Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency (2017) / Chapter Skim
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Pages 12-34
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From page 12... ...
12 CHAPTER THREE CASE EXAMPLES Six case examples are presented -- three airports, one airline, one university, and a major city's emergency management agency. In addition, two short examples that use volunteers to do social listening on an ad hoc basis are described.
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13 TABLE 1 SM AND SMEM AT EDMONTON INTERNATIONAL AIRPORT (EIA) Year Social Media Presence Began: 2009, began using metrics in 2012 Department: Communications & Creative Services Interviewee: Heather Hamilton, Director of Public Affairs Employees: Four or five airport Communications staff have access to SM accounts, estimated; 75 full-time equivalents given to SM Monitor: Two to three key managers give approximately 18 hours per day to monitor Facebook, Instagram, and Twitter.
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14 strollers and car seats were brought to the dropoff points away from the airport that EIA announced on social media. The story of the Fort McMurray fire is told in EIA social media posts and tweets in Appendix D
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15 FIGURE 6 EIA lending its SM platform to another agency in an emergency, example 1 (Source: Twitter.com/flyeia)
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16 MINNEAPOLIS–SAINT PAUL INTERNATIONAL AIRPORT AND THE METROPOLITAN AIRPORTS COMMISSION Minneapolis–Saint Paul International Airport (MSP) served 36,582,854 passengers in 2015; 16th most in the United States, 17th in North America, and 50th in the world.
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17 the airport was closed, but in fact, only the inbound roadway was. With the use of social media, the MSP team was able to communicate directly with the public that the airport was open though it was experiencing traffic issues, and for the public to be patient.
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18 example, if a person sees a Page update in News Feed and then sees that same update when a friend shares it that would represent a reach count of one. MSP's Facebook reach for the months of January–April 2016 for the airport was 17,946,863 -- which exceeds the total populations of Minnesota and its neighboring states (North Dakota, South Dakota, Wisconsin, Nebraska, and Iowa)
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19 NEW YORK CITY OFFICE OF EMERGENCY MANAGEMENT New York City is America's largest city, with a population of more than 8.4 million in 2016. Approximately 325,000 municipal employees work for more than 50 agencies.
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20 The NYC OEM case example models four important issues for an organization considering the development of an SMEM program: • The decision to seek interactive conversations with the public or not to, • The importance of close coordination with other responders and stakeholders, • How to manage the flow of actionable information to the EOC, and • A system for verification of information from SMEM. FIGURE 11 Minneapolis Star–Tribune retweet of MSP tweets at conclusion of Black Lives Matter demonstration at MSP (Source: StribeDrive screen capture by Amanda Greene Guentzel, MAC/MSP)
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21 Table 3 shows the basic parameters of the SM and SMEM programs at NYC OEM.
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22 FIGURE 12 NYC OEM tweet (Source: Twitter.com)
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23 OEM's total annual budget for SMEM is approximately $150,000 for their share of Dataminr and $500,000 for staff. This is approximately 1% of OEM's total annual budget of $50–60 million.
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24 The SWA case example models five important issues for an organization considering the development of an SMEM program: • The choice of platform used for SMEM should match the severity of the incident. • Superior emergency management coordination is part of superior customer service.
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25 FIGURE 15 Southwest tweet illustrates use of SM for human interest to build public interest and credibility of site (Source: Twitter.com/SouthwestAir)
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26 FIGURE 17 SWA Facebook post on engine issue (Source: www.facebook.com/ SouthwestAir)
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27 Table 5 shows the basic parameters of the SM and SMEM programs at UND. TABLE 5 SM AND SMEM AT UNIVERSITY OF NORTH DAKOTA DEPARTMENT OF PUBLIC SAFETY/UNIVERSITY POLICE DEPARTMENT Year Social Media Began: 2013 Department: Department of Public Safety/University Police Department (UPD)
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28 FIGURE 18 Community-building conversation on Twitter by UND Police Department (Source: Twitter.com/bestcopsaround)
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29 FIGURE 20 Conversation on Twitter by UND Police Department (Source: Twitter.com/bestcopsaround)
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30 This was all misinformation but because YVR was not actively monitoring its SMEM system 24/7, the story intensified before the airport engaged. The airport's senior management and communications staff had to spend the better part of the next day trying to correct misinformation and rebuild the airport's reputation.
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31 FIGURE 21 YVR SMEM tweets in aftermath of medical diversion (Source: Twitter.com/yvrairport)
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32 2. Used for resource allocation with respect to road access and traffic coordination, 3.
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33 • Number 2 airport in North America on Twitter (behind only Los Angeles International Airport) • Number 1 in Canada and top 10 worldwide for airports on Instagram • Number 2 airport in Canada on Facebook • First North American airport on Weibo in China • In terms of impressions, one of the top brands in British Columbia • In 2015, 10.5 million impressions of YVR-produced content on Twitter.
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34 in working to verify and curate an incredible volume of data during disasters, notifying Digital Disaster Operations Center staff of online trends and situational information that can inform disaster-response efforts. Equally important, they will engage with people affected by disasters, providing them with critical safety information, resources, and comforting messages.
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