QPS Media Story Never Gets Old!

Post by: Kim Stephens

Special Emergency Response Team (Queensland) (Photo credit: Wikipedia)

July 12, 2012 ZDNET posted a story recounting the amazing experience of Queensland Police Service and their use of social media during the January 2011 floods in Australia. Reading it reminded me of why I find the cause of social media and emergency/crisis communications so compelling. There are numerous quotes from Kym Charlton- executive director of the Queensland Police Service’s (QPS) media and public affairs branch, that could headline a social media and emergency management conference. Each of her statements seem to address the question “Why should I use social media to communicate with the public during a crisis?”

Here’s what they learned:

• Bypass the Media as the message filter and provide hyper-local information:

“We were able to pump out a whole lot of information that we knew wouldn’t make the mainstream media; they just wouldn’t have picked up that volume of information. It was quite low level, but it was really important if it was about your area,” she said.

• Get information out in a timely fashion:

“Rather than me sitting in a disaster-management meeting, listening to the premier being briefed, taking notes, going out and giving it to someone to write a media release, then spending the rest of the day chasing around incredibly busy people to clear the information, I started to post status updates as I heard the premier being briefed,” she said.

• Expect to work long days:

“For example, the day that the Lockyer Valley flooded was the same day that Brisbane and Ipswich realised there was going to be a major flood. All of a sudden, you had the entire population of both cities desperately trying to work out if their houses were going to flood. A lot of people weren’t here in 1974; also, there are way more houses [now] than there used to be. We saw a huge jump of people coming to the page to find that information.” On that particular day, 10 January, Charlton sent her first and last tweets at 4.45am and 11.45pm, respectively.

• Expect a huge increase in the amount of people accessing your social pages. 

“The numbers surrounding 10 January are astonishing. The QPS Facebook page received 39 million individual story views — the equivalent of 450 page impressions per second — while being updated by staff every 10 minutes or so. (“That amount of traffic would have crashed both our public website and our operational website,” Charlton noted.)

Their Facebook audience grew from 16,500 on 9 January to 165,000 within a fortnight; many of those joined the page during the 24-hour period following the Lockyer Valley torrent. Overnight, the QPS social-media accounts had become a lifejacket to which many Queenslanders clung.

• Establish your social presence before an event occurs.

“We were in that wonderful position where we knew enough to be able to use it [during the floods],” she said. “It wasn’t a decision where anyone said, OK, we’re going to focus on social media’. We just started doing it because it worked.”

• Don’t advertise the goods, just deliver them.

“…QPS is just one shining star within a tight-knit constellation of Australian police departments that live and breathe social media each day. None of them have spent a single cent on advertising or promoting these channels; fittingly, they’ve all developed organically through networked word of mouth.”

End result: “…connect humans with one another, and to share meaningful information immediately.”

Thank you QPS Media and ZDNet for reminding us all of this amazing story and example to live up to!

Related articles

• The digital beat: policing social media – ZDNet (zdnet.com)
• Police and the place of social media (blogs.abc.net.au)