how to effectively communicate via social media during an emergency

“NIH and Social Media - You¹ve Got Connections” Expo

January 8, 2013

Steve Peterson

How to Effectively Communicate via Social Media during an Emergency

WBOC TV 16

• This presentation explains the importance of:• verifying information before distributing it on social media platforms;

• referencing official agencies’ (or credible sources’) posts/tweets, etc.;

• information through existing social media channels that may be vital to one’s wellbeing if reposted/retweeted;

• addressing (or not addressing) incorrect information that could be detrimental if reposted/retweeted

• How does one take responsibility and proceed with using social media during an emergency?

PURPOSE

• Communications during an emergency differs from every day communications

• People take, process, and react to emergency situations differently*

EMERGENCY MANAGEMENT PHASES

Mitigation

Preparedness Response

Recovery

*Walker, Denise C. Mass Notification and Crisis Communications – Planning, Preparedness, and Systems. CRC Press. 2012. p.66

• Magnitude of emergency drives lifespan of social media communications

• Examples• Police Chase (Short timeframe)• Hurricane (Lengthy timeframe)

BENEFITS AND RISKS/CHALLENGES

• Reassurance

• Situational awareness

• Distribution of information through multiple platforms

• Connects people with resources

• Photos and videos

• Loss of some ability to process information in stressful situations*

• Missed contributors or platforms

• Misinterpretation or false information

*FEMA Training – IS042: Social Media in Emergency Management

Benefits Risks

• Utilizing social media during an emergency has both benefits and risks:

VERIFICATION TIPS

Capitalization and usage of “BREAKING” Official news source?

Who confirmed the flooding?

Before you re-post/retweet a message from a source in which you have no pre-established connection, ask yourself these questions:• Where is the information within this tweet generated from?• Am I to take emergency information generated from this source serious?• Are there other sources posting the same information, but from a different source? (Not a retweet)• What other tweets have they generated recently? (Check their profile)

This false tweet, along with several other postings from the same individual, occurred during Hurricane Sandy

• Share official social media posts/tweets

• Use shortened URLs– Remember your limitations on characters– Direct readers to official information

• Do not exaggerate

• Tweet directly to agency – Type their handle at beginning of tweet

• Find most popular hashtag and promote it

• Do not repost/retweet obsolete information

• Take training from FEMA – IS042: Social Media in Emergency Management

RECOMMENDATIONS

1“Social Media in an Emergency – A Best Practice Guide” – Wellington Region Emergency Management Group. June 2012

Effective social media communications during an emergency includes…

…knowing, in advance, credible sources of information

…understanding social media communication dynamics

…relevancy, trust, and speed

…quoting sources of information in your posts/tweets (non-applicable for retweets)

CONCLUSION