Kerry Shearer KerryShearer.com Twitter.com/KerryShearer [email protected] Using Social Media...

Kerry Shearer

KerryShearer.com Twitter.com/KerryShearer

[email protected]

Using Social Media to Using Social Media to Communicate in EmergenciesCommunicate in Emergencies

What is social media What is social media and why is it and why is it important? important?

What is happening with What is happening with traditional media?traditional media?

How will the public How will the public communicate in an communicate in an emergency?emergency?

Examples of social Examples of social media usemedia use

Getting Started toolsGetting Started tools

What WeWhat We’’re Coveringre Covering

Using Social Media in Emergencies Using Social Media in Emergencies www.KerryShearer.com

http://www.KerryShearer.com/

Social Media RevolutionSocial Media Revolution


Source: Eric Qualman - Socialnomics.com (via YouTube)Source: Eric Qualman - Socialnomics.com (via YouTube)

http://www.youtube.com/watch?v=Z4gt62uAasE

(Video removed from download version(Video removed from download version

of presentation due to file size limitations.of presentation due to file size limitations.

View video at the following link):View video at the following link):


http://www.youtube.com/watch?v=Z4gt62uAasE

What is Social Media?What is Social Media?

Social media are “primarily Internet-based tools for sharing and discussing information among human beings.

The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.”

Source: Wikipedia



What is Social Media?What is Social Media?

It’s a change in how people discover, read and share news, information and content.

It transforms one-to-many monologue into many-to-many dialogue.

Source: Wikipedia



Via text on a mobile phoneVia text on a mobile phone

Through the web on a Through the web on a mobile smartphonemobile smartphone

On social networks, such On social networks, such as Facebook and Linked Inas Facebook and Linked In

On blogs and microblogsOn blogs and microblogs

Through online videoThrough online video

Reaches People Where They Reaches People Where They Are!Are!




Red Cross Survey - August, 2010Red Cross Survey - August, 2010

Source: Red CrossSource: Red Cross

16% have used social media to get information in an 16% have used social media to get information in an emergencyemergency



Red Cross Survey - August, 2010Red Cross Survey - August, 2010

Source: Red CrossSource: Red Cross

More than half would send a text message to a response More than half would send a text message to a response agencyagencyif they needed help and couldnif they needed help and couldn’’t get through on 911t get through on 911

Send a text message to a responseSend a text message to a responseagency, if availableagency, if available

Ask others to help you reach aAsk others to help you reach aresponse agency through a socialresponse agency through a socialnetwork like Facebook or Twitternetwork like Facebook or Twitter

Post your request for help on aPost your request for help on aresponse agencyresponse agency’’s Facebook pages Facebook page

Send a direct message via TwitterSend a direct message via Twitterto a response agencyto a response agency


58% of Americans watch local 58% of Americans watch local newsnews

23% under age 30 read local 23% under age 30 read local newspapersnewspapers

34% of the public goes online to get news 34% of the public goes online to get news (same % as those who listen to radio news). (same % as those who listen to radio news). Adding in cellphones, social media, and Adding in cellphones, social media, and podcasts increases it to 44%.podcasts increases it to 44%.

36% get news from traditional and digital 36% get news from traditional and digital sourcessources

39% rely solely on traditional sources39% rely solely on traditional sources


Where Americans Get Their Where Americans Get Their NewsNews

Source: www.People-Press.org Sept. 2010 survey


http://www.People-Press.org/

Most newsrooms have Most newsrooms have downsizeddownsized

Newspapers are dying Newspapers are dying or in severe financial or in severe financial troubletrouble

Many TV stations Many TV stations hiring hiring ““all-in-oneall-in-one”” reporters who shoot, reporters who shoot, report, edit and report, edit and upload storiesupload stories


Big Media is in Flux!Big Media is in Flux!


No longer are the No longer are the ““expertsexperts”” the sole voice the sole voice of authority (vertical of authority (vertical communication). Now, icommunication). Now, itt ’’s a horizontal model.s a horizontal model.

Social media, i.e. oneSocial media, i.e. one’’s s friends, colleagues, and friends, colleagues, and others, have become others, have become more trusted and more trusted and influential influential


The PublicThe Public’’s Expectations Are s Expectations Are ChangingChanging


See what happens if yoSee what happens if youu ’’re not. re not.

Case-in-point:Case-in-point:VaccinationsVaccinations

Anti-vaccination uploads Anti-vaccination uploads overwhelm reliable overwhelm reliable information based on information based on science and researchscience and research


You Must be Part of the You Must be Part of the Conversation!Conversation!


The number and The number and diversity of sources diversity of sources of information will of information will continue to continue to multiply rapidly. multiply rapidly.

That makes it more That makes it more challenging to get challenging to get your message to your message to the right person the right person with enough with enough frequency so that frequency so that they hear it.they hear it.


Channels are Multiplying!Channels are Multiplying!

Graphic Source: www.FredCavazza.net


In an emergency, it is In an emergency, it is critical to combine critical to combine traditional outreachtraditional outreach methods with the best methods with the best social media social media approachesapproaches to reach as to reach as many people as possible many people as possible as quickly as possible as quickly as possible with timely, accurate with timely, accurate information.information.


Channels are MultiplyingChannels are Multiplying

RadioRadioTVTV

NewspaperNewspaperYouTubeYouTube

FacebookFacebookTwitterTwitterBlogsBlogs

Photo streamPhoto streamPodcastPodcast


In the world of In the world of the Internet, the Internet, there is no news there is no news cycle. It is cycle. It is continuous.continuous.

Communicators Communicators are expected to are expected to respond respond immediately to immediately to feed the demand feed the demand for information. for information.


The The ““News CycleNews Cycle”” is DEAD is DEAD

Sacramento County Joint Information Center

Sacramento County Public Health news conference - H1N1



Anzio Williams, News Director, KCRA-TV Anzio Williams, News Director, KCRA-TV 33Explains that a photo and a caption can be a storyExplains that a photo and a caption can be a story




http://www.youtube.com/kshearer1#p/u/8/54EZKO8f99M

Source: Kerry Shearer interview of Anzio Williams


http://www.youtube.com/kshearer1%23p/u/8/54EZKO8f99M

http://www.youtube.com/kshearer1%23p/u/8/54EZKO8f99M


Social Media Leads the NewsSocial Media Leads the News

““Miracle on the HudsonMiracle on the Hudson”” U.S. Air jet into U.S. Air jet into the river:the river:

first reports are from social media sourcesfirst reports are from social media sources

(Accompanying video removed from (Accompanying video removed from download version of presentation download version of presentation

due to file size limitations).due to file size limitations).




Haitian earthquakeHaitian earthquake: tweets, Facebook : tweets, Facebook messages, text messages and more messages, text messages and more

communicated the tragedy. The wireless data communicated the tragedy. The wireless data network miraculously survived.network miraculously survived.




Nashville FloodNashville Flood: Twitter connected people : Twitter connected people with critical info, such as closed roads, with critical info, such as closed roads,

missing persons, emergency aid stations, and missing persons, emergency aid stations, and volunteer opportunities.volunteer opportunities.




San Bruno Gas ExplosionSan Bruno Gas Explosion: social media : social media communicated news of the disaster, photos, communicated news of the disaster, photos, video, and was used as a news source by the video, and was used as a news source by the

mediamedia(Accompanying video removed from (Accompanying video removed from download version of presentation download version of presentation




Anzio Williams, News Director, KCRA-TV 3Anzio Williams, News Director, KCRA-TV 3Discusses social media; San Bruno, CA natural gas explosionDiscusses social media; San Bruno, CA natural gas explosion

Source: Kerry Shearer interview of Anzio Williams




http://www.youtube.com/kshearer1#p/u/7/zIKnOhiGGBg


http://www.youtube.com/kshearer1%23p/u/7/zIKnOhiGGBg



Roseville Galleria Mall Fire: The Sacramento region shared the news via social media and news organizations used

citizen video and multiple social media tools to gather information and report the news event of

significant regional interest

(Accompanying video (Accompanying video removed from download removed from download version of presentation version of presentation




Jason Montiel, Managing Editor, KCRA.comJason Montiel, Managing Editor, KCRA.comDiscusses use of Facebook; Roseville Galleria Mall fire (October, Discusses use of Facebook; Roseville Galleria Mall fire (October, 2010)2010)

Source: Kerry Shearer interview of Jason Montiel




http://www.youtube.com/kshearer1#p/u/10/SwHo27j55x0


http://www.youtube.com/kshearer1%23p/u/10/SwHo27j55x0

http://www.youtube.com/kshearer1%23p/u/10/SwHo27j55x0


Sacramento County Public Sacramento County Public HealthHealth

Social Media UseSocial Media Use: Northern California wildfires: Northern California wildfires



Sacramento County Public Sacramento County Public HealthHealth

Social Media UseSocial Media Use: H1N1 Swine Flu Pandemic (2009-2010): H1N1 Swine Flu Pandemic (2009-2010)

Twitter - Real-time clinic Twitter - Real-time clinic updates, news releasesupdates, news releases

Facebook: Video, photos, Facebook: Video, photos, interaction, news releasesinteraction, news releases

YouTube - Videos with critical YouTube - Videos with critical information & clinic updatesinformation & clinic updates

Skype - Live news interviewsSkype - Live news interviews

uStream.tv: Live news uStream.tv: Live news conference webcasting conference webcasting


Do you have a social media champion who can lead Do you have a social media champion who can lead these efforts within your organization?these efforts within your organization?

Get your management and I.T. staff on board. Get your management and I.T. staff on board. Communications staff need access to these tools if Communications staff need access to these tools if they are to be effective in meeting todaythey are to be effective in meeting today ’’s demands. s demands.

Determine your communications objectives by Determine your communications objectives by defining audiences, selecting your tools, defining audiences, selecting your tools,

Using Social Media in Emergencies Using Social Media in Emergencies www.KerryShearer.comwww.KerryShearer.com

Getting StartedGetting Started

Familiarize yourself with these tools now so Familiarize yourself with these tools now so youyou’’re comfortable with them and ready re comfortable with them and ready when a crisis hitswhen a crisis hits


Amber Mac on Social Media BasicsAmber Mac on Social Media BasicsSays itSays it’’s s important to be authentic and be consistent in your online important to be authentic and be consistent in your online presence presence


of presentation due to file size of presentation due to file size limitations.limitations.

Though I only used a short excerpt in my Though I only used a short excerpt in my presentation, you can view the entire presentation, you can view the entire

video video

at the following link):at the following link):

http://www.ambermac.com/archives/1250/my-http://www.ambermac.com/archives/1250/my-abc-news-chat-5-tips-for-social-media-abc-news-chat-5-tips-for-social-media-

newbies/newbies/

Newsrooms and the public are consuming Newsrooms and the public are consuming information 140 characters at a time. Approved information 140 characters at a time. Approved information should be released the same way information should be released the same way during an event.during an event.

Media and the public will be monitoring your social Media and the public will be monitoring your social media feeds. Youmedia feeds. You’’ll get critical information out faster ll get critical information out faster and be viewed as more responsive.and be viewed as more responsive.

Short chunks of information are just what todayShort chunks of information are just what today ’’s s newsroom web content producers wantnewsroom web content producers want


Emergency News ReleasesEmergency News Releases

Drop the idea that you only release all-Drop the idea that you only release all-encompassing news releases in an encompassing news releases in an emergencyemergency

You can use Twitter to post You can use Twitter to post automatically on your Twitter automatically on your Twitter page, your Facebook page, your page, your Facebook page, your blog, your web site, and your blog, your web site, and your Emergency Operations Center Emergency Operations Center web site.web site.

One message, sent from your One message, sent from your phone, goes instantly to multiple phone, goes instantly to multiple locations, so you donlocations, so you don’’t have to log t have to log in separately to update the sites.in separately to update the sites.


Emergency News ReleasesEmergency News Releases

Twitter widgets can save you time in an Twitter widgets can save you time in an emergencyemergency


Jason Montiel, Managing Editor, Jason Montiel, Managing Editor, KCRA.comKCRA.comExplains that you are now dealing with a web Explains that you are now dealing with a web producer as well as a reporterproducer as well as a reporter




http://www.youtube.com/kshearer1#p/u/9/http://www.youtube.com/kshearer1#p/u/9/c7AWtCW3lugc7AWtCW3lug

Google Alerts will search for keywords you Google Alerts will search for keywords you select and send you e-mail alertsselect and send you e-mail alerts

You can search Twitter using hashtags (# plus You can search Twitter using hashtags (# plus a keyword)a keyword)

Technorati will allow you to search blogs to see Technorati will allow you to search blogs to see what others are saying about youwhat others are saying about you


Monitoring Social MediaMonitoring Social Media

Traditional TV newscast media monitoring Traditional TV newscast media monitoring is no longer enough. Make sure you are is no longer enough. Make sure you are also monitoring social media.also monitoring social media.

Power FriendingPower Friending(Amber Mac)(Amber Mac)


BooksBooks

The New Rules ofThe New Rules ofMarketing & PRMarketing & PR

(David Meerman Scott)(David Meerman Scott)

www.SocialMediaGovernance.comwww.SocialMediaGovernance.com


Social Media PoliciesSocial Media Policies

www.Mashable.comwww.Mashable.com


Stay Current on Social MediaStay Current on Social Media



www.Twit.tvwww.Twit.tv



www.ProCommunicator.cowww.ProCommunicator.com.comm.com


Tech ToolboxTech Toolbox

Video cameraVideo cameraCheap (Flip or Kodak Zi8) or $$Cheap (Flip or Kodak Zi8) or $$$$

Audio interfaceAudio interfaceShure X2u XLR-USB; pro mic, Shure X2u XLR-USB; pro mic, free Audacity softwarefree Audacity software

Verizon Mi-Fi cellular Verizon Mi-Fi cellular broadbandbroadband

Telestream Wirecast for Telestream Wirecast for live streaming videolive streaming video

Contact Contact InformationInformation::

www.www.KerryShearer.comKerryShearer.com

www.Twitter.com/www.Twitter.com/KerryShearerKerryShearer

[email protected]@gmail.comom


Thanks for Attending!Thanks for Attending!

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