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

Chapter: APPENDIX E Advice on General Use of Social Media

« Previous: APPENDIX D Story of a Disaster as Told by an Airport's Social Media
Page 92
Suggested Citation:"APPENDIX E Advice on General Use of Social Media." National Academies of Sciences, Engineering, and Medicine. 2017. Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency. Washington, DC: The National Academies Press. doi: 10.17226/24871.
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Page 92

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92 The advice on the general use of social media in this appendix comes from the case example interviews and from the National Association of State Chief Information Officers (NASCIO). NASCIO guidance (quoted in White 2012): • Gain comprehensive awareness of existing use and social media tool capabilities. • Develop documented strategy and goals that establish a policy floor for administering social media. • Establish a multidisciplinary team that includes business, technology, policy, legal, records, and accessibility stakeholders. • Confer with your state attorney general to establish mutual understanding of legal issues pertaining to social media. • Know the risk of mediating steps associated with social media use. • Be ready for outages, with the understanding that free services carry no concrete guarantees of reliability. • Continuously monitor terms of service modifications by social media providers, especially when these impact privacy. • Anticipate the provider business models may change without warning—are you prepared to pay for what is currently free? • Carefully consider branding and representation on multiple social media platforms. Are they consistent and enhancing enter- prise marketing strategies? • Get started on policy, guidelines, and standards and expect to update these iteratively as new opportunities arise. • Use metrics to link analytics and strategic intent. The private sector does this very purposively and with great sophistication; leading states are adopting this strategy. • Expect surprises. Advice from Edmonton International Airport: • Lead from customer service expertise. Promptness, acknowledgment, owning the problem, and following up are essential; without them, social media can become a negative. • Maintaining a conversation and building the brand on social media gives “street credibility” when the airport needs it. The perception that “the airport is a cool, community-minded place” is powerful. • Social media use is good for employee morale. It can make employees proud, and they will flag interesting things in the air- port. Social media can make the airport’s employees into ambassadors and help elevate their status in the community. • Keep social media integrated with all of the airport’s strategies, using social media to achieve business goals. • Partnerships are important (tenants, city, surrounding areas). • Use social media to report innovations and improvements at the airport (e.g., snow removal techniques) as it tends to make the public appreciate the airport and employees proud of their place of employment. Advice from Minneapolis–Saint Paul International Airport: • Don’t be afraid to experiment, you don’t know which posts will perform well. Advice from Southwest Airlines: • Use the right platform to reach the right audience and to match the severity of the incident. • Don’t chase each “hot” new thing continuously. Advice from Vancouver International Airport: • Commit and deliver at your brand level at all times. Social media must deliver the same level of customer care online that a customer would get in person. • Customer choices of communications technology cause airport choices of communications methods, including social media channels. APPENDIX E Advice on General Use of Social Media

Next: APPENDIX F Common Steps for Adopting the Use of Social media into Emergency Management »
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TRB's Airport Cooperative Research Program (ACRP) Synthesis 82: Uses of Social Media to Inform Operational Response and Recovery During an Airport Emergency summarizes airport practices and tools used by airport emergency managers. Using social media for emergency management, airports glean information and intelligence from the stream of posts and messages passing through social media and then apply this information to enhance situational awareness and resource allocation decisions by emergency managers. Such uses raise the stakes for timeliness of data extraction and validation of the results, especially if the information is going to be used for resource allocation and other decision making.

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