Use of Social Media In Crisis Communication

An Emerging Trend Crisis Communication Two examples: US Airways Flight 1549 Crash in Hudson (citizen journalist using new media) US Airways Flight 1549 Crash in Hudson (citizen journalist using new media) The Station Fire in Southern California (2009) (incident use of new media and PR protocol) The Station Fire in Southern California (2009) (incident use of new media and PR protocol)

A Definition of Social Media Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques (think cell phones). Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and Information, transforming people from content consumers into content producers. Source:

“There’s a plane in the Hudson.” First reporting of US Airway Flight 1549 plane crash in the Hudson River via Twitter.

First photo that the world saw of the US Airway Flight 1549 plane crash in the Hudson River via Twitter. Source: A Twitter Moment?

It’s here … so what do we do with it? Just another tool in communication toolbox – this one just tweets Just another tool in communication toolbox – this one just tweets Same rules about communication apply Same rules about communication apply Remember– it’s a conversation Remember– it’s a conversation

New Media: Use it or Not? Only one decision to make: Let your audience talk with you online, or let them talk about you. Source:

Advantages of Using New Media You can affect the reputation of your agency by engaging in online dialogues You can reach your targeted audience directly and quickly online You can reach media sources easily since news reporters make extensive use of new media during events Source:

Think of cell phones as instant online publishing devices Connections to: Facebook Twitter My Space RSS Flickr Instant Messaging Wide variety of data formats: Text Photos Videos Voice PDF Documents Google Maps

What has changed in crisis communication? Instant publishing in real time New publishing tools (cell phones) Rapid distribution of news directly to audiences Easier and faster collaboration among agencies Greater risk from miscommunication Easier and faster to correct misinformation Better remote access to wireless services New incentives to engage with your audience (i.e. reputation management for host, best source of information)

What hasn’t changed? Host agency directives and mission Message coordination Incident management protocol Use of PIOs in the field Message monitoring Rumor control

Best Practices Coordinate all messages with chain of command Speak as a unified voice for all agencies Avoid talking about policy – stick to the incident Do not admit guilt, responsibility, or complicity Run drills and practice protocols Use micro-blogs to distribute breaking news

What the IMTs should consider: The 3 Ds Develop team social media policy and procedures PIOs to develop a draft social media plan Include expectations for personal behavior Designate who will be the online spokespeople Drill

The Station Wildfire (2009) Use of social media Surveys after 2003 fires – public newsletters When smoke or active fire, hourly Twitter updates Coordination center also monitored updates – multiplied the efficiency of information Developed term “cleats” – closeout tweets BUT … Relatively low number of followers Orange County told folks NOT to rely solely on Twitter for evacuation orders

The Station Wildfire (2009) A Burned Forest … … and a Burned Forest Service Reputation

Hold Your PIOs Close Rely on advice/counsel Make sure agency policy is considered PIOs sit in on the interviews If doing an interview, prepare for it: Key messages Practice (murder boards)

Questions or Comments?