Crisis Communication on Twitter: Lessons from the South East Queensland Floods
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Crisis Communication on Twitter
Enterprise Risk Management for Government 2012
Jean Burgess & Axel Bruns
ARC Centre of Excellence for Creative Industries & InnovationQueensland University of Technology
http://mappingonlinepublics.net
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Crisis Communication Research at QUT
o ARC Centre of Excellence for Creative Industries & Innovation (national, based at QUT)
o Project: Media Ecologies & Methodological Innovation
o New methods to understand the changing media environment;
o Role of social media, especially Twitter
o Focus on Crisis Communication eg #qldfloods
o Partnerships with government, media orgs (eg ARC Linkage with DCS, Eidos)
http://cci.edu.au/floodsreport.pdf
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#qldfloods study
Flickr: Jono Haysom
• Volume of tweets over time
• @replies and retweets: key actors and their networks
• URLs: key media resources, user-uploaded images and videos
• Content analysis: themes and purposes over time
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Social Media during Crises
• Various platforms:– Facebook, Twitter – updates and information– YouTube, Flickr, Twitpic – first-hand video and photos– Google Maps, Ushahidi – map-based information mashups Different tools for different purposes
• Various levels of maturity:– Uses and use practices still developing– Different demographic reach
• Technological differences:– e.g. Facebook: built around personal networks; semi-private; discussion
threads– e.g. Twitter: open, flat network; public #hashtag conversations; update
stream
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Why Twitter?
• Significant world-wide social network• ~200 million users (but how many active?)
– ~2 million users in Australia• Varied range of uses: building out from intimate, everyday
communication to public emergency coordination• Flat and open network structure:
non-reciprocal following, public profiles by default• Hashtags as a flexible, ad hoc response mechanism• Good API for gathering data for research and operational use
How can Twitter be used for crisis information and community resilience?
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The Australian Twittersphere?
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree
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Thematic Clusters
PerthMarketing / PR
DesignWeb
Creative
FarmingAgriculture
HardlineConservatives
ConservativesJournalists
ALPProgressives
Greens
News
OpinionNews
NGOsSocial Policy
ITTech
Social MediaTechPR
Advertising
Real EstateProperty
JobsHR
Business
BusinessProperty
Parenting
Mums CraftArts
FoodWine
Beer
Adelaide
SocialICTs
CreativeDesign
FashionBeauty
UtilitiesServices
Net Culture
BooksLiteraturePublishing
Film
TheatreArts
RadioTV Music
DanceHip Hop
Triple J
TalkbackBreakfast TVCelebritiesCycling
Union
NRL
Football
CricketAFL
SwimmingV8s
Evangelicals
Teachinge-Learning
Schools
ChristiansHillsong
Teens
Jonas Bros.Beliebers
Australian Bands
@KRuddMP
@JuliaGillard
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#qldfloods
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #qldfloods tweets, size = indegree
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#qldfloods Tweets
10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011
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10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011
#qldfloods from Toowoomba to Brisbane
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#qldfloods @mentions
mainstream media
authorities
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Major Information Sources Remain Important
@abcnews
@612brisbane
@couriermail
@sunriseon7
@QPSMedia
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Crises on Twitter: Find, Share, Retweet
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Most-shared URLs by category
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QPS Media Case Study
• With Kate Crawford, Frances Shaw (UNSW) – see full report at http://cci.edu.au/floodsreport.pdf
• Manual thematic content analysis• Drawing on existing crisis communications
literature• All #qldfloods tweets containing “@qpsmedia”• Baseline comparison: 5% of all #qldfloods tweets
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Content Patterns: #qldfloods vs. @QPSMedia
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@QPSmedia as Information Source
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RT @QPSmedia: Anyone living near Lockyer creek should IMMEDIATELY evacuate to higher ground #thebigwet #qldfloods
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RT @QPSmedia: Please remember your elderly and infirm neighbours as this flooding crisis continues #thebigwet
#qldfloods
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RT @QPSmedia please stop sightseeing along Kingsford Smith Drive. Water rising quickly you'll be stranded
RT @QPSmedia: Do NOT spread rumours. The 2-hourly media conferences have correct info. Wivenhoe dam is ABSOLUTELY
safe #QldFloods #TheBigWet
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RT @couriermail: Unconfirmed reports Central Station in Brisbane closing at 2pm today. Advise to leave CBD. #qldfloods
RT @ibeau: All public transport in the CBD has been stopped #qldfloods #thebigwet
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RT @QPSmedia: Flood myth buster #6: Brisbane CBD is NOT being evacuated
RT @QPSmedia: Flood myth buster #7: public transport is not closing down at 2pm in the Brisbane CBD
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a gentle reminder that there are lots of speculation getting around twitter re #qldfloods @QPSmedia is def worth checking
for accuracy
In order to prevent mistruths and speculation follow @qpsmedia and @612brisbane #qldfloods
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@QPSmedia Thank you for using twitter to keep everyone up to date. And for clearing up all the misinformation so quickly
#qldfloods
Follow @QPSmedia for correct and constant information. Especially for those directly affected. Doing a great job.
#qldfloods
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• QPSMedia embracing social media in a more sophisticated way (Twitter’s specific culture and norms, mythbusting tweets, playfulness, personalisation)
• Legitimation of social media via ‘official’ uptake
• Further institutional change (tied to broader ‘Gov 2.0’) initiatives etc
• Push for better ‘trust’ and ‘location-aware’ systems...