DISASTER STRIKES.SOCIAL MEDIA RESPONDS.Arielle Slam & Alyson CobbCommunity Health Institute/JSI Research & Training Institute, Inc.
ObjectivesParticipants will: Learn appropriate and effective applications of social media in emergency response Identify characteristics of social media that make it useful for emergency preparedness and response Have opportunity to build technical skills in using Facebook and Twitter to: Post information and multimedia Interact with target audience(s) and key partners Collect and organize information Integrate functionalities with other social media tools
Social Media“Social media are theelectronic tools,technologies, andapplications that facilitateinteractive communicationand content exchange.”
Social Media is not a Fadhttp://youtu.be/3SuNx0UrnEo
It’s all about the principles… Social media is a tool A tool to help you communicate in the 21st century Two way communication is key We are not just listeners anymore
Internet 41% of Americans say Internet is their main source of news 54% of adults access internet wirelessly 35% of adults report accessing the internet using a cell phone or handheld device
Hard to Reach PopulationsPeople with Disabilities Older Adults 54% of adults with a 42% of adults 65+ have dial- disability use the up internet, while 35% have internet broadband 41% have broadband 67% of adults 65+ say connections internet is something they can rely on and makes them safer 43% of internet users 50+ use social networking sites
Social Networking 52% of Americans 12+ use at least 1 social networking site 43% of internet users 50+ use social networking sites Almost 60% of social media users participate every day or nearly every day
FacebookThe average Facebook user: Spends 55 minutes a day on Facebook Creates 90 pieces of content per month Is connected to 80 pages, groups and events
Twitter 13% of Americans use Twitter Of people who have ever used twitter: 82% access the site at least once a month 54% access the site at least once a week 18% access the site at least once a day
Mobile- Cell Phones 85% of Americans 18 and older own a cell phone 90% of adults live in a household with at least one working cell phone 72% of cell phone users send and receive text messages 1 in 4 Americans live in households with at least one cell phone, but no landline
NH Mobile Wireless Coverage by Census Block 31% of Americans 12 and older own a smartphone 73% of social media users have posted an update using a mobile phone
Social Media in Emergencies 1 in 6 residents said they have used social media to get information about an emergency During an emergency, about 50% said they would use social media to let loved ones know they were safe
Social Media in Emergencies 70% said that response agencies should regularly monitor and respond to postings on their websites and social media sites If they posted a request for help on a social media website, 75% would expect help to arrive within an hour
Managing Your Facebook Page Comment on a post Your profile Featured Permissions Admins Insights Apps
Liability Concerns GSA Office of Citizen Services Developed amended Terms of Service agreements to reflect needs of federal users National Association of State Chief Information Officers (NASCIO) Current establishing Terms of Service for state and local agencies
Liability Concerns Being an official page Professional image Be careful navigating between your personal profile and your agency page Include disclaimers: Comment policy Not monitoring 24/7
Facebook Pages Summary Easy to build Easy to update and customize Public Can compliment or be a substitute for a website Supports two-way communication & networking Relationship building
Twitter Microblogging site Similar to traditional blogs, except that content length is limited 140 characters Can also share pictures, videos, and links Same for individuals and organizations Public
Twitter Vocabulary Handle = username; signified with @ Tweet = <140 character message posted on Twitter Retweet = re-posting a message someone else tweeted Hashtag = keyword; signified with “#” Followers = Twitter users who will see your tweets on their home page Following = Twitter users whose tweets you see on your home page
Twitter Vocabulary Location = your location when you tweet Info = 160 characters about a Twitter user Mentions = mentioning another Twitter user (using their handle) in your tweet; direct a tweet to a user Home page = contains tweets from Twitter users you follow Profile = contains information about a Twitter user including their info and tweets List = curated groups of other Twitter users; group Twitter users you follow
Social Media Case StudiesUsing case studies to realize the benefits ofsocial media in emergency preparedness &response to:a) The publicb) EM agencies
The Powerful Public“In this country, as in many others, people no longerjust want to be witnesses or victims. Technology andsocial networking platforms now allow them toparticipate and make valuable contributions.” - Patrice Cloutier, Crisis Commons Report
12- VT press conference; 10:52- VT e-mail shooting in confirm re: gunman Virginia custody (incorrect) 10:16- VT e-mail re: classes Tech 9:50- VT e-mail re: inside canceled, stay stay inside,Communica gunman loose school 9:26- VT e-mail re:7am 8am shooting tions 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 10:23- Earliest known Facebook activity Large-scale, IMOK/RUOK and heavy memorializing begin 11:13- First Facebook group Social started First Wikipedia entry 11:15- 12:30- Press conference launches Media crowdsourcing edits to VT 1-4- ~1000 Wikipedia page Flickr group 2:09- VT
Virginia Tech CrowdsourcingAB (Non-VT University), 9:42pm:“My roommate just found out that he MW (City), 12:08am:lost a“<list of 16 names> MR pray for her very dear friendfamily and her soul16” Total list so far: tonight…thank you EC (High School), 10:38pm:(deleted (VT), 12:09am: MT post) “JB and KG are also dead…” “RS as reported by another JD (Non-VT University), 10:50pm:DA (Non-VT University), 11:29pm: group” facebook“Where was WS confirmed?”“What are your sources?” DA (Non-VT University), 12:10am: EC, 11:00pm:CT (Non-VT University), 11:42pm: “It’s 17:“Sorry for the names>” earlier…WS Facebook sites by the dozen” <list of 17 confusion “All theis not confirmed although he JD, 11:03pm: is stillmissing.” “Thank you”
“Most of the news media…are utterlyclueless about anything in rural areas.They constantly gave out bogusinformation, like locations and directionsthat made no sense at all.”- rural arearesident 2007 South California Wildfires “The only way we all have to get good information here is for those who have it to share it. We relied on others to give us updates when they had info and we do the same for others.” –San Diego Resident
From: NH DHHS ICC Subject: Flood UpdateThe State Emergency Operations Center and DHHS-Incident Command Center are at a Level 2 Activation-partially staffed. All DHHS Program areas and ESF-8Partners are asked to monitor the situation carefully andimmediately report any changes in status or requests forassistance by calling DHHS-ICC Operations.
From: NH DHHS ICC Subject: Flood UpdateThe following is the current status of the weather event.As of 0700 this amGray, NWS & Taunton, NWS- A flood watch is in place forportions of New Hampshire, including all of Ridge County.Rain and isolated thunderstorms will continue thisafternoon. The rain may be locally heavy at times. Thiscombined with the continual winter runoff is expected tocause an increase in river levels above flood stage overthe next several days. Ridge River is forecast to exceedmajor flood stage near 9pm on Saturday.
From: NH DHHS ICC Subject: Flood UpdateOther small streams through the watch area are expectedto exceed their banks and possibly flood property, roads,farmlands, and low lying areas through the period. Thesestreams could rise quickly and become fast flowing.Local rainfall amounts as of 5am this morning werebetween 1 and 2 inches. Most areas are expected toreceive an additional 1 to 2 inches over the next 36 hours,but some areas could receive 3 to 5 inches of rain.Wind will not be a factor- light from the north around5mph. Temps will be in the 70s and 80s around the state.High confidence in predictions.
Activity 3: TweetTweet a flood warning incorporating the following: Warning for all of Ridge County Hashtag: #FloodFake Visit organization’s website for shelter information in the event of an evacuation
Activity 4: RetweetLook at each other’s tweets and retweet the one that you think is the strongest message.
Activity 5: FollowFollow a large organization.
Flooding continues to be an issue in some areas of the county, while waters have begun to recede in others. Residents are uncertain who can return and when
Activity 9: Responding to wall posts Not every contact via social media warrants a response, especially not when you’re getting hundreds of them a day. Ask yourself first: Does it require a response at all? Does it need an immediate response? Is it likely that our network will respond on our behalf? Taking the conversation offline/off social media Find a comment on your Facebook page and respond using whatever additional multimedia or tools you like
Wrap Up What did you learn? What benefits do you see for your organization? What challenges did you identify? How can we address these challenges? What are your next steps?
Recommended Next Steps Plan out how social media could benefit your organization Look at ways it will or will not work well with your existing communication strategy If your organization is already on social media, ask to be a co-administrator and learn from the others Don’t be afraid to explore and test tools & features Use the resource guide Follow or like the recommended organizations
As your page grows Buy ads to promote your page. Add a username to your page, such as: www.facebook.com/granitetownpolice Put a like button on your website Establish system for regularly updating content: Updates from mobile phone? Share public comments with your internal team. Consider how much time you want to invest
Final Thoughts Social media are just a collection of tools Tools may change Principles are here to stay: Two way communication Viral communication User generated content Mobile communications
Resources American Red Cross. Web Users Increasingly Rely on Social Media to Seek Help in a Disaster. August 2010 http://www.redcross.org/portal/site/en/menuitem.94aae335470e233f6cf911df43181aa0/?vgnextoid=6bb5a9 6d0a94a210VgnVCM10000089f0870aRCRD Bruns, Axel et al. Social Media Vs. The Floods. June 2011 http://www.cci.edu.au/about/media/social-media-vs- the-floods comScore. http://blog.comscore.com/2011/06/facebook_linkedin_twitter_tumblr.html Currie, Donya. Expert Round Table on Social Media and Risk Communications During Times of Crisis: Strategic Challenge and Opportunities (2009). Edison Research. The Social Habit 2011. http://www.slideshare.net/webby2001/the-social-habit-2011-by- edison-research Facebook.com Facebook.com. We are all Khaled Said. https://www.facebook.com/elshaheeed.co.uk Facebook.com. Boston Police Department (Official) http://www.facebook.com/BostonPoliceDepartment Fazzina, Leigh. The 10 Most Powerful Tweets of 2010. December 2010. http://www.leighfazzina.com/2010/12/16/making-twitters-top-10-2010-tweets/ www.google.com/maps Hubspot. State of the Twittersphere. http://blog.hubspot.com/Portals/249/sotwitter09.pdf Los Angeles Times. Google Person Finder: a tool born of disaster, from Hurricane Katrina to Japan’s quake, tsunami. April 2011 http://latimesblogs.latimes.com/technology/2011/04/google-person-finder-started-after- haiti-hurrican-katrina-seen-advancement-in-japan-eartquake-tsunam.html
Resources Pew Research Center. Pew Internet & American Life Project. June 2011. http://www.pewinternet.org/ Social networking sites and our lives. http://www.pewinternet.org/~/media//Files/Reports/2011/PIP%20- %20Social%20networking%20sites%20and%20our%20lives.pdf Miniwatts Marketing Group. Internet World Stats: Usage and Population Statistics, June 2010. http://www.internetworldstats.com/stats.htm National Center for Health Statistics, December 2010. http://www.pewinternet.org/ Runtext. Text Message Statistics in 2010. http://runtext.com/text-message-statistics-in-2010/ Socialnomics. Social Media Revolution 2011. http://youtu.be/3SuNx0UrnEo Sutton, Jeannette et al. Backchannels on the Front Lines: Emergent Uses of Social Media in the 207 South California Wildfires. Proceedings of the 5th International ISCRAM Confrerence, May 2008. Today. Ann Curry’s Haiti tweet ranked most powerful of 2010. December 2010 http://today.msnbc.msn.com/id/40645273/ns/today- today_celebrates_2010/t/ann-currys-haiti-tweet-ranked-most-powerful/ www.twitpic.com www.Twitter.com http://twitter.com/#!/fema Ushahidi. June 2011 http://www.ushahidi.com/ Webster, Tom. The Social Habit 2011. May 29,2011 http://www.edisonresearch.com/home/archives/2011/05/the_social_habit_2011.php