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OPTIMIZING THE USE OF SOCIAL MEDIA
FOR THE DISSEMINATION OF EMERGENCY WARNINGS
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Programme
• Background to the study.
• Research question.
• Approach and limitations.
• Results and recommendations.
• Questions and discussion.
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Background
• UK military and Vancouver police crisis management and operational planning.
• Royal Roads University Master of Arts in Disaster and Emergency Management.
• Two-year programme with a one-year independent major research project.
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Background
8:04 p.m. PDT on October 27, 2012.
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Research Problem• How emergency managers in Vancouver can optimize the
use of social media for the formal dissemination of warnings.
• What are the most utilized forms of social media within Vancouver for personal use?
• How are those forms of social media perceived in terms of credibility by the residents of Vancouver?
• Is there a relationship between the source of the message and the perception of credibility?
• Would Vancouver residents wish to receive emergency warning information via their social media?
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Approach & LimitationsMethod:• Internet-based survey with follow-up interviews and
exposure to a series of simulated warning messages.
Limitations:• Convenience sampling was used via email.• Social-economic background was not considered.• Survey was in English.• Vancouver residents only (no commuters/tourists).• Ethical considerations.
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Results & Recommendations
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Frequency Distribution
Age Group % Male % Female % of Sample Population
18-35 5.88 11.76 17.64
36-50 28.43 38.23 66.66
51-65 5.88 8.82 14.70
Over 65 0 0.98 0.98
Total 40.2 59.8 100
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Internet Access
Internet Access % of Respondents
Internet Access at Work 87.4%
Internet Access at work – Regulated by employer 61.8%
Access to mobile Internet device 91%
Currently use push notifications 49%
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Face
book
Twitt
er
(known se
nder)
(unkn
own sender)
Linke
din
You Tube
Flick
r
Instagra
mTu
mblr
Google+Vim
eoVine
Wiki
spac
es
Snap
Chat
Foursq
uare
HeyTell
Skyp
e
Individual
Blogs
Flip Board
Google Circ
les0
20
40
60
80
100
120
Social Media Applications Used
Num
ber o
f Use
rs
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0
10
20
30
40
50
60
70
80
90
100
Credibility
Social Media Credibility Rating
% C
redi
bilit
y Ra
ting
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Interview & Simulations
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Email Twitter Facebook Text Message0
1
2
3
4
5
6
7Credibility
Behavioral Change
Promulgation
Freq
uenc
y
Warning Message Medium
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Popularity vs. Credibility
• Creation of an on-line personality or resume.• Recipient will identify commonalities between
themselves and the sender.• Familiarity influences our decision-making.• Who am I really speaking to?• Message personalization.
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Recommendations• Email, linkedin, facebook, twitter, YouTube, and
Google+.• Acknowledge trepidation of automatic notifications.• Transparency.• Respect for privacy.• Messages attributed to a trusted source.• Creation of an on-line identity.• Information personalized.• Leverage existing social networks.• Provide a means of verification.• Free and easy to use.
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Recommendations
Potential Future Research:• Information flow mapping.• Impact of information on decision-making.
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Summary
• Social media is a versatile and a highly utilized medium in Vancouver.
• There is an appetite for use of social media as an emergency management warning tool.
• Perception of credibility is key by the user.
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Questions?