How to Use Social Media in a Disaster

For government communicators...

How to strategically drive public outreach in a disaster using traditional and new media in 10 easy steps

Today we will:

1.Define 10 easy steps to integrate social media to help you inform, persuade, secure trust, calm, reassure, and get your constituents to follow detailed procedures more effectively through a strategic crisis communications outreach plan

2.Discuss the pros and cons of different traditional and social communication channels

3.Review the importance of choosing crisis communication channels based on goals and how they work vs. what’s ‘hot’

From that list...what’s your priority for today?

1. Define 10 easy steps to integrate social media to help you inform, persuade, secure trust, calm, reassure, and get your constituents to follow detailed procedures more effectively through a strategic crisis communications outreach plan

2. Discuss the pros and cons of different traditional and social communication channels

3. Review the importance of choosing crisis communication channels based on goals and how they work vs. what’s ‘hot’

1. Define Your Organization’s Crisis Communication Priorities

The mission

The message

The audience – who are you trying to reach?

The objective – what do you want to inspire your constituents to do once they have this information?

2. Understand the Different ToolsTraditional media:

-Print: magazines, newspapers-Radio-TV-Community activities (religious based groups, civic organizations, school programs)-Telephone hotlines- What are some others you use?

Social media:- Websites-Blogs-Email blasts-RSS feeds- Facebook- Twitter- YouTube-Flickr- What are some others you use?

2. Understand the Different Tools

Consider:- Where do my constituents go for instant information?

-Where do they go for this kind of information?(e.g. if serious, where will they actually pay attention)

-What channels are most appropriate for this message/this objective?

- What’s the best mix of channels that I can support with my resources? (budget and peoplepower)

3. Review the Strengths/Value of Each Tool in Your Toolkit

Review outreach to ensure message is consistent across all different crisis communication channels

Define who owns the content across channels

Plan for regular updates – who owns?

With many social media sites, interactivity is key – plan support so you can be responsive

4. Allocate Resources

5. Identify Metrics

Any successful crisis communications outreach effort must have metrics built in:

What will success look like?

Can’t be just # of impressions or ‘likes’ – define goals:- Engage audience – get feedback?- See a specific action?- Drive specific next step?

6. Don’t Forget the Basics Confirm that your mission is driving the outreach

Review goals and actions planned to ensure they are aligned – actions support goals

Don’t reinvent the wheel – use tools that you know work for your audience, and add new tools to expand your reach and engagement

Use Terms of Service Agreements already in place for government organizations when possible

7. Implement Plan!When possible, start small – see what works

Adjust as you go, tweaking to align with your constituents’ responses

Use surveys to get input and pay attention to the responses

Integrate suggestions from constituents whenever possible to improve results

Try different things when you can

8. Track and Analyze Results As You Go

Use metrics in place to track results, analyze what’s working, what’s not

Adjust outreach plan as needed to ensure you’re reaching your audience effectively

Plan should be as flexible and fluid as possible – one of the great advantages of social media

Change mix of tools as audience and objectives change to ensure you’re where you need to be – where your audience is

9. Listen To Your AudiencePay attention to what’s working best and worst and figure out why

Assign resources to read customer’s comments/questions and respond quickly – and integrate changes suggested whenever possible

Review results at set intervals and notice patterns

10. Integrate Best Practices into SOP

Always do a ‘lessons learned’ immediately after a disaster to improve your next effort

Keep clear and detailed notes on strengths and weaknesses of each communication channel used – what was a weakness this time might be just what you need next time

Get feedback from the team on processes as well as results to ensure improvements to operations

Questions?

Traditional Media: Pros and ConsPrint: magazines, newspapersRadioTVCommunity activities (religious based groups, civic organizations, school programs)Telephone hotlinesWhat are some others you use?

Social Media: Pros and ConsWebsitesBlogsEmail blastsRSS feedsFacebookTwitterYouTubeFlickrWhat are some others you use?

Questions?

How Do You Choose the ‘Best’ Communication Tool?

Key: mission and goals should drive the tools that you choose. Consider:

- Urgency/speed of delivery- Distribution- Demographics of audience- ‘Absorption’ time – does the audience need to be able to absorb the information, keep it, come back to it, share with others?- Do they need to be able to physically hold onto the information?

How Do You Choose the ‘Best’ Communication Tool?

Are you striving for interactive dialog?Is one-way delivery preferred?Do you desire rapid response or action?Is information changing rapidly?Always, the underlying driver is: what do you want to inspire your constituents to do once they have this information?

Real-Life Examples of Social Media Use in a Disaster

January 2012 Chicago SnowstormWhat Happened: Chicago’s first major snowstorm of the season put the city’s online snowplow tracker to the test

Social Media Tools Used: “Plow Tracker” online map, Twitter, Facebook

How Tools Were Used: Plow Tracker was used to view real-time information on plow locations, shift changes, etc. Citizens used Facebook and Twitter to engage with Mayor’s office

Results: Chicago city government had its highest ever amount of web traffic due to Plow Tracker; citizens had a better understanding of how the city’s snowplows were being used to clean their streets.

Real-Life Examples of Using Social Media in a Disaster

October 2011 Connecticut SnowstormWhat Happened: Heavy, wet snow resulted in many down trees on power lines; hundreds of thousands of residents left without power

Social Media Tools Used: Twitter, Facebook, Instagram

How Tools Were Used: Electric company constantly tweeted safety tips, news. Local meteorologists alerted followers of black ice and other dangers. Public figures used Facebook to give up-to-date info to town. Citizens used Facebook and Twitter to offer help to others. Damage/down trees were captured and posted on Instagram.

Results: Updates created positive energy, citizen appreciation, calm.

Real-Life Examples of Using Social Media in a Disaster

LA Arson FiresWhat Happened: December 29, 2011 began the worst case of arson reported in the area since the 1992 LA riots

Social Media Tools Used: Facebook, Twitter

How Tools Were Used: Joint Task Force combined into one voice via the name “Arson Watch LA” – set up Facebook and Twitter, asking for help identifying suspect and posting safety tips

Results: Resulted in a lot of press coverage and helped to quell the fears of the public (especially at night, when the arsonist struck). Once he was caught, there was an outpouring of gratitude over Facebook and Twitter.

Questions?

Thank you!We’d love to work with you to support your crisis

communication outreach needs – with traditional and new media!