Social

Catalyst Inc. Bjrn Rtten

5 March 2013

DRDC-CSSP project Developing a course outline: Social media in EOCs - DRAFT List of Modules and Topics - Beginner
Fundamentals -The rise of social media 1. What are social networks? What is social media? 2. How do the platforms work and what are they used for? 3. The publics use of social media: Who is using social media and for what purpose? 4. How are governments and businesses using social media? 5. What are virtual communities and how are they the same as or different from real/physical communities? 6. New attitudes and behaviours: What societal changes have come with social media and mobile networked digital technologies? a. Transparency b. Privacy c. Security -The mobile revolution 1. Mobile and networked digital technologies a. Information exchange virtually unrestrained by time or place b. Speed of information exchange c. Possibility of aggregation d. Location-based data (geo-tagging, etc.) 2. Empowerment of the individual a. Individuals as sources of (real-time) information b. Individuals as participants c. Individuals as creators and innovators 3. Potential of networks a. Information epidemics b. Strength in numbers c. Wisdom of crowds d. Delegation and micro-tasking

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-The Internet infrastructure 1. The global backbone: Internet access and control points, undersea cables, etc. 2. How information is created, stored and exchanged: a. Data creation: input devices (smartphones, TVs, tablets, desktop computers), networked sensors and appliances, b. Data capture and storage: public and private data centres, cloud- based services, etc. c. How data travels: cell networks, Wifi, fibre-optic cables, etc. Introduction to SMEM -Social media and crisis a. The publics use of social media in a crisis (sociological study of disasters) b. How are the platforms used (by the public) before, during and after an emergency? c. What are publics evolving expectations? -The effects of new behaviours and expectations on emergency management a. Community and relationships in emergency management b. The opportunity and inevitability of SMEM c. New reality of participatory learning and action d. The public as an invaluable resource (source of information, knowledge, expertise, labour and equipment) e. The public as a partner that participates in and supports EM activities and objectives -Current Applications of Social Media in Emergency Management (case studies) a. Preparedness and planning b. Mitigation c. Response i. Planning: Situational awareness ii. Operations: coordination, decision-making iii. Information: public relations, crisis communications d. Recovery e. Resilience
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SMEM outcomes and activities -Objectives: 1. Better (and more timely) situation awareness: a. Understanding the event and its physical manifestations: i. Understanding threats and hazards to the public and to first responders ii. Identifying response priorities b. Understanding the affected public (and others): i. What is the mood among the public? Can we detect panic, stress, or anxiety anywhere? ii. How engaged and informed are they? Is our information reaching the right people? Are we being heard? Is the public following our advice? 2. Engagement of the public: a. Messaging/broadcasting (one-way): warnings, alerts, info campaigns b. Conversation: facilitated dialogue, prompted feedback (mostly two-way) c. Collaboration/partnering: real-time crowdsourcing of answers to questions and innovative solutions; outsourcing of digital tasks; public identifies needs and ideates solutions (multi-directional, networked) -Activities and stages of maturity -Listening/Monitoring -Messaging/Broadcasting -Engagement/Conversation -Cooperation (public as participant) -Collaboration (public as co-creator) Techniques and better practices -Listening/Monitoring 1. Getting started a. How can I get started quickly, effectively and cheaply? b. What are the (free) listening and monitoring tools and applications? (e.g.: Facebook Insights, Google Analytics, Tweetdeck, HootSuite, Sprout Social, etc.) c. How do you set up an account? What settings are important to know about? d. Establishing an online presence and making contacts/building relationships e. What options are there to filter and export information?
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2. Searching a. Defining what to look for: What am I interested in? b. Where to look: How is the desired information shared on social media? c. How to look: What are different search tactics that minimize the noise? 3. Verification a. Defining the importance of validation and verification per category b. Defining a validation and verification process per category 4. Filtration, Classification, Enrichment a. How do you filter and organize the flood of information? b. How can the information be combined (and enhanced) with information from other sources (e.g, Linked Open Data)? 5. Conversion a. Turning social media information into intelligence b. Defining how to best represent the information c. Injecting social media intelligence into your decision-making process

-Engagement: From One-way to Two-way Communication 1. General a. Who communicates on behalf of the organization? b. What roles can the public play as a consumer and provider of information? c. Does it matter where (platform), when (before, during, after), and with whom (audience) I communicate? d. How do you use social media to build trust prior to a crisis? e. What is a content strategy and how do you build one? 2. One-way a. How do you warn and alert effectively using social media? (Tools: Nixle) b. How is social media used effectively in awareness and educational campaigns? 3. Two-way a. How do you deal effectively with rumors and misinformation? b. What options do I have to address negative comments in a professional and constructive way? c. How do I encourage engagement and amplify positive feedback?
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Recommended resources: SMEM and crisis communication -Canada 1. Online courses 2. Published guides, checklists, factsheets 3. Websites and blogs -United States 1. Online Courses 2. Published guides, checklists, factsheets 3. Websites and blogs -Others
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Advanced

New developments, techniques and better practices -Messaging and engagement (public as resource) a. How do you guide and enable the public to provide useful information? b. Response and recovery coordination needs i. Response priorities ii. Threats to responders iii. Damage assessment c. Whats the plan if something goes sideways? i. Social media crisis situations (e.g., posting of inappropriate or false information) ii. Reputation management (maintaining integrity and credibility) -Collaboration (public as partner) d. Asking the right questions e. Crowdsourcing of solutions f. Working with Digital Volunteers -Crisis Mapping g. Introduction to (near) real-time mapping h. Sources and categories of information for mapping i. Tools and applications for crisis-mapping i. MASAS ii. Google Maps, Ushahidi iii. SAINT-ER -Crowdsourcing j. What is (bounded) crowdsourcing? k. How can crowdsourcing be applied in emergency management? i. Pre-identified and vetted contributors ii. Defining crowdsourcing objectives Social media in major events -Advanced Filtering -Tools for data-mining and aggregation: DataSift, TrendSpottr, Gnip, SwiftRiver
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Governance and integration (across SMEM operations/phases) -Integration and tools: ETEAM, WebEOC, MASAS -Integration: Policy and protocols -Integration: People and their roles (PIO, volunteers, etc.) 1. Roles (personal/operational): recipient, operational analyst, distributor, producer a. Technical skills and creative competence b. Understanding platforms and cross-plattform dynamics c. Building and sustaining a community of followers d. Searching, intelligent filtering, commenting/conversing, linking 2. Roles (strategic/organizational): advisor, architect, strategic analyst a. Monitoring and understanding cultural and behavioral impact b. Balancing accountability (control) and collaboration (innovation) c. Linking social media to organizational objectives d. Coordinating and channeling social media activities across key functions and phases e. Measuring and enabling integration and effectiveness of social media -Social media guidelines for staff and volunteers -Potential challenges: -Leadership (organizational and social media-specific) -Organizational culture -Capability/Infrastructure -Security -Legal: Liability, Privacy, Record retention Critical evaluation: social media audit -Metrics and analytics: How do I know I am successful? -Maturity model progression map Current and future state of SMEM -Information overload and filter failure -Automated verification, classification and filtering -Building trust and working with Digital Volunteers (CrisisCommons, Humanity Road, Random Hacks of Kindness, Geeks Without Bounds, Hurricane Hackers, CanVOST
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Executive

Digital Literacy for Executives -Convergence (mobile, social, new media) -Effect of networked, mobile and social technology on society (skills, knowledge and behaviour) -Evolution of public online behaviors Trust and Confidence: business case -Validation and Verification: why should I trust the info? -The role of social media in emergency management and resilience a. How is information from social media going to help us make better decisions? b. What are the tangible and practical benefits of social media engagement today? i. Preparedness and planning ii. Mitigation iii. Response 1. Planning: Situational awareness 2. Operations: coordination, decision-making 3. Information: public relations, crisis communications iv. Recovery v. Resilience c. Can social media help build community resilience? d. Can social media help us save money? Challenges and Opportunities -Changing expectations: reaction time, transparency, and participation -Public trust and organizational reputation -Maintaining relevance and influence in a digital, mobile and socially networked age -Inevitability of SMEM: Risk of not getting involved quickly and deliberately -Overall social media strategy for the organization: How do I build one that is effective and sustainable? -Financial resources -Legal issues -Human resources needs: staffing, skills, expertise, and knowledge -What developments do we need to be aware of? -Where are the future opportunities to get ready for today?

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