Successfully reported this slideshow.

Social media and crisis communication in higher ed

3

Share

Upcoming SlideShare
Parapsychology by group5
Parapsychology by group5
Loading in …3
×
1 of 35
1 of 35

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Social media and crisis communication in higher ed

  1. 1. Follow the Better Together Conference on Twitter #CASEV SOCIAL MEDIA AND CRISIS COMMUNICATION BRIAN HUONKER, ILLINOIS STATE UNIVERSITY @BKHUONKER ANDREW CAREAGA, MISSOURI S&T @ANDREWCAREAGA DECEMBER 11, 2012 | CHICAGO, ILLINOIS
  2. 2.  According to a recent survey by the Red Cross, people now expect to receive emergency information on social media sites.  30% of survey takers expect help to arrive in less than an hour if they posted a call for help on a social media site SOCIAL MEDIA AND CRISIS COMMUNICATION
  3. 3. Accuracy and speed become an issue SOCIAL MEDIA TURNS EVERYONE INTO A REPORTER
  4. 4.  October 30, 2011  5:43 p.m. A tweet announced “some idiot was climbing” the scaffolding an the side of Watterson Towers.  5:45 p.m. A 911 call was received about a person climbing the east-side of the 28- story Watterson Towers.  5:53 p.m. Twitter users were reporting that the “student jumped of the towers”. CASE STUDY: SUICIDE JUMPER
  5. 5.  Fact: The “jumper” did not jump, but slipped and fell off the scaffolding  Fact: It was a person from outside the Bloomington/Normal community (age 45), not a student.  It was 6:45 p.m. before the university posted the facts about the incident.  For the next 24 hours, contradictory stories were being posted and shared via Twitter and Facebook, inciting phone calls from parents to the university with false information obtained from Facebook and Twitter. CASE STUDY: SUICIDE JUMPER
  6. 6.  9:45 p.m. An employee in the Bone Student Center reported smoking coming from a room in the Bone Student Center  9:47 p.m. A tweet announce “the Bone was on fire!”  9:48 p.m. A Twitpic showed smoke coming out of the roof of the Bone Student Center  9:49 p.m. Fire Department arrived to find a crowd of students outside the Bone Student Center, joining the group of students and employees who were on scene.  9:52 p.m. Video of the scene appeared on YouTube CASE STUDY: FIRE
  7. 7.  Fact: The fire was contained to the ductwork leading from the a restaurant to the roof. There was only moderate water and light smoke damage, mostly in the restaurant area. The source of the fire was the grill or the exhaust hood. CASE STUDY: FIRE
  8. 8.  In the last five years social media have played an increasing role in emergencies and disasters.  Social media sites rank as the fourth most popular source to access emergency information.  Uses have included:  conduct emergency communications  issue warnings  receive victim requests for assistance  monitoring user activities to establish situational awareness  uploaded images  And others EVERYONE IS A REPORTER
  9. 9. Social media put to the test at Missouri S&T SOCIAL MEDIA IN CRISIS COMMUNICATION
  10. 10. MAY 12, 2011
  11. 11. GUNMAN ENTERS MCNUTT HALL
  12. 12.  8:45 a.m. – Phone call from S&T PD  8:48 a.m. – Second call from S&T PD  8:51 a.m. – Mass notification alert sent: McNutt Hall on lockdown  8:53 a.m.-8:55 a.m. – Similar alerts posted on social media (Twitter and Facebook)  8:56 a.m. – Main website (www.mst.edu) redirected to emergency site (alert.mst.edu) COMMUNICATION PROCESS: IMMEDIATE (THE FIRST 11 MINUTES)
  13. 13. TWITTER AS NEWS FEED
  14. 14. FACEBOOK AND FEEDBACK
  15. 15.  Status updates on main website, social media  Respond to media calls whenever possible  Monitor social media  Online becomes predominant source of information for media, public  Updates posted to emergency update phone line (first one @ 9:15 a.m.) COMMUNICATION PROCESS: ONGOING
  16. 16. ALERT.MST.EDU (FORMERLY ICE.MST.EDU)
  17. 17. ICE.MST.EDU ON MAY 12, 2011
  18. 18. MEDIA COVERAGE http://storify.com/weatherbird/how-a-university-covered-its-own-lockdown
  19. 19. KSDK.COM VIDEO: HTTP://BCOVE.ME/YZQOLC4Q
  20. 20. FACEBOOK FEEDBACK
  21. 21. SOCIAL MEDIA SELF-POLICING
  22. 22. THE SOCIAL MEDIA TRIAGE SOURCE: ALTIMETER GROUP, BASED ON U.S. AIR FORCE’S RULES OF ENGAGEMENT FOR BLOGGING
  23. 23. WEB TRAFFIC SPIKED 129,455 visits May 12, 2011 4,171 referrals From social media May 12, 2011 Social media significant but still a very small driver of total web traffic
  24. 24. FACEBOOK VS. TWITTER Most effective for… Facebook Twitter Immediacy X X Reach X Website referrals X Engagement/discussion X Reaching students X Reaching parents X Reaching news media X
  25. 25.  Improve departmental communications flow  Set up centralized areas for call center and computer center  Ensure main phone lines can roll over to other lines  Ensure other staff have access to my email  Change ice.mst.edu to alert.mst.edu  Host alert.mst.edu offsite to ensure it works during a crisis FOLLOW-UP
  26. 26.  Testing, testing, testing  Monitor social media chatter  Debrief after every crisis  Equip your people LESSONS LEARNED
  27. 27. EQUIPPING THE CAMPUS COMMUNITY
  28. 28. THE CRISIS MANAGEMENT TEAM
  29. 29.  identify target audiences for the applications, such as civilians, nongovernmental organizations, volunteers, and participating governments;  determine appropriate types of information for dissemination;  disseminate information the public is interested in (e.g. what phase the incident is in, etc.)  identify any negative consequences arising from the application—such as the potential spread of faulty information—and work to eliminate or reduce such consequences. AND EVOLUTION OF BEST PRACTICES
  30. 30. THE CRISIS COMMUNICATION TEAM
  31. 31.  Police departments notified of emergency  From civilians, from local government, from monitoring of social media  Director of Media Relations is notified  Crisis communication is activated  Initial text messages goes out to campus  Message is repeated in social media (Facebook and Twitter)  Crisis Communication Team convenes on in a single location  Emergency level decision is made  Emergency messages placed in social media and text updates  Emergency messages placed in iGuide, social media and text updates  University website is replaced with emergency version, messages placed in iGuide, social media and text updates  Team is in constant contact with media relations representative on the scene, always in direct communication. Updates are written and coordinated between all medium  Social media is monitored for additional information, commentary and questions. Questionable post are reported to the media relations rep on scene. HOW IT WORKS
  32. 32.  8:25 p.m. A report to University police of armed robbery on campus.  8:26 p.m. Text message was sent to campus and reported on Facebook and Twitter. Crisis Communication team activated  8:46 p.m. Members report to meeting pace. Determined only text messaging, social media and the iGuide would be used to communicate to audience. CASE STUDY: ARMED ROBBERY
  33. 33.  Shooting on the borders of campus.  Text messaging, social media, and University website was utilized to communicate  Second armed robbery on campus  Text messaging, social media, and University website was utilized to communicate  Website was utilized due to the fact suspect was spotted entering a residence hall  The death of two students within 35 minutes of each other.  Deaths occurred at between 2—3 a.m. It was determined that social media would be utilized to monitor for continued conversation CASE STUDY
  34. 34. BRIAN HUONKER ILLINOIS STATE UNIVERSIT Y NORMAL, ILLINOIS  BKHUONK@ILLINOISSTATE.EDU  @BKHUONKER  FACEBOOK.COM/BKHUONKER  LINKEDIN.COM/BKHUONKER ANDREW CAREAGA MISSOURI UNIVERSIT Y OF SCIENCE AND TECHNOLOGY ROLLA, MISSOURI  ACAREAGA@MST.EDU  @ANDREWCAREAGA  FACEBOOK.COM/ANDREWCAREAGA  LINKEDIN.COM/ANDREWCAREAGA CONTACT
  35. 35. Follow the Better Together Conference on Twitter by using the #CASEV hashtag when you tweet! Session handouts are available at www.casefive.org/conference/presentations/ Username: CASEV-VI | Password: Chicago2012 TODAY’S SESSION EVALUATIONS WILL BE E-MAILED TO YOU.

Editor's Notes

  • According to a recent survey by the Red Cross, people now expect to receive emergency information on social media sites. The Internet is now the third most popular way of getting news during an emergency, after television and local radio, the survey found. 18% of both the general public and Internet users said they rely on Facebook

    In addition, over 30% of people said they expected help to arrive in less than an hour if they posted a call for help on a social media site
  • In addition to the armed robbery, the Crisis Communication team has been notified for
    A shooting on the edge of campus
    Suspected armed robbery where the suspect was caught on video and then later the same suspect was discover entering a residence hall
    In cases of monitoring:
    The death of two students within 35 minutes of each other. Upon investigation, one was due to natural causes and the other due to a suicide.
    A report of to the police where a suspect was reporting putting on a bullet proof vest and carry a heavy bag into a building. Turned out it was gym equipment and a weight jacket.
  • ×