Social Media and Disaster Response

1 | Global Partners in Business & Technology Consulting

SOCIAL MEDIA AND DISASTER RESPONSE

May 24, 2011 Pam Hill

Managing Director Hyperion Global

Partners

Tracie GliozziCommunications

DirectorBuchanan Ingersoll &

Rooney PC

Holly MaustHead Geek

Interactive Swim855-723-9088

[email protected]


AGENDA

Evolution of Crisis Communications Tools Tools to Match each Stage of a Crisis Social Media• When/Why/How to Use them During a Crisis

Lessons from the Front


EVOLUTION OF CRISIS COMMUNICATION TOOLS

Calling Trees• Limited success in

practice • Inefficient use of

time

Emergency Notification Systems• Automated calling

tree• Multiple device

escalation• Externally hosted• Check status, audit

responses

Social Media• Immediately available• Not dependent upon

availability of internal systems

• Ability to push/pull information


TOOLS SHOULD MATCH THE STAGE OF THE CRISIS

Rapid communication to respond to event• Public alert systems (sponsored by

local authorities)• Emergency notification systems• Email• Blast voicemail


TOOLS SHOULD MATCH THE STAGE OF THE CRISIS Post private status updates and

information• 800 Hotline• Emergency website (intranet, extranet,

external website with private page)• Email• Social Media with privacy capability• Facebook/Yammer/LinkedIn


TOOLS SHOULD MATCH THE STAGE OF THE CRISIS

Post public status updates and information • External website• Media• Email to clients• Social Media• Facebook/Twitter/LinkedIn


STANDARD USAGE FOR SOCIAL MEDIA Facebook Twitter LinkedIn Blogs

It’s important to establish a social media policy prior to engaging in the space


FACEBOOK EXAMPLE


TWITTER EXAMPLE


LINKEDIN EXAMPLE


BLOG EXAMPLE


BLOG EXAMPLE


SOCIAL MEDIA OBJECTIVES DURING A CRISIS

Provide information• Private and public consumption

Link people together Obtain real-time information as the crisis is

evolving


PROVIDE PRIVATE INFORMATION AND LINK PEOPLE TOGETHER

What/Why How

Share Private Information Facebook• Create private groups for security• Admin invites users to join through use

of private email address associated to FB account

• Do not need to “friend” the user• Cannot see their FB wall• Shows up in their own personal news

feed• Users can privately “chat”• Users can add links, videos, photos and

files

Link People Together


FACEBOOK CREATE GROUP



What/Why How

Share Private Information LinkedIn• Create private groups for security• Admin invites users to join through use

of company email address associated to LI account

• Users can privately “update” and have a discussion



LINKEDIN GROUP


LINKEDIN GROUP



What/Why How

Share Private Information Yammer• Microblog geared towards businesses• Admin invites users to join through use

of company email address• Provide private conversations between

users• Create small teams within your network• Share files, links and images • Each conversation is archived and

searchable



YAMMER


MOVING FROM PRIVATE TO PUBLIC

During a crisis that makes the news media, or where your lawyers or staff may be talking about it, stay ahead of what is being said by considering the right time and circumstances to “go public”


PROVIDE PUBLIC INFORMATION

What/Why How

Share Public Information External Website• Enables Firm to control message• Natural place for clients to go for

informationFacebook• Firm’s Facebook pageTwitter• Firm’s Twitter page• Create hashtags to enable you to take

control of the topic• Listen to the conversation so that you

can engage effectivelyLinkedIn• Firm’s LinkedIn page


OBTAIN REAL-TIME INFORMATION

What/Why How

Information Gathering Twitter• Search.twitter.com• Zip code level search for damage or

other issues that may affect your planNews Twitter Feed and iReports• Provides real time updates from people

in the middle of it• Not always vetted for content accuracySocial Mention

Provide Links to Resources for Employees and Businesses


ADVANCED TWITTER SEARCH


SOCIAL MENTION


OBTAIN REAL-TIME INFORMATION

What/Why How

Information Gathering Facebook• Great for providing unique perspectives

on the situation• Can only see what people want you to

seeGoogle/Bing searchesTwitter Photos• picfog.comTargetMap.com• Information supports decision making

Provide Links to Resources for Employees and Businesses


MAP OF RADIATION POST EARTHQUAKE


LESSONS FROM THE FRONT

Be Comprehensive• Communications tools should evolve as the crisis and

response do Be Proactive • You should manage the message, not vice versa• Be in the moment, but always consider how the situation

may evolve and how you will keep up Keep your Crisis Communications Plans Frosty• If the cool kids are using social media to stay connected and

informed during a crisis, make it part of your plan


THANKS FOR ATTENDING

Questions?

Pam HillManaging Director

Hyperion Global Partners

[email protected]

Tracie GliozziCommunications Director

Buchanan Ingersoll & Rooney PC

[email protected]

Holly MaustHead Geek

InteractiveSwim855-723-9088

[email protected]

Documents

Social Media and Disaster Response