During Hurricane Sandy in 2012, social media usage spiked with millions of tweets and photos shared. Community managers at universities, businesses, and local media used social media to provide credible updates, resources, and help inform their communities. However, some fake images and rumors also spread rapidly online. The Red Cross saw large engagement increases by sharing verified information and resources on social media. A Northeastern Pennsylvania hurricane watch page gained over 50,000 likes by helping inform the local area with real-time weather data. Lessons included verifying information before sharing and avoiding disaster marketing.

1. Community Management
During Hurricane Sandy
By: Andrew Torba
CEO and Co-Founder of Kuhcoon.com.

2. Some Staggering Social Facts
• 9 million tweets sent with the hashtag “Sandy”
as of 10/31/12 - Topsy
• 10 pictures uploaded per second during the
storm on Instagram with the hashtag “Sandy”-
CBS News
• Hurricane Sandy quickly rose to the second
most talked about topic on Facebook in 2012,
behind only the Presidential election.
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3. Top Terms Used on Facebook Before
and After the Storm.
• Data via Facebook, graphic via
TechCrunch.
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4. How did Community Managers
respond?
• Tips
• Resources
• Evacuation notices
• Latest updates
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5. Universities
• Answered questions.
• Provided information for
further resources.
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6. Businesses
• Kept in touch with customers.
• Provided information during
power outages, flooding.
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7. Local Media Companies
• Helped spread news
throughout the local
communities.
• Credible source of
information.
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8. Fake Viral Images and Rumors
• Several fake images quickly went
viral including a photo of soldiers
standing guard at the Tomb of
Unknowns and a report that three
feet of water flooded the New York
Stock Exchange.
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9. Traditional Media Journalists
• Provided verified information and images.
• Helped inform users of fake viral images
and stories.
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10. Those not affected
• Offered support.
• Showed the human side of
social media.
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11. Disaster Push Marketing
• Many saw this tweet as
insensitive. Gap later apologized
with this tweet:
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12. The Red Cross’ Engagement and Likes
Quadrupled
• People turned to official sources for
credible information.
• Provided photos, information, and
resources.
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13. Case Study: NEPA Hurricane Sandy
Watch Page
• Page created by two young Northeastern
Pennsylvania residents.
• Helped inform the NEPA area with real time data and
information from the National Weather Center.
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14. Case Study: NEPA Hurricane Sandy
Watch Page
• Within 48 hours the page managed to receive nearly
50,000 likes.
• The page saw thousands of people engaging and sharing
the information across their personal networks; easily
reaching over a million people.
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15. Lessons Learned
• Don’t believe everything you see on
the Internet.
• Verify information before sharing with
your community.
• Do not advertise and push market
during a disaster.
• Provide tips, news, credible
information, and resources.
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