Expert Round Table on Social Media and Risk Communication in Times of Crisis American Public Health Association 31 March 2009 R. Craig Lefebvre, PhD George Washington University School of Public Health & Health Services

Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors

VERB (8372) Centers for Disease Control and Prevention Fight Mannequinism The Federal Voting Assistance Program and Ad Council Above the Influence Office of National Drug Control Policy, Partnership for A Drug-Free America National Day to Prevent Teen Pregnancy National Campaign to Prevent Teen Pregnancy, Teen People Small Step U.S Department of Health and Human Services, Ad Council Girls Go Tech Girl Scouts of USA, Ad Council

VERB (8372)

Centers for Disease Control and Prevention

Fight Mannequinism

The Federal Voting Assistance Program and Ad Council

Above the Influence

Office of National Drug Control Policy, Partnership for A Drug-Free America

National Day to Prevent Teen Pregnancy

National Campaign to Prevent Teen Pregnancy, Teen People

Small Step

U.S Department of Health and Human Services, Ad Council

Girls Go Tech

Girl Scouts of USA, Ad Council

Set up a web site with information and/or 'cool stuff' to interact with or download Convert the PSAs and print material into digital formats Promote like crazy through traditional media and the web (blogs, MySpace, viral, WOM) - now it's new! Use cell phones and SMS as a response channel Push messages and alerts out to participants who opt-in at the web site or through SMS to receive them Measure results by eyeballs and click throughs Caution: Adherence to these principles will insure that you develop a program that uses new media and does not apply social technologies that fit into people’s lives and practices and help change behaviors in relevant ways .

Set up a web site with information and/or 'cool stuff' to interact with or download

Convert the PSAs and print material into digital formats

Promote like crazy through traditional media and the web (blogs, MySpace, viral, WOM) - now it's new!

Use cell phones and SMS as a response channel

Push messages and alerts out to participants who opt-in at the web site or through SMS to receive them

Measure results by eyeballs and click throughs

“ The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox.

Becomes a collaborative platform Harnesses collective intelligence Enables everyone to be a content creator Provides greater access to knowledge and information resources Encourages media multiplexity Expands and manages social networks

Becomes a collaborative platform

Harnesses collective intelligence

Enables everyone to be a content creator

Provides greater access to knowledge and information resources

Encourages media multiplexity

Expands and manages social networks

Enhance existing linkages Develop new linkages Enable indigenous helpers Create new networks Empower existing ones Weave together networks Engage communities in new ways Changes the World You Live In

Enhance existing linkages

Develop new linkages

Enable indigenous helpers

Create new networks

Empower existing ones

Weave together networks

Engage communities in new ways

" The national broadcasts are just kind of silly and alarmist. It's nice to have something to balance that out."

Public information e- newsletter Email, SMS, RSS (news widget) and twitter alerts Public information blog Flickr photo site Live internet radio show

Public information e- newsletter

Email, SMS, RSS (news widget) and twitter alerts

Public information blog

Flickr photo site

Live internet radio show

The school did not notify students by e-mail of the first shootings until 9:26 a.m., said Matt Dixon, who lives in the dorm. Mr. Dixon did not receive the e-mail message until he returned from his 9:05 class. When he left for that class, he said, a resident adviser told him not to use the central stairs, so he left another way…On dry erase boards, advisers had written, “Stay in your rooms,” Mr. Dixon said. - NYT.

“ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you” - President of CBS News and Sports, New York Times , July 17, 2006 on changes for “ The CBS Evening News.”

“ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you”

Engage and Participate vs. Transmit Advocate vs. Preach Inform and Collaborate vs. Command and Control Informal and Conversational vs. Formal and Instructive Build Community vs. Tell Your Audience

The Change We Need … learn how the cultures need to adapt to the new technology – not simply how to adapt the tools. Then you can produce work that meets and even exceeds the expectations of people.

… learn how the cultures need to adapt to the new technology – not simply how to adapt the tools. Then you can produce work that meets and even exceeds the expectations of people.

The Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose – Tech Crunch Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boyd It’s not about using new media; it’s about using media in new ways – craig lefebvre

The Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose – Tech Crunch

Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boyd

It’s not about using new media; it’s about using media in new ways – craig lefebvre