2. Presentation Overview The 17-30 year old quagmire that is your students How to communicate in an emergency Why social media is the new Sherlock Holmes The inherent risk in participating Rains Media 2
3. Key Takeaways Better understand your population Have a multi-channel approach to communicating information across Social Media channels Online resources that will aid in the investigation process Understand the dangers faced by users Rains Media 3
4. Understanding the student population An anthropological/technological dichotomy – Where they are coming from and who they are. Rains Media 4
5. Millennials – Generation Y Born from 1980-2000 The children of the boomers The most educated generation Impacted by technology Grown up digital Rains Media 5
12. Visit a social networking site 3 times more than BoomersRains Media 6
13. Millennials Explored 88% use cell to text 80% texted in last 24 hours₁ 64% text while driving 41% do not have a landline 59% of news comes from Internet 14% are on Twitter Rains Media 7
14. The high school class of 2011 More than phones 90+% of teens carry cell phones 57% of teens claim that cell phones actually improve their lives Cell phones are second only to clothes when it comes to presenting social status 80% carry a phone for security Teens text 5x more than adults, and 47% can text with their eyes closed Rains Media 8
36. Communicating in an emergency Existing and past strategies Handling the social panic Evolving Best Practices Multichannel approach to messaging Recommendations 12 Rains Media
37. Strategies to communicate Audience question: how do you typically communicate emergency information E-Mail BLAST Text Message Website update Radio and Television updates Broadcast telephone message The bat signal The telephone game 13 Rains Media
38. The social panic “There will be a live photo shoot in the cafeteria” “Live photo shoot in cafeteria” “Live shoot in café” How quickly bad news can spread Herding cats The importance of a simple unified message 14 Rains Media
40. Evolving best practices Georgian College uWindsor Washington College At Laurentian, 13% of student body have email tied to mobile. #utshootersee video and go to 1:11 16 Rains Media
46. Recommendations Identify the kind of message Emergency Informational Awareness campaign Identify the messenger Marketing & communications Facilities management Residence, Student Services, Parking, etc… Automate where possible Scheduled e-mails Tweetdeck, Hootsuite, etc. Cross promote 22 Rains Media
47. Recommendations Social media may be a great way to get the message out, but more importantly it is the BEST way to steer the discussion after the initial information. Brock University Student Union’s #nostrike hash tag Information void can lead to speculation and misinformation One communication tool (internet, phone lines, etc.) being down, does not mean all are. Japan Earthquake: Twitter used to located loved ones Cell Towers operational in places where nothing else was News spread faster than traditional media by hours 23 Rains Media
48. The new Sherlock Holmes. Rains Media Even more elementary, Watson. 24
49. Using Social Media to investigate Tools of the trade Legal implications Perceived privacy differentials Policy Generation 25 Rains Media
50. Tools of the trade www.youropenbook.com 26 Rains Media
51. Tools of the trade Public Facebook Listings 27 Rains Media
53. Tools of the trade www.icerocket.com 29 Rains Media
54. Tools of the trade www.icerocket.com 30 Rains Media
55. Legal Implications Anything posted to the internet is a legal document Even under privacy settings or posted anonymously You can never take back a post These posts can be deleted after being posted, but they are not gone Multiple insurance companies list Facebook evidence Growing trend in education to use social media to investigate No more need for testimonials, just their news feed 31 Rains Media
56. Perceived privacy Facebook privacy Living in a Twitter bubble Unprotected Tweets Retweets Anonymous names IP addresses don’t lie, generally. You may not think you are on the web… Picasa’s Facial Recognition software http://Face.com 32 Rains Media
57. Policy Generation What goes into a good policy Driven through guidelines and best practices Created in part by the community (ad-hoc committee) Buy-in from administration is key Open and honest 33 Rains Media
60. Safety Risks and Hazards Online Bullying Sexual Harassment Identity Theft 36 Rains Media
61. Online Bullying Facebook’s increasing role Increasing presence in France Vancouver Sun article The power of annonymous posts What can we do about it? Reporting structure increasingly changing Largely routed in younger students 37 Rains Media
62. Sexual Harassment Sexual Harassment What if I ALWAYS like your photos? Poking, messaging, and creeping. Releasing/posting private content. Power of anonymity www.likealittle.com Students across North America Anonymous flirting and invitations 38 Rains Media
64. Information gathering Geo-tagged Photos Any camera with a gps may tag photos with EXIF data Hidden files on Iphones and others Programs like ‘Creepy’ 40 Rains Media
65. Identity Theft Ability to gather information Birthdate Mother’s maiden name Search pictures, mother appears tagged with maiden name Last four digits of home phone number Secret question Pet’s name Hometown High school 41 Rains Media
1Life cycle effects: Young people may be different from older people today, but theymay well become more like them tomorrow, once they themselves age.Period Effects: Major events(wars; social movements; economic downturns; medical, scientific or technological breakthroughs) affect all agegroups simultaneously, but the degree of impact may differ according to where people are located in the lifecycle.Cohort Effects: Period events and trends often leave a particularly deep impression on young adultsbecause they are still developing their core values; these imprints stay with them as they move through their lifecycle.http://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf 290% of Millenials say they are close to their parents - Harvard Business Review3In the USA, Among 18-24 year olds, 39.6% was enrolled in college as of 2008. A record share.
1: http://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf page 39 2: 86% amongst College educated and 59% amongst non-college