Integrating social media into emergency management

Social Convergence and Emergency Management (part 2) Some tips to help get it right! integrating SM in EM
tips for effective use of social media
conclusion Today's presentation How it works ... The social convergence equation MOBILE TECH AND DEVICES CITIZEN PARTICIPATION DATA/PEOPLE MOBILIZATION = SOCIAL NETWORKS Time is a luxury you can
no longer afford Integrating SM in EM programs A six-step process Baseline: no use of SM Issues:
no $$$, no time, no resources
no policy Solutions:
Convince, lead by example
provide case studies
Show ROI Limited Use of SM Arguments:
Twitter monitored for breaking news
Growing % of audience want SM and web as main channel for emergency info Some acceptance of SM by execs
Use as emergency info tool to “push”
Twitter as alerting/notification tool Interactive Use of SM Arguments:
Learning who you should engage with
Increasing your “reach” with web and key SM platforms More than one SM platform + website
Used mostly to “push” info out
Basic SM monitoring as “reputation” management tool Conversational Use of SM Arguments:
First level of “real” SM engagement
Key factor to help shape public perception of your response Listen + Learn + Engage
Identify and engage with key “influencers”
SM monitoring as key EOC function Operational Use of SM SM monitoring not just a PIO function
Awareness and some use of data/info provided by citizens/volunteers
Moving into ops/plans/intel functions Arguments:
Broadening your operational picture
Maximizing your relevance/effectiveness through the use of volunteers in tough fiscal environment Integrated Use of SM Arguments:
Continuous engagement with communities and audiences, from preparedness to recovery
Full community-based Situational Awareness SM in all pillars of EM and all functions of EOC
Full mobilization and use of citizens/volunteers data and info … the power of the crowd/cloud do you prefer this
or that The new reality for EM and crisis comms 10 SMEM Thoughts When responding to an incident and
using social media, ensure your SM e
fforts are supported by coordinated
web and other communications
outreach. Integrate your social media
team with your crisis cell. Don't do SM in a vacuum Organizations that listen in a crisis
have a better chance to be heard, a
better understanding of how the
incident evolves and what the needs of
their stakeholders are. They respond
better. Social media monitoring With social media and mobile devices
(social convergence) people are their
own broadcasters and they create their
own alerting networks. How do you
best complement the info they already
have and/or correct
misinformation? You are no longer essential Have a crisis communications plan in
place so you can occupy the public
space quickly ... or someone else will ...
Will they have the best intentions or
information? Speed is everything! Influence on social networks is not
measured in numbers. It's about trust
and credibility. When the incident
occurs is too late to jump on SM ...
engagement is a continuous effort and
trust is earned before. Engage and be credible It's not about the tech ... It's about
people ... Social networks are tools and
not a strategy. Procedures should be
simple and allow you to react quickly
and accomplish your objectives. You
don't have time to wait for
long approvals. Think audience not process Every incident and response has a
reputation management component to
it. Perceptions are shaped in minutes
on social networks and they come from
all over the globe. No incident is truly
local anymore ... Opinions on SM matter We are no longer in an era of message
Control but in an age of
message "competition" ... to be heard
you have to be present on SM
and trusted among dozens, hundreds
of other voices. Having an impact ... Use the tools your audiences use (that's social networks and mobile devices) or run the risk of being irrelevant ... Be Relevant A couple of things before we conclude Conclusion
there are resources out there that you can tap into
social media is an empowering tool ... not an obstacle
listen + learn + engage = key to SM success to find out more:
@patricecloutier on Twitter
http://crisiscommscp.blogspot.ca/