Social Media Public Safety: Practical Apps, Considerations & Success
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This document discusses the practical applications of social media for public safety organizations. It covers why social media should be used, how to develop a strategic communications plan, who uses different social media platforms, and how to effectively search and monitor social media to address misinformation. The key benefits are reaching large audiences quickly and enabling two-way communication, but public safety organizations must have clear objectives and evaluate the outcomes of their social media efforts.
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Social Media Public Safety: Practical Apps, Considerations & Success
- 1. Social Media & Public Safety: Practical Applications, Considerations and Pathways to Success Brett Hicks, CEM Author of Social Media Survival Guide for Public Safety
- 2. Agenda • Why Use Social Media • Crisis Informatics • Strategic Communications • Social Dynamics & Social Convergence • Who Uses Social Media (By Application) • Twitter • Facebook • Blogs and Bloginars • Social Media Applications for Public Safety • Search and Reestablish
- 3. Why Use Social Media? Social media is a public safety multiplier because it helps you respond effectively by providing personalized messages through a wide-reaching communication network built on open information exchange: • 75% of users use one or more social media sites while 25% frequent multiple sites • The top five sites in order of most popular are; Facebook, YouTube, MySpace, Twitter, and Tagged
- 4. Why Use Social Media? • Free • Can reach large amounts of people in a nanosecond • Provides Two-Way Communication • Enlists the help of the community and provides voice • Helps receipt of messages using the THREE P’s • Personalization • Presentation • Participation
- 5. Crisis Informatics Information Systems for Crisis Response and Management (ISCRAM) • According to Liu (2008), “Crisis informatics concerns itself with the extended social arena of disaster response to account for the information space that spans preparation, warning, response and recovery. The informational arena of disaster varies by the spatial, temporal and subsequent social arrangements of the hazard upon a built environment” (p. 1). Trust of Personal Network • For example, the 2009 Edelman Trust Barometer found that 60% of informed people aged 25 to 64 years believe a message to be true only after viewing it three to five times. Moreover, the message is reinforced only if people see the messages from both experts and peers (Edelman, 2009).
- 6. Strategic Communications What is Strategic Communication? • Concept • Process • Philosophy What is your organization’s definition of Strategic Communication • Two-Way Communication • Scrutiny
- 7. Strategic Communications Avoid the label of Propaganda • Techniques • Procedures • Time Horizons • Audiences Careful and candid evaluation of your strategic communication goals.
- 8. Social Dynamics Social dynamics binds us together as a society. A more formal definition of Social Dynamics reads, “The study of social processes, especially social change” (Dictionary.com, 2011). Sociological, cultural, and anthropological factors contribute to social dynamics and established norms. • “The way it is” • Why Do People Do What They Do The Court of Public Opinion
- 9. Social Convergence During a disaster, the social convergence and pro-social behaviors are strikingly similar to same behaviors demonstrated on social networking sites. • Helpers Helpers converge in order to assist victims or responders. • Anxious The anxious are people from outside the impacted area who attempt to obtain information about family and friends.
- 10. Social Convergence • Supporters The convergers are either individuals or groups who gathered to encourage and express gratitude to emergency workers. • Exploiting Exploiters are convergers who use the disaster for personal gain or profit. • Being Curious Curious convergers come to the impacted site primarily to view the destruction left in the wake of the disaster and the activities surrounding the response.
- 11. Who Uses Social Media? Facebook • Facebook reports that an average Facebook user has 130 friends with whom they easily share information (Facebook, 2010). Who Uses Facebook? • 55% female • Highest percentage of users is in the 13-34 age group • 48% have children 0-17 in the household • 40% are college graduates. This is important for public safety when we consider the grade reading level for our messages.
- 12. Who Uses Social Media? • Facebook users are generally more affluent (62% have annual incomes over $60K) • Caucasian users make up 75% percent of users. Important information for developing your message’s intent, and target audience • African Americans make up 13% of users. Important information for developing your message’s intent, and target audience.
- 13. Who Uses Social Media? Twitter Twitter is the largest and fastest growing micro-blog and is an immediate way to seek and share public safety information. Who Tweets? Well, the American Cancer Society, CDC, Microsoft, CNN, and MTV just to name a few. Who Uses Twitter? • The largest populations of Twitter users are 18-34 years old (45%) • The second largest are 35-49 years old (24%) • Females represent 55% of Twitter users, and 47% have children ages 0-17 in their household
- 14. Who Uses Social Media? Blogs and Bloginars Blogs are an excellent way to engage users in two-way communications by providing ways for them to leave comments, participate in discussions, and ask questions. This is important for public safety because this type of interaction contributes greatly to restoring the voice. Bloginars are an extremely effective and pinpointed technique to reach bloggers. Public safety organization’s may host blogger webinars or “bloginars” to communicate information about health or safety events, emerging pandemic information, planned shelter locations, companion animal (pet) information, procedures, and planning, etc.
- 15. Who Uses Social Media? Who Uses Blogs? “Overall, bloggers are a highly educated and affluent group. Nearly half of all bloggers we surveyed have earned a graduate degree, and the majority have a household income of $75,000 per year or higher” (Sussman, 2009). • Two-thirds are male. • 60% are 18-44. • 75% have college degrees and 40% have graduate degrees • Over 50% are married and over 50% are parents • 50% are employed full time
- 16. Social Media Applications for Public Safety If you use Social Media you must: • Know What Your Audience and what you are doing • Integrate social media with your Strategic Communications Strategy • Understand the Commitment • Be a “One Stop Shop”
- 17. Social Media Applications for Public Safety No one application meets all of your needs! • Determine Objectives • Deliver Useful Content • Provide links to additional information • Develop Metrics, Evaluate Outcomes, Implement Changes • Search and Reestablish
- 18. Search and Reestablish • Search and Reestablish is an important aspect of your social media campaign. • Misinformation is a threat to public safety using social media as part of their communications strategy. • Each social media user in the public safety domain should become familiar with a site’s search functions FIRST!
- 19. Search and Reestablish • As contradictory or inflammatory messages are found, a revisit to the overall communication plan is needed. • Below are a few recommendations to assist your efforts: • Identify Intent • Respond to the Intent • Continue Monitoring
- 20. Summary “When properly constructed, (social media) tools can harness the power of social networks towards a singular goal. They have the potential to do this with alarming efficiency and speed.” “There must be some incentive in place to facilitate involvement and action. The incentive may be monetary or social (e.g., earning respect from cyber peers), or a combination of the two.” “The most powerful incentives combine social and monetary elements, and are structured so that they self-propagate” (Ford, 2011).
Notes de l'éditeur
- The typical Facebook User Profile (Quantcast (2011a): This is important to public safety because this demographic is important for information concerning school closures, pandemic preparedness, and evacuation orders. In addition, families are typically pet owners with the female of the house serving as the primary care giver and decision-maker (Kendall, 2008).This is an important demographic for public safety when we consider our earlier discussions about families typically being pet owners.
- Here are some other notable figures from (Quantcast, 2011c):This is important to public safety because this demographic is important for information concerning school closures, pandemic preparedness, and evacuation orders. In addition, families are typically pet owners with the female of the house serving as the primary care giver and decision-maker (Kendall, 2008). In addition, women represent the largest number of users in nearly all social media applications.
- Here are some other notable figures from (Quantcast, 2011c):This is important to public safety because this demographic is important for information concerning school closures, pandemic preparedness, and evacuation orders. In addition, families are typically pet owners with the female of the house serving as the primary care giver and decision-maker (Kendall, 2008). In addition, women represent the largest number of users in nearly all social media applications. This is important to public safety due to the types of actionable messages and content needed to reach this demographic. Males are traditionally action-oriented and require minimal background information to make a decision for action.This is important to public safety due to familial roles, the influence of children on decision-making and pet ownership. In addition, messages targeting this demographic, by virtue of social dynamics will be shared and reinforced as messages from peers.
- Here are some other notable figures from (Quantcast, 2011c):This is important to public safety because this demographic is important for information concerning school closures, pandemic preparedness, and evacuation orders. In addition, families are typically pet owners with the female of the house serving as the primary care giver and decision-maker (Kendall, 2008). In addition, women represent the largest number of users in nearly all social media applications. This is important to public safety due to the types of actionable messages and content needed to reach this demographic. Males are traditionally action-oriented and require minimal background information to make a decision for action.This is important to public safety due to familial roles, the influence of children on decision-making and pet ownership. In addition, messages targeting this demographic, by virtue of social dynamics will be shared and reinforced as messages from peers.This is important to public safety because of the primacy of messages, when they are delivered, when they are received, and when action or comment is expected.
- To understand social media’s power, one must appreciate that in our technologically advanced, interconnected, and decreasing interpersonal society, everyone and anyone can become their own 24-hour news outlet. Social networks spread information rapidly throughout a variety of applications; however, the ability to manipulate messages (intentionally or unintentionally) is of great concern for public safety. This ability alone can derail even the most carefully and effectively crafted social media messages so it is important for Public Safety Professionals to recognize this in their planning, particularly, Understanding the Commitment.
- These messages offer a unique perspectiveTry to identify the intent of the counter-message. A history of similar posts my help in this process.protective on public sentiment and these messages SHOULD NOT BE REMOVED, but rather counter messages need to be employed to reeducate your followers about your message. Reshape your outgoing messages to correct misinformation or improve sentiment. DO NOT identify negative messages specifically in your reworked messages. This may alienate posters or worse, embolden some to continue counteracting your messages.Make direct or off-line contact with the poster if possible. Personal recognition that their message was heard may provide value insight to their intent, and possibility generates support for your message by turning a counter-poster into an ally. Finally, do not overlook the obvious, review your messages. Perhaps the public did not recognize the gravity of your intent; this is especially important for evacuation ordersKeep watching your outlets for misinformation and opportunities to reestablish your message.