Identify which stakeholder groups are using social media, how they would be using it in a disaster, and how you may integrate that information into your exercise Public: Seeking information Sharing with Friends I’m OK messages Sharing original source photos, video, messages Media: Re-broadcasting what they deem relevant from the public Seeking Intel for images/stories Creating content Sharing Content Partnering in rumor control Amplifier of messaging EOC: Sharing confirmed information Seeking intel/images/stories Seeking rumors Seeking I’m OK messaging Seeking information about conditions/situation status Operations: Posting information from their view point/line of work Promotional messaging about their role in the disaster May ask questions or seek direct input from public
- Most individuals assume that social media remains within the PIO function. In addition to having responsibilities within a Joint Information Center, social media may also be used in an Operations Context. It may be used to transmit real-world situational awareness to first responders. Think active shooter scenarios where video or audio which may now be live broadcast via periscope, YouTube or Facebook can support intelligence and analysis. Furthermore, the planning section may wish to use social media to support situational status updates or GIS mapping where photos, video and other meta data can be incorporated into a larger common operational picture. Because social media can live in a variety of places within the org chart, it is recommended to be placed as a Social Media Technical Specialist within planning. Technical specialists, while assigned to planning, can be assigned to other roles within the organizational structure depending upon skill set and need. CSTI’s preliminary position credentialing has identified this particular position. Ideally, a team of specialists will be placed according to their skill level and data analysis requirements Understanding where and how you place the social media role within your organization will determine some of your next steps regarding exercise design.
- While an agency does not need to be on every platform to disseminate information; they do need to consider what platforms the public is using to share information. If an agency wants to include this shared information in their analysis of the situation and the operationalization of the data, they need to explore how to access the information on the various platforms.
- This is a sample decision matrix that walks virtual responders through how to triage social media messages as they come into the JIC, and how they should be processed as intelligence to the remainder of the EOC. Prior to developing your exercise, you must to the advance work in mapping out your communication routes. Perhaps this is message routing within the JIC and how messages are formulated before being broadcast on social media. This example shows how messages are evaluated and triaged routing critical information through to dispatch, identifying questions and rumors and re-routing those messages so that responses are incorporated within the outgoing messaging cycle.
- When designing your exercise you will need to link it to the Core Capabilities. Within those, identify the … This graphic shows the increasing complexity of exercise. The simplest inclusion of social media is as the start of an exercise. There is significant documentation demonstrating how agencies first learn of issues within their community on social media and why signs like exit the building before tweeting about the fire are making the rounds on social media. Increasing difficulty through Dissemination, Analysis and Operationalization focus on increasingly complex exercise structures. The smaller boxes within each of the broader themes are the core capabilities most closely related to that section. Big categories are themes within an exercise. Smaller notes are the FEMA Core Capabilities that can be exercised and evaluated within the scope of social media. The arrow graphic, might be the process that these things must go through for an achieved outcome. Crawl – walk – run Agencies should first exercise dissemination techniques on social, gain comfort Then, practice extracting data, verification, etc. Finally, closing the information loop and operationalizing the data as close to real-time as possible.
- https://twitter.com/Eunner/statuses/353592664526028801
- Work with traditional media
- Listen to what is being said in your neighborhood
- Design with the end in mind. When it comes to social media, be very clear on the behaviors or expectations you are wishing to measure through the exercise.
- Quack Attack – disaster in Duckville http://www.slideshare.net/CatGraham/quack-attack-34421249 https://tweetreach.com/share/reports/26d52559f23ce58b8b57231b13edff86a925ed4c?v=2 YouTube https://youtu.be/8pwYIKk9dyI Charity Water: http://www.sm4em.org/2012/01/ground-rules-for-smemwater/
- The virtual social media working group under the department of homeland security, science and technology directorate is charged with researching best practices in social media and emergency management. Each year the working group publishes a report through the Department of Homeland Security. The previous reports are available on the First Responders Community of Practice site and have gone through iterations of best community engagement and strategies as well as the extraction of data for situational awareness and decision support. This year, our group is working on a report which will include best practices in exercise design. Like any good element the planning and testing cycle, social media must be integrated into agency exercises. The report will work through process design, decision flow as well as best practices for incorporating exercises in closed and open systems.