Use of social media in crisis communication
-
date post
21-Oct-2014 -
Category
Business
-
view
1.907 -
download
0
description
Transcript of Use of social media in crisis communication
![Page 1: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/1.jpg)
Marc van Daele | Control Room Communications Conference | 2012-12-11 | Copenhagen
THE USE OF SOCIAL MEDIA FOR CRISIS COMMUNICATION
![Page 2: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/2.jpg)
Marc van DaeleCommunication Manager, City of Zwijndrecht (Belgium)Vice-President Kortom, Association for Public Communication
@marcvandaele
![Page 3: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/3.jpg)
KORTOMAssociation for Public Communication
870 communication professionals Federal, regional and local authorities
@kortomvzw
![Page 4: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/4.jpg)
• 60 000 visitors• 5 people died• 140 needed medical care• Massive use of social media for different purposes• None by the authorities or the organisers• Many reports and analyses days and weeks after the
disaster
![Page 5: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/5.jpg)
Kortom to establish guidelines
• Use of social media in crisis communication• Target groups– Communication officers in emergency
management– Emergency services
• Goal: Guideline document
![Page 6: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/6.jpg)
Lots of joint effort and a bit of web2.0
• Problem: no experts in use of social media in crisis communication
• Solution: – 43 communication experts from both public and
private organisations– 4 working groups– One wiki
• Deliverable: Guideline document in Dutch, French and English
![Page 7: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/7.jpg)
Wiki to gather and complete information
![Page 8: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/8.jpg)
Emergency management in Belgium
Federal government determines 5 disciplines1. Fire service2. Medical assistance3. Police4. Logistical aid5. Information for citizens
Managed by mayor, governor or minister of home affairs
![Page 9: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/9.jpg)
Crisis room
Policy
4. Logistics
5. Communication
Company / org.Liaison
3. Police
2. Medical
1. Fire service
![Page 10: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/10.jpg)
Crisis communicationFrom 1.0 to 2.0
• Eye witnesses publish facts on facebook
• Eye witnesses share video footage on Youtube
• Online news sites start (almost) live reporting
• Online news sites put up a twitter window
• Press monitors social media for news gathering
• There is no such thing as validated information
• Alarm• Meeting • Collecting facts and
information• Planning communication
actions• Writing a press release• Validation of the press
release• Sending press release• Use of other channels
![Page 11: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/11.jpg)
Using social media in crisis communication?
Don’t focus on the media.Focus on “social”.
Which social media?
![Page 12: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/12.jpg)
Accounts to use
Account managed by the authorities2 solutions for emergency communication
1. Existing official account2. Specific emergency account
– Official account has high credibility– Authorities should promote the account – Build a network of friends and followers– Identify users with influence and opinion leaders
![Page 13: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/13.jpg)
Accounts to use
Account managed by the authoritiesAccount managed by emergency services– Fire services and police -> high credibility– Proces information during short crises– Multi-disciplinary -> authority accounts take over
![Page 14: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/14.jpg)
Accounts to use
Account managed by the authoritiesAccount managed by emergency servicesPersonal accounts of staff– Often interesting network– Can help to spread messages
![Page 15: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/15.jpg)
Organisation of communication
![Page 16: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/16.jpg)
Before the crisis
• Profiles and accounts ready and widely published.• Select which social media are most suited.• Think about #tags.• Inventory of social networks with staff.• Communication with organisers• Dark site• Practice
![Page 17: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/17.jpg)
During the crisis
ORGANISATION• Communicate the same message everywhere.• One person to monitor social media.• Validation based upon trust rather than signatures.• Direct access to Belga (Belgian press agency)• Access to the “marquee” on national media• Organise and manage with focus on target groups
and co-operation with organisers/companies
![Page 18: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/18.jpg)
During the crisis
ATTITUDE• Stealing thunder• Process information as a solution for information gap• Standard messages• Repetition• Answer questions
![Page 19: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/19.jpg)
After the crisis
• Salvage• Recovery• Business continuity• End of emergency measures• Victim care• Reception facilities• Grieving register
![Page 20: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/20.jpg)
After the crisis
EVEN LATER• Insurance & compensation• Results of investigative committees• Lessons identified and lessons learned
![Page 21: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/21.jpg)
Deployment of people
• Communication manager• Politics (mayor, governor, minister)• Dir Info (@ operational command post)• Spokespeople from disciplines• Company / organisation
![Page 22: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/22.jpg)
Communication resources
• Social media like twitter and facebook• Website• SMS• e-newsletter• RSS• Location based services
![Page 23: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/23.jpg)
Monitoring
PURPOSE• Collecting information– 5 W’s (who, what, where, when, why)– Observe how an emergency is developing– Gain insight in the entire scope– Gain insight in parties involved
• Actions– Managing the crisis (assistance, maintaining order, providing
information)– Communication in the broadest sense (a.o. PR actions to
communities
![Page 24: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/24.jpg)
Monitoring
BEFORE THE EMERGENCY• Set-up a monitoring team• Make a hashtag strategy• Inform social networks of upcoming event to
prevent blocking (spam)• Investigate what social networks are used by
target groups• Test and practice
![Page 25: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/25.jpg)
Monitoring
DURING THE EMERGENCY• During an event, before a crisis, monitor to
see where target groups are communicating.• Observe, analyse and provide information to
the crisis team• The monitoring team does NOT publish
messages on social media.
![Page 26: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/26.jpg)
Monitoring
AFTER THE EMERGENCYAnalysis of social media use:• Networks used by target groups• Topics and messages published• Behaviour• Hashtags
![Page 27: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/27.jpg)
Dark site: integration of communication channels
• Communication hub• RSS feed• Redundant capacity
(high number of hits)• Blogging platform
(Wordpress or Posterous)
![Page 28: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/28.jpg)
Dark site: integration of communication channels
ADVANTAGES OF A BLOG• Easy setup• Integration in existing
website• Can be kept offline until
there is a crisis• Scenario planning, prepare
reactive statements, etc• Management by non-IT
person• Easy integration in social
media• Redundant capacity
![Page 29: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/29.jpg)
Summary
ACCOUNTS• Create accounts, promote and use them.• Analyse influencers and monitor.• Make agreements with accountmanagers from
other disciplines and with staff members.• If D5 does not manage official accounts, make
agreements.• Communicate with all staff members about the
social media plans in emergencies.
![Page 30: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/30.jpg)
Summary
ACCOUNTSORGANISATION & RESOURCES• Make agreements with mayor/governor concerning
workflow.• Compile a D5-team and determine the roles and
resources required.• Consider creating an e-newsletter.• Make a hashtag strategy.• Practice crisis communication, including social media.
![Page 31: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/31.jpg)
Recommendations to organisers
• Make a media independent crisis communication plan.• Ensure a minimal presence on social media• Collect e-mail addresses for crisis e-newsletter.• Print URL, emergency number and #tag on wristbands.• Communicatie the official account, #tag and URL for the
event.• Provide Wi-Fi and make arrangements with telecom
operators for better mobile phone coverage.• Multiple day events: provide lockers to recharge mobile
phones.
![Page 32: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/32.jpg)
Recommendations to individuals
• Follow accounts from official bodies for correct information.
• Ensure that everyone can notify their home. Save the network by not sending large files.
• When retweeting, remove the official #tag. Don’t overload the flow of information.
• Check whether there is already a # / safehouse before creating one.
• Use the official #tag.• Indicate whether you are OK on your own facebook status.
![Page 33: Use of social media in crisis communication](https://reader033.fdocuments.in/reader033/viewer/2022061106/54457a00b1af9fdb068b4567/html5/thumbnails/33.jpg)
www.kortom.be@kortomvzw
@marcvandaele
Download the guidelines in Dutch, French and English on
www.kortom.be/SMEM