OPTIMIZING THE USE OF SOCIAL MEDIA

FOR THE DISSEMINATION OF EMERGENCY WARNINGS

Programme

• Background to the study.

• Research question.

• Approach and limitations.

• Results and recommendations.

• Questions and discussion.

Background

• UK military and Vancouver police crisis management and operational planning.

• Royal Roads University Master of Arts in Disaster and Emergency Management.

• Two-year programme with a one-year independent major research project.

Background

8:04 p.m. PDT on October 27, 2012.

Research Problem• How emergency managers in Vancouver can optimize the

use of social media for the formal dissemination of warnings.

• What are the most utilized forms of social media within Vancouver for personal use?

• How are those forms of social media perceived in terms of credibility by the residents of Vancouver?

• Is there a relationship between the source of the message and the perception of credibility?

• Would Vancouver residents wish to receive emergency warning information via their social media?

Approach & LimitationsMethod:• Internet-based survey with follow-up interviews and

exposure to a series of simulated warning messages.

Limitations:• Convenience sampling was used via email.• Social-economic background was not considered.• Survey was in English.• Vancouver residents only (no commuters/tourists).• Ethical considerations.

Results & Recommendations

Frequency Distribution

Age Group % Male % Female % of Sample Population

18-35 5.88 11.76 17.64

36-50 28.43 38.23 66.66

51-65 5.88 8.82 14.70

Over 65 0 0.98 0.98

Total 40.2 59.8 100

Internet Access

Internet Access % of Respondents

Internet Access at Work 87.4%

Internet Access at work – Regulated by employer 61.8%

Access to mobile Internet device 91%

Currently use push notifications 49%

Face

book

Twitt

er

Email

(known se

nder)

Email

(unkn

own sender)

Linke

din

You Tube

Flick

r

Instagra

mTu

mblr

Google+Vim

eoVine

Wiki

spac

es

Snap

Chat

Foursq

uare

HeyTell

Skyp

e

Individual

Blogs

Flip Board

Google Circ

les0

20

40

60

80

100

120

Social Media Applications Used

Num

ber o

f Use

rs

0

10

20

30

40

50

60

70

80

90

100

Credibility

Social Media Credibility Rating

% C

redi

bilit

y Ra

ting

Interview & Simulations

Email Twitter Facebook Text Message0

1

2

3

4

5

6

7Credibility

Behavioral Change

Promulgation

Freq

uenc

y

Warning Message Medium

Popularity vs. Credibility

• Creation of an on-line personality or resume.• Recipient will identify commonalities between

themselves and the sender.• Familiarity influences our decision-making.• Who am I really speaking to?• Message personalization.

Recommendations• Email, linkedin, facebook, twitter, YouTube, and

Google+.• Acknowledge trepidation of automatic notifications.• Transparency.• Respect for privacy.• Messages attributed to a trusted source.• Creation of an on-line identity.• Information personalized.• Leverage existing social networks.• Provide a means of verification.• Free and easy to use.

Recommendations

Potential Future Research:• Information flow mapping.• Impact of information on decision-making.

Summary

• Social media is a versatile and a highly utilized medium in Vancouver.

• There is an appetite for use of social media as an emergency management warning tool.

• Perception of credibility is key by the user.

Questions?