By: Stephanie Aanstoos, Account Executive

Technology is changing the way in which people respond to emergencies, and in recent years, social media has become increasingly important during times of crisis. Social media helped save lives in disaster situations such as the earthquakes in Haiti, the tsunami in Japan and various violent protests in the Middle East. After the Boston Marathon bombings, social media was essentially the only way to connect with loved ones and find missing people when the cell phone networks were blocked. Many people also used social media to ask for and provide help or shelter, as some had to evacuate from their hotels; to raise money or spread the word about events to raise money for the Boston Red Cross (or other people/organizations aiding in recovery); and even to help with the investigation through crowd sourcing — see “Social media’s role in Boston bombing investigation.”

This wordle was created using the text from a National Geographic article, “Social Media Shapes Boston Bombings Response.” Click the image to read the article.

Social media can help disseminate crucial information instantaneously, and it has become necessary for organizations to incorporate social media into their crisis communication plans. There are several issues to consider when disseminating information through social media, but overall it is an important tool that, when used properly, can help the public prepare for, respond to, and recover from all types of disasters.

Government agencies at all levels have accepted social media as a vital tool to include in their crisis communication plans. The Federal Emergency Management Agency (FEMA) has been actively involved in research and discussions about optimizing social media use at the federal level, and they have already integrated Facebook and Twitter on a regular basis for sending all types of information to the public. If you’re in Florida, be sure to follow @FLSERT on Twitter and ‘like’ Florida SERT on Facebook.

There are several ways organizations can stay up-to-date on the latest research and tools regarding emergency communication through social media. iDisaster 2.0, for example, is a WordPress blog dedicated to social media and emergency management. Kim Stephens is the lead blogger and focuses on the benefits and challenges faced when establishing new information communications tools. This site posts recent reports, makes recommendations and interacts with all types of organizations like the Red Cross and FEMA. #SMEMChat (Social Media Emergency Management) is another opportunity to stay informed and interact with other organizations via a weekly Twitter feed.

Many studies on the use of social media for emergencies have concluded best-practices for emergency management objectives. These include the need to:

  • Identify target audiences for the applications
  • Determine appropriate types of information for dissemination
  • Disseminate information in which the public is interested
  • Identify any negative consequences arising from the application

Social media has created a new way for people to interact and share information during emergencies, often even allowing victims to seek help when traditional media sources are unavailable. While many believe the potential is great for social media to improve response and relief efforts, others might question the administrative costs associated with social media and the potential of spreading misinformation and malicious or fraudulent behavior. Some of the risks governments, humanitarian agencies and local communities face with modern technological innovation include:

  • Information flows must be two-way to be effective
  • Information will not be used unless it is trusted
  • Information will be helpful only if it is accurate

As social media has become more widely used, especially by news outlets and other organizations, it has become a place many people turn to before traditional media as a source of information. Yes, there are many problems to be conscious of, but the benefits found in recent studies are undeniable. By continuing to follow the latest research and developing a plan ahead of time for possible crises scenarios, social media can be a superior tool to manage communication during any emergency that impacts your organization.