Erik Proseus - @memphisweather1Erik Proseus - @memphisweather1

Social Media &Social Media &Crisis Communication:Crisis Communication:

The story of #memstormThe story of #memstorm

Brief History of MWNBrief History of MWN

MemphisWeather.net (MWN) brand MemphisWeather.net (MWN) brand started in April ’03started in April ’03

Blog and mobile site started ’08 Blog and mobile site started ’08 Facebook and Twitter – early ’09 Facebook and Twitter – early ’09

(automated weather alerts on Twitter in (automated weather alerts on Twitter in Jan ’10)Jan ’10)

iPhone/Android apps – spring ’11iPhone/Android apps – spring ’11 April 24-May 7, 2011April 24-May 7, 2011:: website hadwebsite had 18K 18K

visits & 66K page viewsvisits & 66K page views

MWN Social Media backgroundMWN Social Media background

Adopted in 2009 using Adopted in 2009 using @memphisweather1 handle@memphisweather1 handle

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 the snowball picked up more snow (literally)(literally)

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

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 topics Gather feedback on products / servicesGather feedback on products / services Brand lift / product promotionBrand lift / product promotion Public: trusted & reliable information Public: trusted & reliable information

sourcesource

HowHow MWN uses Social Media MWN uses Social Media

Conversation: community-building, Conversation: community-building, customer servicecustomer service

Cross-posting of blog articles, YouTube Cross-posting of blog articles, YouTube videos, etc.videos, etc.

Link back to resources on MWNLink back to resources on MWN Education (weather concepts, geography)Education (weather concepts, geography) RT/share non-weather info (#memtraffic)RT/share non-weather info (#memtraffic)

MWN & SM during a crisisMWN & SM during a crisis

Nowcasting:Nowcasting: Ultra-short-term, hyper-local forecastingUltra-short-term, hyper-local forecasting Used with MWN (web) to provide rapid Used with MWN (web) to provide rapid

updates during severe weather eventsupdates during severe weather events ““Wall-to-wall” coverage via internetWall-to-wall” coverage via internet On-demand weatherOn-demand weather Highest reach, most interactive, best Highest reach, most interactive, best

feedbackfeedback

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/photos BlogBlog – forecast discussions, event recaps/ – forecast discussions, event recaps/

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

In a crisis, the public wants:In a crisis, the public wants:

Latest informationLatest information Consistent messageConsistent message Trusted sourcesTrusted sources Call to actionCall to action Ways to be involved / provide aidWays to be involved / provide aid

Not just weather crises!Not just weather crises!

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

ImmediacyImmediacy

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

ImmediacyImmediacy

AggregationAggregation

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 unity Community journalismCommunity journalism Community buildingCommunity building ““Virtual bulletin board”Virtual bulletin board” FASTERFASTER than news reports! than news reports!

Twitter hashtags (#)Twitter hashtags (#)

#GoGrizz#GoGrizz

#BelieveMemphis#BelieveMemphis

#GrizzNation#GrizzNation

#SeeYouSunday#SeeYouSunday

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!

Birth of #memstormBirth of #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

Future of public info gathering?Future of public info gathering?

Courtesy @BrennanSomers

Then, #memfloodThen, #memflood

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

expected historic MS River floodingexpected historic MS River flooding Local & national media adoptionLocal & national media adoption Used 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

The power of socialThe power of social

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 – ground truth#mSpotter – ground truth Twitter storm spotting for the metroTwitter storm spotting for the metro Reports sent via Twitter, filtered by MWN, Reports sent via Twitter, filtered by MWN,

and forwarded to NWS in realtimeand forwarded to NWS in realtime Contribute 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”

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 proliferate Check your sources: Don’t proliferate

mis-information!mis-information!

HAIL???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

HOW WILL SOCIAL MEDIA BE HOW WILL SOCIAL MEDIA BE USED IN THE NEXT CRISIS?USED IN THE NEXT CRISIS?