Erik ProseusErik Proseus

@memphisweather1@memphisweather1

Social Media and Social Media and Crisis CommunicationCrisis Communication

History of MemphisWeather.netHistory of MemphisWeather.net

It all started with a forecast… (1995-ish)It all started with a forecast… (1995-ish) MemphisWeather.net (MWN) brand started in MemphisWeather.net (MWN) brand started in

April ’03; last revamp of website in ’10April ’03; last revamp of website in ’10 Blog and mobile site started ’08 Blog and mobile site started ’08 Facebook and Twitter – early ’09 (automated Facebook and Twitter – early ’09 (automated

weather alerts on Twitter in Jan ’10)weather alerts on Twitter in Jan ’10) iPhone/Android apps – spring ’11iPhone/Android apps – spring ’11 April 24-May 7, 2011April 24-May 7, 2011:: website hadwebsite had 18K visits & 18K visits &

66K page views66K page views

MWN Social Media backgroundMWN Social Media background

Adopted in 2009 using @memphisweather1 Adopted in 2009 using @memphisweather1 handlehandle

Started slow as social media (esp. Twitter) Started slow as social media (esp. Twitter) was just starting to gain momentumwas just starting to gain momentum

Continued use and word-of-mouth… and Continued use and word-of-mouth… and the snowball picked up more snow (literally)the snowball picked up more snow (literally)

Rapid growth in 2011 → now >10,000 Rapid growth in 2011 → now >10,000 followersfollowers

SM intern – fall 2011SM intern – fall 2011

WhyWhy MWN uses Social Media MWN uses Social Media

Connect to the community – build Connect to the community – build relationshipsrelationships

Information gathering on specific topicsInformation gathering on specific topicsGather feedback on products / servicesGather feedback on products / servicesBrand lift / product promotionBrand lift / product promotionPublic: trusted & reliable information Public: trusted & reliable information

sourcesource

HowHow MWN uses Social Media MWN uses Social Media

Cross-posting of blog posts, YouTube Cross-posting of blog posts, YouTube videos, Facebook notes, etc.videos, Facebook notes, etc.

Link back to resources on MWNLink back to resources on MWNCommunity-building through conversationCommunity-building through conversationCustomer service through conversationCustomer service through conversationEducation (weather concepts, geography)Education (weather concepts, geography)RT/share non-weather info (#memtraffic)RT/share non-weather info (#memtraffic)

HowHow MWN uses Social Media MWN uses Social Media

Nowcasting:Nowcasting:Ultra-short-term, hyper-local forecastingUltra-short-term, hyper-local forecastingUsed in conjunction with MWN (web) to Used in conjunction with MWN (web) to

provide rapid updates during severe weather provide rapid updates during severe weather eventsevents

““Wall-to-wall” coverage – without interrupting Wall-to-wall” coverage – without interrupting local programminglocal programming

On-demand weather coverageOn-demand weather coverageVery popular with great feedbackVery popular with great feedback

What platforms MWN usesWhat platforms MWN uses

Facebook/TwitterFacebook/Twitter – quick posts, weather – quick posts, weather updates/nowcasting, interesting links, updates/nowcasting, interesting links, cross-posts, self-promotion (web, apps)cross-posts, self-promotion (web, apps)

YouTube/FlickrYouTube/Flickr – videos/photos – videos/photosBlogBlog – forecast discussions, event recaps/ – forecast discussions, event recaps/

summaries, links to website & other SMsummaries, links to website & other SM

Why social media for weather?Why social media for weather?

ImmediacyImmediacy

Why social media for weather?Why social media for weather?

ImmediacyImmediacy

Aggregation – sense of communityAggregation – sense of community

FeedbackFeedback

Ground truth, instantlyGround truth, instantly

Twitter hashtags (#)Twitter hashtags (#)

Keywords or search terms tagged with #Keywords or search terms tagged with #Extremely important for effective sharingExtremely important for effective sharing

Best way to share info in a crisis & create unityBest way to share info in a crisis & create unityCommunity journalismCommunity journalismCommunity buildingCommunity building ““Virtual bulletin board”Virtual bulletin board”FASTERFASTER than news reports! than news reports!

Twitter hashtags (#)Twitter hashtags (#)

#wxreport – NWS-initiated for storm reporting#wxreport – NWS-initiated for storm reporting#tnwx #mswx #arwx – State-specific#tnwx #mswx #arwx – State-specific#memstorm – Local severe weather#memstorm – Local severe weather#memflood – Historic spring 2011 flooding#memflood – Historic spring 2011 flooding#memheat – Record breaking summer heat#memheat – Record breaking summer heat#memsnow – Not this year!#memsnow – Not this year!

#memstorm#memstorm

Proposed by local social media experts to Proposed by local social media experts to enable single source of infoenable single source of info

Has become synonymous with severe weather Has become synonymous with severe weather in Memphis after April ’11 stormsin Memphis after April ’11 storms

Feb 24, 2011: ~700 tweets on it’s first night of Feb 24, 2011: ~700 tweets on it’s first night of use!use!

April 27, 2011: >2000 tweets reached 200K April 27, 2011: >2000 tweets reached 200K Twitter accounts w/ 1.4M impressions!Twitter accounts w/ 1.4M impressions!

#memstorm#memstorm

#memstorm#memstorm

Courtesy @BrennanSomers

#memflood#memflood

Community-drivenCommunity-driven Immediately adopted in May 2011 for Immediately adopted in May 2011 for

expected historic MS River floodingexpected historic MS River floodingLocal & national media adoptionLocal & national media adoptionUsed by gov’t & quasi-gov’t agenciesUsed by gov’t & quasi-gov’t agencies

Sample of 500 #memflood tweets on Sample of 500 #memflood tweets on 5/2/11: 5/2/11: 1.2M views w/ an audience of 1.2M views w/ an audience of 154K154K

#memflood#memflood

7,345 views in 1 day!7,345 views in 1 day!Originally posted on private Facebook account with 328 friendsOriginally posted on private Facebook account with 328 friends

#mSpotter#mSpotter

Twitter storm spotting for the metroTwitter storm spotting for the metroReports sent via Twitter, filtered by MWN, Reports sent via Twitter, filtered by MWN,

and forwarded to NWS in realtimeand forwarded to NWS in realtimeContribute to public safety and “protection Contribute to public safety and “protection

of life & property”of life & property”Uses geo-tagging and smartphone Uses geo-tagging and smartphone

cameras to “self-verify”cameras to “self-verify”

Other local media on TwitterOther local media on Twitter

Employees at all TV stations/some news-Employees at all TV stations/some news-radio stations tweetradio stations tweet

Many “company” accountsMany “company” accountsWMC: has used 3 mets during severe WMC: has used 3 mets during severe

weather events (2 on-camera, 1 on weather events (2 on-camera, 1 on Twitter)Twitter)

FOX 13 & others also making excellent FOX 13 & others also making excellent use of the mediumuse of the medium

How can you participate?How can you participate?

Share personal observationsShare personal observations

How can you participate?How can you participate?

RT, share, and promote info from “trusted RT, share, and promote info from “trusted sources”sources”

Don’t RT old reports and purport them as Don’t RT old reports and purport them as currentcurrent

Share personal observationsShare personal observations

How can you participate?How can you participate?

Check your sources: “Don’t know? Don’t Check your sources: “Don’t know? Don’t share.”share.”

HAIL???

Where to find MWN…Where to find MWN… http://www.memphisweather.nethttp://www.memphisweather.net

http://m.memphisweather.nethttp://m.memphisweather.net

http://blog.memphisweather.nethttp://blog.memphisweather.net

http://www.facebook.com/memphisweather1http://www.facebook.com/memphisweather1

http://twitter.com/memphisweather1http://twitter.com/memphisweather1

iTunes or App Store & Android MarketiTunes or App Store & Android Market