Marc van Daele | Control Room Communications Conference | 2012-12-11 | Copenhagen

THE USE OF SOCIAL MEDIA FOR CRISIS COMMUNICATION

Marc van DaeleCommunication Manager, City of Zwijndrecht (Belgium)Vice-President Kortom, Association for Public Communication

@marcvandaele

KORTOMAssociation for Public Communication

870 communication professionals Federal, regional and local authorities

@kortomvzw

• 60 000 visitors• 5 people died• 140 needed medical care• Massive use of social media for different purposes• None by the authorities or the organisers• Many reports and analyses days and weeks after the

disaster

Kortom to establish guidelines

• Use of social media in crisis communication• Target groups– Communication officers in emergency

management– Emergency services

• Goal: Guideline document

Lots of joint effort and a bit of web2.0

• Problem: no experts in use of social media in crisis communication

• Solution: – 43 communication experts from both public and

private organisations– 4 working groups– One wiki

• Deliverable: Guideline document in Dutch, French and English

Wiki to gather and complete information

Emergency management in Belgium

Federal government determines 5 disciplines1. Fire service2. Medical assistance3. Police4. Logistical aid5. Information for citizens

Managed by mayor, governor or minister of home affairs

Crisis room

Policy

4. Logistics

5. Communication

Company / org.Liaison

3. Police

2. Medical

1. Fire service

Crisis communicationFrom 1.0 to 2.0

• Eye witnesses publish facts on facebook

• Eye witnesses share video footage on Youtube

• Online news sites start (almost) live reporting

• Online news sites put up a twitter window

• Press monitors social media for news gathering

• There is no such thing as validated information

• Alarm• Meeting • Collecting facts and

information• Planning communication

actions• Writing a press release• Validation of the press

release• Sending press release• Use of other channels

Using social media in crisis communication?

Don’t focus on the media.Focus on “social”.

Which social media?

Accounts to use

Account managed by the authorities2 solutions for emergency communication

1. Existing official account2. Specific emergency account

– Official account has high credibility– Authorities should promote the account – Build a network of friends and followers– Identify users with influence and opinion leaders

Accounts to use

Account managed by the authoritiesAccount managed by emergency services– Fire services and police -> high credibility– Proces information during short crises– Multi-disciplinary -> authority accounts take over

Accounts to use

Account managed by the authoritiesAccount managed by emergency servicesPersonal accounts of staff– Often interesting network– Can help to spread messages

Organisation of communication

Before the crisis

• Profiles and accounts ready and widely published.• Select which social media are most suited.• Think about #tags.• Inventory of social networks with staff.• Communication with organisers• Dark site• Practice

During the crisis

ORGANISATION• Communicate the same message everywhere.• One person to monitor social media.• Validation based upon trust rather than signatures.• Direct access to Belga (Belgian press agency)• Access to the “marquee” on national media• Organise and manage with focus on target groups

and co-operation with organisers/companies

During the crisis

ATTITUDE• Stealing thunder• Process information as a solution for information gap• Standard messages• Repetition• Answer questions

After the crisis

• Salvage• Recovery• Business continuity• End of emergency measures• Victim care• Reception facilities• Grieving register

After the crisis

EVEN LATER• Insurance & compensation• Results of investigative committees• Lessons identified and lessons learned

Deployment of people

• Communication manager• Politics (mayor, governor, minister)• Dir Info (@ operational command post)• Spokespeople from disciplines• Company / organisation

Communication resources

• Social media like twitter and facebook• Website• SMS• e-newsletter• RSS• Location based services

Monitoring

PURPOSE• Collecting information– 5 W’s (who, what, where, when, why)– Observe how an emergency is developing– Gain insight in the entire scope– Gain insight in parties involved

• Actions– Managing the crisis (assistance, maintaining order, providing

information)– Communication in the broadest sense (a.o. PR actions to

communities

Monitoring

BEFORE THE EMERGENCY• Set-up a monitoring team• Make a hashtag strategy• Inform social networks of upcoming event to

prevent blocking (spam)• Investigate what social networks are used by

target groups• Test and practice

Monitoring

DURING THE EMERGENCY• During an event, before a crisis, monitor to

see where target groups are communicating.• Observe, analyse and provide information to

the crisis team• The monitoring team does NOT publish

messages on social media.

Monitoring

AFTER THE EMERGENCYAnalysis of social media use:• Networks used by target groups• Topics and messages published• Behaviour• Hashtags

Dark site: integration of communication channels

• Communication hub• RSS feed• Redundant capacity

(high number of hits)• Blogging platform

(Wordpress or Posterous)

Dark site: integration of communication channels

ADVANTAGES OF A BLOG• Easy setup• Integration in existing

website• Can be kept offline until

there is a crisis• Scenario planning, prepare

reactive statements, etc• Management by non-IT

person• Easy integration in social

media• Redundant capacity

Summary

ACCOUNTS• Create accounts, promote and use them.• Analyse influencers and monitor.• Make agreements with accountmanagers from

other disciplines and with staff members.• If D5 does not manage official accounts, make

agreements.• Communicate with all staff members about the

social media plans in emergencies.

Summary

ACCOUNTSORGANISATION & RESOURCES• Make agreements with mayor/governor concerning

workflow.• Compile a D5-team and determine the roles and

resources required.• Consider creating an e-newsletter.• Make a hashtag strategy.• Practice crisis communication, including social media.

Recommendations to organisers

• Make a media independent crisis communication plan.• Ensure a minimal presence on social media• Collect e-mail addresses for crisis e-newsletter.• Print URL, emergency number and #tag on wristbands.• Communicatie the official account, #tag and URL for the

event.• Provide Wi-Fi and make arrangements with telecom

operators for better mobile phone coverage.• Multiple day events: provide lockers to recharge mobile

phones.

Recommendations to individuals

• Follow accounts from official bodies for correct information.

• Ensure that everyone can notify their home. Save the network by not sending large files.

• When retweeting, remove the official #tag. Don’t overload the flow of information.

• Check whether there is already a # / safehouse before creating one.

• Use the official #tag.• Indicate whether you are OK on your own facebook status.

www.kortom.be@kortomvzw

@marcvandaele

Download the guidelines in Dutch, French and English on

www.kortom.be/SMEM