Crisis Communication 2.0: Social Media in Emergency Preparedness & Response

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Presented at the Medical Reserve Corps Region I/II Summit (November 17, 2011)

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Crisis Communication 2.0: Social Media in Emergency Preparedness & Response

  1. 1. 11/21/2011Social Media In Emergency Preparedness & Response Presented 11.17.11 To MRC Region I & II Summit Arielle Slam & Alyson Cobb Learn about social media and current trends. Learn about prominent tools through case studies of social media being used to engage the public during a disaster. Understand the benefits and barriers of social media. 1
  2. 2. 11/21/2011“Social media are the electronictools, technologies, andapplications that facilitateinteractive communication andcontent exchange.” http://youtu.be/3SuNx0UrnEo 2
  3. 3. 11/21/2011 Social networking sites Blogs Microblogs Gadgets  Buttons & Badges  Widgets  Apps Multimedia sharing sites Geotagging Virtual worlds Wikis Text messaging RSS Feeds Social bookmarking 3
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  7. 7. 11/21/2011Wall Info Photos Like Button 7
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  12. 12. 11/21/2011 Benefits Drawbacks Rapid message  Could spread dissemination misinformation Accessible when  Collective error traditional media and correction & verification resources were not  Casualties made public before families knew Provided reassurance to friends and family Crowdsourcing 12
  13. 13. 11/21/2011 Updated frequently Genre, professional, personal Most recent entry first Two way conversation Easier to update than a website Address special audiences  Functional needs  Special languages60% of bloggers note they are blogging more thanwhen they started because it has proven to be of valueto their profession. State of Blogosphere 2011 13
  14. 14. 11/21/2011“The only way we all have to getgood information here is forthose who have it to share it. Werelied on others to give usupdates when they had info andwe do the same for others.”–San Diego Resident“Most of the news media…areutterly clueless about anything inrural areas. They constantly gaveout bogus information, likelocations and directions thatmade no sense at all.”- rural area resident 14
  15. 15. 11/21/2011 Benefits Drawbacks Address special  Many competing blogs audiences  Time intensive  Functional needs  Special languages Localized information No web development skills needed Fast Seen as most reliable source of new media 15
  16. 16. 11/21/2011 Similar to traditional blogs, except that content length is limited Username  Info Hashtag  location Tweet/Retweet 16
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  20. 20. 11/21/2011“There’s some evidence that as landlines and power supplies went down…peoplestill used their mobile phones to stay in touch via Facebook and Twitter.” Benefits Barriers  Observation tool  White noise  Short messages  Short-term visibility  Easy to share links &  Limited profile information promote website  Viral messaging  Extensive networks  Easily adopted in crisis situation  Good redundancy channel  Easy integration with other technology  SMS friendly 20
  21. 21. 11/21/2011 Buttons and badges Widgets Apps Graphically links that share information about campaigns and causes online <!-- BUTTON EMBED CODE STARTS HERE --><a href="http://emergency.cdc.gov/socialmedia/zombies_blog.asp?s_ci d=emergency_002" title="Get A Kit, Make A Plan, Be Prepared. emergency.cdc.gov"><img src="http://www.cdc.gov/images/campaigns/emergency/zombies1_ 300x250.jpg" style="width:300px; height:250px; border:0px;" alt="Get A Kit, Make A Plan, Be Prepared. emergency.cdc.gov" /></a><!-- BUTTON EMBED CODE ENDS HERE --> 21
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  24. 24. 11/21/2011 Benefits Drawbacks Easier functionality than  Apps limited to those with internet on phones smart phones Apps can reach traditional  Apps often require a non-internet users developer to build Facilitates unified message  Apps & badges short life span sharing Can encourage viral message dissemination Can be used to gather information from the ground Added value to audience  Entertaining  Visually appealing 24
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  27. 27. 11/21/2011 Benefits Drawbacks Public prefers visual  Time to produce videos information  Limited interaction Can use and share existing media Can easily make existing media available to your audience 27
  28. 28. 11/21/2011 Location-based platforms  Typically on mobile phones & smart phones Organizes and presents information specific to your geographic location  Nearby places & resources  People nearby 28
  29. 29. 11/21/2011 Benefits Drawbacks Limit information to  Privacy & safety geographic area of considerations interest Adds additional element to information Applications for response efforts 29
  30. 30. 11/21/2011 Population of ~1,080,000 During Irene, Fairfax County used:  Blog  YouTube  Facebook  Flickr  Twitter  Ask Fairfax  CEAN (alert system)  iPhone and Android apps  Website 30
  31. 31. 11/21/2011 Launched emergency information blog During Irene:  61 posts  50,668 views  77 commentsFACEBOOK TWITTER During Irene:  During Irene:  48 posts  60 Tweets  335,000 post views  333 retweets  336 shares  292 new followers  318 likes  91 comments  380 new fans 31
  32. 32. 11/21/2011 Fairfax County’s text and e-mail alert system During Irene:  Approximately 3,000 new subscribersYOUTUBE FLICKR During Irene:  During Irene: 5 videos posted  11 pictures posted  1,863 video views  5,766 views  Media outlets posted videos on their sites = further reach 32
  33. 33. 11/21/2011 County’s website is mobile-friendly Developed a special mobile emergency home page Developed iPhone and Android apps  During Irene:  289 app dowloads Many benefits to social media  Fast, wide, decentralized It may feel overwhelming, but its doable If not on social media, start exploring as personal user. 33
  34. 34. 11/21/2011 Consider relevance of social media to your goals. Set aside a few hours to a day to learn tool(s) and create an account.  Start with a personal account. Create a plan for how you will use tools.  Administrators  Content  policyArielle Slam Alyson CobbJSI Research & Training Institute JSI Research & Training Instituteaslam@jsi.com acobb@jsi.com603.573.3341 603.573.3319http://linkd.in/ArielleSlam http://linkd.in/AlysonCobb 34
  35. 35. 11/21/2011 References Terdiman, Daniel. Study: Wikipedia as Accurate as Brittanica (2005) http://news.cnet.com/Study-Wikipedia-as-accurate-as- Britannica/2100-1038_3-5997332.html Tinker, Timothy, et al. Expert Round Table on Social Media and Risk Communication During Times of Crisis: Strategic Challenges and Opportunities. (2009) http://www.socialmediaandtechnology.com/ Krimsky, Sheldon. Risk communication in the internet age: The rise of disorganized skepticism. (2007) Environmental Hazards. http://www.elsevier.com/locate/hazards Sutton, Jeannette, et al. Backchannels on the Front Lines: Emergent Uses of Social Media in the 2007 Southern California Wildfires. (2008) Proceedings of the 5th International ISCRAM Conference Guion, Deirdre, et al. Weathering the Storm: A Social Marketing Perspective on Disaster Preparedness and Response with Lessons from Hurricane Katrina. (2007) American Marketing Association, Vol.26 (1). Palmer, Jason. Emergency 2.0 is coming to a website near you: the web spells a sea of change for crisis management. How should emergency services respond? (2008) New Scientist 198.2654 http://www.newscientist.com.ezpr.oxy.lib.umb.edu New tools a boon: Public health leaders using social media to convey emergencies. (2009) The Nation’s Health, American Public Health Association www.thenationshealth.org Underwood, Sarah. Improving Disaster Management. (2010) communications of the Acm. Vol.53. no.2 DOI: 10.1145/1646353.1646362 Palen, Leysia. The Emergence of Online Widescale Interaction in Unexpected Events: Assistance, Alliance & Retreat (2008) CSCW, University of Colorado, Boulder A National Survey of Social Media Use in State Government: Friends, Followers, and Feeds.NASCIO (2010): http://www.nascio.org/publications/documents/NASCIO-SocialMedia.pdf 35

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