Use of social media in crisis communication
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Transcript of Use of social media in crisis communication
Marc van Daele | Control Room Communications Conference | 2012-12-11 | Copenhagen
THE USE OF SOCIAL MEDIA FOR CRISIS COMMUNICATION
Marc van DaeleCommunication Manager, City of Zwijndrecht (Belgium)Vice-President Kortom, Association for Public Communication
@marcvandaele
KORTOMAssociation for Public Communication
870 communication professionals Federal, regional and local authorities
@kortomvzw
• 60 000 visitors• 5 people died• 140 needed medical care• Massive use of social media for different purposes• None by the authorities or the organisers• Many reports and analyses days and weeks after the
disaster
Kortom to establish guidelines
• Use of social media in crisis communication• Target groups– Communication officers in emergency
management– Emergency services
• Goal: Guideline document
Lots of joint effort and a bit of web2.0
• Problem: no experts in use of social media in crisis communication
• Solution: – 43 communication experts from both public and
private organisations– 4 working groups– One wiki
• Deliverable: Guideline document in Dutch, French and English
Wiki to gather and complete information
Emergency management in Belgium
Federal government determines 5 disciplines1. Fire service2. Medical assistance3. Police4. Logistical aid5. Information for citizens
Managed by mayor, governor or minister of home affairs
Crisis room
Policy
4. Logistics
5. Communication
Company / org.Liaison
3. Police
2. Medical
1. Fire service
Crisis communicationFrom 1.0 to 2.0
• Eye witnesses publish facts on facebook
• Eye witnesses share video footage on Youtube
• Online news sites start (almost) live reporting
• Online news sites put up a twitter window
• Press monitors social media for news gathering
• There is no such thing as validated information
• Alarm• Meeting • Collecting facts and
information• Planning communication
actions• Writing a press release• Validation of the press
release• Sending press release• Use of other channels
Using social media in crisis communication?
Don’t focus on the media.Focus on “social”.
Which social media?
Accounts to use
Account managed by the authorities2 solutions for emergency communication
1. Existing official account2. Specific emergency account
– Official account has high credibility– Authorities should promote the account – Build a network of friends and followers– Identify users with influence and opinion leaders
Accounts to use
Account managed by the authoritiesAccount managed by emergency services– Fire services and police -> high credibility– Proces information during short crises– Multi-disciplinary -> authority accounts take over
Accounts to use
Account managed by the authoritiesAccount managed by emergency servicesPersonal accounts of staff– Often interesting network– Can help to spread messages
Organisation of communication
Before the crisis
• Profiles and accounts ready and widely published.• Select which social media are most suited.• Think about #tags.• Inventory of social networks with staff.• Communication with organisers• Dark site• Practice
During the crisis
ORGANISATION• Communicate the same message everywhere.• One person to monitor social media.• Validation based upon trust rather than signatures.• Direct access to Belga (Belgian press agency)• Access to the “marquee” on national media• Organise and manage with focus on target groups
and co-operation with organisers/companies
During the crisis
ATTITUDE• Stealing thunder• Process information as a solution for information gap• Standard messages• Repetition• Answer questions
After the crisis
• Salvage• Recovery• Business continuity• End of emergency measures• Victim care• Reception facilities• Grieving register
After the crisis
EVEN LATER• Insurance & compensation• Results of investigative committees• Lessons identified and lessons learned
Deployment of people
• Communication manager• Politics (mayor, governor, minister)• Dir Info (@ operational command post)• Spokespeople from disciplines• Company / organisation
Communication resources
• Social media like twitter and facebook• Website• SMS• e-newsletter• RSS• Location based services
Monitoring
PURPOSE• Collecting information– 5 W’s (who, what, where, when, why)– Observe how an emergency is developing– Gain insight in the entire scope– Gain insight in parties involved
• Actions– Managing the crisis (assistance, maintaining order, providing
information)– Communication in the broadest sense (a.o. PR actions to
communities
Monitoring
BEFORE THE EMERGENCY• Set-up a monitoring team• Make a hashtag strategy• Inform social networks of upcoming event to
prevent blocking (spam)• Investigate what social networks are used by
target groups• Test and practice
Monitoring
DURING THE EMERGENCY• During an event, before a crisis, monitor to
see where target groups are communicating.• Observe, analyse and provide information to
the crisis team• The monitoring team does NOT publish
messages on social media.
Monitoring
AFTER THE EMERGENCYAnalysis of social media use:• Networks used by target groups• Topics and messages published• Behaviour• Hashtags
Dark site: integration of communication channels
• Communication hub• RSS feed• Redundant capacity
(high number of hits)• Blogging platform
(Wordpress or Posterous)
Dark site: integration of communication channels
ADVANTAGES OF A BLOG• Easy setup• Integration in existing
website• Can be kept offline until
there is a crisis• Scenario planning, prepare
reactive statements, etc• Management by non-IT
person• Easy integration in social
media• Redundant capacity
Summary
ACCOUNTS• Create accounts, promote and use them.• Analyse influencers and monitor.• Make agreements with accountmanagers from
other disciplines and with staff members.• If D5 does not manage official accounts, make
agreements.• Communicate with all staff members about the
social media plans in emergencies.
Summary
ACCOUNTSORGANISATION & RESOURCES• Make agreements with mayor/governor concerning
workflow.• Compile a D5-team and determine the roles and
resources required.• Consider creating an e-newsletter.• Make a hashtag strategy.• Practice crisis communication, including social media.
Recommendations to organisers
• Make a media independent crisis communication plan.• Ensure a minimal presence on social media• Collect e-mail addresses for crisis e-newsletter.• Print URL, emergency number and #tag on wristbands.• Communicatie the official account, #tag and URL for the
event.• Provide Wi-Fi and make arrangements with telecom
operators for better mobile phone coverage.• Multiple day events: provide lockers to recharge mobile
phones.
Recommendations to individuals
• Follow accounts from official bodies for correct information.
• Ensure that everyone can notify their home. Save the network by not sending large files.
• When retweeting, remove the official #tag. Don’t overload the flow of information.
• Check whether there is already a # / safehouse before creating one.
• Use the official #tag.• Indicate whether you are OK on your own facebook status.
www.kortom.be@kortomvzw
@marcvandaele
Download the guidelines in Dutch, French and English on
www.kortom.be/SMEM