NFPA Journal - January/February 2014 - (Page 45)

FEMA is also trying to maximize the impact of its social media use, particularly for data collection. Craig Fugate, FEMA's administrator, created buzz in 2011 when he said his agency would use social media before, during, and after a disaster. Two years later, Shayne Adamski, FEMA's senior manager of Digital Engagement, provided written testimony to a House of Representatives' homeland security subcommittee stating that the agency has followed through on its promise. FEMA now has five Facebook pages with approximately 170,000 fans and 36 Twitter accounts that have amassed 460,000 followers. Like the Red Cross, the agency is also "tapping into the potential of social media to gain valuable feedback," Adamski stated in his testimony. FEMA, for instance, identified rumors circulating online during Sandy and quickly corrected the misinformation through its social channels. It has also held "virtual town halls" on Twitter. Higher education institutions-a setting filled with a generation of Facebook and Twitter enthusiasts-also seem to appreciate the breadth and rapid dissemination of online information. "Social media is integral to our outreach and response efforts," says Diane Mack, director of emergency management and continuity for Indiana University and a member of the NFPA 1600 Social Media Task Group. "We've integrated it into our mass notification system. Whenever we send out phone and text alerts, we're now including social media components." These components came in handy when reports began circulating of a man removing a long gun from a parked car at the university's downtown Indianapolis campus last March. The 30,000-student campus was placed on lockdown as officials tried to locate the individual, who was never found. "These tools allow us to understand what's going on out there [on campus] and the emotions people are feeling," says Mack. "It's not just information going out, but information coming in. They're extremely Photograph: Corbis Recording the moment as Superstorm Sandy approaches New Jersey. Experts say monitoring the use and accuracy of such images on social media platforms is becoming an increasingly important task for the public safety and responder communities during emergencies. powerful tools if you're able to harness them. Unfortunately, there are still a number of county emergency managers unfamiliar with these tools." Standard operating procedures The need for better guidance and in-depth code language on the use of these tools prompted the formation of the NFPA 1600 Social Media Task Group last year. The 2013 edition of the standard mentions social media in Annex A as part of the development of a crisis communications plan. According to the standard, these plans should include a pre-established structure and process for gathering and disseminating emergency and crisis information to internal and external stakeholders. Collecting inquiries and responding to the public should be incorporated into the process to ensure a two-way dialogue. The standard states that social media can aid in this endeavor, but doesn't supply additional information on the use of these tools. "I never realized how large a role social media played in emergency management until the committee members and I started seeing recent examples" of its use, says Orlando Hernandez, staff liaison for NFPA 1600. Both Hernandez and Jo Robertson, the task group's chair, say it's too soon to speculate on new language or provisions that could be included in the standard. The committee, however, has been querying NFPA 1600 committee members on their companies' social media use, from both the public and private sector, to get a better sense of its function. "Because social media is changing so rapidly, it's not necessarily going to be worthwhile to list social media platforms [in the standard]," says Robertson. "None of them may be relevant in 2016. We'll be focusing on why it's necessary, and its use will be determined by the entity itself." The task group will continue its discussions on effective code language with the rest of the 1600 committee at its next meeting in March. So far, it seems the committee is in line with the task group's efforts. "The sense from the committee is that what the task group is doing is right on target," says Hernandez. "I was surprised that there was such broad agreement on this issue. There was a collective acknowledgement that this has to happen." Fred durso, Jr. is staff writer at NFPA Journal. Follow him on Twitter at @FredDursoJr. JANUARY/FEBRUARY 2014 NFPA JOURNAL 45

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

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