Engaging Volunteers in Social Media During Disasters @MaryJoFly
Overview
Selecting Volunteers to be Trusted Agents
Social Media within an Incident Command Structure
Organizing Volunteers with Assignments and Missions
Social Media Engagement Assumptions
POLICIES TRAINING ACCESS
Presenter
Presentation Notes
A social media policy exists for the organization Staff, volunteers and trusted agents have received social media training and are aware of the policies in place IT providers have not blocked access to the social media platforms you plan on testing Staff is trained in the end user agreements for each type of social media platform and refrains from actions that put users in violation of those agreements
Even though volunteers may be virtual, they are still your trusted agents
We utilize volunteers for RACES, ARRL, Skywarn and more, why not Social Media?
Radio Amateurs & Social Media?
Social Media in Incident Command
Incident commander
Planning
Social Media Technical Specialist
Logistics Operations Finance
PIO
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Presentation Notes
In addition to finding social media support with the PIO to push information you’ll also find social media support with other positions, often as a technical specialist. They may be assigned to assist another tech spec such as GIS or Situation Status Unit in Planning. They may also be assigned to units in Logistics such as a Volunteer Unit, or may have a special function in recovery. Volunteers may also be assisting with social media as part of a communication unit within Logistics. We have trained our volunteers for years in something we call our hotline room, sometimes called a rumor control room where the public can call in and speak with people. Expanding this to incorporate social media does not change our policy of vetting questions and responses through our pio, or escalating urgent messages through a specific protocol.
Incoming Message
Message form completed; Message logged
Delivered to recipient;
await reply
Reply as necessary
Deliver final copy to
Documentation Unit
Phone & Radio Messages
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Presentation Notes
We use an “ancient” form of Social Media in our EOC. Ham Radio has been in existence for over half a century and we give volunteers power to communicate with the public and route their emergency messages. In fact, it is a badge of honor for ham radio volunteers to be trusted in this capacity and service to their community in helping someone whose only means of communication was radio. Messages coming in to the hotline room of the EOC are written down on a message form. If it is a question or issue easily resolved by responses that volunteers are authorized to provide, the response is provided immediately and logged on the message form. If a reply is necessary, say seeking additional information from a PIO or someone calls with critical information, or life/safety issue, the message is routed to the appropriate party, either PIO or Dispatch. Message is formally logged with date, time, message number, response, etc. A copy of the completed final message is delivered to the Documentation Unit. So, is there really a difference between phone or radio and social media? Yes and No
Social Media Message Noise Reduction
Social Media Content
• Apply Geographic Filter
• Apply contextual Filter
• Remove re-tweets
Message
Identify Message Type and Priority
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Presentation Notes
If we consider the concept of just identifying and moving a message, most of us can very easily identify the process within our EOCs and move the message fairly simply. What is complex is finding the needle in the haystack. Identifying which messages are important and relevant and triaging those messages appropriate. In the case of Twitter, there are filters, geocodes and other methods for narrowing the haystack to a hay bale or smaller. Once filters are properly applied, one can focus messages to a city, or even mile square location. Within those messages, there will be questions, shouts of approval, of disapproval and even cries for help for themselves or on behalf of others. Filter for critical content. Apply a geographical filter and contextual filter. Apply searches to identify hashtags, trends, sentiment and potential critical influencers. Once messages are identified, add it to the process flow on the previous slide. If Twitter: Capture the URL of the actual tweet on the message form Possible use of archive tools like Storify to capture some critical messages
Social Media Engagement Process
Formulate Message
Priority
Platform Social Media Message Via: Twitter, Facebook,
YouTube, Instagram, Other
Life Safety Critical
Confirm message; deliver to dispatch,
may copy PIO
Obtain response from PIO if necessary
Question Comment
New Question
Obtain response from PIO
Previously Answered Question
Respond with answer
Presenter
Presentation Notes
Volunteers or staff would be assigned a particular platform: Twitter, Facebook, Instagram, etc. and be taught search methodology for that program. Messages should go through the first triage tier of sorting into Life Safety/Critical Messages or Questions that require response. If life safety, more engagement may be necessary to obtain call-back numbers, locations, specifics – maybe life-saving messages may be sent back while dispatchers receive a forwarded message. This is also the time to consider false or misleading messages and use forensic techniques for determining their validity. Once a message appears valid and pertinent information is obtained, that may be forwarded to dispatchers who insert that message into the call process, just like they would upon receiving a similar message from a Ham Radio Operator – no different. Questions and comments may be routed to a PIO or for questions previously answered, it may be as simple as providing the appropriate pre-approved response, or routing them to a piece of information they are seeking. Depending upon the platform, some steps may require modification. For example individuals may post to YouTube which may require a response post, or a comment directing individuals to a website or blog with content, or perhaps the YouTube video is providing helpful information that should be disseminated using other platforms.
Social Media Missions: Amplify
Social Media Missions: Filter & Monitor
Message
Social Media Missions: Crowdsource
Social Media Missions: Archive
Summary
Select a pool of trusted agents Start with known, affiliated volunteers
Identify where/to whom they will report Identify missions or assignments
Contact
Mary Jo Flynn, Emergency Management Assistant Director
