This past month, I've been working on a report for the Community and Regional Resilience Institute, CARRI, proposing the ways that social media might increase community resilience to disaster. In the process of writing, I've come across a number of great examples of ways that social media are being used in anticipation of problems and opportunities, to prepare local communities for future events, and to respond effectively and efficiently. Occasionally, I see an interesting 'how to' article and this one was of particular interest because it gets to a question that I've heard time and again regarding an effective social media strategy.
If we build it, will they come? This is one of the questions routinely raised as emergency managers consider how to develop a presence on line. Other questions include; Should we create a Twitter account; a Facebook Page; a Blog? How do we drive people to our site so that the right information gets to the people who need it in a crisis?
While I'm not a social media strategist, the suggestions here (adapted to meet the context of emergency management) are aligned with research findings about collaboration, networking, and community preparedness.
1. Your organization/agency needs to have a community presence first.
The act of creating an online presence does not bring attention to your agency. You have to have an understanding of and presence in your community first. Social media serves as one channel to reach the community. It becomes a reflection of your community engagement. You need to identify community partners and link to them if you are to get the word out to those who most need it. It's not enough to think that if you 'build it, they will come'.
2. Using social media is like riding a bull - getting on is the easy part.
Once you're on, you have to identify your strategy to use social media in a meaningful way. It can serve as a channel - to push information out. It can serve as a means to conduct community dialogue. It can serve as a way to monitor the buzz on the street. It is a window into the minds of your constituents. Track blog posts, track twitter traffic related to a specific event or incident, or agency name.
3. Social media is about participatory communication, not technology.
It may be intimidating at first, but it is an ideal tool to network and create community connections. Collaboration is one key to successful preparedness, response, and recovery. Social media serves as a tool to create and maintain collaborative networks.
4. Create policies that fit communication goals, not specific technologies.
Attaching all of your plans and policies to a particular social media technology is not a useful strategy. Technology systems will change. The old will fade away and the new will take its place. Plan to adapt with the newest communication systems.
5. The web is much more than a uni-directional channel.
It is more than just a channel to push information out. The interactive web, Web 2.0, allows for participation not just broadcasting of information. It can help an agency to engage community members, to build trust, and to develop communications. Agencies can also learn from other early adopters by observing their activities online and modeling effective practices after their partnering organizations activities.
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If we build it, will they come? This is one of the questions routinely raised as emergency managers consider how to develop a presence on line. Other questions include; Should we create a Twitter account; a Facebook Page; a Blog? How do we drive people to our site so that the right information gets to the people who need it in a crisis?
While I'm not a social media strategist, the suggestions here (adapted to meet the context of emergency management) are aligned with research findings about collaboration, networking, and community preparedness.
1. Your organization/agency needs to have a community presence first.
The act of creating an online presence does not bring attention to your agency. You have to have an understanding of and presence in your community first. Social media serves as one channel to reach the community. It becomes a reflection of your community engagement. You need to identify community partners and link to them if you are to get the word out to those who most need it. It's not enough to think that if you 'build it, they will come'.
2. Using social media is like riding a bull - getting on is the easy part.
Once you're on, you have to identify your strategy to use social media in a meaningful way. It can serve as a channel - to push information out. It can serve as a means to conduct community dialogue. It can serve as a way to monitor the buzz on the street. It is a window into the minds of your constituents. Track blog posts, track twitter traffic related to a specific event or incident, or agency name.
3. Social media is about participatory communication, not technology.
It may be intimidating at first, but it is an ideal tool to network and create community connections. Collaboration is one key to successful preparedness, response, and recovery. Social media serves as a tool to create and maintain collaborative networks.
4. Create policies that fit communication goals, not specific technologies.
Attaching all of your plans and policies to a particular social media technology is not a useful strategy. Technology systems will change. The old will fade away and the new will take its place. Plan to adapt with the newest communication systems.
5. The web is much more than a uni-directional channel.
It is more than just a channel to push information out. The interactive web, Web 2.0, allows for participation not just broadcasting of information. It can help an agency to engage community members, to build trust, and to develop communications. Agencies can also learn from other early adopters by observing their activities online and modeling effective practices after their partnering organizations activities.
