1. ECEM 734: CAPSTONE PROJECT
Nevada Emergency Alert
System Social Media Plan
Lessons Learned
Guy DeMarco
6/7/2015

2. 1
Contents
Abstract…………………………………………………………………………………………………………………………………………………..2
Background……………………………………………………………………………………………………………………………………………..2
Social Mediainthe U.S. andNevada……………………………………………………………………………………………………….4
Social MediaUsage DuringDisasters……………………………………………………………………………………………………….5
Social Mediaand EmergencyManagement……………………………………………………………………………………………..6
Social NetworkingBestPractices……………………………………………………………………………………………………………..7
Social NetworkingforMitigation……………………………………………………………………………………………………………..9
Social NetworkingforPreparedness………………………………………………………………………………………………………10
Social MediainResponse………………………………………………………………………………………………………………………10
Social MediainRecovery……………………………………………………………………………………………………………………….11
Maintenance/Futureof Social Networking…………………………………………………………………………………………….12
Conclusion…………………………………………………………………………………………………………………………………………….13
Lessons Learned Paper References....................................................................................................14
NevadaEmergencyAlertSystemSocial MediaPlan……………………………………………………………………………….16
Works Citedin Plan...........................................................................................................................30

3. 2
ABSTRACT
“Social media offers unbeatable immediacy. Citizens worldwide can obtain critical, breaking
weather information through mobile devices and transmit photos or videos of severe weather
events on the Internet in real-time to platforms like Facebook,” AccuWeather Social Media
Coordinator and Meteorologist Jesse Ferrell said in 2013 (Mussoline, 2013). Ferrell made the
comments in reference to Superstorm Sandy, the Category 3 storm that wreaked havoc along the
northeastern United States in 2012. Sandy marked a decisive shift in the way people
communicate during emergencies and disasters. While social networking has been around for
more than a decade, emergency responders saw its potential as Sandy unfolded. Social media
sites enabled people to communicate with, warn and locate loved ones who were affected by the
massive storm. Emergency managers began to think about how they can use social media during
disasters. Emergency managers in Nevada are no exception. This year, the Nevada Emergency
Alert System (EAS) is developing a new public warning/public information plan. For the first
time, this plan will include a section on social media. With the proper protocols, training,
practice and maintenance, Nevada’s EAS can become an industry leader in its use of social
networking to mitigate, prepare for, respond to and recover from disasters, emergencies and/or
catastrophes.
BACKGROUND
Nevada’s EAS is part of the nationwide Emergency Alert System. The Federal Communications
Commission (FCC) – working with the Federal Emergency Management Agency (FEMA) and
National Weather Service – established the nationwide EAS in 1997 to replace the Emergency

4. 3
Broadcast System that was created in the 1960s (Federal Communications Commission, 2015).
The system is designed to provide reliable and instant alert messaging to the public by federal
authorities in the event of national emergencies. The FCC designates broadcasters,
cable/satellite providers and other communications companies to deliver these alerts through
various means. Nevada’s Emergency Alert System operates under the same parameters.
According to the Nevada Emergency Alert System website, “The Nevada EAS Plan provides
state and local government officials, as well as law enforcement and public safety officials,
specific information on how to issue EAS activations and access local radio, television and cable
TV facilities to provide information, instructions and assistance to the public in a time of crisis.
The Nevada EAS Plan also includes the Nevada AMBER Alert Plan which allows local law
enforcement agencies to use the EAS to broadcast information about abducted, endangered
children” (Nevada Broadcasters Association, 2015). The Nevada EAS utilizes existing broadcast
equipment by member television stations and cable or satellite providers, so no additional costs
are required. In 2006, the Nevada EAS expanded to include alert delivery by cell phones and the
Internet (Nevada Broadcasters Association, 2015). The Nevada EAS established its public
alert/local operational plan in 2013 to provide instructions, guidance and protocols for
emergency alert activations (Southern Nevada/Inyo County, 2013). In 2015, a Public
Warning/Public Information Initiative – consisting of Nevada EAS members and various
stakeholders – will develop an updated public alert/warning system that conforms with new
federal directives (Nevada Department of Emergency Management and Washoe County, 2012).
The updated system will also include, for the first time, a social media element. The inclusion of
a social networking element in the Nevada EAS public information/alert plan illustrates the
importance of social media in modern emergency communications.

5. 4
SOCIAL MEDIA IN THE U.S. AND NEVADA
Social media have blossomed in Nevada and in the United States in recent years. According to a
Pew Research Center study, as of January 2014, 74 percent of all Internet users use social
networking sites (Pew Research Center, 2015). Seventy-six percent of all women who are online
are also on social networking sites, and 72 percent of all online men use social media (Pew
Research Center, 2015). Social media are not confined to younger people (although some social
networking sites are more popular than others depending upon a person’s age). Of all Internet
users, 89 percent of people ages 18 to 29 use social media; 82 percent of people ages 30 to 49
use social networking sites; 65 percent of people ages 50 to 64 use social media; and nearly half
of online people ages 65 or older use social media (Pew Research Center, 2015). Neither
education nor income affect social media user statistics, as usage of social networking sites
remains consistent regardless of a person’s educational background or annual salary (Pew
Research Center, 2015). While some social media sites are more popular than others, more than
half of all online adults use multiple social media sites (Pew Research Center, 2015). Facebook
remains the most popular site among social media users with more than 890 million active daily
users worldwide (Facebook, 2015). Putting this in perspective, if Facebook was a country, it
would be the third largest country by population in the world. Twitter is nearly as impressive
with 288 million monthly active users (Twitter, 2015). Other social networking sites like
Instagram, Pinterest, Google Plus, Vine and Snapchat also sport impressive user statistics. As
more people flock to social networking sites and away from traditional sources of information
(television, radio, newspaper, etc.), the importance of these sites grows. It is imperative that
emergency managers and broadcasters not only recognize this trend, but take steps to embrace it.

6. 5
SOCIAL MEDIA USAGE DURING DISASTERS
Internet users are already embracing social media and doing so during disasters. According to a
study by the National Consortium for the Study of Terrorism and Responses to Terrorism
(START), “Social media use rises during disasters as people seek immediate and in depth
information… Research points to the rapt and sustained attention the public may give social
media during disasters” (National Consortium for the Study of Terrorism and Responses to
Terrorism, 2012). This was the case during recent disasters such as the 2010 Haitian earthquake,
the 2011 Joplin tornadoes and Hurricane Sandy in 2012. According to the START study, social
media were primary tools for people to interact and share stories following the earthquake in
Haiti; social media sites were instrumental sources of information and helpful recovery tools
during the aftermath of the Joplin tornadoes; and helped replace traditional land-line telephone
service that sustained damaged during Hurricane Sandy (National Consortium for the Study of
Terrorism and Responses to Terrorism, 2012). As Scientific American wrote in June 2013, “‘The
convergence of social networks and mobile (devices) has thrown the old response playbook out
the window,’ Michael Beckerman, president and CEO of the Internet Association, told the House
Subcommittee on Emergency Preparedness, Response, and Communications on June 4. The
new playbook will not do away with the emergency broadcast system and other governments.
Rather, it will incorporate new data from researchers, federal agencies and nonprofits that have
begun to reveal the exact penetration of social media in disasters” (Maron, 2013). In a 2011 blog
on the popular tech website Gizmodo, Roberto Baldwin offered a significant reason why social
media sites have taken on new roles during disasters, explaining, “Think of any major news of
the last few months: Bin Laden dead, New York earthquake, Steve Jobs passing. You didn’t
hear about it on the evening news; you saw it on your news feed. A 140-character announcement

7. 6
that shows up in everyone’s timeline all at once has more power than five minutes of horn
blaring on the radio” (Baldwin, 2011). That trend is likely to continue as an increasing number
of people turn to social media for news and information – especially during disasters.
SOCIAL MEDIA AND EMERGENCY MANAGEMENT
Some emergency management/response agencies have recognized the trend and begun
incorporating social media into their mitigation, preparedness, response and recovery plans. In
Las Vegas, Las Vegas Fire and Rescue and Red Rock Search and Rescue do an exceptional job
of engaging followers on social media. Las Vegas Fire and Rescue Public Information Officer
Tim Szymanski will send out messages on Twitter at all hours of the day – providing live
updates about active scenes, incorporating video and pictures and promoting outreach and/or
preparedness events. The department’s Twitter page has become a valuable resource for
citizens, other agencies, private companies and the media. Red Rock Search and Rescue,
meanwhile, effectively utilizes its Twitter and Facebook pages to engage the public about
missing and/or injured people, mobilize search parties and update followers about cases that
often stretch back many months. The National Weather Service is equally adept at utilizing
social media to inform and alert the public before, during and after major weather events. The
National Weather maximizes its content with the use of pictures and map graphics that catch and
capture the viewer’s attention. This is essential to any social media site. As Guy Kawasaki
wrote in The Art of Social Media, “Every post – literally every single post – should contain ‘eye
candy’ in the form of a picture, graphic or video. According to a study by Skyword, ‘On
average, total views [of its’ clients content] increased by 94% if a published article contained a

8. 7
relevant photograph or infographic when compared to articles without an image in the same
category’” (p. 47). The National Weather Service uses pictures and videos to great effect to keep
its social media users engaged and receptive to warnings and information when disasters strike
(National Weather Service, 2015). Finally, the Federal Emergency Management Agency
(FEMA) has implemented a social media policy. The agency’s social media page provides an
official list of FEMA’s social networking sites; enables users to monitor and join conversations
about live events; and includes a crowdsourcing tool to track conversations in specific regions
(FEMA, 2015). This enables FEMA to monitor social media activity and interact with the public
– providing people with useful information in the event of a disaster. Locally and nationally,
emergency managers and responders are increasingly incorporating social media into their daily
operations.
SOCIAL NETWORKING BEST PRACTICES
For many emergency management departments and emergency managers, the benefits of social
networking outweigh the costs. Most social media websites are free to use. So, starting up a
social networking site does not require extensive or complex budgeting. Social networking also
need not be labor intensive. An agency that wishes to increase its social presence without hiring
new staff can designate current staff members as social media administrators. In other words,
current staff members can represent the agency when they post, comment, respond, etc. on social
media. Many pages allow users to schedule posts ahead of time. Other sites such as Hootsuite,
Tweetdeck or Instagram allow users to post a message to multiple channels – in many cases from
a smart phone or tablet. If an agency wishes to hire social media staff, one to three positions

9. 8
would suffice (more could be added depending upon the ambition and finances of the agency).
In Advanced Social Media Marketing, author Tom Funk recommends, “I’d propose that the
social media budget should be in the neighborhood of 5-10% of the entire marketing budget” (p.
127). The return on investment in social media, however, is invaluable. As Dionne Kasian-Lew
explained in The Social Executive, “The return on investment of social media could be measured
by the cost saving from trying to obtain the same data by other means, such as through focus
groups, which are expensive, or surveys, which can be unreliable” (p. 30). Former Phoenix Suns
Director of Digital Media and Research Amy Jo Martin echoed this sentiment in Renegades
Write the Rules, stating, “Instead of merely creating short-term buzz, social media creates
conversations, sometimes unprompted conversations that can be listened to, recorded and
measured. With a history of such conversations at my side, no longer did I have to say, ‘Trust
me, our fans really like the team.’ I had the hard data to prove that fans really liked us” (p. 135-
136). These lessons, while intended for the private sector, can apply to public agencies.
Ultimately, social networking plays an important role in reaching a wider audience (a necessity
for an emergency management and/or an emergency alert agency). As Funk explains, “By being
absent from the conversation, you create the impression you’re irrelevant, unhip, even
backward” (p. 12). For an emergency management agency, whose purpose is to reach the largest
number of people in the shortest amount of time during times of crisis, appearing irrelevant can
be a significant hindrance. In other words, investment in social media today can produce a great
return tomorrow.

10. 9
SOCIAL NETWORKING FOR MITIGATION
From an emergency management/alert system standpoint, social media can be effective tools in
the mitigation, preparedness, response and recovery phases of an emergency. The Federal
Emergency Management Agency (FEMA) defines mitigation as, “The effort to reduce loss of
life and property by lessening the impact of disasters” (Federal Emergency Management
Agency, 2015). FEMA also outlines steps to take to mitigate potential disasters, including
identifying risks, taking actions and informing the public on how to mitigate. The Nevada
Emergency Alert System can help accomplish some of these tasks through the use of social
media. Social media is, first and foremost, about daily engagement. When emergencies and/or
disasters are not occurring, social media administrators can maintain this daily interaction and
help mitigate future disasters at the same time. For example, a Nevada EAS social media page
can provide daily “how-to” videos to safeguard one’s home or business from disasters. A social
media page can provide daily details on how the emergency alert system works. A social
networking site could also provide daily information about emergencies and disasters in or out of
Nevada. These steps are important, because they show the audience that the Nevada EAS is
engaged and is a valuable source of emergency information. When disasters do strike, people
will have the valuable information provided by the EAS and are more likely to turn to the
Nevada EAS social media pages for updates. In these respects, a social media plan for the
Nevada Emergency Alert System can be extremely valuable in the mitigation of disasters.

11. 10
SOCIAL NETWORKING FOR PREPAREDNESS
A social media plan can also be incorporated into the preparedness cycle of emergency managers
and the Nevada EAS. One key aspect of the preparedness cycle, according to FEMA, is the idea
of training and exercises. Some preparedness training can be handled via social media through
the use of question-and-answer sessions on social media pages that are designed to educate the
public and first responders about what happens during an EAS activation (similar to EAS test
signals that currently broadcast on traditional media channels). EAS social media administrators
can undergo orientations on when and how to provide alert messages over social media channels
during emergencies. These practices can then be tested in the form of exercises. EAS social
media administrators can undergo table-top exercises to test their alert messaging in the event of
a real emergency. More elaborate full-scale exercises with other agencies are already common
practices. Adding a social media element to these exercises would require little effort.
Additionally, the EAS can test the public’s readiness through mock emergencies over social
media channels. These tests would require frequent and advance warning, however, that the
messages are only tests and not indicative of real emergencies. Whether it’s through training or
exercises, social networking can play an important role in emergency preparedness for the
Nevada EAS.
SOCIAL MEDIA IN RESPONSE
The response phase of an emergency is where Nevada’s EAS can truly shine on social
networking sites. Nevada’s Emergency Alert System possesses a sterling reputation for
providing accurate and timely alerts to the public during emergencies. The social media element

12. 11
should also reflect these practices. Alert messages on social media channels can use the same
verbiage as current EAS messages. According to the Nevada EAS plan, an EAS alert message
may be activated when there is an immediate threat to life or property; public safety officials
determine affected citizens should take action, or when an AMBER alert has been activated
(Southern Nevada/Inyo County, 2013). These rules also apply to social media alert messages.
Nevada’s EAS social media pages would become valuable sources of information for people
affected by disasters. Social media administrators can use these pages to provide information
about weather patterns, evacuation routes, shelter locations, terror watches and/or road closures.
Social media administrators can also interact with followers to gather new information about an
active disaster. For example, users may post pictures of damaged roads or facilities to the EAS
social media pages. Sometimes, the people who first arrive at the site of an emergency are
average citizens – not responders. Social media pages give them the opportunity to alert Nevada
EAS personnel of problem areas. Alert messages during an emergency should be frequent, and
social media administrators should provide messages that indicate when the immediate danger is
over. As these examples show, a social media element for Nevada’s EAS can be a valuable tool
during active emergencies or disasters.
SOCIAL MEDIA IN RECOVERY
Nevada’s EAS social media page can also be instrumental during the recovery phase of a
disaster. Social media pages can be used to inform the public about assistance programs, provide
links to file insurance claims, dispel rumors, provide information about health and social services
or detail information about housing assistance. Additionally, social media pages can help direct

13. 12
potential volunteers to volunteer outreach efforts by partner organizations (such as the American
Red Cross or Salvation Army). Nevada’s EAS social media pages can also – with the assistance
of private companies – provide updates on utility restoration following a disaster. While
Nevada’s Emergency Alert System is primarily designed for the response phase of the disaster,
social media enable the system to move beyond response and become an active and reliable
source of information during the mitigation, preparedness and recovery phases of a disaster.
MAINTENANCE/FUTURE OF SOCIAL NETWORKING
In the past ten years, social networking has become an integral part of communication, and it is
continually evolving. New social media pages surface every month, and the next Facebook or
Twitter could soon develop. For this reason, it is important that Nevada’s EAS social media plan
not only be thorough and comprehensive, but current and adaptable. Social media administrators
should stay informed about new sites and trends and be willing to add new social media pages to
the plan. Nevada’s leaders are also taking notice of the importance of social networking. The
2015 Nevada Legislature is considering a bill that mandates state agencies to promote public
engagement. According to Assembly Bill 236, “This bill encourages each state agency, to the
extent practicable and within the limits of available money, to develop a policy to promote public
engagement that includes the use of the Internet and Internet tools, including electronic mail,
electronic mailing lists, online forums and social media” (Nevada Legislature, 2015). If it
becomes law, AB236 would codify social engagement in the Nevada Revised Statutes and could
lead to funding for social media staffs. Social networking continues to grow and evolve, and
Nevada’s Emergency Alert System should embrace this medium in the years to come.

14. 13
CONCLUSION
Ultimately, social networking amounts to one key component: communication. Like other media
such as television, radio, newspapers and telephones, social media foster and promote mass
communication among millions of people. Communication is at the core of the Nevada
Emergency Alert System’s functions. The Nevada EAS’s main goal is to communicate to the
public in times of crisis. It is imperative that social networking become part of that goal. Doing
so allows members of the Nevada EAS to provide accurate information to the public with
unbeatable immediacy.

15. 14
References
Baldwin,R.(2011, November9). Thisis Not a Test: The Emergency Alert Systemis WorthlessWithout
Social Networks.RetrievedApril 15,2015, fromGizmodo.com:
http://gizmodo.com/5857897/this-is-not-a-test-the-emergency-alert-system-is-worthless-
without-social-networks
Facebook.(2015). FacebookNewsroom.RetrievedMarch3, 2015, from Newsroom.fb.com.
Federal CommunicationsCommission.(2015, April 11). Public Safety Tech Topic #21 - Emergency Alert
System.RetrievedApril 11,2015, from FCC.gov:http://www.fcc.gov/help/public-safety-tech-
topic-21-emergency-alert-system-eas
Federal EmergencyManagementAgency.(2015,April 19). Whatis Mitigation? RetrievedApril 19,2015,
fromFema.gov:https://www.fema.gov/what-mitigation
FEMA. (2015, January31). Social Media Page.RetrievedFebruary23,2015, fromFEMA.gov:
https://www.fema.gov/social-media
Funk,Tom.(2013). Advanced SocialMedia Marketing. New YorkCity:SpringerScience +Media.
Kasian-Lew,D.(2014). The Social Executive. Milton,Queensland,Australia:JohnWiley&Sons.
Kawasaki,G.,& Fitzpatrick,P.(2014). The Art of Social Media. New York City:The PenguinGroup.
Maron, D. (2013, June 7). HowSocial Media IsChanging DisasterResponse.RetrievedFebruary22,2015,
fromScientificAmerican.com:http://www.scientificamerican.com/article/how-social-media-is-
changing-disaster-response/
Martin, A.J. (2012). RenegadesWritethe Rules. San Francisco:Jossey-Bass.
Mussoline,M.(2013, August13). Sandy ProvesSocialMedia Can be PowerfulDuring Hurricanes.
RetrievedApril9,2015, from AccuWeather.com:http://www.accuweather.com/en/weather-
news/social-media-and-hurricanes-disasters/9550752
National Consortiumforthe Studyof TerrorismandResponsestoTerrorism.(2012, December12).
Social Media Use during Disasters. RetrievedApril 15,2015, from start.umd.edu:
http://www.start.umd.edu/sites/default/files/files/publications/START_SocialMediaUseduringDi
sasters_LitReview.pdf
National WeatherService.(2015, April 16). Social Media.RetrievedApril16,2015, fromWeather.gov:
http://www.weather.gov/socialmedia
NevadaBroadcastersAssociation.(2015, April 11). EAS-Emergency AlertSystem.RetrievedApril 11,
2015, fromNevadaBroadcasters.org:http://www.nevadabroadcasters.org/eas.php

16. 15
NevadaDepartmentof EmergencyManagementandWashoe County.(2012,December13). EASPublic
Warning/PublicInformation Initiative.RetrievedFebruary18,2015, from
NVCrisisCommunicators.org:http://www.nvcrisiscommunicators.org/home.html
NevadaLegislature.(2015, April 19). AB236. RetrievedApril19,2015, fromLeg.state.nv.us:
http://www.leg.state.nv.us/Session/78th2015/Bills/AB/AB236_R1.pdf
PewResearchCenter.(2015, January9). Social Media Update2014. RetrievedFebruary18,2015, from
pewinternet.org:http://www.pewinternet.org/2015/01/09/social-media-update-2014/
PewResearchCenter.(2015). Social Networking FactSheet.RetrievedMarch3, 2015, from
PewInternet.org:http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
SouthernNevada/InyoCounty,C.E.(2013). Southern Nevada/InyoCounty,California OperationalArea
of the Emergency Alert SystemLocal OperationalPlan forEmergency Managersand Activators.
CarsonCity,Nevada.
Twitter.(2015). AboutTwitter.RetrievedMarch3, 2015, from Twitter.com:2015

17. 16
ECEM734: Capstone Project
Nevada Emergency
Alert System Social
Media Plan
Guy DeMarco
6/7/2015

18. 17
GENERAL INFORMATION/PURPOSE
For years,publiccommunicationduringadisasteroperatedonaone-waystreet. A disaster
approached. Anagencyissuedwarningstothe publicviatraditional means (e.g.,television,radio,
sirens,face-to-face meetings,etc.),andthe publicwasurgedtorespond. The rise in popularityof social
mediawebsites(brought,inpart,byinnovationsinmobiletechnology) haschangedthisdynamic. Social
mediahave become intrinsicelementsincommunication. Nolongerare citizensandbusinessessolely
the “audience”of emergencycommunicationmessages;theyare willingparticipants.
Thiswas especiallytrue duringHurricane Sandyin2012. As Emergency Management wrote inMarch
2013, “Hurricane Sandy markeda shiftinthe use of social mediaindisasters. More thaneverbefore,
governmentagenciesturnedtomobile andonline technologies. Before,duringandafterSandymade
landfall,governmentagenciesthroughoutthe Northeastusedsocial mediatocommunicate withthe
publicandresponse partners,share information,maintainawarenessof communityactionsandneeds,
and more”(Cohen,2013). Social mediauserscan provide instantfeedbackfromadisastersite. They
can be utilizedasconduitsforemergencyalertmessages,andtheycanbe viewedaspartnersin
emergencycommunications. Forthese reasons,Nevada’sEmergencyAlertSystemmustinclude asocial
mediaelement.
BACKGROUNDON EAS PUBLIC INFORMATION PLAN
In 2014, stakeholdersinthe NevadaEmergencyAlertSystem(EAS) announcedplanstorewrite the
NevadaEASplan. The year-longprojectseekstodevelopupdatedpublicwarningandpublic
informationprotocolsforthe NevadaEAS. The grouptaskedwithcreatingthe new protocolsincludes,
but isnot limitedto,the followingmembers:

19. 18
 AaronKenneston,Washoe CountyEmergencyManager
 CarolynLevering,Cityof LasVegasEmergencyManager
 Ryan Turner,Cityof HendersonEmergencyManagementCoordinator
 Yuri Graves,Cityof HendersonEmergencyManagementOfficer
 Irene Navis,ClarkCountyPlans&OperationsCoordinator
 CathyLudwig,Washoe CountyEmergencyManagementGrantsCoordinator
 Adrienne Abbott,NevadaEASChair
 JimBorchers,AlertSense
 Melanie Groner,AlertSense
 Manuel Centeno,FEMA
 JimGustafson, NevadaMultimediaProductions
 MatthewLieuallen,EmergencyPlanner
 Israel Lopez, NevadaDepartmentof Transportation
 JodySmith,FEMA
 Jo Anne Hill,Fire Service ManufacturersandVendorsAssociation
 KathleenRichards,Cityof Henderson
 CarlitoRayos,NorthLas VegasEmergencyManager
 LloydZiel,FormerPIOforRedCross of Southern Nevada
 Guy DeMarco, ContentEditorforKLAS-TV
On January14, 2015, the grouphelditsfirstplanninggroupmeetingatthe Cityof Las VegasEmergency
Operations Centertooutline dutiesandassignmentsforthe year-longproject. The meetingcoveredthe
currentEAS plan;federal guidelinesforthe new plan;bestpracticesforemergencyalertsandAMBER
Alerts;IPAWS;capabilitygaps;relationsbetweenbroadcastersandemergencymanagers;andthe

20. 19
emergence of social networkingsitesasmediaforalertmessages. A similarmeetingtookplace atthe
RenoEmergencyOperationsCenteronJanuary21, 2015.
A conference call updatedthe progressof the plan’sdevelopment inMarch2015. Anothermeetingis
scheduled___at the TuscanyHotel and CasinoinLas Vegas. Two more meetingsare scheduledin
northernNevadainthe comingweeks. Additionalmeetingsand/orconference callsare likelytofollow,
but have notyetbeenscheduled. The groupaimsto have a completedplanbythe endof 2015.
Thisprojectdetails the social mediaelementof thatplan.
KEY TERMS
Analytics – Data that tracks social mediausage,patternsandbehavior
Avatar– A picture thatrepresentsthe userof a social mediawebsite
Bio – A brief biographyof asocial mediauserand/orpage
Content– Anyinformationprovidedviaasocial mediachannel
Crisis – “Aneventwhichposesanextraordinarythreattothe lives,limbsorpropertyof agroup of
people. These eventsmaybe natural,man-causedortechnological”(NevadaEmergencyAlertSystem,
2013)
Crowdsourcing –Usingyour online followers/communitytogenerate ideasandassistinservicesand
content
Engagement–The level atwhichpeople view,respondtoandshare a social mediapost

21. 20
Hashtag – A wordprecededbya “#” that allowsuserstoorganize social mediamessagesbasedona
specifictopic(e.g.,searching#JoplinTornadowouldenable userstosortsocial mediapostsbasedon
that specificterm)
Reach – The potential sizeof anaudience fora social mediamessage.
Social media – Social media,forthe purposesof thisplan,will be definedaselectronic,Internet-based
toolsthat are usedby individuals,governmentagencies,businessesandnon-profitorganizationsto
promote communication, interactionandcollaboration.
Stakeholder– “A person,groupor organizationthathasinterestorconcernin an organization”
(Dictionary,2015)
Thread – The total numberof social mediamessagesinaspecificconversation
Trend/Trending Topic– The popularity –basedon numberof posts,reposts,favorites,etc. –of a
particulartopicor hashtag
STAKEHOLDERS
The NevadaEmergencyAlertSystemisvoluntaryforstate andlocal broadcasters,cable andwireless
cable televisionsystems. Participationinasocial mediaelementof the NevadaEASplanisalso
voluntary,butseveral stakeholdersmayhave avestedinterestinthe social mediaelement,including:
 The National WeatherService
 Federal,state andlocal emergencymanagement departments
 Federal,state andlocal lawenforcement
 Federal,state andlocal publichealthagencies

22. 21
 Federal,state andlocal governmentleaders
 Publicandprivate medical response entities
 Federal,state andlocal fire departments
 The NevadaBroadcastersAssociationandmembertelevision,radioandcable stations
 Businessleaders
 Non-profit/charitableemergencymanagementorganizations
METHODS USED
While the fieldof social mediaisrelativelynew,asignificantamountof informationisavailable to
provide researchforthissocial mediaplan. Inthe efforttodevelopaninformative,comprehensive,
efficientanddata-basedsocial mediaplan,multiple sourceswereconsulted,including(butnotlimited
to):
 Booksand literature onsocial mediamarketingandbestpractices,including(butnotlimitedto):
The Art of Social Media by Guy Kawasaki andPegFitzpatrick; RenegadesWritethe Rules byAmy
Jo Martin; and The Social Executive byDionne Kasian-Lew.
 Variousstudiesonsocial mediausage,including(but notlimitedto): annual studiesconducted
by the PewResearchCenter.
 Articlesandpublicationsaboutsocial mediaanditsusage inemergencysituations,including
(butnot limitedto): those publishedin Emergency Management andonsocial medianews
websitessuchas Mashable.comorGizmodo.com.
 EmergencyAlertSystemplansthroughoutthe UnitedStates. The NevadaEmergencyAlert
Systemplanwill serve asthe primarytemplate forthisproject,since the social mediaelement
may be incorporatedinto Nevada’splan. Thisprojectwill alsoexamineotherstate EASplansfor
any and/all social mediaelements.
 Social mediaplansfromvariousagenciessuchasthe Federal EmergencyManagementSystem
(FEMA) and local and state departmentsinNevadaandinotherstates.
 Personal interactionwithmembersof the PublicWarning/PublicInformationinitiative teamvia
e-mail,telephone and/orteammeetings.

23. 22
SOCIAL MEDIA SITES/APPS/PLATFORMS
Social mediausersaccesstheirpages,followers,friends,etc.throughthe use of social mediasitesand
applications. Whilehundredsof social networkingsitesandapplicationsexist(anincalculablenumber),
mostsocial mediausersutilize ahandful of sitesmore thanothers. While thissocial mediaplanshould
be updatedfrequentlyasnewsocial networkingsitesare developed,forthe purposesof thisplan,social
mediastrategies,techniquesandbestpracticeswillfocusonthe followingplatforms:
Facebook – While Facebook’spopularityamongyoungerpeople (e.g.,thosein theirteensandearly20’s)
has wanedinrecentyears,the site remainsthe topsocial mediasite inthe world. Accordingtothe Pew
ResearchCenter,71 percentof online adultsuse Facebook (Pew ResearchCenter,2015). More than
890 millionusersonaverage usedFacebookperdayinDecember2014 (Facebook,2015). By
comparison,the UnitedStatespopulationin2014 wasmore than322 millionpeople (Worldometers,
2015). People use Facebooktopromote business,connectwithfriends,share websitesandvideosand
receive news. Facebookremainsthe undisputedkingof social mediain2015.
Twitter – If Facebookisthe kingof social media,Twitteristhe queen. Twenty-threepercentof online
adultsusedTwitterasof September2014 (Pew ResearchCenter,2015). The site boasts288 million
monthlyactive usersand500 millionmessages(or“tweets”) perday (Twitter,2015). The site’ssimple
premise –messagestotaling140 characters or less – appealstobusinesses,governmentagenciesand
individualsthatdonotwishto spenda large amountof time craftingmessages. WhatseparatesTwitter
fromFacebookisits level of interaction. Facebookusers(withthe exceptionof businesspages) must
mutuallyagree toconnectinorder tointeract. With Twitter,anypersonorbusinesswithaTwitter
account can be followedbyanyotherTwitteruser – allowingmore directinteraction. Inrecentyears,
Twitterhasbecome an invaluableresource duringlive newsevents –allowinginformation,reactionand
interactiontooccur aboutsuch eventswithlittleobstruction. Twitterenhanceditslivecapabilitiesin
March 2015 withthe launchof Periscope –an appthat enablesuserstolive streamvideoonTwitter.
Instagram –Instagramhas increasedinpopularityinrecentyears. The platformallowsuserstopost
picturesandvideosquicklyandeasilytomultiplesocial mediaaccountsatonce.The platformdoesnot
allowuserstopost messageswithoutpicturesorvideo. UnlikeFacebookandTwitter,Instagramisnot
basedon a website. Instagramuserscanonlyaccess itthroughmobile applications. Approximately26
percentof all online adultsuse Instagram (Pew ResearchCenter,2015). The social networkingplatform
isespeciallypopularwithyoungerusers. Fifty-three percentof all Instagramusersin2014 were 18 to

24. 23
29-years-old(PewResearchCenter,2015). The applicationisalsomore popularamongwomenthan
men(29% to 22%) (PewResearchCenter,2015). Asthe use of picturesandvideoonsocial mediagrew
inrecentyears,so didInstagram’spopularity.
Pinterest– Billedasa “place to discoverideasforall yourprojectsandinterests,hand-pickedbypeople
like you”(Pinterest,2015),Pinterestisasocial mediasite thatallowsuserstosort andcollectcontent
(titled“pins”). Pinscanbe sortedintocategoriessuchas news,pointsof interestorrecipes. Twenty-
eightpercentof all InternetusersutilizedPinterestin2014 (Pew ResearchCenter,2015). Women,in
particular,findthe site useful;PewResearchCenterreports42 percentof Pinterestusersare women,
comparedwith13 percentwhoare men (Pew ResearchCenter,2015). The social networkingsite is
particularlypopularamongwhitesandhigher-income demographics.
Google+ - A fast growingsocial networkingsite,Google+utilizesthe world’smostusedsearchengine:
Google. The site boastsmore than 359 active usersand a growthof approximately33percentper year
(Romeri,2014). The site’sstrengthcomesinitsinterface withGoogle,enablingGoogle+totapinto
Google’spowerfulsearchengine,whileenablinguserstointerconnectandshare content.
MITIGATION
As withanyemergencyplan,mitigationservesanimportantrole. Mitigationhelpssolve problems
before theyoccur. With regardto social networkinginthe EASplan,mitigationisessential andinvolves:
identifyingtargetaudiences;identifyingsocial networkadministratorsandcontentcontributors;
developingbestpractices;creatingsocialmediapages;findingandcontributingcontentandmaintaining
interaction.
AccountCreation – The firststepinvolvescreatingsocial mediaaccounts(e.g.,Facebook,Twitter,
Instagram,etc.) EASadministrators cancreate as manyaccountsas theywish,butshouldlimitthemto
one account persocial mediaapplication.Eachaccountshouldinclude aprofessional logo,profile
picture,and/oravatar.The summaryinformationshouldbe clearandconcise. Contactinformationand
a weblinkshouldalsobe provided.
Target Audience– Before a social mediaplancanbe developed,itisimportanttoidentifythe target
audiences. These audiencescanbe brokendownintothree subcategories:Nevada-specific,professional
and individual. Since thisEASplanoperateswithinthe State of Nevada,the social mediaelementwill

25. 24
primarilytargetuserswithinNevada. Thissubcategorycanalsocoveruserswithinthe othertwo
subcategories. Professionalaudiencesinvolve businesses,publicagenciesandnonprofitorganizations
witha vestedinterestinthe NevadaEAS. Thisincludes(butisnotlimitedto): governmententities,
emergencyresponse/managementdepartments,small andlarge businesses,charitable/volunteer
organizationsandmediaoutlets. The final subcategoryinvolvesindividuals. Thisincludes: community
leaders,governmentofficials,businessownersand/oraverage citizens. These subcategoriescanserve
as a guidelinefortargetedmessagingandinteraction. Social mediaisaunique formof communication
that enablesall users toparticipate,includingthose thatfall outsidethese subcategories.
Social Media Administrators –Many organizationsmistakenlybelievethatsocial networkingisacostly,
time-consumingprocessthatinvolvesmultipleman-hourstoaccomplish. Infact, social media
engagementcanbe done cheaplyandwithoutoverburdeningstaff –solongas the workis divided
amongmultiple people. Five tosix existingEASstaff membersormanagerscan receive administrator
privilegesoneachsocial mediaplatform. It isrecommendedthatnon-emergencypostsbe spreadout
throughoutthe day(morning,eveningandnight). Social mediapostscanbe scheduledinadvance,and
manymobile phone applicationsallowuserstopostcontentatanytime fromanywhere.
Additionally, the 2015 NevadaLegislatureisconsideringameasure (AssemblyBill236) thatwould
mandate social engagementbypublicagencies. If the bill passes,andthatmandate isfunded,many
publicagencies(includingemergencymanagement,fire,police,etc.) may be able toaddsocial media
positionstotheirstaffs. These social mediacontributorscouldworkwithinthe NevadaEAStocultivate
contentand engage users.
Content/Engagement –The keyto a successful social mediastrategyistoconsistentlyprovidefollowers
withcontentandengage those followersonaregularbasis. Contentcontributionandengagementare
importantto mitigation,because theyestablishanaudience andarelationshipwiththataudiencethat
can be utilizedduringthe responseandrecoveryphasesof adisaster,emergencyorcatastrophe.
The firststepin the content/engagementprocessinvolvesadding/generatingfriendsandfollowersto
the EAS social mediapages. Thisprocessvariesdependinguponthe social mediaplatform. For
example,forTwitter,Google+andInstagram, the processbeginsbyfollowingotherpagesand
individualsinanefforttoencourage those individualsandpagestofollow the EASpagesinturn. With
Facebook,the processinvolvessendingfriendrequestsand/orinvitationstolike the EASpage.

26. 25
Once pagesare createdand some followers/friendsare established,itisimportanttokeepeachEAS
social mediapage updatedona dailybasis. Below are some contentoptionsbasedoneachsocial media
platform:
Facebook – Facebookisan excellenttool forsharingvideos,picturesandpromotional/educational
material. FEMA’sFacebookpage,forexample,providesdailypostingsaboutemergencypreparedness,
how-tovideos,newsarticlesandotherusefulinformation. Asthis contentisposted,usersshare it –
cementingFEMA’sFacebookpage asa reliable source foremergencyinformation. The EASFacebook
page shouldfollowthisformula.
Twitter & Instagram –Social engagementonTwitterandInstagramfollowssimilarprotocols. For
Twitter,engagementcaninclude sharinglinkstouseful information,retweetingcomments,links,etc.
fromtrustedsourcesand favoritingTweetsof general interesttoEASTwitterfollowers. Twittercanalso
be usedto orchestrate periodic“Tweet-ups”ordesignatedinteractionsthatenable EASadministrators
to answerquestionsof followers. A “Tweet-along”couldalsobe utilizedtowalkusersthroughanEAS
notification. Thiswouldrequirefrequentwarnings,however,thatthe Tweet-alongisnotanactual
emergency.
Instagramfollowsmanyof the same protocols. Since Instagramispicture-based,anEASInstagram
account couldpostimagesof weathermaps,warningmessagesand/orevacuationroutes. Duringthe
mitigationphase,anEASInstagramaccount couldaskusersto share picturesof theirevacuationroutes
and/oremergencykits.
Google+ and Pinterest - Google+isa useful social networkingtool inthatuserscan divide followersinto
variousgroups(or circles). Forexample,anEASGoogle+ account couldinclude one circle foremergency
responders,anotherforbroadcasters,one forgovernmentofficials,one forregularcitizens,and/ora
circle for all of the above. Articlesandinformationthatemergencyresponderscircle wouldfind
interestingmayor maynot appeal toa circle forregularcitizens. Google+enablesEAStotargetits
messagestospecificaudiencesinthisregard.
Pinterestoperatesundersimilarrules,butinsteadof circles,informationcanbe organizedintoboards.
Like Google+,Pinterestallowsuserstotargetinformationbasedonspecificaudiences.
The ultimate goal of all social mediasites(includingthose notmentioned) duringthe mitigationphaseis
to build,cultivate andgrowfollowers. Thisisdone withdailycontentdeliveryandinteraction. A social

27. 26
networkingpage thatdoesnotinclude dailycontentandinteraction(e.g.,a“deadpage”) is
counterproductivetoanypublicinformation/warningcampaign.
PREPAREDNESSS PROTOCOLS
Withregard to preparedness,anEAS social mediaplanshouldfocusonspecificemergencies,disasters
and/orcatastrophes. One waythiscan be accomplishedisbysharingwithusersusefulinformation
aboutwhat happensduringanemergencyalertactivation. EASalreadyfrequentlybroadcaststestsof
itsemergencyalertbroadcastsystem. Similartestscouldbe constructedspecificallyforsocial media.
Such a message wouldspecifyhowanemergencyalertwouldlookandsoundinthe eventof anactual
emergency. If postedonInstagram,such message wouldinclude aneye-catchingimage thatusers
wouldrecognize asanemergencyalert. Itisimportantto specifyduringthese messagesthatthe alertis
a test andnot indicative of anactual emergency.
In additiontofrequenttestmessages,EAS candetail coursesof actionduringspecificemergencies. For
example,anEASsocial mediaadministratorcouldinteractwithusersaboutproperresponsesduringa
tornado,fire,poweroutage,orterroristattack.Thisinteractionwouldnotonlyprovide learning
opportunitiesforfollowers,butalsointroduce potential ideasforEASadministrators. Likewise,social
mediasitescouldfrequentlypostinformationaboutfloodplains,evacuationroutes,wildfire conditions,
terror alerts,emergencykits,etc. Thisinformationisimportantinthe preparednessphase,because it
encouragesuserstothinkaboutdisastersand/orcatastrophesbefore theystrike.Thesemessagesare
designedtoensure followersof EASsocial mediapagesare preparedforanyemergencies,disastersor
catastrophesthatmay arise.
RESPONSE PROTOCOLS
Duringan emergency,EASsocial networkingsitescanprovide crucial informationtothe public. Having
developedatrustwithsocial mediafollowersduringthe mitigationandpreparednessphasesof the
social mediaplan,EASsocial mediasiteswillbecome relevantsourcesof informationduring
emergencies,disastersand/orcatastrophes. Forexample,if asevere thunderstormapproachesanarea
withinNevada,anEASalertovera social mediapage couldread,“WARNING(insertareahere),asevere
thunderstormapproaches. Seekcoverandmonitorall channelsforadditionalinformation.” These

28. 27
messageswouldresemble messagescurrentlyutilizedbyEASovertelevision,radioandcable
broadcasts,as well asviamobile messaging. If suchmessagescome fromEAS,theyare likelytobe
sharedby followerswithfriendsandfamily.
EAS social mediamessageswouldbe postedbydesignatedadministratorsandfollow protocolsalready
establishedbythe EAS foremergencyalertmessagesoverotherbroadcastplatforms. Accordingto
those protocols,anEAS alertmessage maybe activated:
1. There isan immediate andextraordinarythreattolife orproperty.
2. Government,lawenforcementorpublicsafetyofficials decidethatthe affectedcitizensshould
take immediate andspecificprotective actions.
OR
3. Law enforcementofficials request an AMBER Alert activation according to the criteria set forth
in the Nevada State AMBER Alert Plan.
Message contents, per EAS protocols should:
1. Identifythe originatingagency.
2. State the nature of the emergency.
3. Identifyandspecifythe type of event,itslocationandaffectedpopulation.
4. State the time or expecteddurationof the emergency.
5. Clearlydescribe the actionsthat affectedcitizensshouldtake.
Alertmessagesoversocial mediasitescaninclude,butare notlimitedto:
 Weathermaps
 Fire locations
 Terror watches
 AMBER Alerts
 Maps of road closures
 Maps of hazardousmaterial areas
 Evacuationroutes
 Publicinformation updates
 Shelterlocations
 Useful links
 Rendezvouslocations

29. 28
MessageFrequency
EAS social mediamessagesshouldbe repeated –perEAS protocols – every10 minutesorforno more
than 30 minutesunlessthe message hasbeencanceledorchanged. Messagesmore than30 minutes
oldshouldnotbe rebroadcast,unlessthere are specificinstructionstodoso. New messagesshouldbe
postedif nodevelopmentsarise,and/orthe situationchanges.
Automated Alerts
In additiontosendingalertmessagesmanuallyover EASsocial mediachannels,several social
networkingsitesare exploringautomatedalertmessages. Facebookispartneringwiththe National
CenterforMissingand ExploitedChildrentopostAmberAlertsautomaticallyonFacebooknewsfeeds
(Vacher,2015). In2013, TwitterunveiledTwitterAlertswhichallow userstoreceivespecial
notificationsontheirTwittertimelinesduringemergencies (Wagner,2013). EAS administratorsshould
explore automatedalertsystemssuchasthese –many of themat little tonocost – as optionsforpublic
alertsand notifications.
RECOVERY PROTOCOLS
Once the immediate dangerof anemergencyhassubsided,andthe response phase comestoanend,
manyEAS social mediafollowerswill seekinformationwithregardtorecovery. EASadministrators
shouldworkwithemergencymanagementdepartmentsinNevadatopostand/orshare relevant
recoveryinformationtothe public.
That informationcaninclude,butisnotlimitedto:
 Emergencyshelterlocations
 Temporaryhousinginformation
 Physical andmental healthassistance
 Linksto disasterassistance applications
 Listsand maps of areas damagedand/orrestrictedbythe disaster
 Tipsto assistpeople whoare returningtotheirhomes
 Tipsto assistchildrenandanimalsinthe aftermathof a disaster
 Linksto insurance information
 Linksto licensedcontractorswhocanhelprebuild

30. 29
 Financial aidinformation
 Foodbank information
 Linksto utilitiesandcomputernetworkcompaniesthat canhelprestore lostservices
The recoveryphase couldlastas little asa few daysor as longas several months. Itisimportantthat
EAS social mediaadministratorscontinuouslyupdate social networkingsitesasnew information
regardingthe recovery of a disasteremerges.
REVIEW AND MAINTENANCE
At the conclusionof a disaster,itisimperativethatEASadministratorsreview the social mediaplanand
determine if anychangesneedtobe implemented,taughtandpracticedforfuture disasters.
It isalso imperativethatsocial mediaadministratorsstaycurrentontrendsandnew social networking
sitesthatcan be incorporatedintothe social mediaplan.
CONCLUSION
Social mediaisnolongera passingfad. People of all agesutilize socialmediainsome way. Therefore,it
isimperative foranEAS planto include asocial mediaelementandforemergencymanagerstoembrace
social mediainthe future.

31. 30
Works Cited
Cohen,S.E. (2013, March 7). Sandy Marked a Shiftfor SocialMedia Usein Disasters.RetrievedFebruary
7, 2015, from Emergencymgmt.com:http://www.emergencymgmt.com/disaster/Sandy-Social-
Media-Use-in-Disasters.html
Dictionary,B.(2015, February). StakeholderDefinition.RetrievedFebruary7,2015, from
BusinessDictionary.com:http://www.businessdictionary.com/definition/stakeholder.html
Facebook.(2015). FacebookNewsroom.RetrievedMarch3, 2015, from Newsroom.fb.com.
NevadaEmergencyAlertSystem.(2013, July15). NevadaEmergencyAlertSystemLocal Operational
Plan.
PewResearchCenter.(2015, January9). Social Media Update2014. RetrievedFebruary18,2015, from
pewinternet.org:http://www.pewinternet.org/2015/01/09/social-media-update-2014/
PewResearchCenter.(2015). Social Networking FactSheet.RetrievedMarch3, 2015, from
PewInternet.org:http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Pinterest.(2015). AboutPinterest.RetrievedMarch3, 2015, fromPinterest.com:
https://about.pinterest.com/en
Romeri,M. (2014, February18). NewSocial Media Statistics You Need to Know.RetrievedMarch10,
2015, fromSocialMediaToday.com:http://www.socialmediatoday.com/content/new-social-
media-statistics-you-need-know
Twitter.(2015). AboutTwitter.RetrievedMarch3, 2015, from Twitter.com:2015
Vacher,E. (2015, January13). Introducing AMBERAlertson Facebook.RetrievedApril 2015, 6, from
Facebook.com:http://newsroom.fb.com/news/2015/01/introducing-amber-alerts-on-
facebook/
Wagner,K. (2013, Septemner25). Twitter UnveilsEmergency Alert System.RetrievedApril 7,2015, from
Mashable.com:http://mashable.com/2013/09/25/twitter-alert-system/
Worldometers.(2015). Countriesin the World. RetrievedMarch3, 2015, fromWorldometers.info:
http://www.worldometers.info/world-population/population-by-country/