ABSTRACT
Chapter Objectives ◾ To comprehend the utilization and bene„ts of using monitoring and analytics
systems to measure impact and success of social media systems before, during, and after an emergency
◾ To understand systematic monitoring of social media systems during emergencies and disasters
◾ To evaluate the importance of comprehensive monitoring of social media systems during emergencies and disasters
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◾ To evaluate social media monitoring tools for eœciency and ešectiveness ◾ To consider the measurement and importance of return-on-investment evalu-
ations of social media systems
Traditional Media Monitoring Social media monitoring and analysis is a complex issue due to the many systems available, varying levels of reliability, and the necessary resources to address these issues. However, much like the Clay Shirky quote that opens this chapter, initiating protocols and systems to monitor social media conversations-particularly
DISASTER FOCUS-SEVEN SIGNS OF TERRORISM VIDEO
In 2008, the Michigan State Police’s Division of Emergency Management and Homeland Security developed an educational video campaign called “e Seven Signs of Terrorism.” is campaign called for citizens to watch for and report any of seven common signs of terrorism: surveillance, information gathering, testing security, planning, suspicious behavior, rehearsal, and positioning.2 To date, the State of Michigan released this video through their website and via DVD upon request. Because of the relatively positive response to this video, the Citizen Readiness Subcommittee of the Regional Homeland Security Coordinating Committee in the Greater Kansas City area decided to produce a professional-quality video that was similar to the video produced by the State of Michigan. e Kansas City version of e Seven Signs of Terrorism was produced using local residents against a backdrop of regional landmarks unique to the city. After the video was produced, the committee decided to post the video on a Friday afternoon to a recently created YouTube channel that was managed and controlled by the MidAmerica Regional Council (of governments). By the power of social media and the inherent capability of information to be shared and spread through the internet, the video generated more than 33,000 views by the next Monday morning, with well over 250 comments posted to the video. Most of the comments were negative with a perception that the video was inciting panic in the community with many speci„c accusations of fear-mongering. e regional emergency managers responsible for citizen readiness quickly had to adopt a process to review comments and feedback in the context created in social media. Because this monitoring and response did not occur while the event was progressing, it was diœcult to manage the situation properly and is a strong indicator of why social media must be monitored to watch for public feedback and provide engaged feedback when possible. (See Figure 6.1.)
during disasters-is critical for both emergency public information and situational awareness. As was addressed in the „rst section of this book, the exchange of information and opinions is occurring within social media systems with or without the presence and participation of emergency managers and other governmental oœcials. Consequently, one of the easiest ways to become a part of (rather than control) this conversation is to use available tools to monitor what is being said and for what purpose.
