Leveraging Social Media Communities
To Assist Coordination
Whom	
  to	
  coordinate	
  with,	
  Why	
  and	
  How	
  
Hema...
[Big]	
  Disaster	
  Ci.zen	
  Sensing	
  	
  
•  Do	
  you	
  know?	
  
–  #tweets	
  In	
  the	
  first	
  week	
  of	
  ...
[Big]	
  Ad-­‐hoc	
  Community	
  
[REQUEST]	
  

Me	
  and	
  @CeceVancePR	
  are	
  
coordina:ng	
  a	
  clothing/food	
...
Uncoordinated	
  Engagement	
  
•  May	
  lead	
  to	
  second	
  disaster	
  to	
  be	
  managed:	
  
–  Under-­‐supply	
...
Coordinated	
  Engagement	
  
•  Cri.cal	
  func.on	
  of	
  coordina.on	
  
1.  Iden.fy	
  	
  
–  Demand	
  
–  Supply	
...
Iden:fying	
  and	
  Matching	
  demand-­‐
supply	
  is	
  like	
  Search!	
  
•  Query:	
  	
  
–  Demand	
  of	
  food	
...
Enabling	
  Relief	
  Coordina.on	
  
•  Challenges:	
  
1.  Ambiguity	
  in	
  expression	
  
	
  
	
  

Anyone	
  know	
...
Enabling	
  Relief	
  Coordina.on	
  
•  Challenges:	
  
1.  Iden.fying	
  demand-­‐supply	
  inten:ons	
  is	
  tricky!	
...
Enabling	
  Relief	
  Coordina.on	
  
•  Challenges:	
  
1.  Iden.fying	
  demand-­‐supply	
  inten:ons	
  is	
  tricky!	
...
Examples	
  from	
  our	
  analysis	
  during	
  
Oklahoma	
  Tornado	
  
•  Machine	
  Learning	
  driven	
  classifica.on...
Iden.fy	
  
DEMAND	
  
VICTIM	
  SITE	
  

If	
  you	
  would	
  like	
  to	
  
volunteer	
  today,	
  help	
  
is	
  desp...
Iden.fy	
  
SUPPLY	
  

RT	
  @OpOKRelief:	
  
Southgate	
  Bap.st	
  Church	
  
on	
  4th	
  Street	
  in	
  Moore	
  
ha...
If	
  you	
  would	
  like	
  to	
  volunteer	
  today,	
  
help	
  is	
  desperately	
  needed	
  in	
  
Shawnee.	
  Call...
Match	
  
DEMAND
-­‐SUPPLY	
  

If	
  you	
  would	
  like	
  to	
  volunteer	
  today,	
  
help	
  is	
  desperately	
  n...
Bring	
  Humans	
  in	
  Processing	
  Loop	
  
•  Automa.on	
  may	
  not	
  be	
  enough	
  for	
  coordina.on	
  
–  Mi...
Coordinated	
  Engagement	
  Interface	
  
Categorizing	
  
Influencer	
  by	
  need	
  
type	
  

Visualize	
  
Network	
 ...
Engagement	
  Interface	
  for	
  Demand-­‐
Supply	
  in	
  Space	
  &	
  Time	
  

What-­‐Where-­‐How-­‐Who-­‐Why	
  
Coo...
Conclusion	
  
•  A	
  focus	
  on	
  func.on-­‐centric	
  (demand-­‐supply)	
  
technology	
  can	
  leverage	
  social	
...
Acknowledgement	
  
•  NSF	
  &	
  the	
  NSF	
  SoCS	
  project	
  at	
  Ohio	
  Center	
  of	
  Excellence	
  
in	
  Kno...
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How to Leverage Social Media Communities for Crisis Response Coordination

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Ignite talk at ICCM-2013 at United Nations (UN) Nairobi by NSF SoCS project researcher, Hemant Purohit - 'How to Leverage Social Media Communities for Crisis Response Coordination' using Human+Machine computing

Key-message: We need to extract smart actionable data out of big crisis data to assist response coordination, by focusing on demand-supply centric technology.

More at Kno.e.sis' SOCS project page: http://knoesis.org/research/semsoc/projects/socs
Also, Crisis Informatics at Kno.e.sis: http://j.mp/CrisisRes

Published in: Technology, Business

How to Leverage Social Media Communities for Crisis Response Coordination

  1. 1. Leveraging Social Media Communities To Assist Coordination Whom  to  coordinate  with,  Why  and  How   Hemant Purohit ( @hemant_pt ) ICCM-2013, United Nations Nairobi Image Source: http://www.dashe.com/blog/social-learning/how-social-networks-can-harness-the-power-of-weak-ties/
  2. 2. [Big]  Disaster  Ci.zen  Sensing     •  Do  you  know?   –  #tweets  In  the  first  week  of  Hurricane  Sandy?     –  #tweets  in  the  first  two  days  of  Oklahoma  tornado?     Image: http://www.socialmediaexplorer.com/social-media-marketing/using-an-internal-social-network-to-solve-real-business-problems/
  3. 3. [Big]  Ad-­‐hoc  Community   [REQUEST]   Me  and  @CeceVancePR  are   coordina:ng  a  clothing/food   drive  for  families  affected  by   Hurricane  Sandy.  If  you   would  like  to  donate,  DM  us       [OFFER]   Does  anyone  know  how  to   donate  clothes  to  hurricane   #Sandy  vic:ms?   BIG  QUESTION:  Can  responders  hear  and  engage   ci:zens  of  this  community  AND  Can  tech  help?   Image: http://www.gizmodo.com.au/2012/04/how-we-identify-single-voices-in-a-crowd/
  4. 4. Uncoordinated  Engagement   •  May  lead  to  second  disaster  to  be  managed:   –  Under-­‐supply  of  required  demands     –  Over-­‐supply  of  not  required  resources   •  Hurricane Sandy example, “Thanks, but no thanks”, NPR, Jan 12 2013 •  Story link: http://www.npr.org/ 2013/01/09/168946170/thanksbut-no-thanks-when-postdisaster-donations-overwhelm
  5. 5. Coordinated  Engagement   •  Cri.cal  func.on  of  coordina.on   1.  Iden.fy     –  Demand   –  Supply     2.  Match  the  complementary  inten.ons   3.  Engage  with  the  important  actors     –  Demander  &  Supplier   –  Community  Influencer  with  high  network  reach    
  6. 6. Iden:fying  and  Matching  demand-­‐ supply  is  like  Search!   •  Query:     –  Demand  of  food   •  Results:     –  Messages  and  users  who  are  supplying  of  food  
  7. 7. Enabling  Relief  Coordina.on   •  Challenges:   1.  Ambiguity  in  expression       Anyone  know  where  the  nearest   #RedCross  is?     I  wanna  give  blood  today  to  help  the   vic.ms  of  hurricane  Sandy.     2.  Matching  inten:ons   3.  Verify  
  8. 8. Enabling  Relief  Coordina.on   •  Challenges:   1.  Iden.fying  demand-­‐supply  inten:ons  is  tricky!   2.  Matching  inten:ons  is  also  context  sensi.ve!   •        E.g.,  different  .mes  and  geography     Me  and  @CeceVancePR  are  coordina.ng  a  clothing/ food  drive  for  families  affected  by  Hurricane  Sandy.  If   you  would  like  to  donate,  DM  us.    (DEMAND)   I  want  to  send  some  clothes  for  hurricane  relief  (SUPPLY)   3.  Verify  
  9. 9. Enabling  Relief  Coordina.on   •  Challenges:   1.  Iden.fying  demand-­‐supply  inten:ons  is  tricky!   2.  Matching  inten:ons  is  also  contextual!   3.  Assessing  trust  during  verifica.on       Me  and  @xyz123  are  coordina.ng  a  clothing/food   drive  for  families  affected  by  Hurricane  Sandy.  If  you   would  like  to  donate,  DM  us.    (DEMAND)     Should I trust?
  10. 10. Examples  from  our  analysis  during   Oklahoma  Tornado   •  Machine  Learning  driven  classifica.on  system   •  2.1  million  tweets  crawled  in  the  first  48  hours   •  7%  related  to  dona.ons   –  1.3%  monetary  requests   –  ~500  non-­‐monetary  requests   –  ~150  resource/service  offers      (needles  in  the   haystack!)  
  11. 11. Iden.fy   DEMAND   VICTIM  SITE   If  you  would  like  to   volunteer  today,  help   is  desperately  needed  in   Shawnee.  Call  273-­‐5331   for  more  info   Text  "FOOD"  to  32333,   REDCROSS  to  90999,  or  STORM  to   80888  to  donate  $10  in  storm   relief.  #moore  #oklahoma   #disasterrelief  #donate   RESPONSE  TEAMS     Image: http://offthewallsocial.com/tag/social-media/
  12. 12. Iden.fy   SUPPLY   RT  @OpOKRelief:   Southgate  Bap.st  Church   on  4th  Street  in  Moore   has  food,  water,  clothes,   diapers,  toys,  and  more.   If  you  can't  go,call  794   RESPONSE  TEAMS     Where  do  I  go  to   help  out  for   volunteer  work   around  Moore?   Anyone  know?   CITIZEN  SENSORS   Does  anyone   know  where  to   send  a  check  to   donate  to  the   tornado  vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
  13. 13. If  you  would  like  to  volunteer  today,   help  is  desperately  needed  in   Shawnee.  Call  273-­‐5331  for  more  info   Iden.fy   CONTEXT   VICTIM  SITE   Where  do  I  go  to   help  out  for   volunteer  work   around  Moore?   Anyone  know?   Text  "FOOD"  to   32333,  REDCROSS  to   90999,  or  STORM  to   80888  to  donate  $10   in  storm  relief.   #moore  #oklahoma   #disasterrelief   #donate   RESPONSE  TEAMS     CITIZEN  SENSORS   Does  anyone   know  where  to   send  a  check   to  donate  to   the  tornado   vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
  14. 14. Match   DEMAND -­‐SUPPLY   If  you  would  like  to  volunteer  today,   help  is  desperately  needed  in   Shawnee.  Call  273-­‐5331  for  more  info   VICTIM  SITE   Text  "FOOD"  to   32333,  REDCROSS  to   90999,  or  STORM  to   80888  to  donate  $10   in  storm  relief.   #moore  #oklahoma   #disasterrelief   #donate   RESPONSE  TEAMS     Matched   Where  do  I  go   to  help  out  for   volunteer  work   around  Moore?   Anyone  know?   CITIZEN  SENSORS   Matched   Does  anyone   know  where  to   send  a  check   to  donate  to   the  tornado   vic.ms?     Image: http://offthewallsocial.com/tag/social-media/
  15. 15. Bring  Humans  in  Processing  Loop   •  Automa.on  may  not  be  enough  for  coordina.on   –  Missing  informa.on   –  Authen.ca.on   –  Verifica.on   •  Future:  Create  micro-­‐tasks     –  VerityClicker  and  VerifyClicker  
  16. 16. Coordinated  Engagement  Interface   Categorizing   Influencer  by  need   type   Visualize   Network   reach  of   Influencer   View/Engage   Influencer  profiles  and   their  messages  
  17. 17. Engagement  Interface  for  Demand-­‐ Supply  in  Space  &  Time   What-­‐Where-­‐How-­‐Who-­‐Why   Coordina.on   Contextual   Informa2on  for  a   chosen  topical  tags   Summariza2on  of   Demand  and  Supply   related  messages  
  18. 18. Conclusion   •  A  focus  on  func.on-­‐centric  (demand-­‐supply)   technology  can  leverage  social  media  to  assist   coordina.on   •  We  need  smart  ac.onable  data  (needles)   rather  than  generic  big  data  (haystack),   extracted  using  Machine+Human  Intelligence!     •  Contact:  hemant@knoesis.org  ,  @hemant_pt    
  19. 19. Acknowledgement   •  NSF  &  the  NSF  SoCS  project  at  Ohio  Center  of  Excellence   in  Knowledge-­‐enabled  Compu.ng  (Kno.e.sis)     •  Advisers:  Profs.  A.  Sheth  &  S.  Parthasarathy  (Computer   Science),  V.  Shalin  &  J.  Flach  (Pyschology)   •  Mentors:  Drs.  C.  Cas.llo,  P.  Meier,  F.  Diaz,  M.  Nagarajan,   A.  Dow   Contact: hemant@knoesis.org , @hemant_pt Project: NSF SoCS multi-disciplinary award IIS-1111182, to leverage social media in emergency response for organizational sensemaking

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