This is a presentation I prepared for a program at the Maxwell School of Citizenship and Public Affairs. I pulled together social media best practices and tried to map them to the phases of the emergency management cycle. The presentation ends with a "To do" list for government agencies and recommendations on how to design a social media strategy that fits into each of the phases to create community and interaction when it is needed
1. 6/16/2013
1
Social media
in times of
crisis
Professor Dr. Ines Mergel
Maxwell School of Citizenship and Public Affairs
Syracuse University
https://docs.google.com/spreadsheet/pub?key=0AoXVKFw1Uci5dFNpRGdWd2pXZTN4a3Fza0Vh
VTRVaGc&output=html&utm_source=buffer&buffer_share=25647
FEMA 2013 National Preparedness Report: http://www.fema.gov/national-preparedness-report
2. 6/16/2013
2
Agenda
ď§ Reasons for the use of social
media in the public sector
ď§ Social media use as part of the
Crisis Management Cycle
ď§ Preparedness
ď§ Response
ď§ Recovery
ď§ Learning for the future
ď§ Governmentâs To-do list
Assess
the Risk
Mitigate the
threat
Prepare
EVENT
Respond
Recover
Learn
Crisis
Management
Cycle
Low confidence of citizens that their
government can get the job done:
3. 6/16/2013
3
http://www.pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-less-detail.aspx
Two-way communication with
the public
http://www.fema.gov/pdf/about/state_of_fema/state_of_fema.pdf
âThere is a lot of buzz about social
media. Iâm not so much looking at the
different tools, like YouTube, Twitter, or
blogging, as thinking that itâs really opened
up something that government never had
beforeâtwo way conversations with the
public.â
FEMAâs âWhole Communityâ approach:
â⌠recognizes that individuals, families
and communities are our greatest assets
and key to our success. [âŚ] Social media
provides the tools needed to minimize
the communication gap and participate
effectively in an active, ongoing dialogue.
Social media is an important part of the
âWhole Communityâ approach because it
helps to facilitate the vital two-way
communication between emergency
management agencies and the public.â
Craig Fugate
FEMA administrator
5. 6/16/2013
5
Citizens use social media in crisis
situations in different ways
ď§ Turned to blogs for emotional
release and support
ď§ Logged onto Twitter to find and
distribute breaking news
ď§ Watched and posted YouTube
videos specifically to view and
share shocking disaster
visuals.
http://cci.edu.au/floodsreport.pdf
@mentions of authorities vs.
mainstream media
6. 6/16/2013
6
Reasons for the use of social media
⢠Convenience
⢠Social norms
(1) Their friends and family frequently use it and/or
(2) They trust and ascribe a high level of credibility to social media
⢠Personal recommendations
⢠For humor and levity
⢠Information seeking
Access to information:
Pew: The State of News Media 2012: http://stateofthemedia.org/2012/mobile-devices-
and-news-consumption-some-good-signs-for-journalism/what-facebook-and-twitter-
mean-for-news/
7. 6/16/2013
7
http://socialtimes.com/why-social-media-is-the-new-face-of-disaster-response-
infographic_b126845
Online search
Type of information
⢠Timely information
ď§ real-time disaster information,
which no other media can
ď§ Unique information
ď§ Unfiltered information
Reasons for search
ď§ To determine disaster
magnitude
ď§ To check in with family and
friends, maintain a sense of
community and for social,
emotional and healing support
ď§ To self-mobilize: Create
hashtags, ad hoc development
of community structures
Source: National Consortium for the Study of Terrorism and Responses to Terrorism (2012): Social media use
during disasters. www.start.umd.edu
8. 6/16/2013
8
Neighbor-to-neighbor initiatives
SeeClickFix.com organized shoveling teams during snow
storm February 8-111, 2013
Neighbors provide power during Hurricane #Sandy
http://beedesign.org/wp-
content/plugins/RSSPoster_PRO/cache/b9c7f_hurricane_s
andy_tech.jpg
Impact on emergencies and crises:
ď§ âMillingâ: interact with others to
confirm information
ď§ People seek social confirmation of
warnings before taking protective
action
ď§ Develop a view about the risks
they face at the moment and their
possible responses
ď§ Result:
ď§ Lag between the time a
warning is received and the
time protective action is taken
Social media provide a new way to reduce lag time interactions
among individuals:
⢠Informal dissemination of warning messages
⢠Monitoring the public response
⢠Listen to incorrect information
⢠Rewarning based on observations
9. 6/16/2013
9
Reasons the public does not use social
media
ď§ Privacy & security fears
ď§ Accuracy concerns
ď§ Access issues
ď§ Knowledge deficiencies
Fear mongering, fake information,
rumors, ⌠http://www.fusioninformativa.com/noticias-locales/huracan-sandyal-mal-tiempo-
buena-cara/attachment/fake-hurricane-sandy-photo-shark-jpg/
10. 6/16/2013
10
Why social media in times of crisis?
ď§ Develop and maintain a
trusted voice
ď§ Government has the unique
ability to keep calm in times of
crisis
ď§ Trusted feeds
ď§ Developing influence
ď§ Causal relationship
ď§ Social media use rises during
disasters as people seek
immediate and in-depth
information
ď§ Respond immediately to
official posts
ď§ Want immediate feedback
The role of social media in a crisis
ď§ Team building: laying the
groundwork by establishing a
trusted, familiar social media EM
presence well before disaster
strikes
ď§ Intelligence
gathering/situational
awareness: both the public and
the authorities use social media to
find out whatâs happening before
and during an event, especially on
the âhyper-localâ scale
ď§ Information distribution: SM
channels are essential, new-
normal conduits for getting the
word out on every type of issue
⢠Build positive
citizen
experience
⢠Unity =
Government
organizations are
on the same side
11. 6/16/2013
11
Preparedness
Social media recognized as official
emergency management tool:
http://www.dhs.gov/news/2011/05/04/written-statement-craig-fugate-administrator-federal-emergency-management-agency
14. 6/16/2013
14
Crowdsourcing citizen data
ď§ Real-time information sources
to strengthen validity and
reliability of information =
collective intelligence
ď§ Situational âfirst-handâ
intelligence combined with
traditional situational awareness
& social intelligence
ď§ FEMAâs âWhole Communityâ
approach: Citizens = âfirstâ
first responders
USGS Community Internet Intensity
Maps
15. 6/16/2013
15
Geo-location of developing incidences
and impacted populations
Wireless Emergency Alert
message sent by MEMA
ď§ Massachusetts Emergency
Management Agency
disseminated alerts via
âping4alertsâ app
Sutton, J., Johnson, B., Spiro, E., and Butts, C. (2013). âTweeting What Matters: Information, Advisories, and
Alerts Following the Boston Marathon Events.â Online Research Highlight. http://heroicproject.org
16. 6/16/2013
16
Emergency
Response
Preventing a panic, one tweet at a time :
âWe hear you!â
ď§ @ConEdison Public Affairs
Twitter account during Hurricane
Sandy:
âWe really arenât taking breaks.
We're getting so many questions
so quickly and weâre really just
trying to put everyone at ease
and trying to bring some
information to them,â Frasca
said. âEveryone is so scared and
they just want to know whatâs
going on.â
@conEdison
http://www.huffingtonpost.com/2012/11/03/conedison-twitter_n_2069744.html
17. 6/16/2013
17
RedCross
Social Media Command Center
http://www.redcross.org/news/press-release/The-American-Red-Cross-and-Dell-Launch-First-
Of-Its-Kind-Social-Media-Digital-Operations-Center-for-Humanitarian-Relief
Moore, OK:
City Facebook page to inform citizens how to help
https://www.facebook.com/cityofmoore
18. 6/16/2013
18
Problem:
âYouTube, Facebook, Twitter and
others were not created for the
purpose of preparing for, responding
to, or recovering from emergencies
and disasters.â
Craig Fugate (FEMA) testifying in Congress, May 2011
Measured Voice â editing tool
19. 6/16/2013
19
Editorial history
Find a trusted, measured
voice on social mediaâŚ.
ď§ Centralize communication around a few reliable channels.
ď§ Decentralize information gathering
ď§ Choose mobile optimized channels.
ď§ Just because people socialize and crack jokes on Twitter doesnât mean
you have to. Donât confuse the genre for the medium.
ď§ Focus on mission.
ď§ Make sure your channels won't go down.
ď§ Be calm and carry on! Seriously, be calm and straightforward. Tell
people what they can do, even if it's just to "carry on."
20. 6/16/2013
20
The FBI is aware of published reports alleging that an FBI
laptop was compromised and private data regarding Apple
UDIDs was exposed. At this time there is no evidence
indicating that an FBI laptop was compromised or that the
FBI either sought or obtained this data.
Example:
FBI diffusing rumors on social media
Social
media
Press
release
http://socialtimes.com/why-social-media-is-the-new-face-of-disaster-response-
infographic_b126845
22. 6/16/2013
22
Utah fire info â government
website with live updates &
mapping
http://www.utahfireinfo.gov/
Mobile apps needed for
instant feedback and help
http://www.redcross.org/mobile-apps/earthquake-app
Example: Red Cross mobile apps
24. 6/16/2013
24
Do your social media âhomeworkâ
ď§ Measure how many constituents pay
attention to social media (outputs)
ď§ # of comments on posts => # of
resulting discussions started
ď§ # of links from other sites => Cross-
postings & reuse of information
ď§ Understand who the social media &
knowledge hubs are in online social
media networks (see NodeXL #nemo)
ď§ Outtakes
ď§ Endorsements by traditional media
ď§ âBelieveabilityâ of information
ď§ # of shares
ď§ # of likes
ď§ # positive comments
ď§ Measure social media outcomes:
ď§ How does social media affect the
publicâs behavior?
ď§ Pre- & post-event trust
ď§ Level of engagement
ď§ Attitude changes as a consequence
of social media exposure
NodeXL network visualization of Twitter exchanges during #nemo
blizzard (February 2013)
27. 6/16/2013
27
Designing a social media strategy
Why? Who? What? How? For whom? Where? Did it work?
Organizational
mission
⢠Responsibi
lities
⢠Roles
⢠Broadcasting
⢠Information
sharing
⢠Fact checking
⢠Community
management
and
engagement
⢠Transparency
⢠Push
⢠Pull
⢠Networking
⢠Transactions
⢠All citizens
⢠Specific
clients
⢠Professional
organizations
⢠Specific
geographic
regions
⢠Facebook
⢠Twitter
⢠Blogs
⢠Wikis
⢠Podcasts
⢠FourSquare
⢠Pinterest
⢠Tumblr
⢠Open
Innovation
platform
Measures
and metrics
⢠Quantitative
⢠Qualitative
Be tool
agnostic!
Thank you!
@inesmergel
http://inesmergel.wordpress.com
Editor's Notes
19% sagen, dass sie Vertrauen in ihre Regierung haben (= Regierungsorgane)81% sagen, dass die Regierung nur selten oder nie trauen
Americans primarily use social media to maintain connections with family and friends, with approximately two-thirds reporting this as a main reason for use to learn more about consumer products (60%), read consumer feedback (66%),connect with others who share a hobby or interest (14%), meet new people (9%), ead famous peopleâs comments (5%), and seek new romance (3%) (NM Incite, 2011; Pew Internet, 2011). Instead gratification nature of each social networking platform drives consumption habits and use.
Web 1.0Few content creatorsUni-directionalStaticPush technologyWeb 2.0: âSocial WebâPresentation & scripting: Sites and applications allow user interaction; many content creatorsStructural:Purpose and layout â exchange content of any kind (text, audio, video)Sociological:Friends and groups; democratic nature; tag, comment
FEMA:The public uses social media tools regularlyRather than trying to convince the public to adjust to the way we at FEMA communicate, we must adjust to the way the public communicates by leveraging the tools that people use on a daily basis.
For example, examining Twitter communication related to the 2011 Las Conchas wildfire threat to Los Alamos National Laboratory, researchers found some Twitter users were passive, not tweeting or re-tweeting, only filtering information via Twitter hashtags and searching for information to help mitigate risk and reduce uncertainty
Not a core respnsibility of government, but a core need of citizens and survivors.
Social media can become the primary source of time-sensitive disaster information, especially when official sources provide information too slowly or are unavailable (Spiro et al., 2012). For example, during the 2007 California wildfires, the public turned to social media because they thought journalists and public officials were too slow to provide relevant information about their communities
Education about a warning system is needed before an eventAlertiing needs to attract attention
Misinformation, uncertainty, and fragmented info. peaks early in a crisis and diminishes over time
Social media demands that governments communicate in new ways. Briefly. Frequently. Directly.
U.S. Centers of Disease Control and Prevention created a social media campaign that provided humorous education guide focused on how to prepare for a zombie apocalypseThe blog post received more than two million page views within on week in May 2011 launchZombie campaign made CDC more âlife-likeâ â instead of robotic agencyCampaigns and trusted information needs to be released before the actual event/emergencyLight-heartednessPlayful, so that it reaches all audiences (educators, students, in extension then the families/adults)-
Spent $87 on the campaign logo & comic- Generated over $3.4 worth of media campaign- Team of two people
Speed and AccuracyReduction of Missed EventsUniformity and Flexibility
An example eastern US earthquake CIIM for a magnitude 4.6 in Alabama. Inset (boxon main figure) shows smooth variations in intensity and regional extent of the data. There were16,941 individual responses for this earthquake.Interactivity & citizen sciencesprovides a unique opportunity for âcitizen scienceâallowing scientists to obtain vast data collections in ways not otherwise or previously possibleexpands the observational base for data collectionalso empowers the community to take ownership and allow better understanding of important scientific issues of the day
WHAT IF 911 operators cannot handle the amount of requests?Using social media to create resilient/parallel infrastructure, when all other channels are unavailable. -> Speak in an authoritative voice, provide instant feedback, let others follow along and read12-14 hours shifts during storm (day & night)Before the storm, never tweeted before.Instead of âTrust usâ (everything is under control), the ConEdison account, tweeted in a different voice âWe hear youâ -> Building community and long-term trust.In the aftermath of Sandy, @ConEdisonâs follower count has grown nearly 30-times, from 800 to just over 22,000.Con Edison spokeswoman, Sara Banda is quoted saying that social media âallows companies like us to be part of the media. We can get information out directly to our customers, and thatâs a great thing.âBuilding systems of survival (resilient infrastructures): Go beyond informing and broadcasting or marketingâŚemail & Twitter before storm communicate about safety and prepareafter storm passed: amount of damage and the amount of effort it takes to restore Use of Twitter to communicate about tents with generators to allow customers to recharge their cellphones, electronic equipment, ice and food, explain outage and damaged equipmenteducate the public to get power to schoolshistorically only during office hours, 15 hours a day, 7 days/week17 days, 7 days a week, 900 twitter messages, 9,000 messages directed at us, exceeded daily allowance, expand daily capacity in partnership with Twitter
¡ Source additional information from affected areas during emergencies to better serve those who need help;¡ Spot trends and better anticipate the publicâs needs; and¡ Connect people with the resources they need, like food, water, shelter or even emotional support.
Decentralized content creation For centralized decision making by a single point of contact Increase trust One voice Created content can then be shared out to all other mediaDonât do too many tools (widgets, Android, iphone, Google+, and different accounts for different purposes) -> Single point of contact
Don't do what FEMA did for Hurricane Irene with mobile apps, a mobile site, a normal site, a blog, SMS alerts, etc. Don't make people think they have to check 10 different sources to stay up to date. Try to make it easy and clear for them.Choose mobile optimized channels.Make sure your channels won't go down. If your site isn't stress-tested, don't rely on it. A site that won't load is worthless. (Isn't there an example of some Google site being used instead of an NYC.gov site during Sandy?)Social media channels are a great option for official communications. They're reliable, they're mobile optimized, and they're designed to spread your message.Facebook, Twitter, and Tumblr are options. While Tumblr has had reliability issues in the past, one major advantage of Tumblr is that it's highly customizable. You can make it look like a normal website available on a custom URL.If you are operating at the federal level and are setting up a new social media channel, make sure you register it as an official government social media account at http://www.howto.gov/social-media/social-media-registry/register-accountsDecentralize information gatheringSet up operations to gather information and verify it internally. Turn that information into clear, trustworthy messages to be published through your official channels.Missouri used Measured Voice to do this when providing official messaging in response to the Joplin tornado. Gathered information from multiple state agencies and FEMA and sent them through a few official social media channels.Google.org project: http://google.org/personfinder/global/home.htmlWhat to share.Be calm and carry on! Seriously, be calm and straightforward. Tell people what they can do, even if it's just to "carry on."Post regularly throughout the situation. Post updates to tell people if there are no new updates. Show people you're alive.
Misinformation, uncertainty, and fragmented info. peaks early in a crisis and diminishes over time Official press release not much longer: Does not say more, even though it feels/sounds more officials
Governance: Commitment and buy-in from senior leadership and political officials at the state level is more than double that at the county and local levels.Processes: Formally defined and tested processes and procedures lag behind social media use.Technology: Technology used for other purposes in an agency is often used in an ad hoc fashion to support basic social media operations, such as posting status updates.Data/Analytics: Data-extraction efforts at all levels are still reliant upon manual review, making monitoring efforts difficult to scale-up during large disasters.
The graph represents a network of 503 Twitter users whose recent tweets contained "NYTstorm", taken from a data set limited to a maximum of 1,500 users. The network was obtained on Saturday, 09 February 2013 at 06:48 UTC. There is an edge for each follows relationship. There is an edge for each "replies-to" relationship in a tweet. There is an edge for each "mentions" relationship in a tweet. There is a self-loop edge for each tweet that is not a "replies-to" or "mentions". The tweets were made over the 10-hour, 48-minute period from Friday, 08 February 2013 at 19:49 UTC to Saturday, 09 February 2013 at 06:37 UTC.The graph is directed.The graph's vertices were grouped by cluster using the Clauset-Newman-Moore cluster algorithm.The graph was laid out using the Harel-Koren Fast Multiscale layout algorithm.The edge colors are based on relationship values. The edge widths are based on edge weight values. The edge opacities are based on edge weight values. The vertex sizes are based on followers values. The vertex opacities are based on followers values.Overall Graph Metrics:Vertices: 503Unique Edges: 1581Edges With Duplicates: 481Total Edges: 2062Self-Loops: 346Reciprocated Vertex Pair Ratio: 0.193296960249415Reciprocated Edge Ratio: 0.323971260613978Connected Components: 21Single-Vertex Connected Components: 19Maximum Vertices in a Connected Component: 482Maximum Edges in a Connected Component: 2036Maximum Geodesic Distance (Diameter): 5Average Geodesic Distance: 2.172707Graph Density: 0.00606322226006511Modularity: 0.339618NodeXL Version: 1.0.1.234Top 10 Vertices, Ranked by Betweenness Centrality:nytimesbrianstelterNYTLivenycjimlisatozziSlaughterAMSamSiftonlexinytSkoknicPrimerImpactoÂ
Treat the public as a emergency management resource:Solicit public input for creative solutions to government challengesFor example: 2010-2011 FEMA challengeIdeas for innovative and effective ways communities can prepare for a disaster before it strikesOver 150 submissions from the publicFEMA then promoted winning ideas on their own websiteAdditional mechanism for sharing ideas and best practices across the emergency management community.
Social media strategy:Who's going to do what, when, and why? Always ask why!