Social Media-Interacting With Your Stakeholders

Emergency Management & Safety Solutions Out of Danger Comes Opportunity

Social Media: Interacting with your Stakeholders


Agenda •  Definitions •  Historical perspective •  Case Study •  Demographics •  The Steps of Engagement •  Ways to Interact •  Interaction is a Conversation

November 2011 2 www.ems-solutionsinc.com


Definitions

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Social Media •  Social Media: Web-based

and mobile technologies able to turn communication into an interactive dialogue, allowing the creation and exchange of user-generated content. –  Mobile. –  Interactive –  User generated.

•  “By the people, for the people.”



Other Basic Definitions •  Twitter: is an online social networking and microblogging

service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".

•  Hashtag: short codes signaling the message’s content started with a # symbol.

•  Trending topic: a word, phrase or topic that is posted (tweeted) multiple times on Twitter.

•  API: application programming interface is a particular set of rules ('code') and specifications that software programs can follow to communicate with each other.



Historical Perspective



A More Primitive Time…




In The Old Days… Disaster Occurred…Loma Prieta Earthquake (1989)

Responders responded… PIO collected information… Prepared a press release…

PIO informs the anxious, waiting public at a formal press conference


Our More Contemporary Time…




Brave New Word…

An F5 Tornado approaching Joplin – Broadcast on YouTube – with over 4,271,000 views (http://tinyurl.com/43b5n35)

Within moments, people are informing people… Tweeting, FBing, posting images and video all in real time



And oh, yes…the contemporary media did play a role too!


Case Study



August 23, 2011 •  The 5.8 Virginia earthquake that hit last

August resulted in almost instantaneous tweets – quake was at 1:51pm. – First tweets noted at 1:51pm

•  First tweet reached NYC 40 seconds ahead of the quakes first shock waves.*

•  Tweets peaked at 5,500 per second. * SocialFlow



One of the First Tweets •  One of the first people

to Tweet about the quake was @b_mc817, posted a mere 30 seconds after the earthquake began, it is most likely that this user was typing as the tremor was taking place






30 seconds later, thousands are tweeting around the DC area. At this point in time people outside the area currently affected by the quake, tweeting about it. The green circles represent people who have spotted an earthquake related Tweet most likely through their stream, and within 30 seconds have already posted a response!



It spreads to Boston, across Maine and Florida, reaching Toronto at 1:52:35.



Totally overwhelming the networks, within a minute there were more than 40,000 earthquake related Tweets, with a record-breaking velocity of 5,500 Tweets per second. http://173.254.16.66/rnd/quake-map/?size=large



Humans as EQ Sensors: There was a clear 40-50 second warning signal between the very start and the New York City region. This signal manages to reach tens of thousands of people before a minute is over, in effect, a network of human sensors that not only identifies a substantial event, but also passes on information in remarkable ways.


Widespread Shaking…Lots to Tweet



Soon We Will Expect To See…



In All Building Stairwells



Demographics



Facebook •  Facebook is the only social

networks that knows no generational limits.

•  From grandparents to teenagers, it is the largest of the social networks — attracting users of all ages.

•  A recent study by Forrester found that of U.S. adults who use social networking sites, 96% of them are on FB.



Which social media sites do you have an account ?


Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/


How frequently do you participate in social media?


Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/


The Steps of Engagement



Social Media Engagement

•  Social media engagement is comprised of four steps: 1.  Listen. 2.  Respond. 3.  Engage. 4.  Measure.

•  Today we will focus on the first three as those help build interaction.


Listen

Engage

Respond

Measure


Ways to Interact



Ways to Interact •  There are many tools to listen, respond

and engage – in other words interact with the public and your target audience.

•  The key thing to keep in mind: – Be a participant, that means be an active

participant in the SM tools you follow. – Don’t be a voyeur.



There are Lots of Options •  There are lots of options in

social media for interaction. Before you begin, determine your strategy (discussed last webinar).

•  As your are looking at tools, remember that your first actions are to: –  Monitor –  Listen.



Leverage LinkedIn •  Business-related social

networking site. •  Actively participate.

–  Post unique comments, insights, perspectives.

–  Engage the group with interesting, timely questions and/or observations

•  Join relevant groups. •  The goal: to become a

thought leader. November 2011 www.ems-solutionsinc.com 32


Facebook

•  Do: –  Create page that

promotes your brand. –  Create traffic to your

website. –  Invite discussions.



Facebook

•  Don’t: –  Create a page and

not keep it up or update often.

–  Try a hard sell approach.

–  Censor comments. –  Spam your friends.



You Tube •  Must have purposeful

video with strong content that resonates with your audience.

•  Use key words in the title. •  Should have a strong call

to action to get them to do….???

•  Integrate your videos into other social media.



Twitter •  Share timely information. •  Spread useable links. •  Personify your image/

brand. •  Build credibility and spread

influence. •  Follow competitors. •  Tweets are now part of

Google search so think – key words. November 2011 www.ems-solutionsinc.com 36


Blogs •  A blog features diary-type

commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order.

•  Write your own blog. –  Link to other blogs and

association groups. Add to your Linkedin.

•  Read other blogs –  Link them to yours via

pingbacks. –  Comment. –  Ask and/or answer questions.



Interaction is a Conversation



Interaction is a Conversation

•  Interaction is not talking at your target market, but rather speaking with them. –  This is called a

“conversation.”



Interaction Is and Is Not… •  Interaction is:

– A two-way street – talking and listening. – When you speak:

•  Speak as a peer, rather than just as a spokesperson or salesperson.



Interaction Is and Is Not… •  Interaction is NOT:

– A sales pitch. •  Concentrate on listening to the people who are

investing in your writing and social media presence.

– A numbers game. •  Quality is always better than quantity.

–  It not selling: •  Don’t just push your message.



Regina Phelps, CEM, RN, BSN, MPA Emergency Management & Safety Solutions San Francisco, California 415-643-4300 www.ems-solutionsinc.com

Thank you

November 2011 42 www.ems-solutionsinc.com

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Social Media-Interacting With Your Stakeholders