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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

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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, 28th February 2012


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

Social Media Applications - Examples


Definition

Social Media Applications - Examples


Definition

Social Media Applications - Examples


Definition

Social Media Applications - Examples


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

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 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 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 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 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)


What are the challenges?


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


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


Social Media Challenges

Start small. Fail early. Learn often.


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

  • stefan.raue@glasgow.ac.uk


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