Social Media inCrisis Communications: Plans, Policies & Platforms NorthEast Disaster Recovery Information X-Change Spring Conference June 12, 2012
Social Media by the Numbers • 46% of Americans own smartphones, up 11% since May 2011. • Nearly 9-in-10 smartphone owners have used their phones in the past 30 days to perform a real-time query (traffic, sports, arrange a meeting.) • There are more than 500,000 mobile apps available in the Apple iPhone store -Pew Research, apple.com
What is Social Media? “Social Media” refers to a set of online tools and platforms that allow organizations to communicate and converse with the public. Why use Social Media in a crisis? To reach the almost 1 in 2 Americans who own a smartphone.
Plans, Policies & Platforms • Every successful response begins with a plan. • Policies guide all employees in day-to-day activities; may need additional language and training for crisis response. • Not all platforms are created equal. Not all social media platforms are appropriate for use during a crisis.
The Speed of Twitter “There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.” -Janis Krums Commuter Ferry Passenger January 15, 2009
Best Reason to Plan? “When the plane lands in the Hudson, it's too late to figure out Twitter.” Sree Sreenivasan, Columbia University Graduate School of Journalism
Planning • Before the crisis • How is the company using social media every day? What platforms are you using? • What departments need to be consulted? Sales, Marketing, IT, Legal, HR • Practice
Policies • Get everyone on the same page, literally • Overall, day-to-day policy • Policy during a crisis • Google is your friend – it’s been done • Regulated industries • NLRB – case law
Platforms • There are hundreds of Social Media platforms. • Not all are great for crisis communications, but you must plan to monitor your company’s presence across the web. • Google Alerts, Twitter search
Twitter • More than 165 million users, just over 100 million users in the U.S. • 750 million Tweets per second. • 1 billion tweets per week. • 50% of the users are engaging via mobile devices. • 1 million new accounts are created every day.
Facebook • 901 million monthly active users around the world. • 300 million photographs uploaded daily. • 500 million users engaging via mobile devices. • Available in 70 languages.
Foursquare - Over 20 million users. • 50% of the users are from the US. • 31% of users are engaging via mobile device. • There have been over 2 billion checkins since launch.
Instagram • Founded 2010; in the process of being acquired by Facebook for $1 Billion. • Over 30 million users. • 58 photographs uploaded every second. • A new user signs up every second.
YouTube • YouTube was founded to share dinner clips of a party due to the files being too large for email. • The average visitor spends 15 minutes per day on YouTube.
LinkedIn • More than 161 million users. • 22% of users on LinkedIn are engaging via mobile device. • More than 2 billion page views every month. • 2 new signups every second. • More than 2 million company pages. • There are more than one million LinkedIn groups.
Pinterest • Just short of 12 million users. • 97% of the users are female. • The average user is between the age of 35 and 44. • Pinterest mobile apps are downloaded 250,000 times a day. • Top audience niches are fashion, music, art, memorabilia, vineyards, wine, tourism. • Over 4,000,000 page views per day.
Google + • Founded 2011. • Over 90 million users. • Fastest growing social network. • Circles • Google + Hangouts