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Social Media in Emergency Preparedness & Response

Key social media challenges & solutions faced by disaster response organizations during a crisis. Final Project Presentation for Ogilvy PR Social Marketing Fellowship, Summer 2013.

Tiffany Qua

on 28 April 2014

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Transcript of Social Media in Emergency Preparedness & Response

The Pre-Crisis Prep Stage
Communication = Aid
Social media = not just tools & tech but a shift in mindset, behaviors & attitudes
Social media is about "making the toolbox bigger not swapping tools out"
So much room & opportunity for growth & improvement
Social Media in Emergency
Preparedness & Response

Challenge 1:
Information Accuracy/Overload
Almost there...
...keep going!
Challenge 3:
Doing social media while exhausted
Challenge 2:
Managing Public Expectations
Challenge 1:
Attitudinal Barriers
What It Looks Like: Fear of the unknown, fear of losing control of the information, lack of motivation, apathy

How to Fix it: Change the mindset - It's not an option. It's a necessity. The public needs it, demands it, and expects it.
Challenge 3:
Challenge 2:
Infrastructural/Logistical Barriers
What It Looks Like: Perception of prohibitive costs from setting up social media initiatives, downright confusion over where to begin

How to Fix it: Look to the internet! Social media platforms are typically free to use, handbooks & field guides abound, and more importantly, there are social media experts out there who want to help
Eg. Con Edison
What It Looks Like: Confusion over who will be the main spokesperson/ consistent voice of the organization. One media rep to handle everything?

How to Fix it: Decentralize the responsibility. Social media should be the responsibility of everyone in the organization
eg. AirBnb & Google
What It Looks Like: Mad scramble to keep tabs of all the information out there and figure out what information is correct while the public is throwing multitudes of questions at you

How to Fix it: Find question patterns, update page frequently with updates & refer public there, collaborate w/ other agencies
eg. FEMA vs. @ComfortablySmug
What It Looks Like: Public expects near immediate response to posts on social media

How to Fix it: Disclaimer on social media platforms but 24/7 social media presence highly recommended
eg. MTA & Boston Fire Dep't
What It Looks Like: How does your organization cope with this information overload and 24/7 social media presence while dealing with the actual crisis?

How to Fix it: Get help from volunteers
eg. American Red Cross & Humanity Road
Main Challenge:
Audience Engagement
What It Looks Like: A room full of people who want to hear what you have to say, but you don't quite know what to say

How to Fix it: Build a relationship, find ways to integrate fun & pop culture into emergency preparedness
eg. Sharknado & NYC Readiness Challenge
Crisis Mapping
Tiffany Qua
source: http://www.slideshare.net/Sfathi/social-media-hurricane-sandy-crisis-case-studies
source: http://gizmodo.com/5957726/conedisons-twitter-jockey-is-a-hurricane-hero
Full transcript