how to leverage social media communities for crisis response coordination
TRANSCRIPT
Leveraging Social Media Communities To Assist Coordination Whom to coordinate with, Why and How
Image Source: http://www.dashe.com/blog/social-learning/how-social-networks-can-harness-the-power-of-weak-ties/
Hemant Purohit ( @hemant_pt ) ICCM-2013, United Nations Nairobi
[Big] Disaster Ci.zen Sensing
• Do you know?
– #tweets In the first week of Hurricane Sandy?
– #tweets in the first two days of Oklahoma tornado?
Image: http://www.socialmediaexplorer.com/social-media-marketing/using-an-internal-social-network-to-solve-real-business-problems/
[Big] Ad-‐hoc Community
Image: http://www.gizmodo.com.au/2012/04/how-we-identify-single-voices-in-a-crowd/
BIG QUESTION: Can responders hear and engage ci:zens of this community AND Can tech help?
Me and @CeceVancePR are coordina:ng a clothing/food drive for families affected by Hurricane Sandy. If you would like to donate, DM us
Does anyone know how to donate clothes to hurricane #Sandy vic:ms?
[REQUEST]
[OFFER]
Uncoordinated Engagement
• May lead to second disaster to be managed: – Under-‐supply of required demands – Over-‐supply of not required resources
• Hurricane Sandy example, “Thanks, but no thanks”, NPR, Jan 12 2013
• Story link:
http://www.npr.org/2013/01/09/168946170/thanks-but-no-thanks-when-post-disaster-donations-overwhelm
Coordinated Engagement
• Cri.cal func.on of coordina.on 1. Iden.fy
– Demand – Supply
2. Match the complementary inten.ons
3. Engage with the important actors – Demander & Supplier – Community Influencer with high network reach
Iden:fying and Matching demand-‐supply is like Search!
• Query: – Demand of food
• Results: – Messages and users who are supplying of food
Enabling Relief Coordina.on
• Challenges: 1. Ambiguity in expression
2. Matching inten:ons 3. Verify
Anyone know where the nearest #RedCross is? I wanna give blood today to help the vic.ms of hurricane Sandy.
Enabling Relief Coordina.on
• Challenges: 1. Iden.fying demand-‐supply inten:ons is tricky! 2. Matching inten:ons is also context sensi.ve!
• E.g., different .mes and geography
3. Verify
Me and @CeceVancePR are coordina.ng a clothing/food drive for families affected by Hurricane Sandy. If you would like to donate, DM us. (DEMAND)
I want to send some clothes for hurricane relief (SUPPLY)
Enabling Relief Coordina.on
• Challenges: 1. Iden.fying demand-‐supply inten:ons is tricky! 2. Matching inten:ons is also contextual! 3. Assessing trust during verifica.on
Me and @xyz123 are coordina.ng a clothing/food drive for families affected by Hurricane Sandy. If you would like to donate, DM us. (DEMAND)
Should I trust?
Examples from our analysis during Oklahoma Tornado
• Machine Learning driven classifica.on system
• 2.1 million tweets crawled in the first 48 hours
• 7% related to dona.ons – 1.3% monetary requests – ~500 non-‐monetary requests – ~150 resource/service offers (needles in the haystack!)
Text \"FOOD\" to 32333, REDCROSS to 90999, or STORM to 80888 to donate $10 in storm
relief. #moore #oklahoma #disasterrelief #donate
RESPONSE TEAMS
VICTIM SITE
If you would like to volunteer today, help is desperately needed in Shawnee. Call 273-‐5331
for more info
Iden.fy DEMAND
Image: http://offthewallsocial.com/tag/social-media/
RT @OpOKRelief: Southgate Bap.st Church on 4th Street in Moore has food, water, clothes, diapers, toys, and more. If you can't go,call 794
Does anyone know where to send a check to donate to the tornado vic.ms?
Where do I go to help out for
volunteer work around Moore? Anyone know?
Iden.fy SUPPLY
RESPONSE TEAMS
CITIZEN SENSORS
Image: http://offthewallsocial.com/tag/social-media/
Text \"FOOD\" to 32333, REDCROSS to 90999, or STORM to 80888 to donate $10
in storm relief. #moore #oklahoma
#disasterrelief #donate
VICTIM SITE
Does anyone know where to send a check to donate to the tornado vic.ms?
Where do I go to help out for
volunteer work around Moore? Anyone know?
If you would like to volunteer today, help is desperately needed in
Shawnee. Call 273-‐5331 for more info
RESPONSE TEAMS
CITIZEN SENSORS
Iden.fy CONTEXT
Image: http://offthewallsocial.com/tag/social-media/
Text \"FOOD\" to 32333, REDCROSS to 90999, or STORM to 80888 to donate $10
in storm relief. #moore #oklahoma
#disasterrelief #donate
VICTIM SITE
Does anyone know where to send a check to donate to the tornado vic.ms?
Where do I go to help out for volunteer work around Moore? Anyone know?
Matched
Matched
If you would like to volunteer today, help is desperately needed in
Shawnee. Call 273-‐5331 for more info
RESPONSE TEAMS
CITIZEN SENSORS
Match DEMAND-‐SUPPLY
Image: http://offthewallsocial.com/tag/social-media/
Bring Humans in Processing Loop
• Automa.on may not be enough for coordina.on – Missing informa.on – Authen.ca.on – Verifica.on
• Future: Create micro-‐tasks – VerityClicker and VerifyClicker
Coordinated Engagement Interface Visualize Network reach of Influencer
Categorizing Influencer by need
type
View/Engage Influencer profiles and
their messages
Engagement Interface for Demand-‐Supply in Space & Time
What-‐Where-‐How-‐Who-‐Why Coordina.on Summariza2on of
Demand and Supply related messages
Contextual Informa2on for a chosen topical tags
Conclusion
• A focus on func.on-‐centric (demand-‐supply) technology can leverage social media to assist coordina.on
• We need smart ac.onable data (needles) rather than generic big data (haystack), extracted using Machine+Human Intelligence!
• Contact: [email protected] , @hemant_pt
Acknowledgement
• NSF & the NSF SoCS project at Ohio Center of Excellence in Knowledge-‐enabled Compu.ng (Kno.e.sis)
• Advisers: Profs. A. Sheth & S. Parthasarathy (Computer
Science), V. Shalin & J. Flach (Pyschology)
• Mentors: Drs. C. Cas.llo, P. Meier, F. Diaz, M. Nagarajan, A. Dow
Contact: [email protected] , @hemant_pt Project: NSF SoCS multi-disciplinary award IIS-1111182, to leverage social media in emergency response for organizational sensemaking