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SOCIAL MEDIA AND DISASTER RESPONSE
May 24, 2011 Pam Hill
Managing Director Hyperion Global
Partners
Tracie GliozziCommunications
DirectorBuchanan Ingersoll &
Rooney PC
Holly MaustHead Geek
Interactive Swim855-723-9088
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AGENDA
Evolution of Crisis Communications Tools Tools to Match each Stage of a Crisis Social Media• When/Why/How to Use them During a Crisis
Lessons from the Front
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EVOLUTION OF CRISIS COMMUNICATION TOOLS
Calling Trees• Limited success in
practice • Inefficient use of
time
Emergency Notification Systems• Automated calling
tree• Multiple device
escalation• Externally hosted• Check status, audit
responses
Social Media• Immediately available• Not dependent upon
availability of internal systems
• Ability to push/pull information
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TOOLS SHOULD MATCH THE STAGE OF THE CRISIS
Rapid communication to respond to event• Public alert systems (sponsored by
local authorities)• Emergency notification systems• Email• Blast voicemail
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TOOLS SHOULD MATCH THE STAGE OF THE CRISIS Post private status updates and
information• 800 Hotline• Emergency website (intranet, extranet,
external website with private page)• Email• Social Media with privacy capability• Facebook/Yammer/LinkedIn
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TOOLS SHOULD MATCH THE STAGE OF THE CRISIS
Post public status updates and information • External website• Media• Email to clients• Social Media• Facebook/Twitter/LinkedIn
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STANDARD USAGE FOR SOCIAL MEDIA Facebook Twitter LinkedIn Blogs
It’s important to establish a social media policy prior to engaging in the space
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FACEBOOK EXAMPLE
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TWITTER EXAMPLE
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LINKEDIN EXAMPLE
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BLOG EXAMPLE
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BLOG EXAMPLE
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SOCIAL MEDIA OBJECTIVES DURING A CRISIS
Provide information• Private and public consumption
Link people together Obtain real-time information as the crisis is
evolving
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PROVIDE PRIVATE INFORMATION AND LINK PEOPLE TOGETHER
What/Why How
Share Private Information Facebook• Create private groups for security• Admin invites users to join through use
of private email address associated to FB account
• Do not need to “friend” the user• Cannot see their FB wall• Shows up in their own personal news
feed• Users can privately “chat”• Users can add links, videos, photos and
files
Link People Together
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FACEBOOK CREATE GROUP
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PROVIDE PRIVATE INFORMATION AND LINK PEOPLE TOGETHER
What/Why How
Share Private Information LinkedIn• Create private groups for security• Admin invites users to join through use
of company email address associated to LI account
• Users can privately “update” and have a discussion
Link People Together
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LINKEDIN GROUP
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LINKEDIN GROUP
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PROVIDE PRIVATE INFORMATION AND LINK PEOPLE TOGETHER
What/Why How
Share Private Information Yammer• Microblog geared towards businesses• Admin invites users to join through use
of company email address• Provide private conversations between
users• Create small teams within your network• Share files, links and images • Each conversation is archived and
searchable
Link People Together
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YAMMER
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MOVING FROM PRIVATE TO PUBLIC
During a crisis that makes the news media, or where your lawyers or staff may be talking about it, stay ahead of what is being said by considering the right time and circumstances to “go public”
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PROVIDE PUBLIC INFORMATION
What/Why How
Share Public Information External Website• Enables Firm to control message• Natural place for clients to go for
informationFacebook• Firm’s Facebook pageTwitter• Firm’s Twitter page• Create hashtags to enable you to take
control of the topic• Listen to the conversation so that you
can engage effectivelyLinkedIn• Firm’s LinkedIn page
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OBTAIN REAL-TIME INFORMATION
What/Why How
Information Gathering Twitter• Search.twitter.com• Zip code level search for damage or
other issues that may affect your planNews Twitter Feed and iReports• Provides real time updates from people
in the middle of it• Not always vetted for content accuracySocial Mention
Provide Links to Resources for Employees and Businesses
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ADVANCED TWITTER SEARCH
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SOCIAL MENTION
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OBTAIN REAL-TIME INFORMATION
What/Why How
Information Gathering Facebook• Great for providing unique perspectives
on the situation• Can only see what people want you to
seeGoogle/Bing searchesTwitter Photos• picfog.comTargetMap.com• Information supports decision making
Provide Links to Resources for Employees and Businesses
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MAP OF RADIATION POST EARTHQUAKE
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LESSONS FROM THE FRONT
Be Comprehensive• Communications tools should evolve as the crisis and
response do Be Proactive • You should manage the message, not vice versa• Be in the moment, but always consider how the situation
may evolve and how you will keep up Keep your Crisis Communications Plans Frosty• If the cool kids are using social media to stay connected and
informed during a crisis, make it part of your plan
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THANKS FOR ATTENDING
Questions?
Pam HillManaging Director
Hyperion Global Partners
Tracie GliozziCommunications Director
Buchanan Ingersoll & Rooney PC
Holly MaustHead Geek
InteractiveSwim855-723-9088