Social Media Exercises for Emergency Managers Megan L. Syner Warning Coordination Meteorologist National Weather Service Great Falls, Montana E-mail: megan.syner@noaa.gov
Social Media in Emergencies
Why it matters… “People won’t care how much you know until they know how much you care.” - Everyone
Understand how the public reacts to warnings Act Decide Personalize Confirm Believe Understand Perceive Based on research from social scientists...
Why is social media important? Communication tool that can be used to interact with the public, news media & other local, state, federal agencies -- even all at once! Critical life-saving tool in emergencies! Builds community trust Can also be used to educate -- share your expertise and be the authority Show people what is happening -- More Multimedia = More Engagement
Pros Ability to share accurate, reliable and Inaccurate timely information information or rumors Reach of mobile devices to Potential lack of communicate journalistic integrity Cons Share information in Data overload and real time management
Tell people Ask for what you know Transparency information Keep tabs on or don’t know, honesty and Provide let them know Create local and always how people factual sincerity - that you are information policy and thank respond to express actively seeking in a timely concern and guidelines followers if your more manner acknowledge they share information information fear info and to stay alert
Social Media in Emergencies
Why it matters… “Get information to the right people, in the right way, at the right time so they can make the right decision.” - Anonymous
Duties typically fall under the Public Information Officer One way to manage data and information during an emergency is to have an Emergency Communication Plan Use search analytic and mapping tools to aggregate information Identify which social media can be used pre-event, during event, and post-event and their purposes Be available to answer questions, consider implementing a #hashtag to help the community and media get information Actively “listen” to social media to engage the public and respond to comments
Social Media Exercises
Why it matters… “If we aren’t providing the information, then somebody else will. Be the reliable, authoritative, and trustworthy voice.” - Anonymous
Exercise Goal To build emergency officials confidence in effectively communicating accurate and reliable information during a crisis
Exercise Objectives Become familiar with use of social media as a communication tool Develop mission-focused practices for how social media fits within Incident Command System Assess best practices for using social media during an emergency Formulate a communication strategy that focuses on providing consistent, reliable and accurate information Enhance partner relationships with multiple agencies
Mission Areas / Core Capabilities:
Social Media Exercises
Why it matters… “ By failing to prepare, you are preparing to fail.” - Benjamin Franklin
Exercise Guidelines Respond to the scenario using Open, low-stress, no-fault your knowledge of current environment plans, capabilities and insights Use new tools, discuss and Problem-solving efforts and present multiple options and communication strategies possible solutions should be the focus
Who should be involved? Any person who has a hand in the decision-making process
Who should be involved? Emergency Managers City/County Officials Law Enforcement Fire School Officials Hospitals Public Health Others?
Creating a Scenario
Creating a Scenario Keep it local Keep it realistic Keep it relevant Keep it challenging…BUT… Avoid too many complexities
Creating a Scenario Planning Preparedness Response and Recovery
Example Scenario You were notified by the National Weather Service via an e-mail notification that the possibility existed for widespread snow and colder temperatures less than a week prior to Thanksgiving but the details on specific snow amounts and locations were uncertain. Forecast confidence is low but this would be a significant change after several weeks of above normal temperatures and dry conditions.
Example Scenario Day of storm: The cold frontal passage and start of snow occurred a few hours earlier than forecasted, right as school is letting out. Heavy wet snow falling at rates of 1 to 2 inches per hour and wind gusts 30 to 40 mph. Reports of whiteout conditions. Given the increase in travel and the nearing holiday, it is important to keep roads maintained and open. Day before Thanksgiving: Crews are out plowing roads, but travel remains severely impacted. Snow has ended and winds have diminished. At 3 pm, you receive a call that a truck with an unknown substance has been in an accident a mile west of Lewistown.
Example Scenario What actions would you take based on this information, if any? Discuss what your decision trigger points might be. How much time do you need to take action and what level of forecast confidence is required before you take action? What additional critical information do you need to know and how would you retrieve that information? What impacts is your group most concerned about with this event? What critical information do you need to share with the public? Partner organizations? What information is sensitive or confidential that you cannot share outside of your organization?
Breakout Sessions Engage your exercise participants with breakout sessions Identify 1 to 3 Facebook pages or Twitter accounts that you regularly follow and share 1 reason why you liked those pages (i.e. content, design, community, etc.) If you have a Facebook or Twitter account for your organization, discuss 3 reasons why people should visit your page
Breakout Sessions Engage your exercise participants with breakout sessions Identify 1 to 3 Facebook pages or Twitter accounts that you regularly follow and share 1 reason why you liked those pages (i.e. content, design, community, etc.) If you have a Facebook or Twitter account for your organization, discuss 3 reasons why people should visit your page Look for and point out similarities among the group
Social Media Exercises
Why it matters… “ The amateurs discuss tactics: the professionals discuss logistics.” - Napoleon Bonaparte
Logistics How long will the exercise last? What social media platforms will you use? Is there sufficient WI-FI/outlets for mobile device chargers in the room and building? Check to make sure your social media platform settings are private to keep exercise messages from being transmitted TIP: Much easier in Twitter than Facebook!
Logistics Is bandwidth sufficient? What is the room layout?
Let participants Logistics know what devices they should bring!
Foster Collaboration & Discussion!
Create a positive, learning environment!
THANK YOU! Questions? Megan L. Syner Warning Coordination Meteorologist National Weather Service Great Falls, Montana E-mail: megan.syner@noaa.gov
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