Presenting for Contingency Planners of Ohio's Joint Regions Meeting 6/19/13

1. USING SOCIAL MEDIA DURING AN EMERGENCY
By Holly Solomon, Expand Socially, LLC

2. Agenda
• Social
Media
Informa0on
• Challenges
&
Examples
in
Social
Media
for
Businesses
• Planning
/
Ques0ons
to
ask
your
teams
• Monitoring
• Using
Social
Media
To
Get
Messages
Out
USING
SOCIAL
MEDIA
DURING
AN
EMERGENCY

3. SOCIAL
MEDIA
CURRENT
STATISTICS

4. SOCIAL
MEDIA
CURRENT
STATISTICS

5. -­‐ Improve
Customer
Rela0onships:
Customers
want
to
have
conversa0ons
with
the
brands
they
buy
from
-­‐ Increase
Media
Coverage
-­‐ Tell
your
story/Rumor
control
-­‐ Funnel
people
to
helpful
resources
-­‐ Influence
Sales:
Network
with
prospects
through
exis0ng
customers-­‐
AOract
new
clients
-­‐ Communicate
with
a
larger
audience
The
greatest
barrier
to
success
in
social
media
outreach
is
a
lack
of
knowledge.*
B2B
communica6on
is
changing…don’t
be
the
last
to
connect.
Get
informed,
get
involved,
get
SOCIAL!
Source:
Falkow,
Sally.
Social
Media
Overview
WHY
BUSINESSES
SHOULD
CARE
ABOUT
SOCIAL
MEDIA

7. • Product
info
• Promo0ons
or
special
offers
• Offer
feedback
• Influence
product
direc0on
• News
related
to
the
company
• Tips
and
advice
• Informa0on
that
is
easily
accessible
• Info
they
engage
with
that
they
can
share
with
their
followers
The
key
to
unlocking
social
media
value,
is
aligning
your
viewers
needs/wants
with
your
business
goals!
WHAT
DO
CUSTOMERS
WANT
TO
HEAR
ON
SOCIAL
SITES?

8. “Social
media
listening,
also
known
as
social
media
monitoring,
is
the
process
of
iden6fying
and
assessing
what
is
being
said
about
a
company,
individual,
product
or
brand
on
the
Internet.”
“In
a
large
enterprise,
social
media
monitoring
tools
can
mine
text
for
specific
keywords
on
social
networking
websites
and
blogs
and
in
discussion
forums
and
other
social
media.
Essen6ally,
monitoring
soGware
transposes
specific
words
or
phrases
in
unstructured
data
into
numerical
values
which
are
linked
to
structured
data
in
a
database
so
that
data
can
be
analyzed
with
tradi6onal
data
mining
techniques.”
Source:
SearchCRM
WHAT
IS
SOCIAL
MEDIA
MONITORING/LISTENING?

13. • Many
companies
prohibit
use
of
social
media
in
the
workplace
• Employees
or
customers
sharing
nega0ve
feedback
publically
• Too
many
hands
in
the
social
media
pot
in
an
enterprise
• GeUng
organiza0onal
commitment
• Social
Media
Policies
&
procedures
are
struggling
to
keep
up
• Lack
of
informa0on
at
corporate
levels
to
jus0fy
the
cost
in
social
media
• Companies
are
not
seeing
yet
the
various
advantages
of
the
data
offered
from
social
media
• The
nature
of
social
media
has
built
up
expecta0ons
for
a
speedy
response
from
organiza0ons
GENERAL
CHALLENGES
IN
USING
SOCIAL
MEDIA
FOR
BUSINESSES

14. • Crea0ng
a
micro-­‐site
was
important”
via
Lessons
From
Joplin
Mercy
Hospital
• AEP
Ohio
uses
a
known
TwiOer
hashtag
#ohwx
to
share
relevant
informa0on
about
storms
&
any
power
outages
in
their
updates.
Allows
tweet
to
get
seen
by
people
who
are
not
following
them,
but
looking
for
updates
related
to
the
storm.
• Mayo
Clinic
has
a
Facebook
Page
for
employees;
They
also
have
a
video
on
YouTube
for
“New
Employee
Orienta0on”
that
shares
social
media
guidelines
and
best
prac0ces
for
their
employees.
hOp://youtu.be/pjocDhlicJs
SOCIAL
MEDIA
USE
IN
ENTERPRISES

15. • With
phone
lines
shut
down,
family
and
friends
reach
out
to
those
in
Boston
through
social
media.
The
MassachuseNs
Emergency
Management
Agency
tweeted
out
helpful
informa0on
for
people
affected.
hOp://youtu.be/xSNtRNXDhXU
;
@MassEMA:
To
find
people:
1)
Mayor's
hotline
617-­‐635-­‐4500.
2)
Red
Cross
Safe
and
Well
(1800REDCROSS
or
online)
3)
Google
Person
Finder
TRY
ALL
3
• Boston
Logan
Airport
tweeted:
“Logan
is
open
and
opera6ng
under
heightened
security.
Please
check
with
your
airline
on
flight
status.”
SOCIAL
MEDIA
USE
IN
ENTERPRISES

16. Maintaining
an
ac0ve
online
presence
and
use
plaporms
to
allow
customers
to
comment
is
a
great
way
to
develop
posi0ve
rela0onships
with
your
customers.
Email
isn't
the
best
way
to
get
in
touch
with
people
in
an
emergency.
Encourage
all
clients
and
employees
to
“Like”
your
Facebook
page
to
enable
them
to
see
info
more
easily
You
can
post
to
some
sites
with
a
text
message
when
you
are
not
connected
to
the
internet.
SOCIAL
MEDIA
ADVICE
FOR
BUSINESSES

17. Planning:
• Plaporms
• Type
of
Content
• Consistency
• Accountability
• Insurance
Managing
Feedback
:
• How
are
you
monitoring?
• Who
is
responsible
for
responding?
• How
are
they
responding?
• What
0meline
are
they
responding
in?
PLANNING

18. • What/how
are
you
monitoring
the
social
world?
• Who
is
responsible
for
pushing
out
messages
related
to
emergencies?
• Do
we
have
a
social
media
calendar?
• What
0meline
are
they
responding
in?
• What
is
the
current
process
when
nega0ve
feedback
is
posted?
• Is
there
currently
an
inventory
of
the
various
social
accounts
we
have?
And
does
this
include
any
leaders
in
the
organiza0on?
• Do
we
do
all
the
social
pos0ng/content
crea0on
in-­‐house?
QUESTIONS
TO
ASK
YOUR
MARKETING
TEAMS

19.
• 50
Top
Tools
for
Social
Media
Monitoring,
Analy0cs,
and
Management
by
Pam
Dyer,
hOp://ow.ly/m9Yq8
• HootSuite:
Manage
your
social
updates
and
create
custom
reports
to
show
relevant
informa0on.
(Free/Paid)
• Radian6:
track
campaign
ROI;
Gauge
audience
reac0on
and
adjust
tac0cs
in
real-­‐0me.
(Paid)
• Sproutsocial:
Schedule
and
monitor
your
social
media
efforts.
($39-­‐99)
HOW
IS
YOUR
COMPANY
MONITORING
TODAY?

20. • Google
Alerts-­‐
Free:
Get
email
updates
of
the
latest
relevant
google
search
based
on
your
queries
• Google
Analy0cs-­‐
Free:
Track
hits
from
social
media
accounts
to
specific
links
• HootSuite-­‐
Free/Paid:
Manage
your
social
updates
and
create
custom
reports
to
show
relevant
informa0on
• Klout-­‐
Free:
Tool
that
shows
you
how
you
influence
others
with
your
social
plaporms
• Twitalyzer-­‐
Paid:
Deep
dive
into
your
twiOer
metrics
(demographic
data
&
other
analy0cs)
• TweetStats.com-­‐
Free:
Get
an
analysis
on
use
of
best
0me
to
tweet
• PinAlerts-­‐
Free:
Get
email
no0fica0ons
when
new
pins
are
uploaded
with
your
links
to
Pinterest
• Bit.ly
and
Ow.ly-­‐
Free:
Create
short
URLs
for
links
on
posts/tweets;
See
sta0s0cs
on
clicks.
MONITORING
TOOLS
I
USE
MOST

21. You
asked,
we
are
answering……
Employees
through
Facebook
in
an
emergency:
• Facebook
Employee
Fan
Page
• Facebook
Private
Group
for
Employees
Customers
through
Social
Media
in
an
emergency:
• Facebook
Company
Page
or
Facebook
Private
Group
• LinkedIn
Company
Page
• LinkedIn
Private
Group
• TwiOer
General
Public/Media:
• Share
a
Facebook
status
update
from
your
page/group
you
own
to
a
different
group
(news/media)
to
get
seen
more
• Highlight
a
status
update
on
Facebook
so
it
shows
up
on
the
top
when
relevant
• Tweet
the
informa0on
and
men0on
news
company
so
they
will
retweet
it
or
share
it
on
Facebook
USING
SOCIAL
MEDIA
TO
GET
MESSAGES
OUT

22. Facebook
Page
Benefits:
• “Like”
a
Page/Place
to
get
updates
from
that
organiza0on.
• Can
post
wall
posts,
photos,
videos,
and
blog
posts.
• Pages
are
more
searchable.
• Links
to
your
website;
Serves
as
gateway
to
business.
• Can
send
updates
to
your
followers
or
specific
followers.
Facebook
Group
Benefits:
• Pos0ng
messages
to
the
group
(emailed
and
on
the
site
0meline).
• Posts
can
be
private.
• Can
be
created
by
anyone
interested
in
promo0ng
around
a
specific
cause
or
interest.
LinkedIn
Group
Benefits:
• Can
make
group
private
or
open
• Group
Managers
can
send
out
updates
whenever
they
want
• Group
Managers
can
choose
one
message
a
week
to
be
pushed
out
more
so
via
a
member’s
email
if
the
member’s
seUngs
allow
it
(default)
BENEFITS
OF
SOCIAL
PLATFORM
OPTIONS

23. Holly
Solomon
Expand
Socially
(614)440-­‐7988
holly@expandsocially.com
www.expandsocially.com
Do
you
have
ques0ons?
QUESTIONS?

24. • hOp://www.sm4em.org:
Social
Media
4
Emergency
Management,
“Lessons
From
Joplin
Mercy
Hospital”
• hOp://blogs.hbr.org/hbr/hbreditors/2013/04/
communica0ng_with_employees_during.html:
Harvard
Business
Review,
“What
We’ve
Learned
About
Communica0ng
with
Employees
in
an
Emergency”
• hOp://preparednesstoday.blogspot.com/2010/03/h1n1-­‐pandemic-­‐
preparedness-­‐crisis.html:
Emergency
Preparedness
Today,
Pandemic
Preparedness
&
Crisis
Management
in
the
Media
Age
• hOp://www.flexiblesystems.com/blog/how-­‐to-­‐use-­‐social-­‐media-­‐to-­‐keep-­‐in-­‐
touch-­‐with-­‐clients-­‐and-­‐employees-­‐during-­‐an-­‐emergency/,
Flexible
Systems,
How
to
Use
Social
Media
to
Keep
in
Touch
with
Clients
and
Employees
During
an
Emergency
• hOp://mashable.com/2012/10/29/facebook-­‐twiOer-­‐sms/,
Mashable,
How
to
Use
Facebook
and
TwiOer
Without
the
Internet
• hOp://searchcrm.techtarget.com/defini0on/Social-­‐media-­‐monitoring,
SearchCRM,
Social
Media
Listening
• hOp://mashable.com/2011/02/11/social-­‐media-­‐in-­‐emergencies/,
Mashable,
Social
Media
in
Emergencies
RESOURCES