Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MSF in social media during the Haiti emergency

2,402 views

Published on

How MSF work with social media and the huge impact it had on our communication during the Haiti emergency.

  • Be the first to comment

MSF in social media during the Haiti emergency

  1. 1. Social media – a possibility to do global communication on a small budget How Médecins Sans Frontières (MSF) use social media to reach communication goals. Lina Eidmark / Web manager @ MSF Sweden Special thanks to Avril Benoit (MSF Canada), Nina Privatera (MSF international) and Artur Leczycki (Publik PR)
  2. 2. Médecins Sans Frontières/Doctors without borders is an international, medical humanitarian organization. We save lives where needs are the greatest.
  3. 3. <ul><li>The Haiti case </li></ul><ul><li>How social media </li></ul><ul><li>changed the human perception from up close and far away </li></ul><ul><li>played a significant role in news reporting </li></ul><ul><li>helped doing social good </li></ul>Social media & Haiti
  4. 4. January 12, 2010 4.53 p.m A catastrophic magnitude 7.0 Mw earthquake hits Haiti. The epicentre was approx. 25 km west of the capital Port-au-Prince. It was rapidly announced as one of the worst humanitarian crisis of our time. The Haiti earthquake
  5. 5. <ul><li>In just three weeks… </li></ul><ul><li>Facebook fan base grew with 400 %  to almost 620 000 people today </li></ul><ul><li>Fundraising appeals were shared hundred and thousands of times </li></ul><ul><li>Number of Twitter followers grew with 500 % and Twitter also became a channel for communicating with key actors/influencers to overcome obstacles. </li></ul><ul><li>Hundred and thousands of people read our fieldworkers’ blogs – some of them were also published in external media (BBC / CNN / dn.se / nouvelobs.fr…) </li></ul><ul><li>Since phones were down in Haiti – social media also became a tool to keep in touch with people on the ground , both MSF staff and, to a less extent, people in need. </li></ul>Results
  6. 6. Reaching goals : Visibility
  7. 7. ” These 8 min gave a better understanding of the situation than 100 news reports. I am deeply touched. How can I best contribute to your work?” Reaching goals: Visibility
  8. 8. Reaching goals: Visibility
  9. 9. Reaching goals: Visibility
  10. 10. Reaching goals: Visibility
  11. 11. Reaching goals: Visibility
  12. 12. Reaching goals: Visibility
  13. 13. Reaching goals: Visibility
  14. 14. Reaching goals: Visibility
  15. 15. Reaching goals : Visibility
  16. 16. Reaching goals : Visibility
  17. 17. MSF & social media | May 2010 Reaching goals : Visibility
  18. 18. Reaching goals : Visibility
  19. 19. VRWCTexan @ MSF_canada RT @lightxxx - We have a lady dying of rabies we need Rabies antitoxin asap // at Petionville Golf Course Field Hospital VRWCTexan @ MSF_canada RT @lightxxx We have a lady dying of rabies we need Rabies antitoxin asap #Haiti rqskye @ msf_canada RT @lightxxx-We have a lady dying of rabies we need Rabies antitoxin asap rqskye @ msf_canada RT @ShaunKing-NYT: 10 kids have died waiting 2 B &quot;cleared&quot; 4 flights. Doctors now afraid of being arrestedhttp://nyti.ms/b5HDES Reaching goals : Acceptance
  20. 20. Reaching goals : Acceptance
  21. 21. Reaching goals : Leverage
  22. 22. Reaching goals : Leverage
  23. 23. Reaching goals : Leverage
  24. 24. Reaching goals : Leverage
  25. 25. Reaching goals : Leverage
  26. 26. Reaching goals : Leverage
  27. 27. Reaching goals : Leverage
  28. 28. Reaching goals : Leverage
  29. 29. Reaching goals : Leverage
  30. 30. Goals : Leverage
  31. 31. Reaching goals : Visibility
  32. 32. Reaching goals : Visibility
  33. 33. <ul><li>How could we do all this? </li></ul><ul><li>Massive need for information – we were one of quite few actors on the ground when the earthquake struck </li></ul><ul><li>Overwhelming media coverage – cross fertilization </li></ul><ul><li>Having communications staff on the ground asap - eyewitnesses </li></ul><ul><li>Creating link love – sharing and retweeting – best practices </li></ul><ul><li>Reactive/proactive balance – update information rapidly – monitor and correct </li></ul><ul><li>But above all… we were prepared! </li></ul><ul><li>Most offices have well entertained social media channels </li></ul><ul><li>” Old” channels are more credible and better indexed by search engines </li></ul><ul><li>Existing strategies and guidelines, but with room for flexibility </li></ul><ul><li>Trained staff in offices and conscious staff on the ground </li></ul>Tactics
  34. 34. <ul><li>Yet…we faced some real challenges </li></ul><ul><li>Lack of control in messaging  snowball effect  not enough resources to monitor and manage the myths </li></ul><ul><li>Too much information circulating – need to verify sources  time demanding </li></ul><ul><li>Duplicating work load </li></ul><ul><li>Rebalancing HQ staff resources between web and social media </li></ul>Challenges
  35. 35. - How to respond to desperate calls for help? Challenges
  36. 36. One story in particular sparked a great many offers of specific help (flights, cars) that, frankly, overwhelmed us and proved to be a distraction. http://www.channel4.com/news/articles/world/americas/haiti+help+for+baby+landina/3529537 <ul><li>Reverse leverage  overwhelming response to some of our stories </li></ul>Challenges
  37. 37. Weddressproject Why is @ MSF_CANADA saying that the Ministry of Health is going to see #BABYLANDINA today, but we are still trying to get them to go there? about 19 hours ago from web Weddressproject @ MSF_CANADA You stated earlier that the Ministry of Health was going to see #BABYLANDINA. When is that goig to happen? about 20 hours ago from web MelyMello The life and/or death of a child should not be fodder for political postering. #SaveLandina @UN @MSF_US @MSF_canada 4:11 PM Feb 7th from web VRWCTexan @ MSF_canada RT @ShaunKing Need current contact inform & GPS coordinates for baby & docs MSF:http://bit.ly/brK3YJ we are ready to move 8:32 PM Feb 6th from web in reply to MSF_canada Challenges
  38. 38. <ul><li>Overwhelming interest – difficult to give priority to communications </li></ul>Challenges
  39. 39. Challenges
  40. 40. <ul><li>So how can we deal with that next time? </li></ul><ul><li>Need to plan for the unplannable! </li></ul><ul><li>Leave room for flexibility and spontaniety in communication crisis plan </li></ul><ul><li>A few staff can have tremendous impact – eyewitness </li></ul><ul><li>Clear guidelines and briefings for (field) staff </li></ul><ul><li>Keep social media channels active all the time – immediate response </li></ul><ul><li>International working group to elaborate strategy and guidelines </li></ul><ul><li>Crisis communication plan for web/social media: who does what? </li></ul><ul><li>Rebalance efforts between web and social media </li></ul>Strategy
  41. 41. <ul><li>Social media - checklist </li></ul><ul><li>Be prepared – have your channels ready. </li></ul><ul><li>And set up clear guidelines, a useful strategy and determine goals. </li></ul><ul><li>Make sure you have support from managing teams. When the crisis hits – you will lose too much time asking for permission. </li></ul><ul><li>Accept that it is a learning by doing process that requires flexibility. </li></ul><ul><li>And when you start communicate </li></ul><ul><li>Be nice </li></ul><ul><li>Tell the truth </li></ul><ul><li>Talk, but listen just as much </li></ul><ul><li>Share and exchange </li></ul><ul><li>Answer all direct questions – just as you would answer the phone in your office. </li></ul>Checklist
  42. 42. <ul><li>Social media friendly communication - Some basics for producing good content </li></ul><ul><li>Varied  try to cover a broad base of content types </li></ul><ul><li>Human  informal tone and human edited </li></ul><ul><li>Authentic  blogs, video diaries, photo slideshows create proximity and understanding </li></ul><ul><li>Credible  giving quick snapshots of the reality you work in and possiblities to interact with donors (customers) </li></ul><ul><li>Timely  publish issues of relevance when relevant. Follow ongoing debates. </li></ul><ul><li>Frequent  frequent updates are crucial to keep fans and followers interested and engaged. </li></ul><ul><li>Inclusive  don’t use social media only for self-promotion </li></ul>
  43. 43. Thank you! <ul><li>Information, ideas, comments… </li></ul><ul><li>[email_address] </li></ul><ul><li>www.facebook.com/msf.english </li></ul><ul><li>www.twitter.com/MSF_USA </li></ul><ul><li>Find this presentation on slideshare </li></ul><ul><li>www.slideshare.com </li></ul>

×