crisis management through social media monitoriing

April 25, 2016

Social Media in Crisis: The Great Complicator

Presenters: Kathleen Hessert: President | Sports Media Challenge | @kathleenhessert Rich Serino: Former Dep Administrator FEMA | Distinguished Visiting Fellow Harvard, NPLI Kellie Bentz: Head of Global Disaster Relief | AirBnBBrian Reich: The Hive, Special Project Unit UN Refugee Agency | @brianreich

#Socialmediacrisis

A traumatic situation triggered by an issue or event, and has the potential to generate significant and costly repercussions for communities, businesses, organizations, and individuals.

Crises can erupt quickly or smolder unnoticed for a long time.

Dealing with crises typically severely challenges both human and other resources. Based on how it is handled, it can turn into a disaster, or an opportunity to become stronger. ©2016 Sports Media Challenge

Crisis:

“Crisis are bad enough. Adding social media makes crises grow faster, change direction more often, and without notice.

What was once limited to your backyard can quickly turn global.

Social media strongly influences public perception and challenges leadership in new & different ways.

It organically changes the crisis itself

triggering unexpected & lasting ripple effects.”

@KathleenHessert

©2016 Sports Media Challenge

Social Media Complicates

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Social Media Fuels Crises• Speeds the velocity of the crisis• Amplifies negatives and positives, facts and rumors• Requires vigilant Community Management

• protocols set in advance & adhered to• added resources needed for expanded intensity • wide range of tools & experts available for crisis management

including at little to no cost

• Deep real time listening required• Timely reporting to inform decision-making


Flint, Michigan Issue Spreads


75% of Americans Expect:

• Emergency Responders to consistently monitor social media• Help will arrive within 1-3 hrs of distress calls on social media Source: Univ of Maryland Disaster Study

Hurricane Irene 2011: FEMA’s Social Efforts• FEMA aware Irene was heading up the coast • NYC was bracing for the worst

• FEMA listened to social networks and heard:– Users claimed that NYC was only receiving rain,

while areas North of the city were hit hard– Many tweets originated in Vermont

• bridges going down • hurricane blowing down trees

Social is a Two-Way StreetSocial networks can be leveraged to both listen and react with instant updates possible such as:

• Safety Messages:– “Stay clear of…”– “These areas are closed to the public due to…

• Links to listen to local media outlets based on location

• Helpful tips and links to disaster relief and shelters


Monitor for 1st Mover Advantage

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• Benchmark • shifts in trends, how viral are they, where & who is spreading

• understand meaningful moments as they happen • uncover blame spewing from unexpected areas/people

• Context• determine what resonates with influencers & key audiences

• Identify actionable information • Analyze & inform decision-makers in timely manner

Crowdsourcing information is fundamental in emergencies.

See it. Say It.


THE ISSUE OF TRUST: WHO BELIEVES WHOM

More highly educated and higher income people believe government and educational sources. Poorer and less educated populations believe their counterparts over govt or educators. *Edelman Trust Survey Flint and Michigan have large poor populations. Govt needs to get residents to believe and share the social messages to get any traction at the grassroots level.

Recommendation: spread approved official messaging through a team of "everyday influencers“. People who have niche expertise and credibility and engaged social media communities.


Flint Water Crisis

4 Step Process

Twitter, Facebook, Youtube, Blogs, Instagram, Forums & News; Other data sourcesvia monitoring tool

Posts regarding safety, threats;Locations;Successes; Influencers & Sources;Hashtags

Volume & reach;Trajectory, Sentiment;Valued information; Trending topics

AggregateCurate

AnalyzeShare

Become “trusted”source for reliable, timely, useable information to respond to disaster


Dashboard: Flint, MI Water Crisis


Questions?

Social Media in Crisis: The Great Complicator

Who is Talking, Listening, Sharing

1. Eyewitness- Uses video, photos to alert responders of accurate, fresh information

2. Gawker– Bloggers, locals observe/spread details

3. Lurker– Reads posts & shares offline

4. Conduit– Helps spread accurate reports using smart,

geo-located curation– Responsible media outlets contribute

5. Lifeline– Connects loved ones, responders