This presentation addresses the challenges and complications of crisis management in the age of social media, and the vital role of deep listening for critical business intelligence. It provides real-world insights from major disasters and crises including Katrina, Hurricane Sandy, Flint Michigan’s Water crisis, and more.

1. April 25, 2016
Social Media in Crisis:
The Great Complicator
Presenters:
Kathleen Hessert: President | Sports Media Challenge | @kathleenhessert
Rich Serino: Former Dep Administrator FEMA | Distinguished Visiting Fellow Harvard, NPLI
Kellie Bentz: Head of Global Disaster Relief | AirBnB
Brian Reich: The Hive, Special Project Unit UN Refugee Agency | @brianreich
#Socialmediacrisis

2. A traumatic situation triggered by an issue or event,
and has the potential to generate significant and costly
repercussions for communities, businesses, organizations, and
individuals.
Crises can erupt quickly or smolder unnoticed for a long time.
Dealing with crises typically severely challenges both human
and other resources. Based on how it is handled, it can turn
into a disaster, or an opportunity to become stronger.
©2016 Sports Media Challenge
Crisis:

3. “Crisis are bad enough. Adding social media makes crises
grow faster, change direction more often, and without notice.
What was once limited to your backyard can quickly turn global.
Social media strongly influences public perception and
challenges leadership in new & different ways.
It organically changes the crisis itself
triggering unexpected & lasting ripple effects.”
@KathleenHessert
©2016 Sports Media Challenge
Social Media Complicates

4. 4
Social Media Fuels Crises
• Speeds the velocity of the crisis
• Amplifies negatives and positives, facts and rumors
• Requires vigilant Community Management
• protocols set in advance & adhered to
• added resources needed for expanded intensity
• wide range of tools & experts available for crisis management
including at little to no cost
• Deep real time listening required
• Timely reporting to inform decision-making
©2016 Sports Media Challenge

5. Flint, Michigan Issue Spreads
©2016 Sports Media Challenge

6. 75% of Americans Expect:
• Emergency Responders to consistently monitor social media
• Help will arrive within 1-3 hrs of distress calls on social media
Source: Univ of Maryland Disaster Study

7. Hurricane Irene 2011:
FEMA’s Social Efforts
• FEMA aware Irene was heading up the coast
• NYC was bracing for the worst
• FEMA listened to social networks and heard:
– Users claimed that NYC was only receiving rain,
while areas North of the city were hit hard
– Many tweets originated in Vermont
• bridges going down
• hurricane blowing down trees

8. Social is a Two-Way Street
Social networks can be leveraged to both listen and react
with instant updates possible such as:
• Safety Messages:
– “Stay clear of…”
– “These areas are closed to the public due to…
• Links to listen to local media outlets based on location
• Helpful tips and links to disaster relief and shelters

9. Monitor for 1st Mover Advantage
©2016 Sports Media Challenge 9
• Benchmark
• shifts in trends, how viral are they, where & who is spreading
• understand meaningful moments as they happen
• uncover blame spewing from unexpected areas/people
• Context
• determine what resonates with influencers & key audiences
• Identify actionable information
• Analyze & inform decision-makers in timely manner

10. Crowdsourcing information is
fundamental in emergencies.
See it. Say It.
©2016 Sports Media Challenge

11. THE ISSUE OF TRUST: WHO BELIEVES WHOM
More highly educated and higher income people believe
government and educational sources. Poorer and less
educated populations believe their counterparts
over govt or educators. *Edelman Trust Survey
Flint and Michigan have large poor populations. Govt
needs to get residents to believe and share the social
messages to get any traction at the grassroots level.
Recommendation: spread approved official messaging
through a team of "everyday influencers“. People who
have niche expertise and credibility and engaged social
media communities.
©2016 Sports Media Challenge
Flint Water Crisis

12. 4 Step Process
Twitter,
Facebook,
Youtube, Blogs,
Instagram,
Forums & News;
Other data
sources
via monitoring
tool
Posts regarding
safety, threats;
Locations;
Successes;
Influencers &
Sources;
Hashtags
Volume & reach;
Trajectory,
Sentiment;
Valued
information;
Trending topics
Aggregate
Curate
Analyze
Share
Become “trusted”
source for reliable,
timely, useable
information to
respond to disaster
©2016 Sports Media Challenge

13. Dashboard: Flint, MI Water Crisis
©2016 Sports Media Challenge

14. Questions?
Social Media in Crisis: The Great Complicator

15. Who is Talking, Listening, Sharing
1. Eyewitness
- Uses video, photos to alert responders of
accurate, fresh information
2. Gawker
– Bloggers, locals observe/spread details
3. Lurker
– Reads posts & shares offline
4. Conduit
– Helps spread accurate reports using
smart, geo-located curation
– Responsible media outlets contribute
5. Lifeline
– Connects loved ones, responders