ECEM 734: Capstone Project

Nevada Emergency Alert System Social Media Plan

Lessons Learned

Guy DeMarco

6/7/2015

ContentsAbstract…………………………………………………………………………………………………………………………………………………..2

Background……………………………………………………………………………………………………………………………………………..2

Social Media in the U.S. and Nevada……………………………………………………………………………………………………….4

Social Media Usage During Disasters……………………………………………………………………………………………………….5

Social Media and Emergency Management……………………………………………………………………………………………..6

Social Networking Best Practices……………………………………………………………………………………………………………..7

Social Networking for Mitigation……………………………………………………………………………………………………………..9

Social Networking for Preparedness………………………………………………………………………………………………………10

Social Media in Response………………………………………………………………………………………………………………………10

Social Media in Recovery……………………………………………………………………………………………………………………….11

Maintenance/Future of Social Networking…………………………………………………………………………………………….12

Conclusion…………………………………………………………………………………………………………………………………………….13

Lessons Learned Paper

References................................................................................................................................................14

Nevada Emergency Alert System Social Media Plan……………………………………………………………………………….16

Works Cited in Plan...................................................................................................................................29

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ABSTRACT

“Social media offers unbeatable immediacy. Citizens worldwide can obtain critical, breaking

weather information through mobile devices and transmit photos or videos of severe weather

events on the Internet in real-time to platforms like Facebook,” AccuWeather Social Media

Coordinator and Meteorologist Jesse Ferrell said in 2013 (Mussoline, 2013). Ferrell made the

comments in reference to Superstorm Sandy, the Category 3 storm that wreaked havoc along the

northeastern United States in 2012. Sandy marked a decisive shift in the way people

communicate during emergencies and disasters. While social networking has been around for

more than a decade, emergency responders saw its potential as Sandy unfolded. Social media

sites enabled people to communicate with, warn and locate loved ones who were affected by the

massive storm. Emergency managers began to think about how they can use social media during

disasters. Emergency managers in Nevada are no exception. This year, the Nevada Emergency

Alert System (EAS) is developing a new public warning/public information plan. For the first

time, this plan will include a section on social media. With the proper protocols, training,

practice and maintenance, Nevada’s EAS can become an industry leader in its use of social

networking to mitigate, prepare for, respond to and recover from disasters, emergencies and/or

catastrophes.

BACKGROUND

Nevada’s EAS is part of the nationwide Emergency Alert System. The Federal Communications

Commission (FCC) – working with the Federal Emergency Management Agency (FEMA) and

National Weather Service – established the nationwide EAS in 1997 to replace the Emergency

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Broadcast System that was created in the 1960s (Federal Communications Commission, 2015).

The system is designed to provide reliable and instant alert messaging to the public by federal

authorities in the event of national emergencies. The FCC designates broadcasters,

cable/satellite providers and other communications companies to deliver these alerts through

various means. Nevada’s Emergency Alert System operates under the same parameters.

According to the Nevada Emergency Alert System website, “The Nevada EAS Plan provides

state and local government officials, as well as law enforcement and public safety officials,

specific information on how to issue EAS activations and access local radio, television and cable

TV facilities to provide information, instructions and assistance to the public in a time of crisis.

The Nevada EAS Plan also includes the Nevada AMBER Alert Plan which allows local law

enforcement agencies to use the EAS to broadcast information about abducted, endangered

children” (Nevada Broadcasters Association, 2015). The Nevada EAS utilizes existing broadcast

equipment by member television stations and cable or satellite providers, so no additional costs

are required. In 2006, the Nevada EAS expanded to include alert delivery by cell phones and the

Internet (Nevada Broadcasters Association, 2015). The Nevada EAS established its public

alert/local operational plan in 2013 to provide instructions, guidance and protocols for

emergency alert activations (Southern Nevada/Inyo County, 2013). In 2015, a Public

Warning/Public Information Initiative – consisting of Nevada EAS members and various

stakeholders – will develop an updated public alert/warning system that conforms with new

federal directives (Nevada Department of Emergency Management and Washoe County, 2012).

The updated system will also include, for the first time, a social media element. The inclusion of

a social networking element in the Nevada EAS public information/alert plan illustrates the

importance of social media in modern emergency communications.

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SOCIAL MEDIA IN THE U.S. AND NEVADA

Social media have blossomed in Nevada and in the United States in recent years. According to a

Pew Research Center study, as of January 2014, 74 percent of all Internet users use social

networking sites (Pew Research Center, 2015). Seventy-six percent of all women who are online

are also on social networking sites, and 72 percent of all online men use social media (Pew

Research Center, 2015). Social media are not confined to younger people (although some social

networking sites are more popular than others depending upon a person’s age). Of all Internet

users, 89 percent of people ages 18 to 29 use social media; 82 percent of people ages 30 to 49

use social networking sites; 65 percent of people ages 50 to 64 use social media; and nearly half

of online people ages 65 or older use social media (Pew Research Center, 2015). Neither

education nor income affect social media user statistics, as usage of social networking sites

remains consistent regardless of a person’s educational background or annual salary (Pew

Research Center, 2015). While some social media sites are more popular than others, more than

half of all online adults use multiple social media sites (Pew Research Center, 2015). Facebook

remains the most popular site among social media users with more than 890 million active daily

users worldwide (Facebook, 2015). Putting this in perspective, if Facebook was a country, it

would be the third largest country by population in the world. Twitter is nearly as impressive

with 288 million monthly active users (Twitter, 2015). Other social networking sites like

Instagram, Pinterest, Google Plus, Vine and Snapchat also sport impressive user statistics. As

more people flock to social networking sites and away from traditional sources of information

(television, radio, newspaper, etc.), the importance of these sites grows. It is imperative that

emergency managers and broadcasters not only recognize this trend, but take steps to embrace it.

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SOCIAL MEDIA USAGE DURING DISASTERS

Internet users are already embracing social media and doing so during disasters. According to a

study by the National Consortium for the Study of Terrorism and Responses to Terrorism

(START), “Social media use rises during disasters as people seek immediate and in depth

information… Research points to the rapt and sustained attention the public may give social

media during disasters” (National Consortium for the Study of Terrorism and Responses to

Terrorism, 2012). This was the case during recent disasters such as the 2010 Haitian earthquake,

the 2011 Joplin tornadoes and Hurricane Sandy in 2012. According to the START study, social

media were primary tools for people to interact and share stories following the earthquake in

Haiti; social media sites were instrumental sources of information and helpful recovery tools

during the aftermath of the Joplin tornadoes; and helped replace traditional land-line telephone

service that sustained damaged during Hurricane Sandy (National Consortium for the Study of

Terrorism and Responses to Terrorism, 2012). As Scientific American wrote in June 2013, “‘The

convergence of social networks and mobile (devices) has thrown the old response playbook out

the window,’ Michael Beckerman, president and CEO of the Internet Association, told the House

Subcommittee on Emergency Preparedness, Response, and Communications on June 4. The

new playbook will not do away with the emergency broadcast system and other governments.

Rather, it will incorporate new data from researchers, federal agencies and nonprofits that have

begun to reveal the exact penetration of social media in disasters” (Maron, 2013). In a 2011 blog

on the popular tech website Gizmodo, Roberto Baldwin offered a significant reason why social

media sites have taken on new roles during disasters, explaining, “Think of any major news of

the last few months: Bin Laden dead, New York earthquake, Steve Jobs passing. You didn’t

hear about it on the evening news; you saw it on your news feed. A 140-character announcement

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that shows up in everyone’s timeline all at once has more power than five minutes of horn

blaring on the radio” (Baldwin, 2011). That trend is likely to continue as an increasing number

of people turn to social media for news and information – especially during disasters.

SOCIAL MEDIA AND EMERGENCY MANAGEMENT

Some emergency management/response agencies have recognized the trend and begun

incorporating social media into their mitigation, preparedness, response and recovery plans. In

Las Vegas, Las Vegas Fire and Rescue and Red Rock Search and Rescue do an exceptional job

of engaging followers on social media. Las Vegas Fire and Rescue Public Information Officer

Tim Szymanski will send out messages on Twitter at all hours of the day – providing live

updates about active scenes, incorporating video and pictures and promoting outreach and/or

preparedness events. The department’s Twitter page has become a valuable resource for

citizens, other agencies, private companies and the media. Red Rock Search and Rescue,

meanwhile, effectively utilizes its Twitter and Facebook pages to engage the public about

missing and/or injured people, mobilize search parties and update followers about cases that

often stretch back many months. The National Weather Service is equally adept at utilizing

social media to inform and alert the public before, during and after major weather events. The

National Weather maximizes its content with the use of pictures and map graphics that catch and

capture the viewer’s attention. This is essential to any social media site. As Guy Kawasaki

wrote in The Art of Social Media, “Every post – literally every single post – should contain ‘eye

candy’ in the form of a picture, graphic or video. According to a study by Skyword, ‘On

average, total views [of its’ clients content] increased by 94% if a published article contained a

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relevant photograph or infographic when compared to articles without an image in the same

category’” (p. 47). The National Weather Service uses pictures and videos to great effect to keep

its social media users engaged and receptive to warnings and information when disasters strike

(National Weather Service, 2015). Finally, the Federal Emergency Management Agency

(FEMA) has implemented a social media policy. The agency’s social media page provides an

official list of FEMA’s social networking sites; enables users to monitor and join conversations

about live events; and includes a crowdsourcing tool to track conversations in specific regions

(FEMA, 2015). This enables FEMA to monitor social media activity and interact with the public

– providing people with useful information in the event of a disaster. Locally and nationally,

emergency managers and responders are increasingly incorporating social media into their daily

operations.

SOCIAL NETWORKING BEST PRACTICES

For many emergency management departments and emergency managers, the benefits of social

networking outweigh the costs. Most social media websites are free to use. So, starting up a

social networking site does not require extensive or complex budgeting. Social networking also

need not be labor intensive. An agency that wishes to increase its social presence without hiring

new staff can designate current staff members as social media administrators. In other words,

current staff members can represent the agency when they post, comment, respond, etc. on social

media. Many pages allow users to schedule posts ahead of time. Other sites such as Hootsuite,

Tweetdeck or Instagram allow users to post a message to multiple channels – in many cases from

a smart phone or tablet. If an agency wishes to hire social media staff, one to three positions

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would suffice (more could be added depending upon the ambition and finances of the agency).

In Advanced Social Media Marketing, author Tom Funk recommends, “I’d propose that the

social media budget should be in the neighborhood of 5-10% of the entire marketing budget” (p.

127). The return on investment in social media, however, is invaluable. As Dionne Kasian-Lew

explained in The Social Executive, “The return on investment of social media could be measured

by the cost saving from trying to obtain the same data by other means, such as through focus

groups, which are expensive, or surveys, which can be unreliable” (p. 30). Former Phoenix Suns

Director of Digital Media and Research Amy Jo Martin echoed this sentiment in Renegades

Write the Rules, stating, “Instead of merely creating short-term buzz, social media creates

conversations, sometimes unprompted conversations that can be listened to, recorded and

measured. With a history of such conversations at my side, no longer did I have to say, ‘Trust

me, our fans really like the team.’ I had the hard data to prove that fans really liked us” (p. 135-

136). These lessons, while intended for the private sector, can apply to public agencies.

Ultimately, social networking plays an important role in reaching a wider audience (a necessity

for an emergency management and/or an emergency alert agency). As Funk explains, “By being

absent from the conversation, you create the impression you’re irrelevant, unhip, even

backward” (p. 12). For an emergency management agency, whose purpose is to reach the largest

number of people in the shortest amount of time during times of crisis, appearing irrelevant can

be a significant hindrance. In other words, investment in social media today can produce a great

return tomorrow.

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SOCIAL NETWORKING FOR MITIGATION

From an emergency management/alert system standpoint, social media can be effective tools in

the mitigation, preparedness, response and recovery phases of an emergency. The Federal

Emergency Management Agency (FEMA) defines mitigation as, “The effort to reduce loss of

life and property by lessening the impact of disasters” (Federal Emergency Management

Agency, 2015). FEMA also outlines steps to take to mitigate potential disasters, including

identifying risks, taking actions and informing the public on how to mitigate. The Nevada

Emergency Alert System can help accomplish some of these tasks through the use of social

media. Social media is, first and foremost, about daily engagement. When emergencies and/or

disasters are not occurring, social media administrators can maintain this daily interaction and

help mitigate future disasters at the same time. For example, a Nevada EAS social media page

can provide daily “how-to” videos to safeguard one’s home or business from disasters. A social

media page can provide daily details on how the emergency alert system works. A social

networking site could also provide daily information about emergencies and disasters in or out of

Nevada. These steps are important, because they show the audience that the Nevada EAS is

engaged and is a valuable source of emergency information. When disasters do strike, people

will have the valuable information provided by the EAS and are more likely to turn to the

Nevada EAS social media pages for updates. In these respects, a social media plan for the

Nevada Emergency Alert System can be extremely valuable in the mitigation of disasters.

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SOCIAL NETWORKING FOR PREPAREDNESS

A social media plan can also be incorporated into the preparedness cycle of emergency managers

and the Nevada EAS. One key aspect of the preparedness cycle, according to FEMA, is the idea

of training and exercises. Some preparedness training can be handled via social media through

the use of question-and-answer sessions on social media pages that are designed to educate the

public and first responders about what happens during an EAS activation (similar to EAS test

signals that currently broadcast on traditional media channels). EAS social media administrators

can undergo orientations on when and how to provide alert messages over social media channels

during emergencies. These practices can then be tested in the form of exercises. EAS social

media administrators can undergo table-top exercises to test their alert messaging in the event of

a real emergency. More elaborate full-scale exercises with other agencies are already common

practices. Adding a social media element to these exercises would require little effort.

Additionally, the EAS can test the public’s readiness through mock emergencies over social

media channels. These tests would require frequent and advance warning, however, that the

messages are only tests and not indicative of real emergencies. Whether it’s through training or

exercises, social networking can play an important role in emergency preparedness for the

Nevada EAS.

SOCIAL MEDIA IN RESPONSE

The response phase of an emergency is where Nevada’s EAS can truly shine on social

networking sites. Nevada’s Emergency Alert System possesses a sterling reputation for

providing accurate and timely alerts to the public during emergencies. The social media element

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should also reflect these practices. Alert messages on social media channels can use the same

verbiage as current EAS messages. According to the Nevada EAS plan, an EAS alert message

may be activated when there is an immediate threat to life or property; public safety officials

determine affected citizens should take action, or when an AMBER alert has been activated

(Southern Nevada/Inyo County, 2013). These rules also apply to social media alert messages.

Nevada’s EAS social media pages would become valuable sources of information for people

affected by disasters. Social media administrators can use these pages to provide information

about weather patterns, evacuation routes, shelter locations, terror watches and/or road closures.

Social media administrators can also interact with followers to gather new information about an

active disaster. For example, users may post pictures of damaged roads or facilities to the EAS

social media pages. Sometimes, the people who first arrive at the site of an emergency are

average citizens – not responders. Social media pages give them the opportunity to alert Nevada

EAS personnel of problem areas. Alert messages during an emergency should be frequent, and

social media administrators should provide messages that indicate when the immediate danger is

over. As these examples show, a social media element for Nevada’s EAS can be a valuable tool

during active emergencies or disasters.

SOCIAL MEDIA IN RECOVERY

Nevada’s EAS social media page can also be instrumental during the recovery phase of a

disaster. Social media pages can be used to inform the public about assistance programs, provide

links to file insurance claims, dispel rumors, provide information about health and social services

or detail information about housing assistance. Additionally, social media pages can help direct

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potential volunteers to volunteer outreach efforts by partner organizations (such as the American

Red Cross or Salvation Army). Nevada’s EAS social media pages can also – with the assistance

of private companies – provide updates on utility restoration following a disaster. While

Nevada’s Emergency Alert System is primarily designed for the response phase of the disaster,

social media enable the system to move beyond response and become an active and reliable

source of information during the mitigation, preparedness and recovery phases of a disaster.

MAINTENANCE/FUTURE OF SOCIAL NETWORKING

In the past ten years, social networking has become an integral part of communication, and it is

continually evolving. New social media pages surface every month, and the next Facebook or

Twitter could soon develop. For this reason, it is important that Nevada’s EAS social media plan

not only be thorough and comprehensive, but current and adaptable. Social media administrators

should stay informed about new sites and trends and be willing to add new social media pages to

the plan. Nevada’s leaders are also taking notice of the importance of social networking. The

2015 Nevada Legislature is considering a bill that mandates state agencies to promote public

engagement. According to Assembly Bill 236, “This bill encourages each state agency, to the

extent practicable and within the limits of available money, to develop a policy to promote public

engagement that includes the use of the Internet and Internet tools, including electronic mail,

electronic mailing lists, online forums and social media” (Nevada Legislature, 2015). If it

becomes law, AB236 would codify social engagement in the Nevada Revised Statutes and could

lead to funding for social media staffs. Social networking continues to grow and evolve, and

Nevada’s Emergency Alert System should embrace this medium in the years to come.

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CONCLUSION

Ultimately, social networking amounts to one key component: communication. Like other media

such as television, radio, newspapers and telephones, social media foster and promote mass

communication among millions of people. Communication is at the core of the Nevada

Emergency Alert System’s functions. The Nevada EAS’s main goal is to communicate to the

public in times of crisis. It is imperative that social networking become part of that goal. Doing

so allows members of the Nevada EAS to provide accurate information to the public with

unbeatable immediacy.

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ReferencesBaldwin, R. (2011, November 9). This is Not a Test: The Emergency Alert System is Worthless Without

Social Networks. Retrieved April 15, 2015, from Gizmodo.com: http://gizmodo.com/5857897/this-is-not-a-test-the-emergency-alert-system-is-worthless-without-social-networks

Facebook. (2015). Facebook Newsroom. Retrieved March 3, 2015, from Newsroom.fb.com.

Federal Communications Commission. (2015, April 11). Public Safety Tech Topic #21 - Emergency Alert System. Retrieved April 11, 2015, from FCC.gov: http://www.fcc.gov/help/public-safety-tech-topic-21-emergency-alert-system-eas

Federal Emergency Management Agency. (2015, April 19). What is Mitigation? Retrieved April 19, 2015, from Fema.gov: https://www.fema.gov/what-mitigation

FEMA. (2015, January 31). Social Media Page. Retrieved February 23, 2015, from FEMA.gov: https://www.fema.gov/social-media

Funk, Tom. (2013). Advanced Social Media Marketing. New York City: Springer Science + Media.

Kasian-Lew, D. (2014). The Social Executive. Milton, Queensland, Australia: John Wiley & Sons.

Kawasaki, G., & Fitzpatrick, P. (2014). The Art of Social Media. New York City: The Penguin Group.

Maron, D. (2013, June 7). How Social Media Is Changing Disaster Response. Retrieved February 22, 2015, from ScientificAmerican.com: http://www.scientificamerican.com/article/how-social-media-is-changing-disaster-response/

Martin, A. J. (2012). Renegades Write the Rules. San Francisco: Jossey-Bass.

Mussoline, M. (2013, August 13). Sandy Proves Social Media Can be Powerful During Hurricanes. Retrieved April 9, 2015, from AccuWeather.com: http://www.accuweather.com/en/weather-news/social-media-and-hurricanes-disasters/9550752

National Consortium for the Study of Terrorism and Responses to Terrorism. (2012, December 12). Social Media Use during Disasters. Retrieved April 15, 2015, from start.umd.edu: http://www.start.umd.edu/sites/default/files/files/publications/START_SocialMediaUseduringDisasters_LitReview.pdf

National Weather Service. (2015, April 16). Social Media. Retrieved April 16, 2015, from Weather.gov: http://www.weather.gov/socialmedia

Nevada Broadcasters Association. (2015, April 11). EAS-Emergency Alert System. Retrieved April 11, 2015, from NevadaBroadcasters.org: http://www.nevadabroadcasters.org/eas.php

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Nevada Department of Emergency Management and Washoe County. (2012, December 13). EAS Public Warning/Public Information Initiative. Retrieved February 18, 2015, from NVCrisisCommunicators.org: http://www.nvcrisiscommunicators.org/home.html

Nevada Legislature. (2015, April 19). AB236. Retrieved April 19, 2015, from Leg.state.nv.us: http://www.leg.state.nv.us/Session/78th2015/Bills/AB/AB236_R1.pdf

Pew Research Center. (2015, January 9). Social Media Update 2014. Retrieved February 18, 2015, from pewinternet.org: http://www.pewinternet.org/2015/01/09/social-media-update-2014/

Pew Research Center. (2015). Social Networking Fact Sheet. Retrieved March 3, 2015, from PewInternet.org: http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

Southern Nevada/Inyo County, C. E. (2013). Southern Nevada/Inyo County, California Operational Area of the Emergency Alert System Local Operational Plan for Emergency Managers and Activators. Carson City, Nevada.

Twitter. (2015). About Twitter. Retrieved March 3, 2015, from Twitter.com: 2015

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ECEM 734: Capstone Project

Nevada Emergency Alert System Social Media Plan

Guy DeMarco6/7/2015

GENERAL INFORMATION/PURPOSE

For years, public communication during a disaster operated on a one-way street. A disaster

approached. An agency issued warnings to the public via traditional means (e.g., television, radio,

sirens, face-to-face meetings, etc.), and the public was urged to respond. The rise in popularity of social

media websites (brought, in part, by innovations in mobile technology) has changed this dynamic. Social

media have become intrinsic elements in communication. No longer are citizens and businesses solely

the “audience” of emergency communication messages; they are willing participants.

This was especially true during Hurricane Sandy in 2012. As Emergency Management wrote in March

2013, “Hurricane Sandy marked a shift in the use of social media in disasters. More than ever before,

government agencies turned to mobile and online technologies. Before, during and after Sandy made

landfall, government agencies throughout the Northeast used social media to communicate with the

public and response partners, share information, maintain awareness of community actions and needs,

and more” (Cohen, 2013). Social media users can provide instant feedback from a disaster site. They

can be utilized as conduits for emergency alert messages, and they can be viewed as partners in

emergency communications. For these reasons, Nevada’s Emergency Alert System must include a social

media element.

BACKGROUND ON EAS PUBLIC INFORMATION PLAN

In 2014, stakeholders in the Nevada Emergency Alert System (EAS) announced plans to rewrite the

Nevada EAS plan. The year-long project seeks to develop updated public warning and public

information protocols for the Nevada EAS. The group tasked with creating the new protocols includes,

but is not limited to, the following members:

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Aaron Kenneston, Washoe County Emergency Manager

Carolyn Levering, City of Las Vegas Emergency Manager

Ryan Turner, City of Henderson Emergency Management Coordinator

Yuri Graves, City of Henderson Emergency Management Officer

Irene Navis, Clark County Plans & Operations Coordinator

Cathy Ludwig, Washoe County Emergency Management Grants Coordinator

Adrienne Abbott, Nevada EAS Chair

Jim Borchers, AlertSense

Melanie Groner, AlertSense

Manuel Centeno, FEMA

Jim Gustafson, Nevada Multimedia Productions

Matthew Lieuallen, Emergency Planner

Israel Lopez, Nevada Department of Transportation

Jody Smith, FEMA

Jo Anne Hill, Fire Service Manufacturers and Vendors Association

Kathleen Richards, City of Henderson

Carlito Rayos, North Las Vegas Emergency Manager

Lloyd Ziel, Former PIO for Red Cross of Southern Nevada

Guy DeMarco, Content Editor for KLAS-TV

On January 14, 2015, the group held its first planning group meeting at the City of Las Vegas Emergency

Operations Center to outline duties and assignments for the year-long project. The meeting covered the

current EAS plan; federal guidelines for the new plan; best practices for emergency alerts and AMBER

Alerts; IPAWS; capability gaps; relations between broadcasters and emergency managers; and the

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emergence of social networking sites as media for alert messages. A similar meeting took place at the

Reno Emergency Operations Center on January 21, 2015.

A conference call updated the progress of the plan’s development in March 2015. Another meeting is

scheduled ___ at the Tuscany Hotel and Casino in Las Vegas. Two more meetings are scheduled in

northern Nevada in the coming weeks. Additional meetings and/or conference calls are likely to follow,

but have not yet been scheduled. The group aims to have a completed plan by the end of 2015.

This project details the social media element of that plan.

KEY TERMS

Analytics – Data that tracks social media usage, patterns and behavior

Avatar – A picture that represents the user of a social media website

Bio – A brief biography of a social media user and/or page

Content – Any information provided via a social media channel

Crisis – “An event which poses an extraordinary threat to the lives, limbs or property of a group of

people. These events may be natural, man-caused or technological” (Nevada Emergency Alert System,

2013)

Crowdsourcing – Using your online followers/community to generate ideas and assist in services and

content

Engagement – The level at which people view, respond to and share a social media post

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Hashtag – A word preceded by a “#” that allows users to organize social media messages based on a

specific topic (e.g., searching #JoplinTornado would enable users to sort social media posts based on

that specific term)

Reach – The potential size of an audience for a social media message.

Social media – Social media, for the purposes of this plan, will be defined as electronic, Internet-based

tools that are used by individuals, government agencies, businesses and non-profit organizations to

promote communication, interaction and collaboration.

Stakeholder – “A person, group or organization that has interest or concern in an organization”

(Dictionary, 2015)

Thread – The total number of social media messages in a specific conversation

Trend/Trending Topic – The popularity – based on number of posts, reposts, favorites, etc. – of a

particular topic or hashtag

STAKEHOLDERS

The Nevada Emergency Alert System is voluntary for state and local broadcasters, cable and wireless

cable television systems. Participation in a social media element of the Nevada EAS plan is also

voluntary, but several stakeholders may have a vested interest in the social media element, including:

The National Weather Service

Federal, state and local emergency management departments

Federal, state and local law enforcement

Federal, state and local public health agencies

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Federal, state and local government leaders

Public and private medical response entities

Federal, state and local fire departments

The Nevada Broadcasters Association and member television, radio and cable stations

Business leaders

Non-profit/charitable emergency management organizations

METHODS USED

While the field of social media is relatively new, a significant amount of information is available to

provide research for this social media plan. In the effort to develop an informative, comprehensive,

efficient and data-based social media plan, multiple sources were consulted, including (but not limited

to):

Books and literature on social media marketing and best practices, including (but not limited to):

The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick; Renegades Write the Rules by Amy

Jo Martin; and The Social Executive by Dionne Kasian-Lew.

Various studies on social media usage, including (but not limited to): annual studies conducted

by the Pew Research Center.

Articles and publications about social media and its usage in emergency situations, including

(but not limited to): those published in Emergency Management and on social media news

websites such as Mashable.com or Gizmodo.com.

Emergency Alert System plans throughout the United States. The Nevada Emergency Alert

System plan will serve as the primary template for this project, since the social media element

may be incorporated into Nevada’s plan. This project will also examine other state EAS plans for

any and/all social media elements.

Social media plans from various agencies such as the Federal Emergency Management System

(FEMA) and local and state departments in Nevada and in other states.

Personal interaction with members of the Public Warning/Public Information initiative team via

e-mail, telephone and/or team meetings.

SOCIAL MEDIA SITES/APPS/PLATFORMS

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Social media users access their pages, followers, friends, etc. through the use of social media sites and

applications. While hundreds of social networking sites and applications exist (an incalculable number),

most social media users utilize a handful of sites more than others. While this social media plan should

be updated frequently as new social networking sites are developed, for the purposes of this plan, social

media strategies, techniques and best practices will focus on the following platforms:

Facebook – While Facebook’s popularity among younger people (e.g., those in their teens and early 20’s)

has waned in recent years, the site remains the top social media site in the world. According to the Pew

Research Center, 71 percent of online adults use Facebook (Pew Research Center, 2015). More than

890 million users on average used Facebook per day in December 2014 (Facebook, 2015). By

comparison, the United States population in 2014 was more than 322 million people (Worldometers,

2015). People use Facebook to promote business, connect with friends, share websites and videos and

receive news. Facebook remains the undisputed king of social media in 2015.

Twitter – If Facebook is the king of social media, Twitter is the queen. Twenty-three percent of online

adults used Twitter as of September 2014 (Pew Research Center, 2015). The site boasts 288 million

monthly active users and 500 million messages (or “tweets”) per day (Twitter, 2015). The site’s simple

premise – messages totaling 140 characters or less – appeals to businesses, government agencies and

individuals that do not wish to spend a large amount of time crafting messages. What separates Twitter

from Facebook is its level of interaction. Facebook users (with the exception of business pages) must

mutually agree to connect in order to interact. With Twitter, any person or business with a Twitter

account can be followed by any other Twitter user – allowing more direct interaction. In recent years,

Twitter has become an invaluable resource during live news events – allowing information, reaction and

interaction to occur about such events with little obstruction. Twitter enhanced its live capabilities in

March 2015 with the launch of Periscope – an app that enables users to live stream video on Twitter.

Instagram – Instagram has increased in popularity in recent years. The platform allows users to post

pictures and videos quickly and easily to multiple social media accounts at once. The platform does not

allow users to post messages without pictures or video. Unlike Facebook and Twitter, Instagram is not

based on a website. Instagram users can only access it through mobile applications. Approximately 26

percent of all online adults use Instagram (Pew Research Center, 2015). The social networking platform

is especially popular with younger users. Fifty-three percent of all Instagram users in 2014 were 18 to

29-years-old (Pew Research Center, 2015). The application is also more popular among women than

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men (29% to 22%) (Pew Research Center, 2015). As the use of pictures and video on social media grew

in recent years, so did Instagram’s popularity.

Pinterest – Billed as a “place to discover ideas for all your projects and interests, hand-picked by people

like you” (Pinterest, 2015), Pinterest is a social media site that allows users to sort and collect content

(titled “pins”). Pins can be sorted into categories such as news, points of interest or recipes. Twenty-

eight percent of all Internet users utilized Pinterest in 2014 (Pew Research Center, 2015). Women, in

particular, find the site useful; Pew Research Center reports 42 percent of Pinterest users are women,

compared with 13 percent who are men (Pew Research Center, 2015). The social networking site is

particularly popular among whites and higher-income demographics.

Google+ - A fast growing social networking site, Google+ utilizes the world’s most used search engine:

Google. The site boasts more than 359 active users and a growth of approximately 33 percent per year

(Romeri, 2014). The site’s strength comes in its interface with Google, enabling Google+ to tap into

Google’s powerful search engine, while enabling users to interconnect and share content.

MITIGATION

As with any emergency plan, mitigation serves an important role. Mitigation helps solve problems

before they occur. With regard to social networking in the EAS plan, mitigation is essential and involves:

identifying target audiences; identifying social network administrators and content contributors;

developing best practices; creating social media pages; finding and contributing content and maintaining

interaction.

Account Creation – The first step involves creating social media accounts (e.g., Facebook, Twitter,

Instagram, etc.) EAS administrators can create as many accounts as they wish, but should limit them to

one account per social media application. Each account should include a professional logo, profile

picture, and/or avatar. The summary information should be clear and concise. Contact information and

a web link should also be provided.

Target Audience – Before a social media plan can be developed, it is important to identify the target

audiences. These audiences can be broken down into three subcategories: Nevada-specific, professional

and individual. Since this EAS plan operates within the State of Nevada, the social media element will

primarily target users within Nevada. This subcategory can also cover users within the other two

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subcategories. Professional audiences involve businesses, public agencies and nonprofit organizations

with a vested interest in the Nevada EAS. This includes (but is not limited to): government entities,

emergency response/management departments, small and large businesses, charitable/volunteer

organizations and media outlets. The final subcategory involves individuals. This includes: community

leaders, government officials, business owners and/or average citizens. These subcategories can serve

as a guideline for targeted messaging and interaction. Social media is a unique form of communication

that enables all users to participate, including those that fall outside these subcategories.

Social Media Administrators – Many organizations mistakenly believe that social networking is a costly,

time-consuming process that involves multiple man-hours to accomplish. In fact, social media

engagement can be done cheaply and without overburdening staff – so long as the work is divided

among multiple people. Five to six existing EAS staff members or managers can receive administrator

privileges on each social media platform. It is recommended that non-emergency posts be spread out

throughout the day (morning, evening and night). Social media posts can be scheduled in advance, and

many mobile phone applications allow users to post content at anytime from anywhere.

Additionally, the 2015 Nevada Legislature is considering a measure (Assembly Bill 236) that would

mandate social engagement by public agencies. If the bill passes, and that mandate is funded, many

public agencies (including emergency management, fire, police, etc.) may be able to add social media

positions to their staffs. These social media contributors could work within the Nevada EAS to cultivate

content and engage users.

Content/Engagement – The key to a successful social media strategy is to consistently provide followers

with content and engage those followers on a regular basis. Content contribution and engagement are

important to mitigation, because they establish an audience and a relationship with that audience that

can be utilized during the response and recovery phases of a disaster, emergency or catastrophe.

The first step in the content/engagement process involves adding/generating friends and followers to

the EAS social media pages. This process varies depending upon the social media platform. For

example, for Twitter, Google+ and Instagram, the process begins by following other pages and

individuals in an effort to encourage those individuals and pages to follow the EAS pages in turn. With

Facebook, the process involves sending friend requests and/or invitations to like the EAS page.

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Once pages are created and some followers/friends are established, it is important to keep each EAS

social media page updated on a daily basis. Below are some content options based on each social media

platform:

Facebook – Facebook is an excellent tool for sharing videos, pictures and promotional/educational

material. FEMA’s Facebook page, for example, provides daily postings about emergency preparedness,

how-to videos, news articles and other useful information. As this content is posted, users share it –

cementing FEMA’s Facebook page as a reliable source for emergency information. The EAS Facebook

page should follow this formula.

Twitter & Instagram – Social engagement on Twitter and Instagram follows similar protocols. For

Twitter, engagement can include sharing links to useful information, retweeting comments, links, etc.

from trusted sources and favoriting Tweets of general interest to EAS Twitter followers. Twitter can also

be used to orchestrate periodic “Tweet-ups” or designated interactions that enable EAS administrators

to answer questions of followers. A “Tweet-along” could also be utilized to walk users through an EAS

notification. This would require frequent warnings, however, that the Tweet-along is not an actual

emergency.

Instagram follows many of the same protocols. Since Instagram is picture-based, an EAS Instagram

account could post images of weather maps, warning messages and/or evacuation routes. During the

mitigation phase, an EAS Instagram account could ask users to share pictures of their evacuation routes

and/or emergency kits.

Google+ and Pinterest - Google+ is a useful social networking tool in that users can divide followers into

various groups (or circles). For example, an EAS Google+ account could include one circle for emergency

responders, another for broadcasters, one for government officials, one for regular citizens, and/or a

circle for all of the above. Articles and information that emergency responders circle would find

interesting may or may not appeal to a circle for regular citizens. Google+ enables EAS to target its

messages to specific audiences in this regard.

Pinterest operates under similar rules, but instead of circles, information can be organized into boards.

Like Google+, Pinterest allows users to target information based on specific audiences.

The ultimate goal of all social media sites (including those not mentioned) during the mitigation phase is

to build, cultivate and grow followers. This is done with daily content delivery and interaction. A social

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networking page that does not include daily content and interaction (e.g., a “dead page”) is

counterproductive to any public information/warning campaign.

PREPAREDNESSS PROTOCOLS

With regard to preparedness, an EAS social media plan should focus on specific emergencies, disasters

and/or catastrophes. One way this can be accomplished is by sharing with users useful information

about what happens during an emergency alert activation. EAS already frequently broadcasts tests of its

emergency alert broadcast system. Similar tests could be constructed specifically for social media. Such

a message would specify how an emergency alert would look and sound in the event of an actual

emergency. If posted on Instagram, such message would include an eye-catching image that users

would recognize as an emergency alert. It is important to specify during these messages that the alert is

a test and not indicative of an actual emergency.

In addition to frequent test messages, EAS can detail courses of action during specific emergencies. For

example, an EAS social media administrator could interact with users about proper responses during a

tornado, fire, power outage, or terrorist attack. This interaction would not only provide learning

opportunities for followers, but also introduce potential ideas for EAS administrators. Likewise, social

media sites could frequently post information about flood plains, evacuation routes, wildfire conditions,

terror alerts, emergency kits, etc. This information is important in the preparedness phase, because it

encourages users to think about disasters and/or catastrophes before they strike. These messages are

designed to ensure followers of EAS social media pages are prepared for any emergencies, disasters or

catastrophes that may arise.

RESPONSE PROTOCOLS

During an emergency, EAS social networking sites can provide crucial information to the public. Having

developed a trust with social media followers during the mitigation and preparedness phases of the

social media plan, EAS social media sites will become relevant sources of information during

emergencies, disasters and/or catastrophes. For example, if a severe thunderstorm approaches an area

within Nevada, an EAS alert over a social media page could read, “WARNING (insert area here), a severe

thunderstorm approaches. Seek cover and monitor all channels for additional information.” These

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messages would resemble messages currently utilized by EAS over television, radio and cable

broadcasts, as well as via mobile messaging. If such messages come from EAS, they are likely to be

shared by followers with friends and family.

EAS social media messages would be posted by designated administrators and follow protocols already

established by the EAS for emergency alert messages over other broadcast platforms. According to

those protocols, an EAS alert message may be activated:

1. There is an immediate and extraordinary threat to life or property.

2. Government, law enforcement or public safety officials decide that the affected citizens should take immediate and specific protective actions.

OR

3. Law enforcement officials request an AMBER Alert activation according to the criteria set forth in the Nevada State AMBER Alert Plan.

Message contents, per EAS protocols should:

1. Identify the originating agency.2. State the nature of the emergency.3. Identify and specify the type of event, its location and affected population.4. State the time or expected duration of the emergency.5. Clearly describe the actions that affected citizens should take.

Alert messages over social media sites can include, but are not limited to:

Weather maps

Fire locations

Terror watches

AMBER Alerts

Maps of road closures

Maps of hazardous material areas

Evacuation routes

Public information updates

Shelter locations

Useful links

Rendezvous locations

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Message Frequency

EAS social media messages should be repeated – per EAS protocols – every 10 minutes or for no more

than 30 minutes unless the message has been canceled or changed. Messages more than 30 minutes

old should not be rebroadcast, unless there are specific instructions to do so. New messages should be

posted if no developments arise, and/or the situation changes.

Automated Alerts

In addition to sending alert messages manually over EAS social media channels, several social

networking sites are exploring automated alert messages. Facebook is partnering with the National

Center for Missing and Exploited Children to post Amber Alerts automatically on Facebook news feeds

(Vacher, 2015). In 2013, Twitter unveiled Twitter Alerts which allow users to receive special notifications

on their Twitter timelines during emergencies (Wagner, 2013). EAS administrators should explore

automated alert systems such as these – many of them at little to no cost – as options for public alerts

and notifications.

RECOVERY PROTOCOLS

Once the immediate danger of an emergency has subsided, and the response phase comes to an end,

many EAS social media followers will seek information with regard to recovery. EAS administrators

should work with emergency management departments in Nevada to post and/or share relevant

recovery information to the public.

That information can include, but is not limited to:

Emergency shelter locations

Temporary housing information

Physical and mental health assistance

Links to disaster assistance applications

Lists and maps of areas damaged and/or restricted by the disaster

Tips to assist people who are returning to their homes

Tips to assist children and animals in the aftermath of a disaster

Links to insurance information

Links to licensed contractors who can help rebuild

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Financial aid information

Food bank information

Links to utilities and computer network companies that can help restore lost services

The recovery phase could last as little as a few days or as long as several months. It is important that

EAS social media administrators continuously update social networking sites as new information

regarding the recovery of a disaster emerges.

REVIEW AND MAINTENANCE

At the conclusion of a disaster, it is imperative that EAS administrators review the social media plan and

determine if any changes need to be implemented, taught and practiced for future disasters.

It is also imperative that social media administrators stay current on trends and new social networking

sites that can be incorporated into the social media plan.

CONCLUSION

Social media is no longer a passing fad. People of all ages utilize social media in some way. Therefore, it

is imperative for an EAS plan to include a social media element and for emergency managers to embrace

social media in the future.

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Nevada Emergency Alert System. (2013, July 15). Nevada Emergency Alert System Local Operational Plan.

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Romeri, M. (2014, February 18). New Social Media Statistics You Need to Know. Retrieved March 10, 2015, from SocialMediaToday.com: http://www.socialmediatoday.com/content/new-social-media-statistics-you-need-know

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