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The Role of Social Media in Emergency Management: Best Practices and Strategies

This overview discusses the critical role social media plays in emergency management, particularly during disasters. It covers effective communication strategies, best practices for using various platforms (such as Facebook and Twitter), and the importance of maintaining a credible online presence. By integrating social media into emergency planning, organizations can enhance their outreach, engage with the community, and effectively disseminate crucial information during crises. Explore the benefits of social media monitoring, preparedness actions, and the significance of predefined responses to threats.

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The Role of Social Media in Emergency Management: Best Practices and Strategies

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  1. Social Media & Emergencies Maurice J. Watkins Wilberforce University Email: mwatkins@wilberforce.edu

  2. Who am I? • Wilberforce University: private HBCU founded in 1856 • Grant funded - NNSA Disaster Management & Recovery Center • Responsibilities • Social Media for Grant • Disaster Educational Materials • Emergency Planning • Research Support (Databases, Web/3D Design)

  3. Topics • Definitions • Role of Social Media in Emergencies • Emergency Notification & Best Practices • Social Media Monitoring • Research Project

  4. Definitions • Amplification - Increasing web presence through website links or repetition of information of in various online locations • Hashtag - Any word or concatenated phrase preceded by # sign. Indicates post topic and aids searches and/or dialogue • Social Media Management Platform- software or website that allows management of multiple social media accounts

  5. Social Media's Role in Emergencies • Multiple Means (2 = 1, 1= 0) • SM adds to existing methods • Never rely on one mode of communication • Availability changes based on power outages • Damage to other warning systems • Expanding audience • Younger audiences may not go to TV,radio first

  6. SM Role in Emergencies • All Communication Methods have Flaws • SMS - Time delay (up to 15 minutes) • TV - 30% don't watch live network TV • Landline & Cell phones(voice) - Limited Capacity • Twitter/FB/G+ - Internet/Mobile network dependent • SM Benefits • Mobile Phones more likely than battery radio • SM can withstand regional stress in most cases • Cell Phone towers may have some battery backup

  7. Emergency Notification • Location - City/County/Campus/State • Sometimes a specific building should be mentioned • Type of Threat • Suggested Response/Actionable Info • Warnings and Statements should be Pre-Scripted if Possible (Protocol)

  8. Best Practices - Different Networks • Facebook - 900M, Text(Medium), Video, Pictures, Events • Twitter - 500M, Text(140 characters), Some Picture/Video • Google + - 215M, Text(Medium), Video, Pictures, Events, Video-Conferencing • Blogging - Text (Long), Video, Pictures, etc.

  9. Best Practices • Establish Credibility: • Post daily (pre-written info okay) • Respond to community • Have a planned presence • Content balance (tips, news, self-promotion) • Example: @nolaready (City of New Orleans EM) • Be Efficient • Use management platforms for unified interface • Tools: • Hootsuite (built-in analytics) • Tweetdeck

  10. Best Practices - Amplify Website

  11. Best Practices • Unified messaging • Same information with appropriate formatting • Short, Medium, and Long form • Mention SM to audience • "For updates check our twitter @ohio_ema" • May result in less phone inquiries from citizens and media • Weakens foothold of fake/parody accounts • Suggest preparation actions before an incident

  12. Best Practices • Statistics Measure Engagement • Track on SM and on website • Are your links being clicked on? • What types of posts/information get the best response? • How are people finding your information (referral sources)? • Use hashtags (Twitter, G+) • easier for people to find, often used for dialogue • limit yourself to two hashtags

  13. Best Practices - Boundaries • Pictures spark engagement but... • Don't show faces without permission • Don't include gore or inappropriate content • No Sensationalism • Provide most accurate information • Be aware of malware (legitimate accounts) • Limit automatic posting

  14. SM Monitoring - Free Intelligence • Verification • Location tags • Collaborating tweets • Images & reputable links • Established accounts • Beware of perishable information • Rumor Control • Replying to misleading statements with correct info • Posting correct info swiftly

  15. Social Media Monitoring • Tools - No Charge • For search by Keywords & location • Twitterfall • Geochirps • Nearbytweets • Tweet Grid • Techniques • Always use Location & Keyword(s) • Searching by hashtag can reduce irrelevant info • Ex: #Isaac , #ohwx • Turn off Retweets to reduce redundant info

  16. Tools & Info Analytics - Peerindex, Klout Management Platforms - Hootsuite, Tweetdeck Resource websites: • FEMA EMI - IS42 • Mashable Twitter Guidebook • Hashtags.org

  17. Research Project • Web Disaster Planning • Storable & Printable • Social Media integration • Peer to Peer Motivation • Gamification • Quasi-Competitive Preparedness

  18. Credits CampusFireSafety.com sm4em.org - #smem twitter online community Check us out: Blog: wilberforcedmr.wordpress.com FB: Disaster Management & Recovery at Wilberforce University Twitter: @wilberforcedmr G+: DMR @ Wilberforce University

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