bonduelle social media report aug. 1st

1 Social Media Report -Bonduelle

The Corporation of the County of Essex

2014

Social Media Report Bonduelle Fire – July 18th, 2014

Emergency Management Coordinator


Table of Contents

County of Essex Social Media Overview .......................................................................... 3

Credibility ........................................................................................................................................ 3

Tools ...................................................................................................................................................... 4

Key Terms ............................................................................................................................................. 4

Hashtags ........................................................................................................................................... 4

Reach................................................................................................................................................... 4

Impressions .................................................................................................................................... 4

Timeline ............................................................................................................................................... 5

Social media activity referencing Bonduelle: ..................................................... 5

Social media referencing Bonduelle by type: ........................................................ 5

Hashtag Statistics ....................................................................................................................... 5

Top Posts ............................................................................................................................................. 6

Tweet Origins by Location and Interface ..................................................................... 6

Most frequent tweeters using Bonduelle hashtags .................................................. 7

Timeframe: July 18th, 05:00 - July 22

nd 20:00 ...................................................... 7

Influential Accounts referencing Bonduelle and Number of Followers ..... 7

Summary, Conclusions and Recommendations ................................................................... 8


County of Essex Social Media Overview

A Social Media Coordinator for the County of Essex accounts

(@CofEssexPrepare) was designated and was based out of the

County of Essex Civic and Education Centre on July 18th, 2014.

This designation occurred via a phone call from the EOC at

approximately 09:00 to an individual with access to the accounts

and knowledge of social media. Information and updates were sent

by phone and e-mail to the Social Media Coordinator with

directions on public release timelines. Updates were frequent

and timely. This created a one-person VOST (virtual operations

support team). A VOST is able to assist in social media

management from off-site, minimizing the number of individuals

in the affected area.

The roles of the social media coordinator included:

Timely and discretionary release of information

o Evacuation announcements

o Shelter locations

o Emergency declaration and rescission

Identification of relevant hashtags

Monitoring for new information and reporting to the EOC

for verification or clarification

Answering questions tweeted by the public

Engaging with the public to obtain current first hand or

unreported information

o Traffic congestion

o Procedures involving pets at shelter locations

Collecting images and data

Dispelling false information

i.e. Location was misinterpreted as New Tecumseh by

some Twitter users.

Credibility

Credibility was established by having a maintained and

trustworthy account prior to an incident. Our credibility was

reinforced throughout the day and

we maintained our position as the

authority for information by

providing the most direct

information from the EOC, and by

endorsements from other credible

accounts such as various media

accounts and the Michigan State


Police, Emergency Management and Homeland Security Division.

Tools

During the Bonduelle Fire, the County of Essex used Twitter,

Facebook, Instagram and Hootsuite to manage social media. The

data collected after the emergency for this review was collected

by the above platforms and additionally, through hashtag

analytics such as Talkwalker,hashtag.org and Twitonomy.

Key Terms

Hashtags

A hashtag is a topic formed as a word or short phrase which is

un-spaced and prefixed with the hash sign (#). When a phrase is

hashtagged, it becomes a clickable link, which can be followed

to find posts using the same keyword. This is useful for

tracking events and organizing interactions. Users are able to

create their own hashtags and during an event, usually a

generally accepted ‘official’ hashtag surfaces by way of crowd

sourcing.

Reach

Reach is the number of unique followers that all of the users of

a specific hashtag cumulatively have. The #Bonduelle reach is

therefore the number of unique followers of all users that used

that hashtag.

Impressions

Impressions take into account the number of times a user posts

and so how many times followers would see these posts.

Example: If a user has 500 followers and tweets 2 times, the

reach is 500 and the impressions are 1,000.

Engaging Twitter users that have many followers such as media

and government outlets (The Windsor Star, Ontario Warnings and

the CBC) drastically increased both the reach and number of

impressions of the Bonduelle hashtags.

The most common keywords and hashtags included on Bonduelle Fire

related tweets were #Bonduelle, #BonduelleFire and #Tecumseh.


Timeline

Social media activity referencing Bonduelle:

Social media referencing Bonduelle by type:

Hashtag Statistics - July 18th 2014-July 24th

2014

Hashtag Posts Users Reach Impressions

#Bonduelle 470 254 759,843 1,815,782


2%

98%

Canada

United States

#BonduelleFire 160 93 272,099 502,459

#Tecumseh 475 192 1,031,476 1,429,230

Top Posts

Tweet Origins by Location and Interface

44%14%

30%

5%

4%2% 1%

Desktop/Web

iPhone

Android

TwitterFeed

Blackberry

iPad

Facebook


Most frequent tweeters using Bonduelle hashtags

Timeframe: July 18th, 05:00 - July 22nd 20:00

Rank Account # of

Posts Reach Engagement

1 AM800news 65 531,865 105

2 Connie Buckler 60 8,369 0

3 CTV Windsor 44 337,679 44

4 SW_ON_Traffic 42 27,826 0

5 The Windsor Star 41 1.03M 83

6 Blackburn News Essex 33 154,590 15

7 Derek Spalding 29 31,786 26

8 Dan Appleby 28 18,395 17

9 MakdaGCBC 28 16,709 5

10 Blackburn News CK 23 95,091 7

Influential Accounts referencing Bonduelle and Number of

Followers

Ontario Warnings 33,950

The Weather Network 296,209

Tecumseh Fire 1,632

Essex County Prepare 1,137

School Boards

o Connie Buckler, Trustee GECDSB 147

o Scott Scantlebury, GECDSB 1,602

o WECDSB 2,050

Agriculture Related:

o Bonduelle Espana 4,890

o Gregory Sanson, CEO of Bonduelle 414

o Jeff Leal, ON Minister of Agriculture 2,177

o Simon Crouch, Food Farm News 859

o Elaine Roddy, OMAFRA 590

Media

o Sun News Network 45,000

o The Windsor Star 25,252

Dalson Chen 1,648

Dan Janisse 803

Dax Melmer 512

Dylan Kristy 1,760

o CTV News 141,000

CTV Windsor 7,724


Jason Viau 445

Chris Campbell 1,084

Christie Bezaire 2,198

Gina Chung 1,083

Dan Appleby 662

CTV London 16,820

CTV Kitchener 38,831

o AM 800 8,235

Patty Handysides 1,421

Teresinha Medeiros 1,090

Kristylee Varley 1,086

Mike and Lisa, The Morning Drive 4,953

Zander Broeckel 581

o WindsoriteDOTca 6,688

o CBC News 491,514

CBC Windsor 11,032

CBC News Alerts 313,069

Tony Ducette 1,737

Makda G 602

Alec Boissonneault 118

o TV Cogeco Windsor 773

o Blackburn News 4,711

Mike Vlasveld 623

o London Free Press 40,953

Jennifer Bieman 192

o Fox 2 News Detroit 62,569

Roop Raj 11,441

TOTAL 1,593,867

This total represents the potential audience for all Bonduelle

related tweets. While some accounts may share followers, the

audience is calculated as the potential number of views. Many of

these accounts tweeted about Bonduelle more than once and the

number of impressions increases exponentially for each tweet.

Summary, Conclusions and Recommendations

To minimize the number of people working at the EOC site, social

media can and should be managed from a distanced site.

Throughout the Bonduelle emergency, the County of Essex had

essential staff on site at the Tecumseh Town Hall EOC and

managed social media from over 20km away at the Civic Center in

Essex. In order for this to be effective, a number of procedures

must be in place prior.


Social Media Manager Selection and Training - The organization

must chose which individual/s will take on the role of Social

Media Manager during an emergency. Whether it is staff or

volunteers, they should possess knowledge of social media

platforms and your organization.

Access Policies- A plan should be devised for how access to

accounts will be shared, who they will be shared with and when

passwords should be changed.

Content Approval- The most efficient content approval occurs

when the Social Media Manager is knowledgeable enough regarding

procedures that they are able to post at their own discretion.

If this is not possible, the requirement for content approval

should involve as few individuals as possible.

Communication Strategy – Devise a plan for how information will

be shared and how frequently contact should be made between the

EOC and the virtual home base.

bonduelle social media report aug. 1st

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