Abstract
We present findings from our 2018 survey of organizations involved in emergency management in areas affected by Hurricanes Sandy and Isaac to gain insight into their social media use throughout the four phases of emergencies – preparedness, response, recovery, and mitigation planning. While 90% of the 269 respondents report using social media in their communications with the public, government offices are more active throughout the four phases compared to the other groups. First responders use social media most during the response and preparedness phases, while news media and NGOs are more active during the recovery phase. This suggests that groups that perform emergency-response functions and NGOs play complementary roles in emergency communications. Further, respondents representing government offices and first responders use social media primarily to disseminate information, while news media groups and NGOs expressed more confidence in social media as a mechanism for bi-directional communications. While Facebook is most commonly used to respond to the public, the NGOs and news media groups also use newer, image-based options like Instagram. All groups reported less social media use during the quiet time (mitigation planning phase) between emergencies, suggesting opportunities for these organizations to increase communications with the public before emergencies arise.
Funding source: National Science Foundation (NSF)
Award Identifier / Grant number: 1620451
Funding source: NaN
Award Identifier / Grant number: 1762600
Survey
Start of Block: Screening Questions
1.1 How would you describe the nature of the organization your Twitter account represents? Select One:
o Charitable Organization (1)
o Government-Related Agency or Office (2)
o First Responder (3)
o For Profit Non-Government Organization (4)
o News Media Organization (5)
o Non Profit Non-Government Organization (7)
o Other, Please Explain: (6) ________________________________________________
1.2 How would you describe the geographic reach of your organization? Select One:
o Local Organization representing a city, municipality, or neighborhood (4)
o County-wide (3)
o State-wide (2)
o Nationally within the United States (1)
1.3 Please provide the geographic area for which your organization is most associated.
For Example, Appropriate Responses Include:
| The United States | New Jersey | Escambia County, FL | Newport, RI |
1.4 Does your organization use social media to inform the public of emergencies?
Select One:
o Yes (1)
o No (2)
Skip To: 2.7 If Does your organization use social media to inform the public of public health crises or emergencies? = Yes
1.5 Why doesn’t your organization use social media to inform the public of emergencies?
Select all that apply:
▢ Lack of Financial Resources (1)
▢ Lack of Human Resources (2)
▢ Lack of Policy or Protocol Regarding Social Media Use (3)
▢ Lack of Technology Resources (4)
▢ Lack of Training or Skills (5)
▢ Social Media has a Limited Ability to Reach our Target Audience (6)
▢ Uncertainty of the Accuracy of Information (7)
▢ Not Our Organization’s Mission (9)
▢ Other, Please Explain: (8) ________________________________________________
1.6 Do you plan to incorporate social media into your organization’s communication strategy in the future?
o Yes (1)
o Maybe (2)
o No (3)
Skip To: End of Survey If Do you plan to incorporate social media into your organization’s communication strategy in the fu … = Yes
Skip To: End of Survey If Do you plan to incorporate social media into your organization’s communication strategy in the fu … = Maybe
Skip To: End of Survey If Do you plan to incorporate social media into your organization’s communication strategy in the fu … = No
2.7 How does your organization respond to public questions and comments?
| Never (1) | Sometimes (2) | About half the time (3) | Most of the time (4) | Always (5) | |
|---|---|---|---|---|---|
| Blog (1) | o | o | o | o | o |
| Email (2) | o | o | o | o | o |
| Google+ (3) | o | o | o | o | o |
| Facebook (4) | o | o | o | o | o |
| Instagram (5) | o | o | o | o | o |
| Mobile application (6) | o | o | o | o | o |
| Nextdoor (7) | o | o | o | o | o |
| Nixel (8) | o | o | o | o | o |
| Snapchat (9) | o | o | o | o | o |
| Text message alerts (10) | o | o | o | o | o |
| Twitter (11) | o | o | o | o | o |
| Website (12) | o | o | o | o | o |
| Zello (13) | o | o | o | o | o |
| Traditional news media (14) | o | o | o | o | o |
2.8 Which types of messages does your organization share over social media platforms?
Select All that apply:
▢ Press Release (1)
▢ Local Updates, Alerts, or Warnings (2)
▢ Retrospective or After-action Reports (3)
▢ “Send Us Your Pictures” or “Let us Know” Type Messages (4)
▢ Call for Action (click a link to read more, etc.) (6)
▢ Retweets of Citizens’ Messages (7)
▢ Interactive Community Engagement/Networking (replying to individual users, acting as a part of the community) (8)
▢ Responses to Media Organizations (9)
▢ Other (10) ________________________________________________
2.9 Does your organization validate information before sharing it with the public?
Select one:
o Always (1)
o Most of the time (2)
o Sometimes (3)
o Never (4)
Skip To: 2.11 If Does your organization validate information before sharing it with the public? Select one: = Never
2.10 How does your organization validate information before sharing with the public?
Select all that Apply:
▢ Sharing information only from official sources (1)
▢ Sharing information only from Verified Accounts (Twitter) (2)
▢ First person accounts from persons on the ground (3)
▢ No policy regarding information sharing on social media (4)
2.11 How would you rate your organization’s use of social media during the following phases of emergency management?
| Never (1) | Sometimes (2) | Most of the time (4) | Always (5) | |
|---|---|---|---|---|
| Mitigation: Preventing future emergencies or minimizing their effects (For example: conducting inspections of building safety) (1) | o | o | o | o |
| Preparedness: Preparing to handle an emergency (For example: stocking hurricane supplies) (2) | o | o | o | o |
| Response: Responding safely to an emergency (For example: Checking official news sources before returning to an affected area) (3) | o | o | o | o |
| Recovery: Recovering from an emergency (For example: rebuilding stronger after a disaster) (4) | o | o | o | o |
2.12 Does your organization have a plan to increase support for social media communications during a crisis? (For Example: Assigning additional staff members to meet high demand)
o Yes (1)
o No (2)
o Not Sure (3)
Skip To: End of Block If Does your organization have a plan to increase support for social media communications during ac …! = Yes
Skip To: End of Block If Does your organization have a plan to increase support for social media communications during ac … = Not Sure
2.13 How does your organization increase capacity to monitor social media during crisis events?
Select all that apply:
▢ Ad Hoc Leveraging of Volunteers (1)
▢ Crisis Plan Diverting Support Within Organization (2)
▢ Crisis Plan Leveraging Third Party Organizations (3)
▢ Other, Please Explain: (4) ________________________________________________
3.14 Please describe your agreement with communicating risk-related information through social media.
| Strongly agree (1) | Agree (2) | Somewhat agree (3) | Neither agree nor disagree (4) | Somewhat disagree (5) | Disagree (6) | Strongly disagree (7) | |
|---|---|---|---|---|---|---|---|
| Serves as primary means of communication (1) | o | o | o | o | o | o | o |
| Supplements primary means of communication though other media outlets (2) | o | o | o | o | o | o | o |
| Collects information from the public through two-way communications (3) | o | o | o | o | o | o | o |
| Assists and informs official disaster response strategies (4) | o | o | o | o | o | o | o |
| Identifies individuals in need of assistance (5) | o | o | o | o | o | o | o |
| Will play a greater role in crisis and risk communication in the future (6) | o | o | o | o | o | o | o |
3.15 Does your organization “follow” other users on social media? If so, how do you select who to follow?
Select all that Apply:
▢ ⊗This is not a focus of our social media campaign (1)
▢ Following users in the local area (2)
▢ Following reputable verified sources of crisis or risk information (3)
▢ We have other criteria for selecting who to follow, such as: (4) ________________________________________________
3.16 Which audience behaviors does your organization seek to measure?
Select all that Apply:
▢ Awareness of organization (1)
▢ Online engagement with organization (2)
▢ Clicks and shares to organization’s website or mobile application (3)
▢ New advocates and fans of organization (4)
▢ Increasing organization’s online presence relative to competing organizations (5)
▢ ⊗None (7)
▢ Other, Please Explain: (6) ________________________________________________
3.17 Which metrics do(es) your organization use to evaluate communication through social media?
Select all that Apply:
▢ Gather feedback from public (1)
▢ Monitor social media metrics with built-in features (2)
▢ Consultation with third party organizations (3)
▢ Use data collected from metrics to make efforts to expand reach of communications (4)
▢ Advertise or cross-reference social media profile elsewhere (5)
▢ ⊗We do not actively monitor communication success on social media accounts (6)
▢ Other, Please Explain: (7) ________________________________________________
3.18 When reaching out to a disaster-affected community, how would you rank the extent of concern when confronted with the following common obstacles on social media?
| Not a concern (1) | Small concern (2) | Major concern (3) | |
|---|---|---|---|
| Difficulty or complexity of social media (1) | o | o | o |
| Low subscription to social media by public in the local area (2) | o | o | o |
| Insufficient human resources to monitor social media (3) | o | o | o |
| Unknown accuracy of information on social media (4) | o | o | o |
| Anonymity of users (5) | o | o | o |
| Insufficient technology resources (6) | o | o | o |
| Improper/insufficient training (7) | o | o | o |
| Lacking procedure or protocol within agency/organization (8) | o | o | o |
3.19 Are there other obstacles that you encounter when reaching out to a disaster-affected community using social media?
o None/Not Sure (1)
o Please Explain: (2) ________________________________________________
3.20 Because some people do not use social media, do you think the uneven social media use (disparity) may affect your emergency management to disasters?
o Yes (1)
o No (2)
o Not Sure (3)
Skip To: 3.22 If Because some people do not use social media, do you think the uneven social media use (disparity) … = No
3.21 Do you have any thoughts on how to improve disaster resilience through social media?
________________________________________________________________
3.22 How might social media benefit your organization in the future?
| Unlikely (1) | Maybe (2) | Likely (3) | |
|---|---|---|---|
| Providing means reach more people than traditional media (1) | o | o | o |
| Increasing public engagement (2) | o | o | o |
| Tool for improving situational awareness and crowdsourcing information (3) | o | o | o |
| Source of news and information (4) | o | o | o |
| Other, please explain: (5) | o | o | o |
Carry Forward Selected Choices from “How does your organization respond to public questions and comments?”
4.23 Did your organization use these specific communication platforms during Hurricanes Isaac or Sandy in 2012?
| Yes (1) | No (2) | Not sure (3) | |
|---|---|---|---|
| Blog (x1) | o | o | o |
| Email (x2) | o | o | o |
| Google+ (x3) | o | o | o |
| Facebook (x4) | o | o | o |
| Instagram (x5) | o | o | o |
| Mobile application (x6) | o | o | o |
| Nextdoor (x7) | o | o | o |
| Nixel (x8) | o | o | o |
| Snapchat (x9) | o | o | o |
| Text message alerts (x10) | o | o | o |
| Twitter (x11) | o | o | o |
| Website (x12) | o | o | o |
| Zello (x13) | o | o | o |
| Traditional news media (x14) | o | o | o |
4.24 Which year did your organization begin Tweeting about disaster or emergency events?
| ▼ 2006 (1) … We do not use Twitter (13) |
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = We do not use Twitter
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = 2013
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = 2014
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = 2015
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = 2016
Skip To: End of Survey If Which year did your organization begin Tweeting about disaster or emergency events? = 2017
4.25 Did your organization use Twitter during Hurricane Isaac in August 2012?
o Yes (1)
o No (2)
o Not Sure (3)
4.26 Did your organization use Twitter during Hurricane Sandy in October 2012?
o Yes (1)
o No (2)
o Not Sure (3)
4.27 Which policies (if any) does your organization practice in respect to crisis or risk-related communication on Social Media since Hurricanes Isaac and Sandy in 2012?
Select all that Apply:
▢ We have developed target goals and a plan for communicating on social media (1)
▢ We strive for rapid respond to public comments and concerns (2)
▢ We have a staff or team member dedicated to monitoring our social media accounts (3)
▢ Social media accounts are monitored 24 h a day, seven days a week (4)
▢ Other, Please Explain: (5) ________________________________________________
4.28 Has your organization changed social media policies since 2012?
o Yes (1)
o No (2)
o Not Sure (3)
End of Block: Tweeting During Hurricanes Isaac and Sandy of 2012
-
Research funding: This work was supported by the National Science Foundation (NSF) (1620451) and NaN (1762600).
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