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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media

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M
McNutt

The document discusses Dalhousie University's use of social media for emergency communications. It outlines three emergencies - an asbestos discovery forcing an evacuation, a fire at the Life Sciences Centre, and Hurricane Earl. In each case, Dalhousie was able to provide timely updates on Facebook, Twitter, and its website to inform students and the community. The integration of a new media officer improved Dalhousie's social media response and increased its online presence. Lessons from managing communications across these emergencies will help Dalhousie improve future social media strategies.

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Fire + Ice Status Updates + Tweets Status Updates + Tweets Emergency communications in the social media age Ryan McNutt New Media Officer Communications and Marketing Flickr user: morten gade
Flickr user: gsloan
Moi Dalhousie¡¯s new media officer since 2008 Freelance music writer + musicology student My brother is a bigger deal on the Interweb than me and I¡¯m mostly sorta okay with that
¡° What¡¯s that? There¡¯s a fire at the ol¡¯ college schoolhouse?!?!¡±
INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004 Flickr user: micmol
Goals Utilize our social media channels and monitoring software to identify and respond to our audiences¡¯ information needs. Provide timely and relevant information about emerging situations throughout the multi-platform web environment. Increase community membership, building channels for other communications and marketing objectives.
Tactics Dalhousie University Facebook page 4,400 fans (Sept. ¡¯10) @dalnews twitter account 950 followers (Sept. ¡¯10) Dal News website w/comment feature 17,200 page views/week (2010)
Prologue ¨C Planning Integration of new media officer into emergency communications operations. Director of Security AVP Communications & Marketing Media Web Social Media Outreach to journalists Email, website update, text messaging Facebook, Twitter, etc.
Prologue - Planning Adoption of social media monitoring/measurement software
Chapter 1 ¨C Asbestos April 8, 2010 Life Sciences Centre building undergoing renovations Asbestos discovery forces morning evacuation; subsequent re-entry order is rescinded Building ends up closed for the weekend as Dept. of Labour inspects
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INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
Chapter Two ¨C Fire July 24, 2010 (evening) Fire breaks out on the 8th floor of the Life Sciences Centre Piece of construction equipment on roof causes explosion heard throughout the city News of fire spreads rapidly on Twitter
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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media
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INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
Chapter 3 - Hurricane Earl September 4, 2010 Day before residence move-in for new students Made landfall just south of Halifax as a category 2 hurricane (120 km/hr) 252,000 residences (1 million people) left without power, almost 100,000 for more than 24 hours
INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
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Evaluation Quick, timely responses earned positive feedback from audiences, internal stakeholders and external observers Helped in identifying deeper communications issues (discontent with Life Sciences¡¯ retrofit) All three social channels grew in 2010: Facebook 155%, Twitter 217%, Dal News 14%
Social results Facebook 46 post likes, 43 user comments, 746 new fans (two week period), 911 clickthroughs to Dal News Twitter Retweets: 65 retweets, 198 new followers (two week period), 353 clickthroughs to Dal News Dal News 29,962 page views, 181 comments
What we learned Opportunities Audience Social capital Information sourcing Reliability Human-ness Speed Challenges Detail Translation Speed
Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com Linkedin.com/in/ryanmcnutt THE END Presentation prep soundtrack ...questions? Fucked Up David Comes to Life One Hundred Dollars Songs of Man Austra Feel it Break Sloan The Double Cross Miracle Fortress Was I The Wave? Colin Stetson New History Warfare Vol. 2 - Judges

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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media

  • 1. Fire + Ice Status Updates + Tweets Status Updates + Tweets Emergency communications in the social media age Ryan McNutt New Media Officer Communications and Marketing Flickr user: morten gade
  • 3. Moi Dalhousie¡¯s new media officer since 2008 Freelance music writer + musicology student My brother is a bigger deal on the Interweb than me and I¡¯m mostly sorta okay with that
  • 4. ¡° What¡¯s that? There¡¯s a fire at the ol¡¯ college schoolhouse?!?!¡±
  • 5. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004 Flickr user: micmol
  • 6. Goals Utilize our social media channels and monitoring software to identify and respond to our audiences¡¯ information needs. Provide timely and relevant information about emerging situations throughout the multi-platform web environment. Increase community membership, building channels for other communications and marketing objectives.
  • 7. Tactics Dalhousie University Facebook page 4,400 fans (Sept. ¡¯10) @dalnews twitter account 950 followers (Sept. ¡¯10) Dal News website w/comment feature 17,200 page views/week (2010)
  • 8. Prologue ¨C Planning Integration of new media officer into emergency communications operations. Director of Security AVP Communications & Marketing Media Web Social Media Outreach to journalists Email, website update, text messaging Facebook, Twitter, etc.
  • 9. Prologue - Planning Adoption of social media monitoring/measurement software
  • 10. Chapter 1 ¨C Asbestos April 8, 2010 Life Sciences Centre building undergoing renovations Asbestos discovery forces morning evacuation; subsequent re-entry order is rescinded Building ends up closed for the weekend as Dept. of Labour inspects
  • 11. ?
  • 12. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 13. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 14. Chapter Two ¨C Fire July 24, 2010 (evening) Fire breaks out on the 8th floor of the Life Sciences Centre Piece of construction equipment on roof causes explosion heard throughout the city News of fire spreads rapidly on Twitter
  • 15. ?
  • 16. ?
  • 18. ?
  • 19. ?
  • 20. ?
  • 21. ?
  • 22. ?
  • 23. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 24. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 25. Chapter 3 - Hurricane Earl September 4, 2010 Day before residence move-in for new students Made landfall just south of Halifax as a category 2 hurricane (120 km/hr) 252,000 residences (1 million people) left without power, almost 100,000 for more than 24 hours
  • 26. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 27. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 28. ?
  • 29. Evaluation Quick, timely responses earned positive feedback from audiences, internal stakeholders and external observers Helped in identifying deeper communications issues (discontent with Life Sciences¡¯ retrofit) All three social channels grew in 2010: Facebook 155%, Twitter 217%, Dal News 14%
  • 30. Social results Facebook 46 post likes, 43 user comments, 746 new fans (two week period), 911 clickthroughs to Dal News Twitter Retweets: 65 retweets, 198 new followers (two week period), 353 clickthroughs to Dal News Dal News 29,962 page views, 181 comments
  • 31. What we learned Opportunities Audience Social capital Information sourcing Reliability Human-ness Speed Challenges Detail Translation Speed
  • 32. Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com Linkedin.com/in/ryanmcnutt THE END Presentation prep soundtrack ...questions? Fucked Up David Comes to Life One Hundred Dollars Songs of Man Austra Feel it Break Sloan The Double Cross Miracle Fortress Was I The Wave? Colin Stetson New History Warfare Vol. 2 - Judges