Main Stage, November 3, 2011
2011 - What a disaster! Social media analysis of a disaster event Christine Walker, Alliance Strategic Research
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
2011 What a disaster!
Social media analysis of a disaster event
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Social Media in the Victorian Floods
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Yasi
Irene
Christchurch Japan
Yasi
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Brazil
Pakistan Jeddah
Toowomba
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) You and me at home, safe, on the couch
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Victorian Floods January & February 2011
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Source: Victorian Police Tweets January
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Horsham
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Melbourne
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Is social media being used? What is being said? How do emergency services need to respond?
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Social media comments
were accessed
using Buzz Numbers
social media monitoring
Comments were
cleaned as relevant
Comment was
classified on the basis of
‘intent’
Analysis of data set
undertaken
To Victorian Flood locations
and rivers
Via Human reading
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
300,000 + social media comments on floods
12,405 comments related to the Victorian floods
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
15
62
197
722
1959
2490
6975
0 1000 2000 3000 4000 5000 6000 7000 8000
Video
Forums
Blogosphere
News
Number of comments
Source of CommentCommunication Channel
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
16
No. of C
ommen
ts
889
641
0
100
200
300
400
500
600
700
800
900
1000
10/1/11
11/1/11
12/1/11
13/1/11
14/1/11
15/1/11
16/1/11
17/1/11
18/1/11
19/1/11
20/1/11
21/1/11
22/1/11
23/1/11
24/1/11
25/1/11
26/1/11
27/1/11
28/1/11
29/1/11
30/1/11
31/1/11
1/2/11
2/2/11
3/2/11
4/2/11
5/2/11
6/2/11
7/2/11
8/2/11
9/2/11
10/2/11
11/2/11
12/2/11
13/2/11
14/2/11
15/2/11
16/2/11
17/2/11
18/2/11
19/2/11
20/2/11
21/2/11
22/2/11
23/2/11
24/2/11
25/2/11
26/2/11
27/2/11
28/2/11
1/3/11
2/3/11
3/3/11
4/3/11
Number of Comments Per Day
895
654
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
146
895
654
0
10
20
30
40
50
60
70
0
200
400
600
800
1000
10/1/11
11/1/11
12/1/11
13/1/11
14/1/11
15/1/11
16/1/11
17/1/11
18/1/11
19/1/11
20/1/11
21/1/11
22/1/11
23/1/11
24/1/11
25/1/11
26/1/11
27/1/11
28/1/11
29/1/11
30/1/11
31/1/11
1/2/11
2/2/11
3/2/11
4/2/11
5/2/11
6/2/11
7/2/11
8/2/11
9/2/11
10/2/11
11/2/11
12/2/11
13/2/11
14/2/11
15/2/11
16/2/11
17/2/11
18/2/11
19/2/11
20/2/11
21/2/11
22/2/11
23/2/11
24/2/11
25/2/11
26/2/11
27/2/11
28/2/11
1/3/11
2/3/11
3/3/11
4/3/11
Comments per Day Compared to Number of SES Releases
(All Sources)
SES Releases Total
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
18
68170177
539591
9301016
154118371983
3553
Official PostsSocial Media
Indirect CommentaryPeople in the floods
Message Spreaders -‐ InformationMessage Spreaders -‐ Warnings
Recovery/Post-‐flood issuesSpectators/Commentary
Message Spreaders -‐ NewsMessage Spreaders -‐ Relief/donations
News
Volume and Type of Comment
No. of Comments
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
19
0%
17%
1%
14%
2%
25%
13%
9%
19%
1%
3%
5%
7%
9%
11%
15%
17%
30%
Official Posts
People in the flood
M.S. Info
M.S. Warnings
Post-‐flood issues
Spectators/Commentary
M.S. News
M.S. Relief
News
Type of Comment by Flood Area
Vic Floods Melb Floods
M.S. – Message Spreaders No. of comments
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
20
192
0
50
100
150
200
250
13/01/20
1114
/01/20
1115
/01/20
1116
/01/20
1119
/01/20
1120
/01/20
1121
/01/20
1122
/01/20
1123
/01/20
1124
/01/20
1125
/01/20
1126
/01/20
1127
/01/20
1128
/01/20
1129
/01/20
1130
/01/20
1131
/01/20
111/02
/201
12/02
/201
13/02
/201
14/02
/201
15/02
/201
16/02
/201
17/02
/201
18/02
/201
19/02
/201
110
/02/20
1111
/02/20
1112
/02/20
1114
/02/20
1115
/02/20
1116
/02/20
1117
/02/20
1118
/02/20
1120
/02/20
1121
/02/20
1122
/02/20
1123
/02/20
1124
/02/20
1125
/02/20
1126
/02/20
1127
/02/20
1128
/02/20
111/03
/201
12/03
/201
13/03
/201
1
Comment from People in Flood Situations
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
21
0
50
100
150
200
250
300
10/01/20
11
11/01/20
11
12/01/20
11
13/01/20
11
14/01/20
11
15/01/20
11
16/01/20
11
17/01/20
11
18/01/20
11
19/01/20
11
20/01/20
11
21/01/20
11
22/01/20
11
23/01/20
11
24/01/20
11
25/01/20
11
26/01/20
11
27/01/20
11
28/01/20
11
29/01/20
11
30/01/20
11
31/01/20
11
1/02
/201
1
2/02
/201
1
3/02
/201
1
4/02
/201
1
5/02
/201
1
6/02
/201
1
7/02
/201
1
8/02
/201
1
9/02
/201
1
10/02/20
11
11/02/20
11
12/02/20
11
13/02/20
11
14/02/20
11
15/02/20
11
16/02/20
11
17/02/20
11
18/02/20
11
19/02/20
11
20/02/20
11
21/02/20
11
22/02/20
11
23/02/20
11
24/02/20
11
25/02/20
11
26/02/20
11
27/02/20
11
28/02/20
11
1/03
/201
1
2/03
/201
1
3/03
/201
1
4/03
/201
1
Mentions of Locations by Date
Swan Hill Kerang HorshamCharlton Dimboola BallaratWarracknabeal Rochester Melbourne
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
22
• The disaster communications model has been ‘one to many’ via the press
• Now ‘one to one’ also occurs – In some cases ahead of services – Will have implications for message accuracy – Citizen reports could inform emergency services, but
what is accurate • Message out still absolutely key and one to many
will continue • But will expand to include publishing direct to
social media (as in Yasi)
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
23
• Good will is evident in the commentary • No calls for help • Every crisis will take a different shape in social media • Need to set up tracking in advance of events • This analysis being used as a guideline for social media practices for government disaster agencies and more broadly GOOGLE: “OESC social media” for the full paper
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)
Q & A
Christine Walker Alliance Strategic Research
Sue York NewMR