Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency (2017)

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43 APPENDIX A Case Example Interview Script Social Media for Emergency Management Questionnaire Your organization has been chosen as one of the case examples of exemplary use of social media for emergency management and/ or operations. This questionnaire will be used as the foundation for the case example interviews that will appear in the final report for the Airport Cooperative Research Program (ACRP) Synthesis 04-18: Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency (SM4EM for Airports). Please fill this questionnaire out to the best of your ability. At any point that you do not feel comfortable answering a question, you may leave it blank or simply put “SSI” (security sensitive information). Upon receiving this completed questionnaire back from you, Jim Smith and Kim Kenville will schedule a teleconference with you and your social media (SM) team to visit about “how you use SM inputs to inform decision making and generate outputs.” Thank you in advance; we appreciate your involvement with our project. [Note: Although the primary focus of this synthesis is social media for emergency management (SMEM), if your main opera- tional use of SM is for non-emergency operations, please read “SMEM” as it would have meaning for your organization.] 1. Name of person interviewed 2. Title 3. Contact info: a. Phone b. E-mail 4. Organization name 5. Organization acronym or short name 6. Type of organization a. Airport b. Retailer c. University d. Local government e. Non-government organization f. Other

44 7. What position title in your organization has primary responsibility for managing your overall SM system? 8. What position title in your organization has primary responsibility for managing your SMEM (for emergency situations)? 9. Approximately how many employees do you have in the area of social media for your organization? 10. What year did your organization begin to consider a process to monitor SM? 11. Was there a particular event or concern which triggered the decision to install SM analytics/processes? 12. If you answered yes to #11 what was it, and how did the event affect your organization’s operation or reputation? 13. When did your system go operational? 14. For what purposes do you use information, intelligence, or data from social media? (Please mark all that apply.) a. Marketing b. Branding c. Brand protection d. Reputation monitoring and/or protection e. Customer service—complaints f. Customer service—answering questions g. Customer service—wayfaring h. Customer service—special sales items, items on coupons i. Situational awareness j. Resource allocation k. Decision making l. Investigations—accidents, liability, safety m. Investigations—loss prevention n. Notifications—facility status, operating hours o. Warnings p. Information requests q. Other (please describe): 15. Do you extract/analyze SM on your own? 16. Do you own (purchase) software for SM monitoring, mining, scraping, listening, trending analysis, or other purposes? 17. If so, which software(s) do you use? 18. Do you subscribe to an SM service or bundler for monitoring, mining, scraping, listening, trending analysis, or other pur- poses? If so, which one(s)?

45 19. What do you call the unit or location in your organization that processes SM for operational use? 20. Does your emergency operations center (EOC/Command Center) get direct feeds of SMEM information? a. Can you describe the process? 21. Does the EOC (or your equivalent) serving you and/or your first responders (or your equivalent) actually use SMEM infor- mation for: a. Situational awareness b. Resource allocation c. Decision making d. Investigations e. Notifications f. Warnings g. Crowdsourcing h. Information requests i. After action reviews and improvement planning j. Other purposes (please describe): 22. To what extent do you try to make SM an interactive process with the public—i.e., make it into a “conversation”? 23. What organizational changes have you found to be necessary to make SM use effective? 24. Who has the primary responsibility for the SM use system? 25. Who, or what department, has the primary responsibility for the SMEM system? 26. Of your total annual operating budget, what percentage is the total estimated annual cost of your SM (all purposes) program? a. How has this changed (±) since inception? 27. What benefits have you realized? a. Documented b. Impressions 28. What barriers or problems have you encountered and how were they resolved? 29. What metrics do you use for the effectiveness of your SM program? 30. What metrics do you use for the effectiveness of your SMEM program? 31. What are your three most important lessons learned from your experience using SM? 32. What documents, plans, reports, or graphics can you share with us that will illustrate the most important features of your SM and SMEM systems?

46 Thank you for your participation. Please e-mail this questionnaire to Dr. Jim Smith jfsmith@swva.net and cc Dr. Kim Kenville kimkenville@gmail.com. We will email you within a week to schedule a conference call.