Community Management During Hurricane Sandy
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During Hurricane Sandy in 2012, social media usage spiked with millions of tweets and photos shared. Community managers at universities, businesses, and local media used social media to provide credible updates, resources, and help inform their communities. However, some fake images and rumors also spread rapidly online. The Red Cross saw large engagement increases by sharing verified information and resources on social media. A Northeastern Pennsylvania hurricane watch page gained over 50,000 likes by helping inform the local area with real-time weather data. Lessons included verifying information before sharing and avoiding disaster marketing.
Community Management During Hurricane Sandy
- 1. Community Management During Hurricane Sandy By: Andrew Torba CEO and Co-Founder of Kuhcoon.com.
- 2. Some Staggering Social Facts 9 million tweets sent with the hashtag Sandy as of 10/31/12 - Topsy 10 pictures uploaded per second during the storm on Instagram with the hashtag Sandy- CBS News Hurricane Sandy quickly rose to the second most talked about topic on Facebook in 2012, behind only the Presidential election. 2
- 3. Top Terms Used on Facebook Before and After the Storm. Data via Facebook, graphic via TechCrunch. 3
- 4. How did Community Managers respond? Tips Resources Evacuation notices Latest updates 4
- 5. Universities Answered questions. Provided information for further resources. 5
- 6. Businesses Kept in touch with customers. Provided information during power outages, flooding. 6
- 7. Local Media Companies Helped spread news throughout the local communities. Credible source of information. 7
- 8. Fake Viral Images and Rumors Several fake images quickly went viral including a photo of soldiers standing guard at the Tomb of Unknowns and a report that three feet of water flooded the New York Stock Exchange. 8
- 9. Traditional Media Journalists Provided verified information and images. Helped inform users of fake viral images and stories. 9
- 10. Those not affected Offered support. Showed the human side of social media. 10
- 11. Disaster Push Marketing Many saw this tweet as insensitive. Gap later apologized with this tweet: 11
- 12. The Red Cross Engagement and Likes Quadrupled People turned to official sources for credible information. Provided photos, information, and resources. 12
- 13. Case Study: NEPA Hurricane Sandy Watch Page Page created by two young Northeastern Pennsylvania residents. Helped inform the NEPA area with real time data and information from the National Weather Center. 13
- 14. Case Study: NEPA Hurricane Sandy Watch Page Within 48 hours the page managed to receive nearly 50,000 likes. The page saw thousands of people engaging and sharing the information across their personal networks; easily reaching over a million people. 14
- 15. Lessons Learned Dont believe everything you see on the Internet. Verify information before sharing with your community. Do not advertise and push market during a disaster. Provide tips, news, credible information, and resources. 15