Social Media and Emergency Management: Integrating SM
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The document discusses the use of social media in emergency and disaster management. It outlines the four phases of emergency management: mitigation, preparedness, response, and recovery. For each phase, examples are given of traditional communication and examples of how social media could enhance communication at different levels of usage from promotion to engagement to integration. The presentation concludes that social media, when integrated effectively, can act as a force multiplier during disasters by enhancing coordination, communications, and public participation.
Social Media and Emergency Management: Integrating SM
- 1. David F. Merrick Center for Disaster Risk Policy Florida State University Social Media and Disaster Management: Communication Convergence Presented 11.2011 at DLSU Manila
- 2. Outline Stop me for questions at any point! Emergency and disaster management overview Communication in the disaster cycle Social media overview Developing social media usage in government Social media and the four phases of EM Social media as a force multiplier 2 Merrick - CDRP/FSU - 11.2011
- 3. Emergency Management Merrick - CDRP/FSU - Concepts & Background 11.2011
- 4. Emergency Management Also called disaster management and crisis management, though those have slightly different contexts. Emergency management is the discipline that focuses on… The organized analysis, planning, decision making, and assignment of available resources to mitigate, prepare for, respond to, and recover from the effects of all hazards The goal of emergency management is to save lives, prevent injury, protect property and the environmentin the event an emergency occurs. 4 Merrick - CDRP/FSU - 11.2011
- 5. The EM Cycle • Preparedness •Response •Recovery •Short term •Long term •Mitigation 5 Merrick - CDRP/FSU - 11.2011
- 6. Communication Through the Cycle Phase Communication Example Mitigation • Publicawareness and outreach • Policy development and rulemaking Preparedness • Watches and warnings (Alerts) • Preparedness planning / measures Response • Public safety and instructions • Community coordination and info Recovery • Public assistance notices • Public awareness and outreach 6 Merrick - CDRP/FSU - 11.2011
- 7. Social Media Concepts & Merrick - CDRP/FSU - Background 11.2011
- 8. Web 2.0 Web 2.0 has been a buzzword for several years (first coined in 2004), and has evolved to mean the interactive/collaborative internet and web space. Blogs RSS Feeds Wikis Etc. 8 Merrick - CDRP/FSU - 11.2011
- 9. Tim Berners-Lee on Web 2.0 “Web 1.0 was all about connecting people. It was an interactive space, and I think Web 2.0 is of course a piece of jargon, nobody even knows what it means. If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along. And in fact, you know, this 'Web 2.0', it means using the standards which have been produced by all these people working on Web 1.0.” Berners-Lee Interview, 22nd August, 2006 9 Merrick - CDRP/FSU - 11.2011
- 10. Evolution of the Collaborative Web The Web 2.0 Transition…. World Wide Web pages transform to…. Content management systems / dynamic content Portals Personal blogs Blog communities Twitter Facebook Foursquare ???? 10 Merrick - CDRP/FSU - 11.2011
- 11. What is Social Media? Social Media is a set of technologies, concepts, and methods that allow for the creation of massive community based collaboration. The core principals of social media are: Participation Community Transparency Asynchronous Persistence 11 Merrick - CDRP/FSU - 11.2011
- 12. Evolution of the Collaborative Web The Web 2.0 Transition…. World Wide Web pages transform to…. Content management systems / dynamic content Portals Personal blogs Blog communities Twitter Media Social Facebook Foursquare ???? 12 Merrick - CDRP/FSU - 11.2011
- 13. Purpose of Social Network Sites According to Boyd and Ellison (2007), SNS are defined as web- based services that “allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with who they share a connection, and (3) view and traverse their list of connections and those made by others within the system.” Research suggests users utilize SNS in order to reinforce, articulate, and define existing social relations. They are not ‘networking’ to meet new people. Relationships between users are typically two-way (consensual between the two users). 13 Merrick - CDRP/FSU - 11.2011
- 14. Social Networks as Information Channel Social Network Sites can serve as the Channel in the classic SMCR Model: Source Message Channel Recipient This has led to SNS being leveraged as methods of communication and advertisement by organizations as well as tools for individuals to define social interaction. In this context, SNS relationships are one-way. (organization to individual). 14 Merrick - CDRP/FSU - 11.2011
- 15. General Social Network Platforms Facebook Over 500 Million users, over 50% log in every day. 70% of users are outside the U.S. Twitter Over 150 million users Mobile friendly, even without a ‘smartphone’. LinkedIn Business and professional focus. Emphasis on professional networking and information exchange. Jaiku, Tumblr, MySpace, Orkut, Google Buzz, others. 15 Merrick - CDRP/FSU - 11.2011
- 16. Communities of Practice Communities of practice (CoP’s) are groups of people linked by common interest. Examples include professional organizations, book clubs, parent organizations, class groups, etc. They can exist offline, but social network sites and social media leverage CoPs to a new level. No longer constrained by geography or by time Social media enhances communication and collaboration. 16 Merrick - CDRP/FSU - 11.2011
- 17. Government Social Media and Merrick - CDRP/FSU - 11.2011
- 18. What Social Media Tools Are Used in State Government? Facebook – 86% Twitter – 83% YouTube – 76% Flickr – 46% Blogs – 44% Linkedin – 20% 18 Merrick - CDRP/FSU - 11.2011
- 19. Primary Reasons for State Government Usage of Social Media? Citizen engagement – 98% Public information, outreach and awareness – 93% Open government – 67% Business engagement - 53% Government engagement – 44% Reduced need for resources / efficiency – 35% 19 Merrick - CDRP/FSU - 11.2011
- 20. Biggest Concerns for Usage of Social Media by State Government Security – 58% Terms or service issues – 49% Records retention issues – 42% Privacy – 42% Employee use / misuse – 37% Lack of resources to monitor/control – 33% 20 Merrick - CDRP/FSU - 11.2011
- 21. From Resistance to Integration In the 2010 NASCIO survey, only one state indicated they were not using any social media tools. More and more local, state, and federal agencies are utilizing social media and Web 2.0 technologies to some extent. Emergency management agencies and organizations are no exception, with usage ranging from the simple to complex How do we measure the effectiveness social media plans and practice? 21 Merrick - CDRP/FSU - 11.2011
- 22. Levels of Social Media Usage in EM 0. Resistance No usage of SM tools, techniques or technologies “We don’t have the time or expertise.” “We already have a web page.” 22 Merrick - CDRP/FSU - 11.2011
- 23. Levels of Social Media Usage in EM 1. Promotion Usage of limited SM platforms, such as Facebook or Twitter to send messages to users. May be part of an alert or warning system Used to drive traffic to organizational web sites or other material Marked by ‘one-way’ traffic. 23 Merrick - CDRP/FSU - 11.2011
- 24. Levels of Social Media Usage in EM 2. Engagement Expanding platforms and tools Creating custom content tailored for multiple platforms and audiences Engaged with the community, participating in conversations using SM platforms Recognize the PIO’s role in maintaining a SM community presence in all phases of EM Recognition of the fact that society/the public wants to be committed to disaster preparedness, response, and recovery 24 Merrick - CDRP/FSU - 11.2011
- 25. Levels of Social Media Usage in EM 2. Engagement Source Message Channel Recipient Feedback 25 Merrick - CDRP/FSU - 11.2011
- 26. Levels of Social Media Usage in EM 3. Integrated Content is created and tailored for multiple platforms, all supporting a central message theme SM value is recognized and used beyond the PIO role Utilizing crowdsourcing and/or other techniques to solicit information and data from the public SM plays a role in operational situational awareness and decision making Full integration of a committed public in disaster management 26 Merrick - CDRP/FSU - 11.2011
- 27. Social Media in Risk Communication In the Engaged and Integrated stages, emergency managers should be utilizing SM as a part of a comprehensive risk and crisis communication strategy Education about risks and hazards Education about what actions the public can take to protect themselves from the hazard Train the public on what do do when told to evacuate, shelter in place, etc. Using social media to gather feedback on the effectiveness of the risk communication messages 27 Merrick - CDRP/FSU - 11.2011
- 28. Mitigation Merrick - CDRP/FSU - 11.2011
- 29. Mitigation and Social Media Mitigation focuses on reducing the impact of disasters. Examples of mitigation actions include: Improved building codes and zoning Building retrofits and hardening Resident relocation Public outreach and education 29 Merrick - CDRP/FSU - 11.2011
- 30. Mitigation Actions via Social Media SM Usage Level SM Sample Actions Promotion •Facebookposts linking to mitigation plans Engagement •Facebookposts to mitigation planning forums for community feedback • Polls to gather feedback on proposed rule changes • PIO contacting community leaders and involving them in SM conversations Integrated • Usage of Twitter and Foursquare to gather information about disaster prone geographies and populations • Mitigation planning teams using Twitter hashtags to start and follow mitigation conversations. • Community mitigation data collected via SM channels is utilized in comprehensive planning. 30 Merrick - CDRP/FSU - 11.2011
- 31. Preparedness Merrick - CDRP/FSU - 11.2011
- 32. Preparedness and Social Media Preparedness focuses on getting ready to deal with the impacts of disaster Examples of preparedness actions include: Stockpiling supplies for use during and after a disaster Evacuation planning Warning/educating communities about hazards 32 Merrick - CDRP/FSU - 11.2011
- 33. Preparedness Actions via Social Media SM Usage Level SM Sample Actions Promotion •Facebookposts linking to existing outreach plans/templates •Facebookor Twitter warning messages Engagement • Social media risk communication campaigns • PIO engagement with local media and community leaders to educate / warn of hazards Integrated • Evacuationplanners using Twitter and Facebook to coordinate volunteers for evacuation and response. •YouTubebroadcasts discussing preparedness techniques and plans, cross linked across all SM channels 33 Merrick - CDRP/FSU - 11.2011
- 34. Response Merrick - CDRP/FSU - 11.2011
- 35. Response and Social Media Response entails actions to save lives and preserve property during and immediately after a disaster. Examples of response actions include: Search and rescue Fire fighting Flood control measures Traffic control Security 35 Merrick - CDRP/FSU - 11.2011
- 36. Response Actions via Social Media SM Usage Level SM Sample Actions Promotion •Facebookor Twitter warning messages Engagement • PIO engagement with local media and community leaders to educate / warn of hazards • Disastersituation updates including maps and interactive media Integrated • Using SM mobile tools to gather damage reports and calls for assistance. • Integrationof all SM collected data and streams in the EOC common operating picture • Utilizing crisis mapping and other tools to visualize citizen reports 36 Merrick - CDRP/FSU - 11.2011
- 37. Recovery Merrick - CDRP/FSU - 11.2011
- 38. Recovery and Social Media Recovery focuses on returning society to normal after a disaster Examples of recovery actions include: Debris/road clearance Utility restoration Schools reopened Sheltering and temporary housing Reconstruction and repairs 38 Merrick - CDRP/FSU - 11.2011
- 39. Recovery Actions via Social Media SM Usage Level SM Sample Actions Promotion •Advertisement of disaster recovery centers •Links to recovery resources Engagement •PIO engagement with community regarding recovery plans and opportunities •Recovery updates regarding utilities, roads, and residual effects Integrated •Using SM mobile tools and geolocation to gather damage reports and track disaster impacts. •Creating of recovery portal with links to social media platforms to enable community volunteers to assist •Utilizing crisis mapping and other tools to visualize citizen reports 39 Merrick - CDRP/FSU - 11.2011
- 40. Social Media as a Force Multiplier Emergency management utilizes a lot of tools and techniques during all phases of disasters. Comprehensive Plans Procedures Crisis and risk communication Volunteer organizations and NGO’s Community involvement and interaction Internet information portals and websites Media contacts Governmental contacts Mutual aid 40 Merrick - CDRP/FSU - 11.2011
- 41. Social Media as a Force Multiplier Social media, when used in an Integrated way….. Enhances coordination and cooperation among all the actors Provides depth to the communications capabilities of the EOC Example: Boulder Colorado Four Mile Fire Enables citizens to participate in disaster management in their communities Example: Queensland, Australia Floods in 2011 Acts as a ‘force multiplier’ for all of these actors – enables better, more efficient response, recovery, mitigation and preparedness Can create ad-hoc response entities in places and locations where no “official” response is possible Example: 2010 Haiti Earthquake 41 Merrick - CDRP/FSU - 11.2011
- 42. Examples 42 Merrick - CDRP/FSU - 11.2011
- 43. David F. Merrick Center for Disaster Risk Policy Florida State University dmerrick@fsu.edu 001 850 644 9961 Questions? 43 Merrick - CDRP/FSU - 11.2011
Editor's Notes
- #14: Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
- #19: According to a 2010 survey of state CIO’s conducted by the National Association of State CIOs (NASCIO). N=43
- #20: According to a 2010 survey of state CIO’s conducted by the National Association of State CIOs (NASCIO). N=43
- #21: According to a 2010 survey of state CIO’s conducted by the National Association of State CIOs (NASCIO). N=43
- #43: Images courtesy of PatriceCloutier