MSF in social media during the Haiti emergency
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Transcript of MSF in social media during the Haiti emergency
Social media – a possibility to do global communication on a small budgetHow Médecins Sans Frontières (MSF) use social media to reach communication goals.
Lina Eidmark / Web manager @ MSF Sweden
Special thanks to Avril Benoit (MSF Canada), Nina Privatera (MSF international) and Artur Leczycki (Publik PR)
Médecins Sans Frontières/Doctors without borders is an international, medical humanitarian organization. We save lives where needs are the greatest.
The Haiti caseHow social media
- changed the human perception from up close and far away
- played a significant role in news reporting
- helped doing social good
Social media & Haiti
January 12, 2010 4.53 p.m A catastrophic magnitude 7.0 Mw earthquake hits Haiti. The epicentre was approx. 25 km west of the capital Port-au-Prince. It was rapidly announced as one of the worst humanitarian crisis of our time.
The Haiti earthquake
In just three weeks…- Facebook fan base grew with 400 % to almost 620 000 people today
- Fundraising appeals were shared hundred and thousands of times
- Number of Twitter followers grew with 500 % and Twitter also became a channel for communicating with key actors/influencers to overcome obstacles.
- Hundred and thousands of people read our fieldworkers’ blogs – some of them were also published in external media (BBC / CNN / dn.se / nouvelobs.fr…)
- Since phones were down in Haiti – social media also became a tool to keep in touch with people on the ground, both MSF staff and, to a less extent, people in need.
Results
Reaching goals : Visibility
”These 8 min gave a better understanding of the situation than 100 news reports. I am deeply touched. How can I best contribute to your work?”
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals: Visibility
Reaching goals : Visibility
Reaching goals : Visibility
17MSF & social media | May 2010
Reaching goals : Visibility
Reaching goals : Visibility
VRWCTexan @MSF_canada RT @lightxxx - We have a lady dying of rabies we need Rabies antitoxin asap // at Petionville Golf Course Field Hospital
VRWCTexan @MSF_canada RT @lightxxx We have a lady dying of rabies we need Rabies antitoxin asap #Haiti
rqskye @msf_canada RT @lightxxx-We have a lady dying of rabies we need Rabies antitoxin asap
rqskye @msf_canada RT @ShaunKing-NYT: 10 kids have died waiting 2 B "cleared" 4 flights. Doctors now afraid of being arrestedhttp://nyti.ms/b5HDES
Reaching goals : Acceptance
Reaching goals : Acceptance
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Reaching goals : Leverage
Goals : Leverage
Reaching goals : Visibility
Reaching goals : Visibility
How could we do all this?- Massive need for information – we were one of quite few actors on the ground when the earthquake struck
- Overwhelming media coverage – cross fertilization
- Having communications staff on the ground asap - eyewitnesses
- Creating link love – sharing and retweeting – best practices
- Reactive/proactive balance – update information rapidly – monitor and correct
But above all…we were prepared!- Most offices have well entertained social media channels
- ”Old” channels are more credible and better indexed by search engines
- Existing strategies and guidelines, but with room for flexibility
- Trained staff in offices and conscious staff on the ground
Tactics
Yet…we faced some real challenges- Lack of control in messaging snowball effect not enough resources to monitor and manage the myths
- Too much information circulating – need to verify sources time demanding
- Duplicating work load
- Rebalancing HQ staff resources between web and social media
Challenges
- How to respond to desperate calls for help?
Challenges
One story in particular sparked a great many offers of specific help (flights, cars) that, frankly, overwhelmed us and proved to be a distraction.
http://www.channel4.com/news/articles/world/americas/haiti+help+for+baby+landina/3529537
- Reverse leverage overwhelming response to some of our storiesChallenges
Weddressproject Why is @MSF_CANADA saying that the Ministry of Health is going to see #BABYLANDINA today, but we are still trying to get them to go there? about 19 hours ago from web
Weddressproject @MSF_CANADA You stated earlier that the Ministry of Health was going to see #BABYLANDINA. When is that goig to happen? about 20 hours ago from web
MelyMello The life and/or death of a child should not be fodder for political postering. #SaveLandina @UN @MSF_US @MSF_canada 4:11 PM Feb 7th from web
VRWCTexan @MSF_canada RT @ShaunKing Need current contact inform & GPS coordinates for baby & docs MSF:http://bit.ly/brK3YJ we are ready to move 8:32 PM Feb 6th from web in reply to MSF_canada
Challenges
- Overwhelming interest – difficult to give priority to communicationsChallenges
Challenges
So how can we deal with that next time?
Need to plan for the unplannable!- Leave room for flexibility and spontaniety in communication crisis plan
- A few staff can have tremendous impact – eyewitness
- Clear guidelines and briefings for (field) staff
- Keep social media channels active all the time – immediate response
International working group to elaborate strategy and guidelines
Crisis communication plan for web/social media: who does what?
Rebalance efforts between web and social media
Strategy
Social media - checklist- Be prepared – have your channels ready.
- And set up clear guidelines, a useful strategy and determine goals.
- Make sure you have support from managing teams. When the crisis hits – you will lose too much time asking for permission.
- Accept that it is a learning by doing process that requires flexibility.
And when you start communicate-Be nice
-Tell the truth
- Talk, but listen just as much
- Share and exchange
- Answer all direct questions – just as you would answer the phone in your office.
Checklist
Thank you!
Information, ideas, comments…[email protected]
www.facebook.com/msf.englishwww.twitter.com/MSF_USA
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