Role of Social Media Before, During and After Emergencies - Dissertation Example

 Role of Social Media before, during and after Emergencies Executive Summary The world has experienced a myriad of disasters in the recent past, from hurricanes, earthquakes and terror attacks. There has been increasing need for effective media of communication in the wake of disasters which are often characterized by failure of traditional media. Social media platforms such as Facebook, Twitter, Google + among others have been instrumental in dissemination of information much needed in disaster management cycle. Individuals have used social media to connect with friends and family members during disaster events. In particular, governments and various disaster management organizations have leveraged on social media to prepare citizens on imminent disasters as well as educate them on safety tips in the wake of disasters. Adequate preparedness has been important in mitigation of the destructive consequences of disasters. Social media has been used to share critical information and facilitate coordination between disaster response teams when other forms of communication are unavailable. Further, due to the universal communication capabilities of social media, it has been extensively used to aid recovery following a disaster, as it is possible to appeal to people all over the world to donate towards the cause through a brief social media campaign. As it is the case with other communication technologies, usage of social media tools in disaster management is not devoid of limitations. These limitations which are centered on technological, regulatory and reliability perspectives of communication lower the quality of information in the social media, thus rendering it ineffective for crisis management. The challenges can be overcome through enhancement of technological and regulatory frameworks underlying social media. Social media should not be used as alternative to traditional media but should rather be used as a complementary media to enhance the overall communication in disaster management cycle. Introduction Recently, the world has witnessed myriad chain of disasters. From Hurricane Katrina in the United States, deadly earthquake and Tsunami in Japan, Katrina in U.S, earthquake in Haiti, exceedingly cold winter in Europe, and terror bombings in various parts of the world. With the rise of disasters in the past few years, it can be expected that their frequency will increase in the future years, especially with respect to natural disasters that may not be averted(Keim, 2011) .Due to the frequent disasters, there has been an increased need for communication as people seek to reach their families and friends in crisis zone, and get information concerning shelter, food and accommodation and transport. Social media has been instrumental in dissemination of information about these crises by allowing sharing of information and calls for help. Social media has also become crucial to recovery efforts after disasters, when there is need to rebuild infrastructure and stress management is vital. The extensive coverage of social networks enables people who are recovering from crises to quickly connect with required resources. There are many groups in the popular social networking sites enabling people involved in various aspects of disaster awareness and preparedness to connect and share knowledge in particular fields. While social media is capable top prevent a disaster from getting out of control, its capability to aggravate a crisis cannot be ignored (McClendon & Robinson, 2013). In this regard, there is need to devise strategies to enhance usage of social media in disaster management cycle. State of Science Social media encompasses mobile and web-based technologies that are used to make communication interactive. Empowered by universally accessible communication, social media has fundamentally changed the way individuals, communities and organizations communicate. Social media platforms allow web using users to participate, comment and make contributions as a way of communicating with other users and also the public. Social media has the following features. Covers an extensive variety of content formats including video, texts, photographs, PDF, and audio. Most social media utilize these options by allowing different content alternatives. Allows communication to extend beyond one or more platforms through social sharing, feeds and emails. Involves different categories of engagement, participants can create or make comments on social media networks. Enhances speed and breadth of dissemination of information. Allows real-time communication. It can take place in different devices- smartphones, tablets, and computers. Expands engagement through creation of real-time online events and augmenting online communications offline (Veil, Buehner & Palenchar, 2011). Social media and Disaster Management Social media tools such as Twitter, Facebook, and Google + among others can be used to solve many problems in the event of a disaster. During disasters, communication via conventional methods generally stop working while social media remain active. Online social networks could be used to create global interactions that are domain related or can be based on some common need of the participants (Velev & Zlateva, 2012). Social media can be used to allow dissemination of information between organizations and individuals in all stages of emergency management ( preparedness, response and recovery).Other than the major public social networking services, many organizations have secured corporate social networking services that they use for disaster management purposes (Velev & Zlateva, 2012). As it is common with other technologies, there are hurdles between the present use and maximum utilization of social media. Social media technology suffer limitations in reaching vulnerable populations in the wake of disasters. Sometimes it is impossible to verify the authenticity of users and the information they offer. Although widely broadcast social messages could be rapidly corrected by other users, it might be difficult to segregate real signals of a health crisis or material needs from the backdrop noise and unscrupulous scams. In addition, careful considerations must be given to matters of privacy and the question of the right person to monitor social media’s data (White, 2012). Most research and reviews on use of social media in disaster management major on its role as a news source. The research and reviews identify four principal ways in which citizens can use social media in the wake of disasters. The most common use is family and friends communication, to connect with family members and friends between affected and unaffected areas. Primary social media tools for this use include Twitter, Facebook, and blogs. Situation updates. Neighbors and communities can share crucial information such as closure of roads, fires, accidents, power outages and other incidental damages. Supplemental awareness. In many cases, citizens lose confidence on authority communication, particularly through the traditional channels of communication (television and radio). Service access assistance. Citizens can use social media networks to provide each other with means to contact with various services required in the event of a crisis (Vroegindewey, 2011). Before occurrence of a disaster, organizations can easily use social media to communicate to people in vulnerable areas and prepare them for a disaster, and let them know the organizations to run to in the event of a disaster. During a disaster, organizations can use social media to communicate directly with other organizations or affected people. In this regards, organizations, through the social media help to control rumors as it is easy for organizations to authenticate facts (Vroegindewey, 2011).After the disaster, organizations can use social media to bring communities together to discuss the disaster, share information, synchronize recovery efforts and obtain information about relief(White, 2012). Precisely, many researchers propose three ways to use social media networks for disaster management: (1) Preparing for disaster, (2) Responding immediately during and after disaster and, (3) Recovering from disaster. State Of Practice Disaster Preparedness Crisis preparedness phase focuses on preventative activities that seek to mitigate known risks that can potentially cause a crisis. Allowing flow of information is the first important step towards mitigating the adverse effects of a disaster (Woodcock, 2009).Under this phase, organizations are using social media to create awareness, and train public in readiness for a disaster. FEMA (Federal Emergency Management Agency) has a Facebook site through which it effectively communicates with the public. Web links to information such on ways to keep safe in occurrence of a disaster such as hurricane, are embedded on current threat announcements. FEMA is, therefore, able to efficiently inform the public of imminent disasters and how to prepare. Facebook users automatically receive updates from pages they like. In this regard, information from FEMA on matters regarding an imminent disaster easily reach the millions of Facebook users who have liked the FEMA’s page. Friends of these millions of people can view the liked or subscribed FEMA page and they may be prompted to also like or subscribe. This cycle goes on hence information reaches a large population in an efficient and effective way. Twitter is another social media that has been effectively used for disaster preparedness by organizations. FEMA maintains a Twitter RSS feeder to distribute information. The information distributed through Twitter RSS feeds enables people to prepare for a disaster and in doing so mitigate the likely consequences of the disaster. Postings, for instance, quick links to tornado safety tips can be made quickly on the FEMA twitter site and through a simple click, user can be directed to the safety tips. The Centers for Disease Control is another good illustration of current use of social media for disaster preparedness. The organization uses a current theme “Zombie Apocalypse” to gain public attention and increase visits to the site. The CDC has indeed increased visits to this site and explains that the theme translates “to getting ready for a hurricane” and it is aimed at spreading message about a crisis preparedness in lighthearted way (McClendon & Robinson, 2013). Prior to the March 11earthquake that wrecked Japan, sensors detected the rumblings and transmitted the information all over the globe. One of the places the information was transmitted was the Hawaii’s Pacific Disaster Center from where news of the disaster was spread through the center’s smartphone app and Twitter feed. In fact, the information reached Americans even before CNN began reporting about the earthquake. Therefore, Americans and the rest of the world were able to prepare for the earthquake, just in case it spread to their countries, the overall effect being possible mitigation of damage (Tucker, 2014). Disaster Response Crisis response phase focuses on the speed and effectiveness of the first response. Quick situational awareness is important as it helps authorities to react quickly after the disaster strikes (McClendon & Robinson, 2013).Effective use of social media tools is crucial during this phase to involve the relevant networks to gather, analyze and spread information in timely manner. Facebook was a new tool when Hurricane Katrina devastated the United States Gulf Coast, back in 2005. Further, there was no twitter that could be used for updates, neither was there IPhone. By the time Hurricane Sandy hit the eastern seaboard in 2012, social media became an important part of response to the disaster, making up for loss of phone service in some areas , as millions of people relied on Facebook and twitter to keep informed, locate their loved ones and communicate with authorities. Social media allowed a two-way communication, breaking from the past where official sources were the only providers of bulletin news (Maron, 2013). Federal Emergency Management Agency reported that immediately after hurricane Sandy, users sent over 20 million tweets related to the hurricane, in spite of the loss of cell phone service at the height of the storm. PSE&G (utility company in New Jersey), recounted that during the hurricane, they used their twitter feeds to send information about the daily locations of their big tents and generators (Maron, 2013). After the Boston Marathon Bombings, it was reported that about one-quarter of the American population looked to, Facebook, twitter, and other social networks for news. Further, through Google document, community members provided strangers with food, hot shower or lodging when hotels and roads were closed (Maron, 2013). The deadly Haiti Earthquake is often cited as crisis that revolutionized how social media is used in disaster response. The earthquake caused widespread havoc in the Country’s capital and the neighboring countryside. Several serious aftermaths followed causing more destruction and impeding rescue efforts. Over 230,000 people died in the wake of destruction of some of the country’s most populous areas. The world in shock responded quickly by forming response teams and initiating a large, sufficiently equipped search and rescue missions (Antoniou and Ciaramicoli, 2013). The disaster response system used by relief personnel in Haiti focused on enabling sharing of information among the international community teams of responders. This traditional system was limited due to its lack of ability to aggregate and sort data that was coming from increasing number of sources thus making it hard to benefit from the important information originating from non-official external volunteers in other nations and also the local Haitian community. In this context of complication, Ushahidi, an online system, was adopted on a large scale for the first time in a crisis. Ushahidi, translated to mean "testimony" or “witness” in Swahili enables an interactive mapping platform linked to a live multimedia inbox. Ushahidi provided a technique to obtain, consolidate and share crucial information from Haitians. The tool’s inbox received huge volumes of tweets, text messages, videos, photographs and web-based reports. These reports were then organized manually on its platform, and a live crisis map was created using this information. The crisis map showed the most affected areas that needed immediate assistance. Information conveyed through these maps included areas where building had collapsed and where medical supplies had to be taken (Antoniou and Ciaramicoli, 2013). Disaster Recovery Disaster recovery phase involves long-term planning and support to restore a situation to the state before occurrence of a disaster (Veil, Buehner & Palenchar, 2011).Social media plays a vital role in recovery process with respect to survivors and other concerned parties. Social media's ability to reach masses of people,spread critical information and also gather information is valuable. Relatives to the victims need accurate information regarding their loved ones and social media tools used by reliable organizations such as FEMA serve this purpose. Social media also provides a platform to comfort victims or those affected by a disaster (Keim, 2011). One major role of Social media in recovery effort is the capability to raise huge amounts of money to help the disaster management process and the victims (crowd funding). It would be almost impossible raise money offline. Crowd funding allows users in different geographical locations to give their donations in simple and fast way thanks to social media worldwide network. Prior to the emergence of social media, it would be very complicated to spread the word around the world on how and where to donate. Social media is continually providing quick access to near real-time information and with the capability to donate through quick methods such as Visa, MasterCard and PayPal, funds are readily obtained thus expediting recovery process (White, 2012). Examples of social media role in recovery process, are Haiti earthquake, Japan Tsunami, and Joplin Tornadoes. Facebook pages created following these events contained constantly updated information concerning recovery efforts. Most social media sites formed during these periods included links such as Visa, for users to click for prompt donations to recovery. After the Haiti’s earthquake, charities such as the Red Cross, and celebrities from all fields of entertainment used social media to raise relief funds. BBC and CNN provided live updates from social media users including statements from victims of the earthquakes. After only one week of social media campaign, CNN reported $ 8 million of relief fund (Vroegindewey, 2011).The capability of social media to efficiently raise huge amounts of fund is indeed one on the most invaluable current use of social media. Analysis and Conclusions Based on comparison between literature on use of social media in disaster management cycle and the current use of social media in the same, there are many similarities especially with respect to organizations. Organizations have employed social media for dissemination of information, planning and training, collaboration for problem solving and decision making, and information gathering, in the three phases of disaster management namely, Preparedness, response and recovery. Organizations have also been able to use rush to use social media networks in the wake of disaster thus averting rumors that are inherent to social media. Organizations have leveraged on the universal communication enabling features of social media networks such as Facebook and twitter to enhance communication during disasters. The notable difference between recommendations by the literature and the present use of social media in disaster management is with regards to individuals. Whereas the literature recommend use of social media in the three all the three phases, with emphasis on preparedness which enables mitigation of the effects of the disaster, individuals mostly use social media in the response phase as they are concerned about safety of their families and friends, and also recovery phase as they seek to assist the victims in response to appeals for relief by charities such as the Red Cross. It is clear that the increasing use of social media in disaster management is bound to continue. The current usage faces inherent challenges that must be taken into account in disaster situations. These challenges are based on technological, regulatory and reliability aspects of communication (Velev & Zlateva, 2012).In this regards, there is need to lay down strategies to deal with these challenges that culminate to render social media communication ineffective with respect to disaster management. As observed in examples of disasters used, social media produces massive volume of data. To reduce the amount of data that need to be processed during a disaster and avert spreading misinformation, legislation should be enacted. Furthermore, social media network companies should employ more effective filters that would allow spotting of the most relevant data required for critical decision making (Velev & Zlateva, 2012). There must be a comprehensive assessment of risks associated with anonymity allowed by some social media networks. Although anonymity may provide users with the privacy they need, it may also create a loophole for users with malicious intents to operate with secrecy such that it might be difficult track and pursue them. To reduce or avert malicious use of social media during disaster times, it would be expedient to enact a special legislation for telecommunications requiring identification of all social media accounts and be linked to real person’s identities. This would be synonymous to the Anti-Money Laundering –Counterterrorism in the field of finance which requires all customers to authenticate their identity (Velev & Zlateva, 2012). In this proposed strategy, the premise is that social media users would better understand the supremacy of the social media when it is appropriately used to warn of impending dangers and conditions during crisis response and furthermore how authorities would investigate malicious activities and hand out appropriate penalties. The improvement of the verification of information in the social media is a need that demands to be addressed in the near future. Such improvement would include creation of a feedback system on which a feature to rate person or source would be implemented. This would be useful as affected citizens would know the degree to which they can rely on the information being disseminated through the social media (Antoniou & Ciaramicoli, 2013). Furthermore, in a bid to enhance effectiveness of use of social media in the disaster management cycle, there is need for governments , international organizations , non-governmental organizations and local authorities to become more active in using social media networks as a supplementary media of communication without abandoning traditional media. A well co-ordinated use of a combination of media sources including social media would limit confusing public when it is faced with unlimited amount of information during disaster situations. This would call for sensitization of the public on the possibilities of social media in issuing crucial information in times of crises and helping people know where to look for the correct information when they need it (Antoniou & Ciaramicoli, 2013). In summary, social media has revolutionized communication in the modern world. Thanks to social media, it is possible to connect with numerous people anywhere in the world. The communication capabilities of social media makes it an efficient method of disseminating information relevant for disaster preparedness, response and recovery even when traditional media channels are not available. It is important to deploy innovative technologies, regulations, and meaningful metrics to enhance accuracy and effectiveness of the information provided by social media. Social media should not supersede traditional approaches to crisis management communication but should rather be used as a complementary media. References Antoniou, N., & Ciaramicoli, M. (2013). Social Media in the Disaster Cycle-Useful Tools for Mass Distraction?. Canadian Space Agency: Canadian Space Agency. Keim, M. (2011). (A302) Emergent use of Social Media: A New Age of Opportunity for Disaster Resilience. Prehosp. Disaster Med., 26(S1), s101. doi:10.1017/s1049023x11003190 Maron, D. (2013). How Social Media Is Changing Disaster Response. Scientificamerican.com. Retrieved 3 December 2014, from http://www.scientificamerican.com/article/how-social-media-is-changing-disaster-response/ McClendon, S., & Robinson, A. (2013). Leveraging Geospatially-Oriented Social Media Communications in Disaster Response. International Journal Of Information Systems For Crisis Response And Management, 5(1), 22-40. doi:10.4018/jiscrm.2013010102 Tucker, C. (2014). Social media, texting play new role in response to disasters: Preparedness, communication targeted. The Nation's Health, 41(4), 1-18. Retrieved from http://thenationshealth.aphapublications.org/content/41/4/1.2.full Veil, S., Buehner, T., & Palenchar, M. (2011). A Work-In-Process Literature Review: Incorporating Social Media in Risk and Crisis Communication. Journal Of Contingencies And Crisis Management, 19(2), 110-122. doi:10.1111/j.1468-5973.2011.00639.x Velev, D., & Zlateva, P. (2012). Use of Social Media in Natural Disaster management. Sofia: Institute of System Engineering and Robotics. Vroegindewey, G. (2011). (A82) Social Media and Social Networks in Disaster Management: The Haiti Model. Prehosp. Disaster Med., 26(S1), s29. doi:10.1017/s1049023x11000999 White, C. (2012). Social media, crisis communication, and emergency management. Boca Raton, FL: CRC Press. Woodcock, J. (2009). Leveraging social media to engage the public in homeland security. Monterey, Calif.: Naval Postgraduate School. Read More