Post by: Kim Stephens
Social Media Exercise
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Post by: Kim Stephens
Post by: Kim Stephens
It has been documented that government agencies often experience a 500% increase in the number of followers and “fans” to their social media sites during a disaster. Monitoring those sites and responding to requests for information can become overwhelming: at a minimum it is most certainly labor intensive. Emergency management organizations, both government and non-governmental alike, are starting to understand how enormous this task could be and are looking for innovative solutions to solve the problem. Anaheim, California has turned to their CERT members.
This tweet by Craig Fugate is over a year old, suggesting that the concept of CERT members playing a role in monitoring social networks or even in reporting observations through those platforms, is not necessarily a new idea. The concept is built on the notion that these folks are “trusted agents,” already trained in basic emergency skills, and known quantities by the response organization. However, I have yet to really see many CERTs move in this direction, making the Anaheim CERT a really interesting test case. I interviewed the CERT coordinator in order to determine what was necessary in order to accomplish this goal. (I appreciate their candidness!) Below are the results from that interview.
Roles and Responsibilities: CERT volunteers already serve in a community outreach capacity by supplementing staff in the “hotline room” by answer questions on the phone. The concept is to extend these responsibilities to social networks. The social media monitoring volunteers will be used primarily to keep track of comments and social data posted to the communities’ social platforms. They will also be allowed to retweet (repeat a message on twitter) anything that has already been put out by the Public Information Officer (PIO). They currently have 3 laptops dedicated for volunteers, loaded with an enhanced excel capability called “Pivot Table”. Pivot table will allow the digital volunteers to record the event and do real-time data-mining, including listing frequently asked questions, etc. CERT members will be required to monitor the social stream in the EOC hotline room.
Training: The CERT coordinator is planning to do training for social media monitoring and use of the “pivot table” tool (she is planning to share this training with regional partners). The training will include: hot-line room standard operating procedures; reporting protocols; rules regarding what they can and cannot say; and, potentially, will require participation in a monthly twitter chat. Volunteers will also be taught “how” to monitor including which search terms to use etc., as well as which platforms to monitor. However, volunteers will be given some latitude to keep track of all the platforms they see fit. The training currently does not include a module on how to verify information, however, that is a consideration for future efforts.
Linking to Operations: Specifically, regarding reporting protocols and procedures, pertinent information the monitoring team discovers will loop back into the EOC planning and operations section via the PIO. Any life threatening information will be sent directly to the dispatcher and non-life threatening info will get written down on paper or in an email and is sent to the PIO to review then decide which section it should go to. Currently, CERT “digital volunteers” do not have access to WebEOC, but they have discussed granting limited access so that they can input the information directly. (The CERT coordinator supplied the graphic below.) She states: “Depending upon the platform, some steps may require modification. For example individual [citizens] may post to YouTube which may require a response post or a comment directing individuals to a website or blog with more information. “ She indicated that a determination would also be made whether or not the YouTube video provided helpful content that should be disseminated using other platforms.
What concerns people? The biggest concern of emergency management professionals in Anaheim regarding this new monitoring program is liability: “What if messages are not addressed and then the agency gets sued?”
Thank you @AnaheimCERT for the interview and great responses.
Are you looking to do anything similar with your CERT? Please let me know.
 Stephens, Kim, “SMEM chat: Monitoring Social Networks—How do we Listen?” March, 2011, http://idisaster.wordpress.com/2011/03/27/smem-chat-monitoring-social-networks-how-do-we-listen/.