The document outlines best practices for online communication during emergencies, emphasizing the importance of managed messaging, active monitoring, and citizen engagement. It discusses expectations for government communication on social media platforms and the necessity for accurate information handling to bridge the expectation gap. Additionally, it highlights the role of Emergency Support Function #15 in providing communication support and coordinating with various stakeholders during crisis situations.

1. Online Communication
During Emergencies
Managing, Messaging, Monitoring
Carol A Spencer
Digital & Social Media Manager
County of Morris, NJ
NJ GMIS
March 27, 2014

2. Managing
• ESF #15: Communication
• EOC: Are you part of it?
• ICS: Are you trained in it?
Messaging
• The Expectation Gap
• Just the facts, ma’am
• Messaging tools and practices
Monitoring
• What are they saying?
• Monitoring tools and practices
• Working with citizens

3. • The public expects government to be social and mobile
• Citizens are online and mobile. Is government?
• 71% of online adults use Facebook
• 243 Million monthly active users on Twitter
• 150+ Million users on Instagram
• US Citizens: 55% have a smartphone; 42% have a tablet
• The expectation gap: not where you want to be
• Just the facts, ma’am
• Trusted, factual, vetted information only
• No newspaper articles, blog posts, or unvetted citizen sites
• Set up and test in advance. Be ready.
MANAGING

4. ESF: Emergency Support Function
• Standardized organizational structure for public and certain private
sector capabilities needed in an emergency
• ESF #15: External Affairs
• Supports the restoration of communications infrastructure
• Coordinates communications support to response efforts
• Facilitates the delivery of information to emergency management
decision makers
• Assists in the stabilization and reestablishment of systems and
applications from cyber attacks
• For more information
• http://www.fema.gov/media-library-
data/965d87d8c5ffc4bcccb01979913e01fc/ESF15_SOP_08-30-2013-
02.pdf
• http://www.fema.gov/national-response-framework
TERMINOLOGY

5. EOC: Emergency Operations Center
• Location for centralized emergency management
• Directed by an Emergency Management Director or Incident
Commander
• Command and control point for officials preparing for or responding
to an incident
• Some or all ESFs may participate, incident dependent
• For more information
• http://training.fema.gov/EMIWeb/IS/courseOverview.aspx?code=is-775
• http://www.ready.nj.gov/plan/local-officials.html
TERMINOLOGY

6. ICS: Incident Command System
• Standard incident management approach
• Enables effective, efficient incident management
• Designed to be used with any size incident
• ICS reporting structure replaces agency’s standard reporting structure
• For more information
• http://www.fema.gov/incident-command-system
• http://training.fema.gov/EMIWeb/is/ICSResource/TrainingMaterials.htm
TERMINOLOGY

7. • Your messages
• Use multiple channels. Those on FB are not typically on Twitter.
• Be consistent across channels.
• Be human. Remember this is a conversation.
• Citizen messages - monitor, monitor, monitor
• Press messages
• Do not repost or retweet newspaper articles, blog posts, or unvetted
citizen sites
• Rumors
• Create a page to handle rumors. Wordpress or Blogger work nicely on
the fly for this.
• Address rumors no matter where they originate.
• If you can post a correction on the original source, do so.
MESSAGING

8. • What are they saying?
• Monitor social media even if you don’t use it.
• Identify trending problems, specific needs
• Monitoring tools and practices
• Use a dashboard like Hootsuite.com
• Working with citizens
• Vet for responsible publication; support and encourage sharing;
ensure formal non-profit status if collecting money or goods.
• More information
• http://blog.hootsuite.com/use-hootsuite-social-listening/
• http://www.lunametrics.com/blog/2013/06/03/hootsuite-stream-
monitoring-operators
• http://sierratierra.com/hootsuite-features-social-media-monitoring/
MONITORING

9. MONITORING: Use a dashboard
Monitoring requires having a
social network. You can
monitor even if you don’t
post.
In advance:
• Create a Twitter account
where your tweets are
protected if you don’t
want to use Twitter.
• Create an unpublished FB
page if you don’t want to
use Facebook.
• Be sure your Facebook
profile is well secured so
no one can find it.

10. MONITORING: Use a dashboard

11. MONITORING: Use a dashboard

12. MONITORING: Use a dashboard

13. MONITORING: Use a dashboard

14. MONITORING: Use a dashboard

15. MONITORING: Use a dashboard

16. MONITORING: Use a dashboard

17. MONITORING: Keyword and Search Terms

18. The Keys to Success:
Properly Managing
Consistent Messaging
Active Monitoring

19. Website NAGW.org
Twitter Twitter.com/NAGW
Facebook Facebook.com/NAGW.org
GovLoop Govloop.com/group/NAGW
Email FinanceDirector@NAGW.org
Website MorrisCountyNJ.gov
Twitter Twitter.com/MorrisCountyNJ
Facebook Facebook.com/MorrisCountyNJ
YouTube YouTube.com/MorrisCountyNJ
Flickr Flickr.com/MorrisCountyNJ
Email CSpencer@co.morris.nj.us
National Association of Government Web Professionals
Morris County NJ

20. Online Communication
During Emergencies
Managing, Messaging, Monitoring
Carol A Spencer
Digital & Social Media Manager
County of Morris, NJ
NJ GMIS
March 27, 2014