Social Media & Hurricane Sandy: Crisis Communications Case Studies from ConEdison, JetBlue and the MTA. Before, during and after the Hurricane that devastated much of the Northeast, these three organizations had a tremendous challenges to restore service and communicate with constituents and media.
Moderator:
Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)
Panelists:
Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison)
Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider)
Eugene Ribeiro, Director, Promotions and Business Development, MTA New York City Transit ( @MTAInsider)
Morgan Johnston, Manager of Corporate Communications, Social Media Strategist, JetBlue (@MHJohnston, @JetBlue)
Presented on February 20th, 2013 at Affect (www.affect.com)
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Social Media & Hurricane Sandy: Crisis Case Studies
1. Social Media & Hurricane Sandy:
Crisis Case Studies
February 20, 2013
#SMWsandy
Slides available at slideshare.net/sfathi
2. Panelists
• Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)
• Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison)
• Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider)
• Eugene Ribeiro, Director, Promotions and Business Development, MTA New York
City Transit ( @MTAInsider)
• Morgan Johnston, Manager of Corporate Communications, Social Media
Strategist, JetBlue (@MHJohnston, @JetBlue)
February 20, 2013 Social Media Week: Social Media: and Hurricane Sandy Crisis Case Studies
6. Sandy
Social
Media
Facts
• Pre-‐Sandy:
6,500
TwiEer
followers
• AHer
Sandy:
More
than
23,000
TwiEer
followers
• Press
releases
retweeted
more
than
2,500
&mes
• 25
videos
about
prepara&on
and
response
that
were
viewed
more
than
100,000
&mes
• About
140,000
views
on
Flickr
of
restora&on
efforts
6
10. Con
Edison
-‐
Powering
Effec&ve
Social
Media
Engagement
Con
Edison
Trends:
Oct.
26
–
Nov.
12
161,000+
Total
men&ons
Top
Ac'vity
Various
Ac'vity
Snapshot
Approximate
Dates
(e.g.
Top
Handles)
Men'ons
29-Oct Highest hour ever, 10 p.m.: Substation “explosion” 40,247
Various topic mentions & Con Edison expects
2-Nov Manhattan restoration by Sat. 28,356
30-Oct Various mentions re: outages in NYC 23,523
11. Con
Edison
-‐
Powering
Effec&ve
Social
Media
Engagement
@ConEdison
Tweet
History
-‐
Between
10/26
–
11/12
11
12. Aaron Donovan
Media Liaison
Metropolitan Transportation Authority
@Aaron_Donovan, @MTAInsider
Eugene Ribeiro
Director, Promotions and Business Development
MTA New York City Transit
@MTAInsider
14. MTA & Social Media
• Primary communication channels
about MTA service, facilities and
plans.
– mta.info (Emergency Homepage)
– Press/Media
– Various MTA agency social media
handles and YouTube account
– Digital Urban Panels
– On the Go Station Kiosks
– E-mail/Text Alerts
Continuous communication
facilitated before, during and
after Sandy’s arrival.
14
15. MTA & Social Media
• Regularly updated information via Twitter
& Facebook
• Video via YouTube
• Still Photos via Flickr, Twitter & Facebook
• Four Basic Categories of Media shared
– Before: Preparation
– During: Storm Hits
– Aftermath, Part 1: Damage
– Aftermath, Part 2: Restoration
15
16. Updates via Twitter and Facebook
• Posts
and
RTs
of
Major
Announcements
by
Governor
• Status
of
our
Infrastructure
• Service
Updates
– Subway,
Buses,
LIRR,
MNR,
B&T
have
separate
accounts
• Photos
shared
to
tell
the
story
• Links
to
Updated
Maps
and
Service
No&ces
– Real
&me
posts
– RT’ing
self
every
hour
• Responses
to
Ques&ons
– “For
everyone
asking
about
…”
16
17. Hurricane Sandy Recovery Map
• Constantly
updated
the
map
as
service
was
restored
• Each
&me
the
map
was
updated,
we
immediately
posted
it
to
TwiEer
&
Facebook
• Feedback
from
customers
was
overwhelmingly
posi&ve
each
&me
updated
service
restora&ons
became
visible
on
the
map
17
18. Photos & Video
• Uploaded
to
Flickr
&
Facebook
• Tweeted
Links
to
Flickr
and
YouTube
footage
– Whole
galleries,
individual
s&lls
&
behind
the
scenes
video
18
19. Continued Communication – Rebuilding Efforts
• We’re continuing to inform
customers of our rehab
progress via our website
– Rebuilding the Rockaways
– South Ferry Station
– Montague Tube
Links to these pages are also
regularly included in related
social media posts
• Public Response
19