NFPA Journal - January/February 2014 - (Page 41)

emergency responders to share their insights on social media use. At NFPA, a task group representing the public and private sectors is currently discussing how the 2016 edition of NFPA 1600, Disaster/Emergency Management and Business Continuity Programs, should address social media. NFPA has already witnessed the advantages of effective social media use. (See "#ExpandingItsReach" on page 43.) For instance, its wildfire safety blog, Fire Break, was an invaluable tool for residents and safety personnel seeking information during the 2013 Black Forest Fire, the most destructive wildfire in Colorado's history. The blog included information on wildfire mitigation tactics, updates on the fire's spread, and more. "If social media is able to push out emergency information to critical audiences, we have to be able to use all of these tools," says Jo Robertson, chair of the NFPA 1600 Social Media Task Group and director of crisis preparedness for the chemical company Arkema. "Social media use is a reality. We all have to get past the notion that this is something we can ignore." Pros and cons The data seem to support Robertson's stance. The Red Cross recently polled the general public and concluded that participation in online communities and social forums remained steady nationwide in 2012, with nearly half of all respondents using these channels. While TV news and radio reports remain the primary sources for information during emergencies-safety experts agree that battery-powered radios remain vital tools, especially when electronic devices can't charge or operate during power outages-the use of social media during these events is on the rise, the poll found, and Americans have higher expectations for it. "Emergency social users," as the poll's report calls them, are increasingly likely to take safety or preparedness actions mentioned in social networks. Forty percent of them-a 16 percent #GettingEngaged Tips on building a strong online presence before and during an emergency WiTh all of The social media platforms out there, how do you develop an effective emergency preparedness and response strategy? one thing is certain: Waiting until a disaster actually hits to set up a Twitter or facebook account may be of little benefit to your audience. here are other recommendations from the 2012 edition of the crisis and emergency Risk communication manual developed by the centers for disease control and Prevention. Pre-crisis stay informed about new social media platforms, and be aware of what people are using. Recognize where the largest audiences reside and put resources where they exist. Use social media in daily communication activities. To build trust, online discussions with individuals should be taking place prior to an emergency. don't wait until a crisis. follow and share messages with credible sources. By cross-posting and retweeting messages among partner organizations, a coalition of credible sources is established and more individuals are reached through shared networks. determine social media engagement as part of risk and crisis management policies and approaches. incorporating social media into a crisis communication plan ensures that the tools will be analyzed and tested before the crisis. During a crisis Join the conversation, help manage rumors by responding to misinformation, and determine the best channels to reach segmented audiences. Reaching specific audiences with a key message is a foundation of targeted communication. check all information for accuracy and respond honestly to questions. if you don't know the answer to a question, it is better to communicate the uncertainty of the situation and explain what you are doing to find out the answer than to answer incorrectly or not answer at all. social media is interpersonal communication and should allow for human interaction and emotional support, which are important to individuals dealing with a crisis. ask for help and provide direction. Giving people something meaningful to do in a response to a crisis helps them make sense of the situation. The public can provide essential information, especially if they are directly affected by an event. if there are actions the public can take to reduce risks or assist the recovery effort, social media can spread the word by cross-posting, retweeting, or forwarding information. social media isn't a solution to all communication problems. The power to communicate remains with the behaviors of the communicating organization and the quality content they produce, not the technology. social media is not a best practice for crisis and emergency risk communication, but rather a tool to help the public follow best practices. download the manual at emergency.cdc.gov/cerc. chapter 9 pertains to social media use. -Fred Durso, Jr. JANUARY/FEBRUARY 2014 NFPA JOURNAL 41 http://emergency.cdc.gov/cerc

Table of Contents for the Digital Edition of NFPA Journal - January/February 2014

NFPA Journal - January/February 2014
Contents
First Word
In a Flash
Perspectives
In Compliance
First Responder
Research
Wildfire Watch
Outreach
Firewatch
#Are You Prepared?
Life and Death at Memorial
Barrier Smarts
Perfect Storm
Conference & Expo Preview
Section Spotlight
Product Showcase
Looking Back

NFPA Journal - January/February 2014