This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

Using Social Networking In University Emergency Communications

Presented for the Emergency Messaging SymposiumUC Davis

March 27, 2008

By Sara Cohen UCLA MPP Candidate 2008

saracohen@ucla.eduin coordination with

David S. Burns, CEM®

Emergency ManagerUCLA General Services

Office of Emergency Management

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

CURRENT EVENTS

VIRGINIA TECH UNIVERSITY, APRIL 16 2007

7:30 First round of shootings7:45 Fark.com comments begin10:00 Second round of shooting10:15 Fark.com comments continue

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Users flock to other websites

Fark.com (social blog/comments forum) 150 pages 1000 comments Information sources:

Students in buildings Students receiving texts from friends Media looking for stories Families looking for loved ones Police scanners Cell phone videos

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Fark.com continued...

Confusion of Fact Death toll ranged from 2 to 80 Identity of those murdered debated Identity of the shooter debated

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Northern Illinois University

February 14, 2008 shootings Incident lasted no longer than a few

seconds NIU posted “CAMPUS ALERT”

On website Sent email alerts to campus email accounts Sent messages to all office and dorm phones

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NIU continued...

Students, faculty and staff receive alert Surrounding neighborhoods not included Families search for information Media report from non-school sources

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LESSONS LEARNED

Advance planning is required Websites may crash Redundant systems are needed Communications extend to community

outside of student population Other websites will appear Rumors can replace verified information

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University options:

Current methods Purchase commercial software Other methods: Social Networking

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Current methods

Opt-in methods not yet popular U of Chicago: 7,700 of 28,000 students have

signed up for message system UCLA: 32% of student population has signed

up for Bruin Alert Don’t include surrounding neighborhoods Don’t include parents Must be updated as student community

changes over time

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Commercial Software

Very expensive ATHOC (UCLA system) $132,000/year

Not yet proven efficient Same issues as opt-in systems

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Other methods: Social Networking

Popular among college demographic Well-established network of users (viral

communications web) Can include outside community Supports high volume of users at any

given time, servers outside University CHEAP, quick and simple!

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Social NetworkingA Rise in Popularity

2006 Neilsen/NetRatings study Top 10 social networking sites had seen 47%

increase in traffic Myspace.com experienced 367% increase MSN Spaces experienced 286% increase

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Daily Reach: Social Networking Sites Myspace.com, Facebook.com, Blogger.com

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

2005-Present

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Daily Reach: University Websites UCLA.edu, UGA.edu, OSU.edu

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

2005-Present

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

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How many UCLA students are already members on Myspace.com?

- Myspace.com reports a total of 31,650 (86%) registered UCLA CURRENT students on their network (October 18, 2008)

- Myspace.com also reports a total of 40,460 total UCLA users (including current students and alumni) (October 18, 2008)

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Social Networking: Operational Dimensions How it works Privacy and Access Bandwidth and System Reliability Automated Information Maintenance

Messaging Options Notification Options RSS

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How Social Networking works

Simple platform for individuals to communicate with larger community

Provide automated services for messaging and notification of messages

Require registration Offer templates to design according to

individual preference

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How social networking works

Viral communications: Web of users

Messages can be sent from one user to all those connectedto its profile, who can send to those connected, etc.

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Social Networking: Privacy and Access Username and password Private versus public profile Friends Comments

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Social Networking:Bandwidth and System Reliability Bandwidth: The volume of simultaneous

visitors a site can handle at any one given time UCLA: ranges from 150,000 to 300,000 users

per hour Myspace.com: must support user base of at

least 200,000,000 at any given time Reliability: no one system is 100%

reliable, redundancy is essential to ensure reliability over course of crisis

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Automated Information Maintenance

Messaging options Email Bulletins Blogs

Notification options Email Text Message

RSS On-site (embedded in profile) Off-site (outside receivers)

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RSS

How it works

Website: RSS Receivers:

Handheld Device Receiving Site Instant Messenger

Alternate server

Alternate server

Alternate server

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Social Networking Issues

Computer Ownership Disconnected Users

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Is computer ownership a problem?

2007 Educause Center for Applied Research Study findings: 98.4% of respondents own computer

73.4% of those owning computer own a laptop

Laptop ownership increased from 52.8% to 75.8% in two years (2005-2007)

64% entering freshmen owned laptop less than one year old

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Is computer ownership a problem?

2007 Educause Center for Applied Research Study findings: 99.9% use computers as main method of

communication Respondents spent an average of 18 hours a

week on the computer sending and reading emails for work, school and recreational

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How to reach the disconnected user

2007 Educause Center for Applied Research Study findings: Ownership of handheld devices with internet

capabilities increased from 7.8% to 10.1% from 2005 to 2007.

Numbers will increase with time as cost and availability of product expands in market

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Other issues

Implementation and Design choices One to many, many to one, many to many Which site to choose

Difference between Myspace.com and Facebook.com (Accessibility)

Who should activate site, post messages Populating the site (opt-in/required)

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Using Social Networking In UCLA Emergency Communications: Pilot

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UCLA project: Timeline

Fall 2007: Idea pitched to Myspace and UCLA, initial meetings and discussion, goals and objectives outlined

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UCLA project: Timeline continued...

Winter 2008: Concerns identified Additional step in communications system Would require extra personnel? RSS introduced

Applied for Myspace Developer Platform Acceptance of RSS code by Myspace RSS code now available for universities to

embed within own profile

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Questions and Comments

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References Albanesieus, Chloe, "Study: Sex Offenders Use Chat

Rooms, Not Facebook," PCMag.com, (20 February 2008), http://www.pcmag.com/article2/0,1759,2265571,00.asp?kc=PCRSS03069TX1K0001121 .

Alexa.com (14 March 2008), http://www.Alexa.com. Burns, David, CEM, Director of Emergency

Management, UCLA, Personal Interview, 30 October 2007.

Burton, Fred, "The Virginia Tech Shootings: A Case For Redundant Systems," Stratfor.com (17 April 2007), http://www.stratfor.com/virginia_tech_shootings_case_redundant_communications.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued...

Carvin, Andy. "Yet Another Wakeup Call For Better Emergency Preparedness," PBS, (18 April 2007), http://www.pbs.org/teachers/learning.now/2007/04/virginia_tech_yet_another_w ake.html.

Cohen, Jody S. and Torriero, E.A., "Up-To-The-Minute Messaging System Put ToThe Test," Chicago Tribune Online (15 February 2008), www.chicagotribune.com/news/local/chi-niu-security_15feb15,0,6664175.story.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued...

Cleary, Tom, "VirginiaTech Shooting Advances Discussions of Fairfield Security," Fairfield Mirror Online (26 April 2007), http://media.www.fairfieldmirror.com/media/storage/paper148/news/2007/04/26/ News/Virginia.Tech.Shooting.Advances.Discussion.Of.Fairfield.Security- 2879678.shtml."Definition: Bandwidth," Createawebsite.com (12 March 2008), http://www.createafreewebsite.net/bandwidth.html.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued... Fark.com [Blog on Internet] "Shooting Confirmed at Virginia

Tech," Fark.com Blog, comments posted on 16 April 2007, http://forums.fark.com/cgi/fark/comments.pl?IDLink=2742309.

Gouveia, Pedro de, "The Four Most Popular Social Networking Sites," Bizcommunity.com (12 March 2008) http://www.bizcommunity.com/Article/196/16/20623.html.

Hauser, Christine and O'Connor, Anahad, "Virginia Tech Shooting Leaves 33 Dead," New York Times Online (16 April 2007), http://www.nytimes.com/2007/04/16/us/16cnd-shooting.html.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued... Joly, Karine, "After Two Dorms Were Destroyed By A

Tornado and Its Website Went Down, Union University Relies On Blogs and Its Facebook Page For Its Online Emergency Communications," College Web Editor, (6 February 2008), www.collegewebeditor.com/blog/index/php/archives/2008/02/06/after-2-dorms- were-destroyed-by-a-tornado-and-its-website-went-down-union-university- relies-a-blog-and-its-facebook-page-for-its-online-emergency- communications.

Kirkpatrick, Marshall, "Top 10 Social Networking Sites See 47% Growth," The Social Software Web Blog, (17 May 2006), http://socialsoftware.weblogsinc.com/2006/05/17/top-10-social-networking- sites-see-47-growth/.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued... Mckay, Jim, "Early Warning," Govtech.com (21 Nov 200),

http://www.govtech.com/em/206151. "New Leahy Bill Targets Internet "Phishing" and "Pharming"

That Steal Billions of Dollars Annually From Consumers," Senate Statement Transcript, www.leahy.senate.gov (28 February 2008), http://leahy.senate.gov/press/200503/030105.html.

Powazek, Jack, Vice Chancellor of General Services, UCLA, Personal Interview, 6 March 2008.

Salaway, Gail, Caruso, Judith Borreson, Nelson, Mark R., and Dede, Chris, "The ECAR Study of Undergraduate Students and Information Technology, 2007," Educause Center for Applied Research Volume 6 (2007) http://www.educause.edu/ir/library/pdf/ers0706/rs/ERS0706w.pdf.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued...

Scott, Katie, "Myspace Puts Child Protection Measures In Place," Pocket- Lint.Co.Uk, (15 January 2008), http://www.pocket- lint.co.uk/news/news.phtml/12263/13287/MySpace-unveils-child-protection- measures.phtml.Slevin, Peter and Lydersen, Kari, "Gunman at Illinois College Kills 5 Students, Wounds 16," Washington Post Online (15 February 2008), http://www.washingtonpost.com/wp- dyn/content/article/2008/02/14/AR2008021402647.html?sid=ST2008021402970."Social Networking Sites, A Haven for Identity Thieves," TrustedID.com (5 March 2008), https://www.trustedid.com/html/identity_theft_protection_resource_013.php.

This presentation and the research, ideas, proposals, and content herein, are the intellectual property of Sara Cohen and University of California Los Angeles and copyrighted information. It may not be copied, reproduced, or used without the express written consent of the owners.

References continued...

Tchilingirian, Jack, UCLA General Services, Computing Resource Manager, Phone Interview, 6 March 2008.

"Technology Helped Virginia Tech Students Connect After Tragedy," Online News Hour Transcript, PBS, Aired 18 April 2007. http://www.pbs.org/newshour/bb/science/jan-june07/vatech_04-18.html.

"Viral Marketing," Wikipedia.org, (5 March 2008), http://en.wikipedia.org/wiki/Viral_marketing.