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Using Social Media As A Crisis Management Tool
To reach the broadest audience as quickly as possible, government agencies, nonprofits, corporations and others are turning to social media for crisis management.
Social Media Stats
YouTube 1 billion unique monthly users
Facebook 1.06 billion monthly active users
Pinterest 48.7 million users
Tumblr 170 million users
Twitter 500 million total users
Vimeo 12.6 million users
How Social Media Helps With Crisis Management
After Hurricane Sandy, Justin Auciello created a Facebook page called Jersey Shore Hurricane News to report updates in real time with 191,000 "likes."
Social media creates two-way communication between governmental agencies and the public.
Social media management in a PR crisis helps...
1 evaluate conversations about the brand
2 assess the level of threat and prioritize
3 determine how to respond
Progressive Insurance failed to respond timely to a negative situation which may have helped control it and manage the brand:
51.33% of the social media comments were negative,
40.67% were neutral and only
8% were positive.
American Red Cross
In 2011, a Red Cross employee accidentally tweeted something personal about drinking Dogfish Beer to its network of 260,000 followers. The Red Cross deleted the post and turned the incident into a fund raiser with Dogfish Beer asking the fans to donate to Red Cross.
Using Ushahidi to track Japan's earthquake in 2011, Ushahidi created the largest crisis map to date with more than 8,000 reports via social media identifying shelters, food, cell phone charging stations and road closures.
Using Social Media To Get The News
72% said they hear about news from family and friends by talking in person or on the phone.
15% get news from family and friends through social media sites.
25% of 18-to-25-year-olds get their news from social media.
Pros & Cons of Social Media and Crisis Reporting:
Immediacy, anyone can report news, news is disseminated quickly, cell phones can reach virtually anywhere.
Limited space, inaccurate information, potential lack of journalistic integrity, citizen journalists putting themselves in harm's way to get a story.
AMBER Alert, a voluntary partnership between law enforcement, the media and others to share time-sensitive bulletins about child-abduction cases, has a Facebook page with 106,000 likes since creating the page in 2009.
Facebook has set up 53 separate AMBER Alert pages, one for each state and district.
AMBER Alert has a Twitter account, @Amber_Alert, with 45,888 Followers.
The National Center for Missing and Exploited Children (NCMEC) says social media has helped to resolve and recover 98.5% of AMBER Alerts since 2005.
There have beenn 641 successful recoveries of abducted children using the AMBER Alert system. This includes alerts that were distributed via social media.
@Amber_Alert has posted 1,010 Tweets including Active Alerts, Canceled Alerts and Updated Alerts.
Of the 1,451 AMBER Alerts posted between 2005 and 2009, 1,430 children were found.