Thursday, January 18, 2018

2:00pm to 3:30pm ET

Uses of Social Media During an Airport Emergency

TRANSPORTATION RESEARCH BOARD

Purpose

Discuss research from the Airport Cooperative Research Program (ACRP)’s Synthesis 82: Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency.

Learning Objectives At the end of this webinar, you will be able to: • Understand the basics of using social media at an airport

for emergency response and recovery and situational awareness

ACRP is an Industry-Driven Program

✈ Managed by TRB and sponsored by the Federal Aviation Administration (FAA).

✈ Seeks out the latest issues facing the airport industry.

✈ Conducts research to find solutions.

✈ Publishes and disseminates research results through free publications and webinars.

Opportunities to Get Involved!

✈ ACRP’s Champion program is designed to help early- to mid-career, young professionals grow and excel within the airport industry.

✈ Airport industry executives sponsor promising young professionals within their organizations to become ACRP Champions.

✈ Visit ACRP’s website to learn more.

Airport Roles in Reducing Transmission of Communicable Diseases March 6 – 7, 2018 • Washington, D.C.

Register for FREE: bit.ly/ACRPMarchEvent

Featured speakers: • CAPT Martin Cetron, MD – Director, CDC’s Division of

Global Migration and Quarantine (DGMQ) • Dr. Ansa Jordaan – Chief, Aviation Medicine Section,

International Civil Aviation Organization • Dr. Petra Illig – Aviation Medical Services, Alaska • Dr. Kamran Khan – St. Michael’s Hospital, Toronto Moderated discussion by outbreak responders from Dallas-Fort Worth, New York City, Phoenix, and Portland.

Ebola virus virion by CDC microbiologist, Cynthia Goldsmith

Upcoming ACRP Webinars

January 31 Transportation Network Companies: Challenges

and Opportunities for Airport Operators

February 7 Runway Protection Zone Risk Assessment Tool

February 28 Considerations for Pavement Applications and

Maintenance at Airports

Additional ACRP Publications Available on this Topic

Report 88: Guidebook on Integrating GIS in Emergency Management at Airports Report 94: Integrating Web-Based Emergency Management Collaboration Software into Airport Operations Report 95: Integrating Community Emergency Response Teams at Airports (A-CERTs) Synthesis 72: Tabletop and Full-Scale Emergency Exercises for General Aviation, Non-Hub, and Small Hub Airport Synthesis 73: Emergency Communications Planning for Airports

Today’s Speakers

Kim Kenville, Kim Kenville Consulting James Smith, Smith-Woolwine, Inc.

Amanda Greene Guentzel, Minneapolis-Saint Paul International Airport

Presenting Synthesis 82: Uses of Social Media to Inform

Operational Response and Recovery During an Airport Emergency

John Valadez

• Social Media Manager, Dallas Fort Worth International Airport

• 2 years managing @DFWAirport

• 8 Year Social Practitioner • BlackBerry, Samsung, DFW Airport

• Novice Drone Hobbyist • www.faa.gov/uas

Kimberly A. Kenville, Ph.D., C.M. Principal Investigator

• Professor of Aviation, University of North Dakota (UND)

• President of Kim Kenville Consulting • DBE – ND, MN, NC, AL

• State of North Dakota Aeronautics Commissioner

• Private Pilot

Amanda Greene Guentzel

• Manager, Public Affairs and Marketing at Metropolitan Airports Commission (Minneapolis - St. Paul International Airport)

• 10 years social media management experience

• 6 years managing @MSPairport

James F. Smith, PhD, P.E. Principal Investigator

• President, Smith-Woolwine, Inc. • Professor Emeritus of Emergency &

Disaster Management, American Public University System

ACRP Synthesis 82: Uses of Social Media to Inform

Operational Response and Recovery during an Airport Emergency

• Documents current (as of mid-2016) practices for using social media in emergency management at airports and other organizations

• Compares different approaches to implementing SMEM • Looks at effective ways to use existing airport staff to

implement SMEM • Identifies appropriate roles and responsibilities for

consideration • Considers the issues of verification and validation • Published July 2017

ACRP Synthesis 82 Oversight Panel

James E. Durwin, Tallahassee International Airport Mary Grady, Los Angeles World Airports Joshua Greenberg, Carleton University Michael R. Scott, Reno-Tahoe Airport Authority John Valadez, Dallas Fort Worth International Airport Marc Tonnacliff, FAA (Liaison) Ed Buice, National Information Officers Association (Liaison) Peter Knudson, NTSB (Liaison) Scott Elmore, ACI-NA (Liaison) Gail Staba, ACRP Senior Program Officer

Service Outage

Offline = Online

Executive Order

Power Outage (ATL)

Plane Crash (SFO)

Airport Shooting (LAX)

Terminal Shooting (FLL)

Airport Protest (MSP)

False Alarms

Basic Concepts • Gathering data, information and intelligence from

social media platforms • Verifying and validating information from SMEM • Using information in emergency response and

recovery • Platforms are fast evolving. • How platforms are used is fast evolving. • Different demographic groups use different

platforms.

A Note on Terminology

DATA SCRAPING SOCIAL MONITORING

SOCIAL LISTENING

The term preferred by airports is

SOCIAL LISTENING.

Uses of SM by Emergency Managers

1. Disseminating emergency info directly to public. 2. Owning the media space and shaping messages. 3. Providing the incident command or unified command

with indicators or warning of impending incident. 4. Providing information beyond the command’s direct

view. 5. Providing command and control with actionable

information to allocate resources and shape response and recovery.

Methodology

• Literature review • Over 200 reconnaissance contacts to

find candidate case examples • Six case examples and two partial

case studies • Analysis of common themes • Reproduction of sample materials

Case Examples

• Edmonton International Airport • Minneapolis-Saint Paul International Airport • Vancouver International Airport • Southwest Airlines • New York City Office of Emergency Management • University of North Dakota Police Department • Use volunteers for SMEM

• American Red Cross Digital Disaster Operations Center • Florida State University Virtual Operations Support Team

MSP Case Example Amanda Greene Guentzel Manager, Public Affairs and Marketing Metropolitan Airports Commission Minneapolis - St. Paul International Airport

Protest at MSP

Protest at MSP

Terminal 1 Bomb Scare

Total impressions:

90,302

Crisis Communication Team

Public Affairs and Marketing

Director

Incident Command

Liaison JIC-EOC Liaison

Friends and Relatives

Center Liaison JIC

Commander

Media Liaison

Assistants

2012

Crisis Communication Team 2018

Public Information Officer (PIO)

Information Gathering Manager

Media and Social Media Monitoring Specialist

Incident Command (IC) Liaison

Information Products Manager

Writer

Photographer/Videographer

Website/New Media Specialist

Tech Support

Media Relations Manager

Media Center Specialist

Media Support Specialist

Friends and Relatives Center Liaison

JIC Director Administrative Assistant Information and Paging Office Supervisor

Crisis Communication Plan

JIC staff creates message based on information gathered

PIO edits and approves

Message routed to Incident Commander (IC) through liaison

Message approved by IC

Message distributed

2012 – all communications

Crisis Communication Plan

JIC staff creates tweet based on information gathered

PIO verifies and approves

Tweet sent

2018 - Tweets

Other Plan Improvements • New technology

• Screen arrays in JIC • Connected to other arrays located around MAC

campus • Key staff provided with laptops and tablets • Dedicated IT support during JIC activation

• Rewrote crisis communications manual • Include detailed position descriptions • Pre-crafted tweets and news release (for initial

response) • Stronger mutual aid contacts • Additional training for staff

MSP Prepares for SBLII - MAC planning committee began

meeting April 2017 - More than 25 subcommittees

- MAC’s EOC will be operational the entire week

- Briefings every morning - Calls with City of Minneapolis twice a day - MAC JIC will be set up and ready to be

activated if needed - Conducted a JIC exercise to test

technology links between different campus locations

SMEM Program Profiles (I) Table 7. Self-Reported Characteristics of SMEM Programs at Case Example Organizations

Green = Yes; Medium Green = Qualified Yes; Light Green/? = Unstated but Probably Yes; Red = No

EIA MSP NYC SWA UND YVR

SMEM used for notifications

SMEM used for warnings

SMEM used for situational awareness

SMEM used for resource allocation

SMEM used for decision making

SMEM used for investigations

SMEM uses crowdsourcing (outgoing request for information)

Has written policy governing SMEM program, its use, and its control

Under develop.

Clearly stated goals for SMEM program

Clearly assigned responsibility for control and maintenance of SMEM

SMEM integrated with organization’s overall SM program Partly

SMEM part of organization’s comprehensive crisis communications plan

Tight control over outgoing messages

SMEM Program Profiles (II) .

Table 7. Self-Reported Characteristics of SMEM Programs at Case Example Organizations

Green = Yes; Medium Green = Qualified Yes; Light Green/? = Unstated but Probably Yes; Red = No

EIA MSP NYC SWA UND YVR

Use of pre-scripted messages Partly

Organization seeks engagement (“conversations”) through SMEM

Uses social listening/social monitoring

Use social listening based on key words, key phrases, hashtags

Use geofencing ?

Uses commercially available software

Runs social listening for self (in-house)

Subscribes to data bundling service

Monitors 24/7/365

Stands up only for disasters

Dedicated staffing

Staff size (FTE) (employees) for SM (all SM, not just SMEM) 0.75 3 10 31-45 3-5 6

Formal training program for SMEM staff

SMEM Program Profiles (III) Table 7. Self-Reported Characteristics of SMEM Programs at Case Example Organizations

Green = Yes; Medium Green = Qualified Yes; Light Green/? = Unstated but Probably Yes; Red = No

EIA MSP NYC SWA UND YVR

OJT training for SMEM staff

Uses trained volunteers To surge

Uses automated analysis

Uses human analysis

Uses hybrid analysis

SMEM inputs used in EOC

Communications group (SM/SMEM) representative in EOC when EOC stands up

Automated direct display of SMEM inputs in EOC On demand

On demand

On demand

On demand

On demand

On demand

Human-selected display in EOC On demand

On demand

On demand

On demand

On demand

On demand

Automated decision making in EOC or elsewhere based on SMEM inputs

Organization happy with its SMEM

Conclusions in 6 Areas:

1. Need for Clear Vision 2. Use of In-House Expertise 3. Need for SMEM Champion 4. Focus on Desired Communications Outcomes 5. Relationship to Overall Crisis Communications

Plan 6. Relationship between PIO and Emergency

Managers

Need for Clear Vision

• Having a clear vision of what the airport wishes to achieve through SMEM is the essential first step; everything else follows.

Use of In-House Expertise

• An airport that already has a SM presence and in-house experts can use them to create a SMEM program.

• Airport PR and PIO staff are best qualified to run SMEM for EOC and emergency managers.

• Internal development seems to be more beneficial than outsourcing functions.

• On the job training is highly effective for SMEM.

Need for SMEM Champion

• C-Level awareness is crucial. • An internal SMEM Champion is

essential. • Participation in SMEM program design

and implementation is needed across all departments and stakeholders involved in emergency management.

Focus on Desired Communications Outcomes

• SMEM program design, staffing, and procedures should be focused on desired communications outcomes, not on technological capabilities.

• A thoughtful SMEM presence will add credibility to the organization.

• Superior emergency management supported by SMEM will enhance the airport’s reputation for superior customer experience.

Relationship to Overall Crisis Communications Plan

• SMEM does not exist in a vacuum—it is one communications tool available to an airport.

• Consistent messaging across all platforms is essential.

• A strong airport SMEM and SM presence can help the whole community in an emergency.

Relationship between PIO and Emergency Managers

• PIO/PR leaders and emergency managers should develop a strong working relationship in advance of an actual emergency.

• PIO/PR staff generally have an outstanding overall understanding of their airport and can handle verification and validation duties.

• The airport’s SM staff should have a presence in the EOC when activated.

Further Research Needs • Guidebook for creation and maintenance

of SMEM systems for airports (now ACRP 04-23 for 2018)

• Model pre-scripted posts for airport SMEM notifications, warnings, and outgoing info

• Evaluation of current validation and verification systems for SM-derived info, including automated systems

• Update of ACRP Report 94

Q & A

For additional information: ACRP Synthesis 82: Uses of Social Media to Inform Operational Response and Recovery during an Airport Emergency

• James F. Smith • jfsmith@swva.net

• Kimberly A. Kenville o kimkenville@gmail.com

http://www.trb.org/Publications/Blurbs/176496.aspx (Google: ACRP Synthesis 82)

Today’s Participants

• John Valadez, Dallas Fort Worth International Airport, jvaladez@dfwairport.com

• James Smith, Smith-Woolwine Inc., jfsmith@swva.net • Kim Kenville, University of North Dakota,

kimkenville@gmail.com • Amanda Greene Guentzel, Metropolitan Airports

Commission - MSP Airport, amanda.greeneguentzel@mspmac.org

Panelists Presentations

http://onlinepubs.trb.org/onlinepubs/webinars/180118.pdf

After the webinar, you will receive a follow-up email

containing a link to the recording

Get Involved in ACRP • Submit a research idea to ACRP. • Volunteer to participate on a project panel. • Prepare a proposal to conduct research. • Get involved in TRB's Aviation Group of

committees. • Take part in the Champion or Ambassador

Programs.

For more information: http://www.trb.org/acrp/acrp.aspx