The changing role of social media in emergencies
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Stefan Raue School of Computing Science University of Glasgow. The changing Role of Social Media in Emergencies . Communications & Resilience Workshop Falkirk, 28 th February 2012. Definitions. Social Media Applications. Social Media Applications:

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The changing role of social media in emergencies

Stefan Raue

School of Computing Science

University of Glasgow

The changing Role of Social Media in Emergencies

Communications & Resilience Workshop

Falkirk, 28th February 2012


Definitions

Definitions

Social Media Applications

Social Media Applications:

  • “[..] a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.” (Kaplan & Haenlein, 2010)


Definition

Definition

Social Media Applications - Examples


Definition1

Definition

Social Media Applications - Examples


Definition2

Definition

Social Media Applications - Examples


Definition3

Definition

Social Media Applications - Examples


Social media

Social Media

Levels of SMA Integration & Public Engagement

Proactive

Benefit

Active

ProActive Public Engagement

Passive

Monitoring with operational use

Active

Public Engagement

Passive Monitoring

Information

Dissemination

Level of social media integration


Social media integration

Social Media Integration

Information Dissemination – Megaphone approach

  • Benefits:

  • Applications:

  • control over the channels (when / what / how / which)

  • speed of information dissemination

  • size of audience

  • increased visibility of existing content / organisation

  • warning and informing the public

  • campaigning and risk communication


Social media integration1

Social Media Integration

Passive Monitoring - Get to know your audience

  • Benefits:

  • Applications:

  • understand public’s perception / opinion

  • identify key stakeholders / influencers in communities, for specific topics, etc.

  • evaluation of own performance (e.g. popularity)

  • evaluation of campaigns (e.g. acceptance, range of influence)

  • static monitoring for specific events to gather information


Social media integration2

Social Media Integration

Active Public Engagement – Listen & Answer & Ask

  • Benefits:

  • Applications:

  • shape public perception / opinion

  • be more accessible to the public

  • reduce load on other channels (e.g. hotlines)

  • provide direct advice to your audience in non-critical events

  • ask / request information (e.g. missing people, eyewitness)

  • counter rumours and misinformation

  • ensure communities on a personalised level


Social media integration3

Social Media Integration

Active SMA Monitoring – Listen & Understand & Apply

  • Benefits:

  • Applications:

  • near real-time monitoring of incidents / events

  • improve situational awareness

  • information on demand from trusted sources

  • detect events of interest that might not yet have been reported or are still to come (e.g. illicit street party, riot inciting messages)

  • understand actions / plans / movements of groups of people

  • post-event investigation (e.g. suspect identification)


Social media integration4

Social Media Integration

Full Integration of SMAs into Operations

  • Benefits:

  • Applications:

  • receive information that is validated from trusted sources

  • receive information that is in the required format

  • link information received into other operational systems

  • alternative emergency call system

  • update on situations from public or volunteer organisations (e.g. on flood levels, snow depth, wildfires, )

  • update the public in real-time about your operations (e.g. dispatched vehicles, stock levels of sandbags, shelters)


The changing role of social media in emergencies

What are the challenges?


Social media1

Social Media

SMA Integration – Benefit, Cost & Risk

  • manage the expectations of the audience

  • make the objectives of your social media presence clear to the audience

Proactive

Benefit

Active

ProActive Public Engagement

Passive

Monitoring

for

operational use

& COST

Active

Public Engagement

Passive Monitoring

Information

Dissemination

& RISK

⓿ ❶ ❷ ❸ ❹ ❺

Level of social media integration


The changing role of social media in emergencies

Special thanks to @FredCavazza for making this graphic available under CC BY-NC-SA 2.0


Social media challenges

Social Media Challenges

Start small. Fail early. Learn often.


Thank you for your attention

Stefan Raue & Prof. Chris Johnson

School of Computing Science

University of Glasgow

Thank you for your attention.

Any questions?

  • Stefan Raue

  • School of Computing Science

  • College of Science & Engineering

  • University of Glasgow

  • [email protected]


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