12/14/2011© 2011 BuzzManager, Inc
Presented by: Kathleen Hessert
12/14/2011© 2011 BuzzManager, Inc
FIND IT FIX IT Social Media in HADR
12/14/2011© 2011 BuzzManager, Inc
“Traditional & social media are as innately different as
traditional & guerrilla warfare. It’s also as vital to understand.”
Kathleen Hessert
12/14/2011© 2011 BuzzManager, Inc
Social Media Transforms Disaster Relief
“It can influence the rhythm, velocity, direction & sentiment of public opinion which organically changes the crisis & its subsequent ripple effects.”
12/14/2011© 2011 BuzzManager, Inc
Victims Victims Cry out
Public Public SM Swarm
Responders Responders Listen
Decisions Made
Help Help Sent
Triggers supply chain management
problems & circulation of stale information
Need to improve listening & move to
engagement
Improve “trust” quotient & better
understand context
Speed velocity of response saving
lives & $
12/14/2011© 2011 BuzzManager, Inc
Victims
Responders
Public
• Victims use whatever means available to reach out for #help
• Responders slow to embrace 2‐way social media communications
• General Public voraciously jumps into social media conversation. “Every citizen a sensor”
12/14/2011© 2011 BuzzManager, Inc
• Increased cheap accessible technology promotes widespread use of social media & text messaging – Free or low cost to use– Easy access, low bandwidth requirements – Tweets, SMS, Facebook, Youtube regularly used to request help
• People expect others to listen to sm channels• Expect 2 way communication/engagement• Expect 1 hr or less response time• Crowd source info when official response delayed
Victims
12/14/2011© 2011 BuzzManager, Inc
• Responder culture is slow to adapt to evolution of communication methods– Distrust of sm sources & credibility of authors
– Comfort with traditional processes
• Fire hose of messages create monumental logjams• Automated aggregation & filtering necessary for quick understanding
• Relevant info must be moved up the ladder for action• Reliability requires public/private partnerships • Vital need for social media “best practice” education
Responders
12/14/2011© 2011 BuzzManager, Inc
• Volunteer organizations & individuals disseminate information to the public– ways volunteers can help– where to get shelter and aid
during & after disaster– How public can donate
• Authenticity of social media accts need verification to avoid being preyed on emotionally & monetarily
• Traditional & social media coverage entwined & confused
Public
12/14/2011© 2011 BuzzManager, Inc
SM Content during X24:
18% ‐ Actionable Posts77% ‐ Informative or warning posts5% ‐ Response from participating organizations
12/14/2011© 2011 BuzzManager, Inc
“Social media is as much a part of today’s operating environment
as an IED is in Afghanistan. It’s vital to mitigate its negatives & learn to find, listen, engage & lead via social media.”
Kathleen Hessert
Kathleen HessertFounder & CEOBuzzManager, Inc.www.buzzmgr.com1.704.541.5942 (o) 1.704.90‐6.3600 (m)KathleenHessert on
12/14/2011© 2011 BuzzManager, Inc