MARK BASNIGHT
LEARN FROM THE PAST… PREPARE FOR THE FUTURE
pastfusion.gss.anl.gov
MARK BASNIGHT | EMERGENCY MANAGEMENT COMMUNICATIONS ANALYST
MANAGING SOCIAL MEDIA DURING CRISIS
HOLLY HARDIN | EMERGENCY MANAGEMENT COMMUNICATIONS ANALYST
“Learn from the PAST… Prepare for the Future”
Bridging the Gap Between Public Affairs Practice,
Communications Research, and Social Science
• Real-time Communications Research
• Social Science
• Facilitate Collaboration
• Advanced Hands-On Immersive Training
• Support Local and State JIC’s & Fusion Centers
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Social Media
News Media
Charlotte-Mecklenburg
Police Department
City of Charlotte
Government
Black
Lives
Matters
Protesters
Charlotte-Mecklenburg
Residents
Victims
Daughter
Victims
Spouse
Community
Partners
Tangibles
Intangibles
A
D
E
F
G J
I
K
H
L AGENT
BASED
MODELING
M
National
Guard
B
C
Victim
Governor’s
Office
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Anticipatory Forecasting Analytics
Utilized like a weather report…
o 70% chance for this reaction to this communication
o 40% chance for this reaction to this communication
o High probability for these reactions to these...
o Low probability, High consequences...
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Create a sort of…
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Social Media
News Media
Political
Climate Disinformation
Bias Prejudice
Stereotype
Physical
Appearance
Misinformation
Social
Economics
Culture
Literacy
Generation
COMMUNICATIO
N
COMPLEXITIES
History
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2016 GATLINBURG TN WILDFIRES
LESSONS LEARNED
Training
• Public Education & Training
• Exercises & Responder Training
Collaboration
• Interoperability
• Public Outreach
• Technology
• Volunteers
Communication & Emergency Public Information • Initial Notification with Stakeholders
• Communication w/Business, Residents, and Tourists
• Social Media
• Communication with Responders
• Communication with LEPC
• Volunteer Communication
Preparedness, Emergency Management,
and All-Hazards Planning
Crisis Planning
Conclusions & Recommendations
Recommendations for Future Research
Implications
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11 Use of Facebook and Twitter by affected jurisdictions
Hurricane Harvey
Social Media Analysis
• Media Relations (3)
• Public Affairs (2)
• Public Information Technology &
Communication (3)
• Risk & Crisis Communications (5)
• Social Media Technology & Digital
Communications (6)
Hands-on Immersive Training
Take a pic, post, tweet.. #PASTfusion #NPAA
@pastfusioncenter
facebook.com/pastfusioncenter
@ANL_pastfusion
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10 PRINCIPALS FOR MANAGING SOCIAL MEDIA BEFORE AND DURING A CRISIS
PRINCIPLE #1
Know Your Target Audiences A. Relationships B. Key influencers C. Employees – social network/ ambassadors
pastfusion.gss.anl.gov
PRINCIPLE #2
Have a Policy and a Strategy A. Proper staffing B. Resources (Technology) C. Growth & evolution
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PRINCIPLE #3
Commit and Invest in Training A. Social Media is a Professional Skill Set. B. Keep up with current trends.
pastfusion.gss.anl.gov
PRINCIPAL #4
pastfusion.gss.anl.gov
Join, establish and build online communities A. Cultivate relationships. B. Relationship is give and take.
PRINCIPAL #5
Exercise A. Advocate for social media play and injects to be included in your exercises. A. Test your strategy/plan. B. Evaluate and improve.
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PRINCIPLE #6
Consider the complexities A. Tangibles B. Intangibles
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PRINCIPLE #7 "If its going to come out
eventually, better have it
come out immediately.”
Henry Kissinger
Set the Narrative Early A. Have a “Buy Time” statement. B. Establish yourself as the official source. C. Address rumors swiftly with facts.
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PRINCIPLE #8
A. Provide your audiences with A.I.R. B. Get approved information out ASAP. C. Ask why shouldn’t we? vs Why should we?
pastfusion.gss.anl.gov
PRINCIPLE #9
Be cognizant that “we live in a 140 character culture.” A. Don’t communicate as though it’s the last supper. B. Feed them in bites... Think ‘sound bites.’ C. Make a point, be memorable.
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PRINCIPLE #10
Use the 50/25/25 guideline A. Listen 50%, Analyze & Verify 25%, Talk 25%. B. Utilize the Information Management Cycle. C. Utilize analytics (KPI) to assess effectiveness.
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Learn from the PAST… Prepare for the Future
pastfusion.gss.anl.gov
FOR MORE INFORMATION PLEASE VISIT:
pastfusion.gss.anl.gov
FOR MORE INFORMATION PLEASE VISIT:
pastfusion.gss.anl.gov
Mark Basnight
Emergency Management Communication Analyst
PAST Fusion Cell | National Public Affairs Academy
Phone (630) 252-3146
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Holly Hardin
Emergency Management Communication Analyst
PAST Fusion Cell | National Public Affairs Academy
Phone (865) 279-5547
