Social Networking Implications and Benefits. Rolf Preuss, ENP, FCEM

Transcription

1 Social Networking Implications and Benefits Rolf Preuss, ENP, FCEM

2 What are we talking about?

3 Definition of Social Media The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. (Wikipedia) Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. (Merriam-Webster) First Known Use: 2004

4 Forms of Social Media Kaplan and Haenlein created a classification scheme for six different types of social media (Business Horizons, 2010): 1. Collaborative Projects (e.g. Wikipedia) 2. Blogs and Microblogs (e.g. Twitter) 3. Content Communities (e.g. YouTube) 4. Social Networking sites (e.g. Facebook) 5. Virtual Game Worlds (e.g. World of Warcraft) 6. Virtual Social Worlds (e.g. Second Life) Many of these social media services can be integrated via social network aggregation platforms.

5 Social Network Aggregation Process of collecting content from multiple social network services into a single location Various services provide tools for users to consolidate messages, track friends, search across multiple social network sites, read news feeds from multiple network services and watch for information across multiple services or types Kietzmann et al. (2011) present a honeycomb framework

6 Social Media vs. Classic Media Social Media is referred to as Consumer Generated Media Differs from classic Industrial Media by being inexpensive and easily accessible: Not using classic distribution channels Not requiring special skills Immediate distribution and availability

7 Social Media For many the primary source of information sharing Face book - More than 800 million active users Twitter More than 56 million accounts My Space down to 18 million YouTube Top five channels get same number of viewers as the top five U.S. cable channels

8 Customer Service The old adage in customer service is a satisfied customer will tell 7 other people and dissatisfied customer will tell 28 other people Now one unhappy person can instantly tell 250+ friends or followers who can share or retweet you in the thousands within hours

9 Can we afford to neglect Social Media As source of news information? As a way to receive information? As a way to receive information in our line of work? As a way to spread misinformation? As a way to control misinformation? As a way to spread quality information?

10 Agency Policy Does your agency have a policy regarding social media?

11 Agency Policy Samples Many agency IT Departments have a policy against social media access and/or usage while on duty Some agencies have a policy disallowing employees to identify their place of employment on social media sites Many twitter users include a disclaimer that opinions are their own and are not the opinions of their employer

12 Agencies vs. Social Media Yet does your organization try to embrace the benefits of social media? Are decision makers informed enough about social media? Could they be scared of new technology? What do they know about social media?

13 There Really IS More Than This!!

14 Agency Policy By not allowing any social media you are losing out on a valuable information tool There is a certain demographic that you will only reach by utilizing social media Social media sites are increasing continually in use by agencies, companies, public service organizations

15 Examples of Current Social Media Sites NENA APCO PSTC IACP FL SERT The Justice Dept. Craig at FEMA The Weather Channel Replay Amber Alert Critical Incident Stress Management Foundation National Terrorism Advisory System NORAD Smokey Bear GIS Public Safety

16 Mission of Public Safety Through the use of social media, we can reach out and ensure that the public stays well informed. Community relations is an essential tool for a successful public safety agency Keeping the public well informed should be the second mission of every Public Safety agency

17 How can you not? Traditional communication methods must evolve You will be able to pull the community back to your agency website You can link your social media efforts together by using aggregation software so one post will flood all audiences in times of emergency (without expensive tools and lines)

18 Social Media Benefits Ease in sharing of necessary public safety information With decrease in home phone usage, and many not knowing how to opt in to reverse this gives you an immediate form of communication You can mass communicate in a short period of time You can easily reach hearing impaired customers

19 Social Media Notifications You can share information on community and special events and safety reminders such as Road Closures Trick or treat safety tips Christmas shopping safety tips Locking vehicles in driveways to prevent burglaries Fire extinguisher public education Smoke detector battery replacements Hurricane safety events

20 To not embrace the social medias is to turn a blind eye to the modern and evolving form of communication.

21 Let s do this - what do we need? Buy in from decision makers Implementation Strategy Social media policy And a bit of discipline from everyone

22 Buy in from decision makers Social Media bypasses traditional flow of information Public information Officer function can be replaced by Social Media feeds from bystanders Traditional Media monitors and will pick up feeds from eye witnesses and propagate Does this leave you in control of information?

23 Implementation Strategy NFPA's Top Ten Techniques for Utilizing Social Media 1. Plan a Strategy Find your Customers 2. Commit Engage your Customers 3. Be Authentic 4. Be Current 5. Be Social Expect to answer questions 6. Maintain Quality 7. Tailor Content to Each Site 8. Be Interesting and Entertaining 9. Consider Timing 10.Track Results

24 Social Media Policy Social Media Policy is needed to establish boundaries and stop abuse Policy will specify use of social media at your work place AND your time off the job Policy will specify a frame work for proper use

25 A Bit of Discipline Do not abuse social media - use common sense Simple rule of thumb: When in doubt, check with your supervisor

26 Implications and Benefits Social Media are replacing the traditional communication channels If we do not harness the power of these communication channels, someone will Educate decision makers Get a solid social media policy Follow a strategy for maximum impact

27 Questions? Thank You for Your time today! Rolf Preuss News for News for Public Safety

28 Resources Cops 2.0 Communications, Technology and Services Crisis blogger The Role of Social Media in Public Safety details.aspx?id= Social Media and Emergency Management NFPA Encourages Outreach via Social Media ts/nfpa-encourages-outreach-social-media Emergency Management