Contemporary philippine arts from the regions_PPT_Module_12 [Autosaved] (1).pptx
Social media and crisis communication in higher ed
1. Follow the Better Together Conference on Twitter #CASEV
SOCIAL MEDIA AND
CRISIS COMMUNICATION
BRIAN HUONKER, ILLINOIS STATE UNIVERSITY
@BKHUONKER
ANDREW CAREAGA, MISSOURI S&T
@ANDREWCAREAGA
DECEMBER 11, 2012 | CHICAGO, ILLINOIS
2. According to a recent
survey by the Red Cross,
people now expect to
receive emergency
information on social
media sites.
30% of survey takers
expect help to arrive in less
than an hour if they posted
a call for help on a social
media site
SOCIAL MEDIA AND CRISIS
COMMUNICATION
4. October 30, 2011
5:43 p.m. A tweet announced
“some idiot was climbing” the
scaffolding an the side of
Watterson Towers.
5:45 p.m. A 911 call was
received about a person
climbing the east-side of the 28-
story Watterson Towers.
5:53 p.m. Twitter users were
reporting that the “student
jumped of the towers”.
CASE STUDY: SUICIDE JUMPER
5. Fact: The “jumper” did not jump,
but slipped and fell off the
scaffolding
Fact: It was a person from outside
the Bloomington/Normal
community (age 45), not a
student.
It was 6:45 p.m. before the
university posted the facts about
the incident.
For the next 24 hours,
contradictory stories were being
posted and shared via Twitter and
Facebook, inciting phone calls
from parents to the university with
false information obtained from
Facebook and Twitter.
CASE STUDY: SUICIDE JUMPER
6. 9:45 p.m. An employee in the
Bone Student Center reported
smoking coming from a room
in the Bone Student Center
9:47 p.m. A tweet announce
“the Bone was on fire!”
9:48 p.m. A Twitpic showed
smoke coming out of the roof
of the Bone Student Center
9:49 p.m. Fire Department
arrived to find a crowd of
students outside the Bone
Student Center, joining the
group of students and
employees who were on scene.
9:52 p.m. Video of the scene
appeared on YouTube
CASE STUDY: FIRE
7. Fact: The fire was contained
to the ductwork leading from
the a restaurant to the roof.
There was only moderate
water and light smoke
damage, mostly in the
restaurant area. The source
of the fire was the grill or the
exhaust hood.
CASE STUDY: FIRE
8. In the last five years social media have played an increasing
role in emergencies and disasters.
Social media sites rank as the fourth most popular source to access
emergency information.
Uses have included:
conduct emergency communications
issue warnings
receive victim requests for assistance
monitoring user activities to establish situational awareness
uploaded images
And others
EVERYONE IS A REPORTER
9. Social media
put to the
test at
Missouri S&T
SOCIAL MEDIA IN CRISIS
COMMUNICATION
12. 8:45 a.m. – Phone call from S&T PD
8:48 a.m. – Second call from S&T PD
8:51 a.m. – Mass notification alert sent: McNutt Hall
on lockdown
8:53 a.m.-8:55 a.m. – Similar alerts posted on social
media (Twitter and Facebook)
8:56 a.m. – Main website (www.mst.edu) redirected
to emergency site (alert.mst.edu)
COMMUNICATION PROCESS: IMMEDIATE
(THE FIRST 11 MINUTES)
15. Status updates on main website, social media
Respond to media calls whenever possible
Monitor social media
Online becomes predominant source of information
for media, public
Updates posted to emergency update phone line
(first one @ 9:15 a.m.)
COMMUNICATION PROCESS: ONGOING
22. THE SOCIAL MEDIA TRIAGE
SOURCE: ALTIMETER GROUP, BASED ON U.S. AIR FORCE’S RULES OF ENGAGEMENT FOR BLOGGING
23. WEB TRAFFIC SPIKED
129,455
visits
May 12,
2011
4,171 referrals
From social
media
May 12, 2011
Social media
significant
but still a
very small
driver of total
web traffic
24. FACEBOOK VS. TWITTER
Most effective for… Facebook Twitter
Immediacy X X
Reach X
Website referrals X
Engagement/discussion X
Reaching students X
Reaching parents X
Reaching news media X
25. Improve departmental communications flow
Set up centralized areas for call center and computer
center
Ensure main phone lines can roll over to other lines
Ensure other staff have access to my email
Change ice.mst.edu to alert.mst.edu
Host alert.mst.edu offsite to ensure it works during a
crisis
FOLLOW-UP
26. Testing, testing, testing
Monitor social media chatter
Debrief after every crisis
Equip your people
LESSONS LEARNED
29. identify target audiences for the applications, such as
civilians, nongovernmental organizations, volunteers, and
participating governments;
determine appropriate types of information for dissemination;
disseminate information the public is interested in (e.g. what
phase the incident is in, etc.)
identify any negative consequences arising from the
application—such as the potential spread of faulty
information—and work to eliminate or reduce such
consequences.
AND EVOLUTION OF BEST PRACTICES
31. Police departments notified of emergency
From civilians, from local government, from monitoring of social media
Director of Media Relations is notified
Crisis communication is activated
Initial text messages goes out to campus
Message is repeated in social media (Facebook and Twitter)
Crisis Communication Team convenes on in a single location
Emergency level decision is made
Emergency messages placed in social media and text updates
Emergency messages placed in iGuide, social media and text updates
University website is replaced with emergency version, messages placed in iGuide,
social media and text updates
Team is in constant contact with media relations representative on the scene,
always in direct communication. Updates are written and coordinated between all
medium
Social media is monitored for additional information, commentary and questions.
Questionable post are reported to the media relations rep on scene.
HOW IT WORKS
32. 8:25 p.m. A report to
University police of
armed robbery on
campus.
8:26 p.m. Text
message was sent to
campus and reported
on Facebook and
Twitter. Crisis
Communication team
activated
8:46 p.m. Members
report to meeting
pace. Determined only
text messaging, social
media and the iGuide
would be used to
communicate to
audience.
CASE STUDY: ARMED ROBBERY
33. Shooting on the borders of campus.
Text messaging, social media, and University website was utilized to
communicate
Second armed robbery on campus
Text messaging, social media, and University website was utilized to
communicate
Website was utilized due to the fact suspect was spotted entering a
residence hall
The death of two students within 35 minutes of each other.
Deaths occurred at between 2—3 a.m. It was determined that social
media would be utilized to monitor for continued conversation
CASE STUDY
34. BRIAN HUONKER
ILLINOIS STATE UNIVERSIT Y
NORMAL, ILLINOIS
BKHUONK@ILLINOISSTATE.EDU
@BKHUONKER
FACEBOOK.COM/BKHUONKER
LINKEDIN.COM/BKHUONKER
ANDREW CAREAGA
MISSOURI UNIVERSIT Y OF SCIENCE AND
TECHNOLOGY
ROLLA, MISSOURI
ACAREAGA@MST.EDU
@ANDREWCAREAGA
FACEBOOK.COM/ANDREWCAREAGA
LINKEDIN.COM/ANDREWCAREAGA
CONTACT
35. Follow the Better Together Conference on Twitter by using the #CASEV hashtag when you tweet!
Session handouts are available at
www.casefive.org/conference/presentations/
Username: CASEV-VI | Password: Chicago2012
TODAY’S SESSION
EVALUATIONS
WILL BE E-MAILED TO
YOU.
Hinweis der Redaktion
According to a recent survey by the Red Cross, people now expect to receive emergency information on social media sites. The Internet is now the third most popular way of getting news during an emergency, after television and local radio, the survey found. 18% of both the general public and Internet users said they rely on Facebook
In addition, over 30% of people said they expected help to arrive in less than an hour if they posted a call for help on a social media site
In addition to the armed robbery, the Crisis Communication team has been notified for
A shooting on the edge of campus
Suspected armed robbery where the suspect was caught on video and then later the same suspect was discover entering a residence hall
In cases of monitoring:
The death of two students within 35 minutes of each other. Upon investigation, one was due to natural causes and the other due to a suicide.
A report of to the police where a suspect was reporting putting on a bullet proof vest and carry a heavy bag into a building. Turned out it was gym equipment and a weight jacket.