OCIO Learnig Session: The New Media Tsunami and Crisis Management


>>GOOD MORNING, EVERYBODY.
WELCOME TO THE HUD OCIO LEARNING SESSION. I’M DR. MELANIE COHEN.
I WOULD LIKE TO THANK ALL OF YOU WHO ARE HERE IN OUR LIVE AUDIENCE AND WELCOME NEW AUDIENCES.
I UNDERSTAND EACH MONTH WE GET SOME NEW AUDIENCES, SO WELCOME.
I’M GLAD THAT YOU FOUND US, AND I HOPE THAT YOU FIND OUR SESSIONS TO BE BENEFICIAL TO
YOU. SO TODAY WHAT WE’RE GOING TO BE TALKING ABOUT
IS USING NEW MEDIA IN TIMES OF CRISIS AND WE’RE VERY FORTUNATE TO HAVE TWO EXPERTS WITH
US. WE HAVE DR. CLAUDINE.
I THINK WITHOUT ANY FURTHER ADIEU, I’M GOING TO GET RIGHT TO THE PRESENTATION AND DISCUSSION.
WHY DON’T WE START WITH YOU.>>THANK YOU.
HI. THIS IS CALLED THE NEW MEDIA TSUNAMI AND CRISIS
MANAGEMENT. SHORTLY WE WILL GET THE SCREENS TO SHOW THE
SLIDES. WE CALLED IT THAT BECAUSE OF THE WORLD WE’RE
LIVING IN, WHICH IS, AS THERE’S A CRISIS, THERE SEEMS TO BE A LOT HAPPENING SIMULTANEOUSLY
IN THE COMMUNICATION ENVIRONMENT, NOT JUST ONE PERSON OR TWO COMMUNICATING TO THE ORGANIZATION
OR TO THE PEOPLE TRYING TO HELP OR THE PEOPLE FROM THE ORGANIZATION OUT, BUT LOTS OF THINGS
HAPPENING AT THE SAME TIME, AND SO WE WANTED TO TALK ABOUT WHAT THAT MIGHT MEAN.
WHY DO WE CARE? YES, WE KNOW THERE’S TWITTER AND FACEBOOK
AND ALL OF THAT, BUT SO WHAT? HOW DOES THIS IMPACT CRISIS MANAGEMENT?
AND SO WE’LL BE LOOKING AT SHORTLY IT WILL APPEAR ON THE SCREEN THE KINDS OF NEW MEDIA
WE HAVE AND WHAT THAT REALLY MEANS IN TERMS OF THE IMPACT ON AN ORGANIZATION THAT MIGHT
BE CRISIS PRONE RATHER THAN CRISIS PREPARED, AND YOU’LL HAVE A WE WILL BE ASKING PEOPLE
FROM THE AUDIENCE WHAT AGENCIES OR WHAT EXAMPLES YOU MIGHT HAVE OF WHAT MEDIA YOU’RE USING,
IF THERE IS SOMETHING COMING UP OR IF THERE IS A PROBLEM.
AS YOU KNOW, WE HAVE JUST BEEN HEARING ABOUT MERS, POTENTIAL OR CONCERN ABOUT THAT.
WE’VE HAD A PROBLEM WITH OTHER KINDS OF MEASLES OR WHEN THERE ARE FOOD ALLERGIES OR SOMETHING.
HOW DO YOU GET THE WORD OUT WHEN THERE’S A LOT OF THINGS HAPPENING AT THE SAME TIME?
AND OF COURSE, WE MAKE SOME SUGGESTIONS, BUT MOSTLY WE ALSO WANT TO HEAR FROM YOU.
THOSE OF YOU IN THE PHYSICAL AUDIENCE, HOW DO YOU KEEP TRACK WHEN THINGS ARE COMING AT
YOU? THIS IS SOMETHING YOU SHOULD BE FAMILY WITH,
BUT FAMILIAR WITH, BUT I JUST WANTED TO GIVE SOME CONCRETE EXAMPLES OF THE KINDS OF THINGS
YOU MAY HAVE EXPERIENCED OR BEEN PART OF. THE HURRICANES, HURRICANE SANDY, WE KNOW ABOUT
THESE THINGS. HEALTH AND HUMAN SERVICES HAD SOME INFORMATION
AND THERE WAS SOME CONCERN WHEN THERE WAS A PEANUT ALLERGY.
OF COURSE, THE CENTERS FOR DISEASE CONTROL AND PREVENTION, IF YOU GET ON THEIR WEBSITE,
YOU WILL SEE A LINK, A CLICK THAT SAYS ALERTS OR, AS SOMETHING COMES UP, THEY WILL WRITE
TO YOU ON THE WEBSITE, AND WE’LL BE TALKING A LITTLE BIT ABOUT HOW DO YOU FIND THIS.
SHOULD IT BE PUSH TECHNOLOGY? IT SHOULD BEGET ON THAT SITE, AND IT SHOULD
BE RIGHT THERE, WHATEVER BUTTON, OR DO THEY HAVE TO SCROLL THROUGH THREE OR FOUR AND FIGURE
OUT AND FIND YOURSELF GOOGLING IT, DUH. SO THESE ARE SOME EXAMPLES YOU’LL SEE HERE
AT HUD, AND I’VE LOOKED THROUGH AND WE’VE LOOKED THROUGH THAT WEBSITE AND SEEN THE HUDDLE.
I SAW THAT. PART OF IT IS, HOW DO YOU FIND IT IN AN EMERGENCY
OR CRISIS QUICKLY, AND WHAT DOES IT NEED TO PUSH IT OUT.
EVERYBODY IS COMING IN SAYING, WHAT AM I GOING TO DO?
THERE WERE THE FLOODS IN ARKANSAS AND ALL OF THIS IS COMING AT YOU.
SO WE’LL BE LOOKING AT THAT, AS WELL. SO JUST A QUICK SENSE OF WHAT THIS MEANS,
AND PLEASE ADD YOU SEE WE’RE TALKING PRIMARILY ABOUT SOCIAL MEDIA, AND THE KEY HERE, WHICH
YOU MAY HAVE EXPERIENCED, IS THAT THE USER OF THIS IS BOTH THE AUTHOR AND THE AUDIENCE.
SOMEBODY SENDING OUT A TWEET AND THEY’RE WATCHING, WITHINNING LISTENING, RESPONDING, HEARING
WHAT’S GOING ON. AT THE SAME TIME, THESE THINGS ARE HAPPENING,
AND THAT MAKES IT EVEN HARDER TO MANAGE, GET A HANDLE ON, CONTROL, THINGS LIKE THAT.
HERE ARE SOME OF THE LISTS OF WHAT IT MEANS, THE NEW MEDIA TODAY.
THIS IS ONE OF TWO SLIDES, JUST TO LET YOU KNOW IT’S A BIG AND THIS IS A TEMPORARY LIST.
AS WE LOOK AT THIS ONE, WHICH HAS THE BLOGS, THE PODCASTS, SOCIAL NETWORKING SITES ANYBODY
HERE ON FACEBOOK IN THE LIVE AUDIENCE? WHAT ABOUT TWITTER?
ANY TWITTER CAN I SAY TWITTER ITES? WHAT’S THAT TWITS.
OOH, A WHOLE NEW MEANING. (LAUGHTER).
WE SEE HERE, ALSO, MOBILE MESSAGES THAT YOU SEND TO A DEVICE, AND HERE’S SOME MORE EXAMPLES.
WE ALL KNOW ABOUT WIKILEAKS AND WIKIPEDIA. IF YOU WANT TO KNOW SOMETHING, WHEN WAS SOMEONE
BORN, WHAT DID THEY WRITE, WHERE DID THEY GO, WIKIPEDIA.
IT MAY NOT BE ACCURATE, AS YOU KNOW, BUT THEY HAVE A SPOT.
AT THE BOTTOM ON, WE PUT DOWN LIST SERVES, SOMETHING MANY OF US ARE FAMILIAR WITH, BECAUSE
WE HAVE THEM OURSELVES, IN OUR NEIGHBORHOODS. YOU WANT TO FIND OUT IN YOUR NEIGHBORHOOD
WHO HAS GOT A GOOD PLUMBER, AND YOU’RE NOT WALKING UP AND DOWN AND TALKING TO NEIGHBORS
ONE AFTER ANOTHER. THE LISTSERVE WORLD SHARES THAT INFORMATION
AS WELL AS SOME OTHER THINGS. THIS IS A VARIETY.
I WANTED TO ASK, WHAT AGENCIES ARE REPRESENTED HERE?
HUD.>>FORMERLY DOE.
>>FORMERLY DOE. ARE THERE OTHERS WHO ARE NOT FROM HUD HERE
AT THE MOMENT PHYSICALLY?>>WELL, WE HAVE SOMEBODY HERE FROM DOD, AND
WE HAVE A VERY WIDE INTERNET AUDIENCE.>>THAT’S RIGHT.
SO I CAN’T HEAR FROM THE INTERNET AUDIENCE. MAYBE THAT WILL BE THE NEXT STAGE OF TECHNOLOGY,
WHICH WOULD BE GREAT, TO MAKE A A LITTLE MORE INTERACTIVE.
WE’RE GOING TO BE LOOKING AT YOU TO GIVE US SOME EXAMPLES OF HOW YOU’VE EXPERIENCED IT,
WHAT YOU’VE HAD TO DO, THINGS THAT WORKED OR DIDN’T WORK.
MOSTLY, HERE IS WHAT WE HAD TO DO, TO LOOK AT THE KEY ROLE AND THE IMPACT.
I WANT TO TURN IT OVER TO MY COLLEAGUE. OVER TO YOU, CHRIS.
>>THANK YOU, CLAUDIA. GOOD MORNING, AGAIN.
NOW, WHEN IT COMES TO NEW MEDIA TECHNOLOGY, SOCIAL MEDIA IN PARTICULAR, WE’RE GOING TO
DISCUSS THE VARIOUS ASPECTS OF WHAT IT MEANS TO BE A CRISIS PREPARED ORGANIZATION OR COMPANY
VERSUS A CRISIS PRONE ORGANIZATION OR COMPANY. THERE ARE MANY CHARACTERISTICS THAT DISTINGUISH
CRISIS PREPARED ORGANIZATION FROM A CRISIS PRONE ORGANIZATION.
THE USE OF SOCIAL MEDIA BEING ONE OF THEM. ALSO, IT’S IMPORTANT TO TAKE NOTE THAT AS
WE TALK ABOUT SOCIAL MEDIA, WE HAVE TO REMEMBER THAT THESE TOOLS CAN AID AS WELL AS HINDER
CRISIS COMMUNICATION EFFORTS OF A CORPORATION OR ORGANIZATION, WHETHER YOU’RE CRISIS PREPARED
OR CRISIS PRONE.>>>NOW, ONE OF THE BENEFITS, AS WELL AS DRAWBACKS,
DEPENDING ON YOUR VANTAGE POINT OF SOCIAL MEDIA, IS THAT IT’S GEOGRAPHICALLY BORDERLESS.
UNLIKE TRADITIONAL PRINT AND BROADCAST COMMUNICATION, WHICH WAS VERY MUCH ONE WAY.
AN ORGANIZATION SENT OUT A PRESS RELEASE, HAD A PRESS CONFERENCE, PUT A COMMERCIAL UP
OR DID SOMETHING IN A NEWSPAPER OR MAGAZINE TO DISSEMINATE A MESSAGE.
SOCIAL MEDIA IS VERY MUCH BORDERLESS, MULTI WAYS.
ANYONE WITH A SMART PHONE, A TABLET, A COMPUTER OR LAPTOP CAN COMMUNICATE IN REAL TIME ANYWHERE
IN THE WORLD. SO IT TRANSCENDS PHYSICAL BOUNDARIES, AND
BECAUSE OF THAT, COMMUNICATION IS NOW NO LONGER THE SOLE PROVINCE OF AN ORGANIZATION THAT
WANTS TO COMMUNICATE. IT’S A SHIFT IN POWER AS A RESULT OF THE ADD
ADVENT OF NEW MEDIA TECHNOLOGIES, AND IN PARTICULAR, SOCIAL MEDIA.
AS I INDICATED, SOCIAL MEDIA IS VERY MUCH MULTI CHANNELED, MULTI WAY.
IT’S NOT ONLY BI DIRECTIONAL WHERE I COMMUNICATE TO YOU, YOU COMMUNICATE BACK TO ME, BUT THERE
ARE OTHER INDIVIDUALS, ORGANIZATIONS ON THE PERIPHERY THAT GET INTO THE DISCUSSION BY
VIRTUE OF VISITING A FACEBOOK PAGE OR FOLLOWING SOMEONE ON TWITTER, ET CETERA.
A FEW OF YOU IN THE LIVE AUDIENCE INDICATED THAT YOU ARE ACTIVE ON TWITTER AND ON FACEBOOK,
SO YOU HAVE YOUR CERTAIN AMOUNT OF FOLLOWERS AND YOU HAVE YOUR CERTAIN AMOUNT OF LIKES,
ET CETERA. AND IT BECOMES A VERY, VERY MIXED BAG OF COMMUNICATIONS
BECAUSE OF SOCIAL MEDIA AND ALL OF THE DIFFERENT CHANNELS BY WHICH WE CAN ACCESS ONE ANOTHER
NOW. SOCIAL MEDIA IS ALSO DILOGIC IN NATURE.
DILOGIC ASPECTS IS WHAT AN ORGANIZATION UTILIZES IN DEVELOPING AND MAINTAINING VARIOUS RELATIONSHIPS
WITH STAKEHOLDERS.>>CHRIS, IF I COULD JUST INTERRUPT IN ONE
SECOND, I MEAN I’M SURE THERE ARE QUESTIONS IN THE AUDIENCE AND PEOPLE CAN ASK WHENEVER
THEY WANT. WHEN YOU STARTED TALKING ABOUT IT BEING BORDERLESS,
ONE OF THE THINGS THAT CAME TO MY MIND WAS HOW IT’S USED IN SOCIETY.
SO I WAS THINKING OF WHAT WAS HAPPENING IN THE MIDDLE EAST A FEW YEARS AGO IN TERMS OF
EVEN THE OVERTHROW OF THE GOVERNMENT. I THINK THAT’S PROBABLY A KEY EXAMPLE OF HOW
SOCIAL MEDIA WAS USED IN SOCIETY TO ACTUALLY CREATE AN UNBELIEVABLE CHANGE.
>>EXACTLY.>>SO IT’S BEYOND THE ORGANIZATION.
WE’RE ALL FOCUSED ON ORGANIZATIONS, BUT IT GOES MUCH BEYOND INTO SOCIETY AND THE IMPACTS
FOR SOCIETY.>>YOU’RE ABSOLUTELY RIGHT, MELANIE, AND THAT’S
ONE OF THE BEAUTIFUL ASPECTS OF SOCIAL MEDIA. BECAUSE IT IS BORDERLESS, THERE IS A VAST
LEVEL OF FREEDOM IN TERMS OF INDIVIDUALS BEING ABLE TO EXPRESS THOUGHTS.
THEY’RE NO LONGER AFRAID THAT SOMEONE IS GOING TO COME KNOCK DOWN THE DOOR BECAUSE THEY PUT
OUT A LEAFLET OF SOME KIND THAT MAY RUN COUNTER OF POLITICAL IDEOLOGY WHEREVER THEY HAPPEN
TO RESIDE. THEY CAN POST SOMETHING IN ANONYMITY AND ENJOY
RELATIVE SAFETY.>>WE HAVE AN AUDIENCE QUESTION.
>>SO I’D LIKE TO GET YOUR THOUGHTS ON THE I’M ONE THAT ENJOYS SOCIAL MEDIA, LIKE SO
MANY, AND I HAVE ACCESS TO A LOT OF THE DIFFERENT SOCIAL MEDIA CHANNELS AND STUFF.
MANY OF OUR CONSTITUENTS, THOUGH, LIVE ON THE OTHER SIDE OF THE DIGITAL DIVIDE, AND
SO THEY ARE CHALLENGED WITH EVEN ACCESS TO MUCH OF THE INFORMATION.
SO AS THIS COMMUNICATION CHANNEL EXPLODES, A LOT OF THAT GAP, IF YOU WILL, BETWEEN THOSE
THAT HAVE ACCESS AND THOSE THAT DON’T BECOMES MAGNIFIED.
>>RIGHT.>>IT GROWS.
AND I’M INTERESTED IN YOUR THOUGHTS AROUND SOME OF THE IMPACT THAT HAS JUST GENERALLY
AROUND, YOU KNOW, THE ABILITY TO EITHER ACCESS INFORMATION OR THE INABILITY TO ACCESS SOME
OF THAT IMPORTANT INFORMATION.>>THAT’S A TERRIFIC QUESTION.
>>IT’S VERY INSIGHTFUL. FOR COMMUNICATION TO BE EFFECTIVE, THE MESSAGE
HAS TO BE RECEIVED, AND YOU HAVE TO KNOW SOMETHING ABOUT IN OUR INTENDED MESSAGE RECIPIENT.
THERE’S OFTEN A MISTAKE MADE THAT SOCIAL MEDIA IS SOMEHOW SUB PLANTED, MORE TRADITIONAL FORMS
OF COMMUNICATION. IT’S NOT.
IT SHOULD BE. IF IT’S USED EFFECTIVELY, IT SHOULD BE USED
AS A TOOL THAT COMPLIMENTS OTHER FORMS OF COMMUNICATION, BECAUSE YOU’RE ABSOLUTELY RIGHT.
I MAY HAVE THE NEWEST COMPUTERS, NEWEST TABLET, NEWEST APPLICATIONS, AND I CAN PUT ALL OF
THE BELLS AND WHISTLES TOGETHER IN A SOCIAL MEDIA DRIVEN COMMUNICATION PIECE, BUT IT’S
USELESS IF SOMEONE DOESN’T HAVE ELECTRICITY, IF THEY HAVE A COMPUTER THAT’S A FEW GENERATIONS
OLDER THAN MINE, ALL KINDS OF INFRASTRUCTURE PROBLEMS THAT CREATE BARRIERS TO ME RELAYING
THE KINDS OF INFORMATION THAT I WANT TO RELAY AND GET FEEDBACK FROM MY INTENDED AUDIENCE
AS WELL. SO AS WE THINK ABOUT WAYS TO COMMUNICATE WITH
VARIOUS ENTITIES, WE HAVE TO BE COGNIZANT ABOUT HOW THEY CAN RECEIVE WHAT IT IS WE WANT
TO TRANSMIT.>>AND I THINK THE OTHER PIECE YOU’VE POINTED
TO IS THAT WHEN WE’RE TALKING PARTICULARLY ABOUT CRISES SUCH AS A NATURAL DISASTER OR
A HEALTH THING, THE ABILITY TO ACCESS INFORMATION CAN BE A MATTER OF LIFE AND DEATH, AND WHAT
THAT MEANS IS AND WE’LL BE TALKING A LITTLE BIT LATER AND SHARING WITH YOU AND LOOKING
FOR EXAMPLES FROM YOU, IS WE’LL TALK ABOUT REDUNDANCY.
YOU HAVE TO HAVE OTHER BESIDES ALL THE GREAT SOCIAL MEDIA THAT’S OUT THERE, THERE HAS TO
BE OTHER WAYS, WHETHER IT’S TV OR RADIO OR PEOPLE DRIVING IN BUSES, GIVING OUT INFORMATION
SUCH AS THE RED CROSS DOES, BECAUSE AS YOU’VE POINTED OUT, IT CAN BE A MATTER OF LIFE AND
DEATH.>>SPEAKING TO THAT POINT, ONE OF THE EXAMPLES
I PERSONALLY EXPERIENCED A WHILE AGO WHEN I WAS WORKING FOR THE DEPARTMENT OF ENERGY
WAS THE RESPONSE TO SUPERSTORM SANDY.>>YES.
>>AND ONE OF THE REALLY EFFECTIVE USES OF SOCIAL MEDIA AT THAT TIME BY THE PUBLIC, ONE
OF THE THINGS THAT THE OUTCOMES OF THAT WAS A SHORTAGE OF GASOLINE.
PEOPLE NEEDED IT TO POWER THEIR GENERATORS AND OTHER KINDS WHICH THINGS AS THE DAYS WENT
ON, AND GASOLINE WAS BEING DELIVERED TO VARIOUS STATIONS, BUT IT WASN’T WIDESPREAD, SO PEOPLE
WERE TWEETING WHERE GAS WAS AVAILABLE. AND SO PEOPLE WERE USING SOCIAL MEDIA TO FIND
ACCESS TO THOSE KINDS OF RESOURCES, AND THAT WAS A VERY, VERY EFFECTIVE USE OF SOCIAL MEDIA
FOR THAT PARTICULAR DISASTER RESPONSE CIRCUMSTANCE, BUT WHAT I’M INTERESTED IN AS A FEDERAL EMPLOYEE,
THE USE OF SOCIAL MEDIA KIND OF FEEDS INTO THIS PUBLIC’S EXPECTATION OF INSTANT INFORMATION.
THEY WANT FEEDBACK RIGHT AWAY. THEY WANT UPDATES CONSTANTLY, AND WE, AS A
BUREAUCRACY, DON’T TEND TO OPERATE IN THAT MODE, EVEN IN DISASTER RESPONSE.
WE LIKE TO ANALYZE THINGS, COME UP WITH AN OFFICIAL DEPARTMENTAL POSITION, MAKE SURE
IT’S APPROVED BEFORE WE RELEASE THAT INFORMATION OUT.
SO OUR ABILITY TO PARTICIPATE IN THIS FORUM OF SOCIAL MEDIA, PARTICULARLY IN THE RAPID
PACE RESPONSE OF DISASTER RESPONSE, IS REALLY ALMOST A POLICY DECISION THAT I THINK NEEDS
TO BE FACTORED IN, AS WELL.>>AND THE OTHER PIECE THAT YOU ALL HAVE AS
AN AGENCY, SAY, DEALING WITH A CRISIS LIKE SANDY OR HEALTH OR SOMETHING, IS THAT YOU
WANT TO MAKE SURE THAT YOU’RE ACCURATE, BECAUSE IN THIS DAY AND AGE OF ALL OF THIS INPUT,
WHAT’S HAPPENING, WHO IS HELPING ME WITH MY HOUSE, I DON’T KNOW MY BASEMENT IS FLOODING.
THAT’S PART OF THE CHALLENGE, IS THAT LOSS OF DISINFORMATION CAN HAPPEN.
SO THE CHALLENGE FOR AN AGENCY IS HOW DO I GET THE ACCURATE INFORMATION OUT AND HOW DO
WE CORRECT THE INACCURATE INFORMATION QUICKLY OR HELP IT TO SPREAD.
YOU KNOW, HOW DO YOU MAKE IT GO ALMOST LIKE A FAST PASS.
IT KEEPS MOVING. THIS TIME, IT’S NO, THERE’S NOT A PROBLEM
IN THIS AREA. EVERYTHING OVER THERE IS FINE.
THAT KIND OF INFORMATION IS THE CHALLENGE. HOW DO YOU SPREAD THAT?
>>I’D LIKE TO KNOW HOW TO USE SOCIAL MEDIA MORE EFFECTIVELY TO REACH NOT ONLY OLDER POPULATIONS
BUT MARGINALIZED POPULATIONS AS A METHOD OF OUTREACH AND ENABLING THEM TO BECOME MORE
OF A PART OF A COMMUNITY.>>OH, GREAT QUESTION.
GREAT QUESTION.>>I THINK IT RELATES TO THIS GENTLEMAN’S
POINT AS WELL IN TERMS OF HOW PEOPLE ACCESS INFORMATION.
OLDER POPULATIONS NOW, MY MOTHER BEING ONE OF THEM, SHE WAS MENTIONING JUST LAST NIGHT
SHE PLANS TO BUY A LAPTOP, AND I KNOW WHAT THAT MEANS.
>>THAT’S HUGE.>>IT MEANS I’M GOING TO BE IN THE STORE WITH
HER TO BUY THIS LAPTOP.>>AND YOU’RE GOING TO BE HELPING HER.
>>EXACTLY, EXACTLY.>>THEY ARE ACTIVE, PARTICULARLY AS IT RELATES
TO HEALTH CARE MATTERS. THEY WANT TO BE ENGAGED, INFORMED, SO THEY
CAN MAKE INFORMED DECISIONS ABOUT THEIR LIFE, THEIR FINANCES.
SO IT’S VERY IMPORTANT. WE JUST HAVE TO BE MINDSFUL ABOUT HOW THEY
WANT TO GET THEIR INFORMATION. SOCIAL MEDIA IS VERY POWERFUL.
IT’S VERY ENGAGING, BUT THERE ARE VARIOUS LEVELS OF SOCIAL MEDIA, AS WELL.
WE CAN USE FACEBOOK, TWITTER, INSTAGRAM, ET CETERA, BUT DEPENDING ON YOUR TARGET AUDIENCE,
THEY MAY NOT NEED ALL OF THOSE OTHER THINGS INSERTED IN THAT, JUST BASIC INFORMATION THAT
IS ACCESSIBLE THROUGH THEIR VARIOUS PLATFORMS. EXCELLENT POINT.
>>AND TO ADD TO THAT, THERE ARE PLACES THAT ARE TRYING TO WORK OR AT LEAST PROVIDE SOME
ACCESSIBILITY SUCH AS LIBRARIES. I THINK YOU ALL MAY HAVE NOTICED THE INCREASED
USE BY VARYING POPULATIONS TO LIBRARIES, AND YESTERDAY I WAS AT A CONFERENCE, AND THERE’S
ANOTHER GROUP THAT WE NEED TO THINK ABOUT, AND THAT’S THOSE WITH DISABILITIES.
>>YES.>>IF YOU’RE SENDING EVERYTHING OUT AUDIO
AND PEOPLE CAN’T HEAR, AT THIS PARTICULAR AREA, THEY WERE SELLING SOFTWARE THAT WOULD
HELP OR SOMETHING, BUT THAT’S ANOTHER THING TO THINK ABOUT.
IF YOU CAN’T SEE, HOW DOES THAT TEST TEXT MESSAGE OR WHATEVER GET OUT.
SO IT’S RESPONSIBILITY NOW THAT ADDS LAYERS WE HAVE TO INVESTIGATE AND FIGURE OUT HOW
TO DEAL WITH.>>AS I MENTIONED EARLIER, WE’RE GOING TO
LOOK AT CRISIS PREPARED ORGANIZATIONS AND CRISIS PRONE ORGANIZATIONS.
NOW, IN TERMS OF CRISIS PREPARED ORGANIZATIONS, THERE ARE VARIOUS THINGS THAT DISTINGUISH
THEM. THEY ANTICIPATE, RESPOND TO AND LEARN FROM
NOT ONLY THEIR OWN EXPERIENCES, TRIUMPHS, AS WELL AS MISTAKES, BUT THOSE OF OTHERS,
WHAT KNOWN AS VICARIOUS LEARNING. THEY’RE ALSO OPERATING IN A MINDSET OF CONTROLLED
PARANOIA. CRISES WILL VISIT US.
THAT’S INEVITABLE. SOMETIMES WE DON’T KNOW WHEN, WHERE, OR HOW,
BUT AT SOME POINT, EACH ORGANIZATION IS GOING TO DEAL WITH SOME FORM OF EMERGENCY.
THAT’S JUST A FACT OF LIFE. AND CRISIS PREPARED ORGANIZATIONS ANTICIPATE
THE LIKELIHOOD OF UNFORTUNATE EVENTS, AND THEY PLAN FOR THEM.
THEY STRATEGIZE. THEY REHEARSE DIFFERENT SCENARIOS, MUCH LIKE
A FIRE DRILL, BUT THIS IS A CRISIS DRILL. VARIOUS INDIVIDUALS THROUGHOUT THE ORGANIZATION
KNOW THEIR ROLES. THOSE INDIVIDUALS KNOW THE ROLES OF OTHERS,
AND THERE IS A FALLBACK PLAN IN THE EVENT THAT SOME OF THOSE INDIVIDUALS ARE NOT AVAILABLE.
SO THERE IS A SYSTEM, AS CLAUDINE HE ELUDED TO OF REDUNDANCIES SO THERE IS LAYERED SUPPORT
SO NO BALL IS DROPPED, HOPEFULLY. CRISIS PREPARED ORGANIZATIONS ARE VERY ADEPT
AT ALL OF THESE THINGS, AND THEY INSTITUTE TEAMS THAT ARE VERY MEDIA SAVVY IN TERMS OF
MONITORING NOT ONLY THEIR OWN TECHNOLOGIES, BUT THE TECHNOLOGIES OF OTHERS, AND THEY DEVELOP
WAYS TO COMMUNICATE AS QUICKLY AS POSSIBLE IN INFORMING STAKEHOLDERS ABOUT CRISIS RELATED
SITUATIONS. YOU’RE ABSOLUTELY RIGHT.
I’D RATHER HAVE CORRECT INFORMATION THAT TAKES A LITTLE TIME VERSUS INACCURATE INFORMATION
THAT’S JUST SPEWED OUT VERY FAST.>>CHRIS, CAN I ASK ONE OTHER QUESTION?
IN TERMS OF CRISIS, SOMETIMES I FEEL LIKE WORDS ARE OVERUSED AND PEOPLE DON’T REALLY
KNOW WHAT A REAL CRISIS IS AND WHAT’S NOT A CRISIS.
DO YOU HAVE SOME DEFINITIONS OR SOMETHING WE CAN TALK ABOUT IN TERMS OF WHAT WOULD ACTUALLY
CONSTITUTE A CRISIS?>>SURE.
I A CRISIS IS A SITUATION, WHETHER IT’S MAN MADE OR NATURAL, THAT THREATENS ONGOING OPERATIONS,
ORGANIZATIONAL OPERATIONS, MAY THREATEN THE BARE EXISTENCE OF AN ORGANIZATION OR LIFE
AND CAUSE IRREPARABLE DAMAGE. THAT’S ESSENTIALLY WHAT A CRISIS IS.
>>BECAUSE SOMETIMES WE TALK ABOUT THERE’S A PROBLEM IN THE OFFICE OR SOMETHING.
>>RIGHT.>>AND WE CHARACTERIZE IT AS A CRISIS, BUT
IT NEVER REALLY IS, SO I JUST WANTED TO MAKE SURE THE AUDIENCE WAS AWARE OF WHAT AN ACTUAL
CRISIS CONSTITUTES.>>ABSOLUTELY.
WHAT’S THE WORD I’M LOOKING FOR? ICONIC.
I HEAR SO MANY THINGS DESCRIBED AS ICONIC NOW, AND THAT JUST DIMINISHES WHAT AN ICONIC
THING ACTUALLY IS. NOT EVERYTHING IS A CRISIS EITHER.
NOW, BY CONTRAST, CRISIS PRONE ORGANIZATIONS ARE EVERYTHING THAT A CRISIS PREPARED ORGANIZATION
IS NOT. A CRISIS PRONE ORGANIZATION VERY RARELY LEARNS
FROM ITS OWN MISTAKES OR THE MISTAKES OF OTHERS. THEY ALSO ATTEMPT TO FORCE FIT WHAT THEY DID
IN THE PAST INTO NEW AND POSSIBLY UNRELATED SITUATIONS.
WE’RE OPERATING IN A SYSTEMIC WORLD NOW WHERE SO MANY THINGS ARE TIGHTLY COUPLED.
IF SOMETHING GOES WRONG OVER HERE, IT’S GOING TO TRIGGER AN EVENT OVER HERE, BUT A CRISIS
PRONE ORGANIZATIONS CONTINUE TO APPROACH CRISIS SITUATIONS WITH A MACHINE AGE MENTALITY VERSUS
A SYSTEM’S AGE MENTALITY WHEN THE PROBLEMS ARE ACTUALLY SYSTEMIC IN NATURE.
>>WOULD YOU SAY YOUR ORGANIZATIONS ARE MOVING TOWARDS BEING CRISIS PREPARED OR NOT SURE
YET?>>WELL, IT’S VERY INTERESTING CONSIDERING
THE DISCUSSION YOU JUST HAD ABOUT THE ESSENTIAL ASPECT OF PRACTICING AND PLANNING FOR THESE
CRISIS. WHEN YOU THINK ABOUT THAT IN TERMS OF THE
INTEGRATION OF NEW MEDIA, YOU CAN’T REALLY PRACTICE A FIRE DRILL ON TWITTER, BECAUSE
IF YOU DID, PEOPLE WOULD BELIEVE IT. SO WE CAN CERTAINLY DO CONTINGENCY PLANNING
AND DISASTER MANAGEMENT PLANNING AND SUCCESS PLANNING FOR INTERNAL PROCESSES, BUT HOW DO
YOU INTEGRATE THIS NEW TECHNOLOGY INTO THOSE KINDS OF CONCEPTS?
>>THE INTEGRATION TAKES PLACE IN VARIOUS REHEARSAL SCENARIOS.
FIRST, YOU HAVE TO MAKE SURE THAT EVERYONE IN THE ORGANIZATION KNOWS THAT IT’S A PRACTICE,
THAT IT’S NOT REAL. AND THAT REQUIRES A BIT OF INTERNAL PR AND
COMMUNICATION TO MAKE THAT HAPPEN. AGAIN, SOCIAL MEDIA IS A COMPLIMENT TO THE
OTHER THINGS THAT YOU’RE DOING WITHIN YOUR ORGANIZATION.
SO YOU HAVE VARIOUS FORMS OF E MAIL ALERTS, TEXT MESSAGING, FACEBOOK, TWITTER, IF, IN
FACT, YOU STILL HAVE POWER AND HAVE A SCREEN OF SOME KIND TO LOOK AT.
SO IT WOULD BE A MISTAKE TO RELY SOLELY ON SOCIAL MEDIA AS A COMMUNICATIONS SUPPORT IN
YOUR EMERGENCY OR CRISIS PLANNING, BUT IT CAN CERTAINLY BE AN IMPORTANT COMPONENT IN
THE EVENT THOSE APPARATUS ARE STILL AVAILABLE TO YOU.
>>I WOULD SUSPECT THAT MANY OF THE AGENCIES AND PERHAPS EVEN YOUR COMMUNITIES HAVE ALERT
SYSTEMS THAT YOU CAN SIGN UP FOR, AND YOU CAN TEST THAT IN THE AGENCY BY SAYING, JUST
LIKE THEY DID, I SUPPOSE, IN THE OLD FIRE DRILLS, AT SUCH AND SUCH TIME, WE’RE GOING
TO HAVE A PRACTICE. SO YOU CAN TEST THAT AT LEAST INTERNALLY.
YOU’RE QUITE RIGHT. WITHOUT THE KIND OF PRACTICE, PILOT THAT CHRIS
IS TALKING ABOUT IN A COMMUNITY, YOU CAN STILL TEST WHETHER THIS THING WORKS OR IS IT A TWITTER
NOTICE OR WHATEVER SO PEOPLE KNOW WHAT TO EXPECT WHEN THEY GET A MESSAGE, THERE’S A
FIRE IN THE BASEMENT OR SOMETHING, OR A PIPE BROKE, THEY KNOW THAT THIS IS COMING ON TWITTER
OR IT’S COMING ON AN ALERT, BUT YOU DON’T GET TONS OF THINGS COMING AT THE SAME TIME.
YOU HAVE A SYSTEM IN PLACE THAT YOU’VE PRACTICED AT LEAST INTERNALLY.
>>I’M SORRY. THEY DO THAT OFTEN AT UNIVERSITIES.
>>YES.>>SO THERE’S OFTEN NOW, UNFORTUNATELY, THERE’S
OFTEN A LOT OF INCIDENCES AT UNIVERSITIES. SO THEY WILL SAY THERE IS A LOCKDOWN.
THEY SEND MESSAGES OUT. AND SO PEOPLE ARE ALERTED TO WHAT’S HAPPENING.
>>AND WITH THESE REHEARSALS, IT ALSO OFFERS THE OPPORTUNITY TO SELF EVALUATE, BECAUSE
NO MATTER HOW MUCH YOU PRACTICE, THERE’S ALWAYS SOMETHING THAT CAN BE IMPROVED UPON.
SO BEING CRITICAL ABOUT WHAT YOU DO IS ONLY GOING TO BENEFIT YOUR ABILITY TO BE MORE RESPONSIVE
IN THE EVENT THE REAL SITUATION DOES OCCUR.>>AND AS A SORT OF PRACTICAL EXAMPLE, AND
THIS IS NOT JUST FOR UNIVERSITIES, BUT SINCE WE LIKE TO SEND IF SOMETHING GOES ON AND THE
SYSTEM IS DOWN, ARE YOU GOING TO SAY THAT WE CAN’T DO WHATEVER TODAY, AND YOU HAVE EVERYBODY’S
E MAIL. BUT WHAT IF THE PLACE YOU HAVE THE E MAIL
IS NO LONGER WORKING? HAVE YOU GOT THOSE E MAILS SOMEWHERE ELSE
SO YOU CAN USE YOUR HOME COMPUTER WHEN YOU GET HOME OR WHATEVER IT IS, SORT OF THIS BACKUP
SYSTEM THAT ENABLES YOU TO COMMUNICATE IF THE MAIN COMMUNICATION CHANNEL ISN’T WORKING,
OR MAYBE THERE’S THE OLD WHAT DO THEY CALL THAT?
ANNOUNCEMENTS. I DON’T KNOW IF THAT EVEN EXISTS ANYMORE.
YOU MIGHT HAVE TO HAVE IT FOR A FIRE, LIKE THIS IS A FIRE OR WHATEVER, SAYING IF THIS
HAPPENS, STAY CALM. AGAIN, SO PEOPLE KNOW THAT THAT’S THE APPROACH.
>>AS WE WERE DEVELOPING THIS PRESENTATION, THERE ARE SEVERAL EXAMPLES OF CRISIS COMMUNICATION
AND MEDIA AND LESSONS LEARNED, GOOD LESSONS, AS WELL AS BAD LESSONS.
UNFORTUNATELY, AND MELANIE ALLUDED TO THIS, THERE ARE SO MANY SHOOTINGS EVERYWHERE, AND
WE COULD SPEND THE NEXT MONTH JUST DEALING WITH INCIDENTS OF SHOOTINGS.
SO WE JUST PUT A COUPLE HERE. THE OVERLAND PARK, KANSAS, JEWISH COMMUNITY
CENTER IN 2014. SOME OF THE LESSONS LEARNED THERE, AN INABILITY
TO QUICKLY SEND EMERGENCY WARNINGS. SIMILARLY, AT VIRGINIA TECH SEVEN YEARS AGO,
THERE NEEDED TO BE A MORE EXTENSIVE AND VARIED WAY TO INTEGRATE COMMUNICATION.
HURRICANES KATRINA AND RITA, I WAS ACTUALLY LIVING IN MISSISSIPPI DURING BOTH OF THOSE,
SO I’VE GOT SOME FIRSTHAND EXPERIENCE WITH THAT, BUT WHAT WE LEARNED IN THOSE CASES WAS
THE NEED TO HAVE MUCH MORE ROBUST PREEVENT PREPAREDNESS AND BETTER COORDINATION BETWEEN
LOCAL, STATE AND FEDERAL ENTITIES. AND AS I MENTIONED EARLIER, THERE HAS BEEN
A POWER SHIFT AS A RESULT OF SOCIAL MEDIA WHERE IT’S NO LONGER THE SOLE PROVINCE OF
A COMPANY OR ORGANIZATION IN TERMS OF WHAT’S COMMUNICATED, HOW, WHEN, ET CETERA.
NOW IT’S REVERSED. STAKEHOLDERS HAVE THE MAJORITY OF THAT POWER.
DELL COMPUTER A FEW YEARS AGO DECIDED TO SAVE MONEY BY OUTSOURCING ITS CUSTOMER SERVICE.
AND ONE OF ITS VERY, VERY MEDIA SAVVY AND DISGRUNTLED CUSTOMERS DECIDED TO, YOU KNOW,
WAGE A BLOG WAR WITH DELL AND REPEAT ITS HORRIFIC EXPERIENCES WITH THEIR NEW CUSTOMER SERVICE
OPERATION, AND OF COURSE, OTHERS ADDED TO THE BLOG AND SNOWBALLED.
SO IT BECAME A PUBLIC RELATIONS NIGHTMARE FOR DELL AS A RESULT OF VARIOUS CUSTOMERS’
ABILITY TO BLOG THEIR DISCONTENT. TOYOTA IN 2009, AS A RESULT OF THE SITUATION
INVOLVING OUT OF CONTROL ACCELERATION IN SOME OF ITS VEHICLES, IT ALREADY HAD A SOCIAL MEDIA
TEAM IN PLACE, BUT IT DID NOT FOCUS SOCIAL MEDIA EFFORTS ON REPUTATION REPAIR.
NOW IT NEEDED TO REPAIR A CERTAIN LEVEL OF REPUTATION.
SO ITS SOCIAL MEDIA TEAM FOCUSED ENTIRELY ON DEVELOPING FACEBOOK INTERACTIONS WITH POTENTIAL
CUSTOMERS AND OTHER CUSTOMERS, AND WHAT TOYOTA DID WAS NOT SENSOR THE FACEBOOK PAGE AND ONLY
ALLOW THOSE THINGS THAT WERE POSITIVE ABOUT THE AUTOMAKER TO APPEAR ON FACEBOOK, BUT IT
WAS A COMMUNITY OF DIFFERENT DISCUSSIONS OF CUSTOMERS AND POTENTIAL CUSTOMERS TALKING
ABOUT THEIR EXPERIENCES WITH THEIR AUTOMOBILES AND ENCOURAGING OTHERS TO GIVE TOYOTA A TRY.
SO INITIALLY, IT WAS A VERY GOOD APPROACH IN TERMS OF USING SOCIAL MEDIA TO ADDRESS
THEIR REPUTATION ISSUE IN A CRISIS. THERE ARE SEVERAL EXAMPLES THIS IS BY NO MEANS
INTENDED TO BE AN EXHAUSTIVE LIST OF CRISIS COMMUNICATION IN MEDIA THAT WE FOUND.
MANY OF YOU ARE PROBABLY AWARE AND FAMILIAR WITH READY DOT GOV, THE CENTERS FOR DISEASE
CONTROL AND PREVENTION IS VERY, VERY GOOD AT SOCIAL MEDIA COMMUNICATION FOR OBVIOUS
REASONS. IN TALKING WITH REPRESENTATIVES AT THE DEPARTMENT
OF ENERGY, THEY TOLD CLAUDINE AND I ABOUT THE OFFICE OF DIGITAL STRATEGY.
I BELIEVE THEY HAVE ABOUT 8 OR 9 PEOPLE WHO ARE DEDICATED ALL DAY EVERY DAY TO DEVELOPING
AND CULTIVATING THEIR SOCIAL MEDIA PRESENCE. THEY’VE ALSO DEVELOPED PROTOCOL IN TERMS OF
HOW TO DEAL WITH INCORRECT INFORMATION THAT THEY SEE.
THEY DON’T PULL IT DOWN. THEY JUST ADDRESS IT AND KEEP MOVING.
SO IT’S VERY INTERACTIVE, A VERY EFFECTIVE WAY THAT THEY STAY IN TOUCH WITH THEIR VARIOUS
STAKEHOLDERS AT DOE.>>CAN I ASK A QUESTION TO ACTUALLY ALL OF
YOU? ONE OF THE THINGS THAT THE DEPARTMENT OF ENERGY
AND SOME OTHERS DO IS RETWEET MESSAGES TO PASS IT ON.
IT’S KIND OF THE OLD PARTNERSHIPS THAT YOU HAD TO DO BY PHONE OR HOWEVER.
DOES THAT HAPPEN IN YOUR AGENCY SNZ I KNOW WE HAVE HUD S THAT WHAT YOU DO?
>>IT DOES.>>SO IF SOMETHING IS GOING ON THAT YOU’LL
HEAR ABOUT FROM FEMA AND IT EFFECTS HOUSING OR EVEN IF IT DOESN’T, YOU WOULD PASS THAT
LONG?>>YES.
>>SO THAT’S A PARTNERSHIP. HOW MANY OF THESE PARTNERSHIPS IS IT WITH
LOTS OF AGENCIES OR JUST HOW DO YOU DECIDE? OR IS IT JUST OPEN ENDED?
>>IF YOU CAN, IF YOU COULD COME TO THE MICROPHONE SO THE INTERNET AUDIENCE CAN HEAR?
>>THAT YOU PASS ALONG?>>SO OUR OFFICE OF PUBLIC AFFAIRS BASICALLY
HANDLES THAT ON BEHALF OF OUR DEPARTMENTS HERE, AND THEY DO REGULAR BASICALLY SCANS
OF OTHER AGENCY TWEETS, IF YOU WILL, AND I’M PRETTY CONVINCED THAT THE OTHER AGENCIES DO
THE SAME THING, AND SO IN MY MIND, THAT’S THE STRENGTH OF AN ENVIRONMENT OR COMMUNICATION
CHANNEL LIKE TWITTER WHERE THAT GROWTH IS ORGANIC THROUGH RETWEETS, AND THAT’S AN INCREDIBLY
POWERFUL WAY OF GETTING THE MESSAGE OUT.>>GREAT.
>>VERY GOOD.>>ONE OTHER THING, TOO, IN TERMS OF THE GOVERNMENT,
AND WE SORT OF LIVE IN AN APP SORT OF WORLD NOW, BUT I JUST DIDN’T HAPPEN TO SEE IT ON
THE LIST, WAS THE OFFICE OF PERSONAL MANAGEMENT. YOU CAN DOWNLOAD AN APP FROM THE OFFICE OF
PERSONAL MANAGEMENT, AND IT WILL TELL YOU THE STATUS OF WHAT’S GOING ON IN FEDERAL GOVERNMENT.
FOR INSTANCE, LAST WINTER, WHEN WE HAD ALL THE BAD WEATHER, YOU COULD GET THOSE IMMEDIATE
MESSAGES.>>RIGHT.
>>IT’S INTERESTING. I WAS AT THE DEPARTMENT OF ENERGY WHEN SUPERSTORM
SANDY WAS GOING ON, AND I SAW SOME OF THE ACTIVITY THAT WAS GOING ON.
A COUPLE OF THINGS WERE HAPPENING. THERE WAS A VERY STRONG PARTNERSHIP AND COLLABORATION
AMONG THE FEDERAL AGENCIES, DHS AND FEMA, DEO, HUD AND OTHERS, THAT ALL HAD KIND OF
A VESTED INTEREST IN ASPECTS OF THE IMPACT OF THAT STORM IN THAT REGION OF THE COUNTRY.
AND THERE WAS A LOT OF COMMUNICATION, AND A LOT OF IT WAS SUPPORTED THROUGH A VARIETY
OF COMMUNICATION CHANNELS. BUT YOU WERE KIND OF ASKING ABOUT RETWEETS
AND THINGS LIKE THAT. WE IN THE GOVERNMENT SEEM TO BE MUCH BETTER,
A LITTLE MORE FORWARD THINKING, IN GATHERING INFORMATION FROM SOCIAL MEDIA THAN IN USING
IT TO PUSH INFORMATION OUT, BECAUSE ONE OF THE THINGS WE DID SEE VERY EARLY ON IS STARTING
TO SCAN THE SOCIAL MEDIA TWEETS TO SEE WHERE THINGS WERE HAPPENING, WHERE THERE SEEMED
TO BE INSTANCES PEOPLE WERE TWEETING ABOUT CERTAIN TYPES OF CONCERNS OR ACTIVITY IN THE
REGION, AND THEN THEY WERE FOCUSING RESOURCES INTO THOSE AREAS TO ADDRESS THOSE ISSUES.
THEY WERE USING IT AS AN INFORMATION GATHERING MECHANISM.
WE’RE PRETTY GOOD AT THAT. WE’RE LESS ADEPT AT USING IT TO BROADCAST
INFORMATION OUT. BUT THIS IDEA OF SCANNING AND USING IT AS
AN INFORMATION RESOURCE, THE FEDERAL GOVERNMENT HAS JUMPED ON PRETTY WELL.
>>EXCELLENT.>>GREAT.
ANY OTHER EXAMPLES?>>I’M SURE THERE’S PEOPLE ON THE INTERNET
WAVING THEIR HANDS, DYING TO GET INTO THE CONVERSATION.
>>WHERE IS THAT NEXT STAGE OF DEVELOPMENT? I WANT TO SEE THEM WAVING AT US.
I THINK YOU’VE MADE A CRITICAL POINT. ONE IS THE GATHERING AND THE OTHER IS THE
PUSH TO SHARE THE INFORMATION. I WOULD SUSPECT THAT PEOPLE WORKING ON THAT,
IF THEY’RE NOT DOING THAT ALREADY, BECAUSE IT’S BEEN SEVERAL YEARS, AND THE CHALLENGES,
HOW DO YOU PUSH OUT WHAT’S ACCURATE RATHER THAN WHAT’S A CONCERN.
>>AND ANOTHER EXAMPLE THAT WE HAVE IS THE NATIONAL WEATHER SERVICE, WHICH IS VERY ROBUST
IN ITS SOCIAL MEDIA PARTICIPATION VIA FACEBOOK, TWITTER, INSTAGRAM, YOUTUBE AND WHAT HAVE
YOU, AND IT’S PARTICULARLY USEFUL IN AREAS LIKE CALIFORNIA THAT’S DEALING WITH UNSEASONAL
WILDFIRES, FOR EXAMPLE, FLOODING THAT HAS HAPPENED IN DIFFERENT PARTS OF THE WORLD,
AND THEY HAVE THE MECHANISMS BY WHICH THEIR BOOTS ON THE GROUND, SO TO SPEAK, CAN PROVIDE
EYE REPORTS WHERE WITH THE MOBILE PHONE, A TABLET, THEY’VE BECOME THEIR LOCAL NEIGHBORHOOD
METEOROLOGIST AND REPORT WEATHER CONDITIONS WHEN SOMEONE FROM THE NATIONAL WEATHER SERVICE
IS EITHER EN ROUTE OR CAN’T GET THERE RIGHT AWAY, BUT THE INFORMATION IS STILL BEING FUNNELED
BACK TO GLOBAL AUDIENCES VIA SOCIAL MEDIA, SO THE NATIONAL WEATHER SERVICE IS ANOTHER
VERY GOOD EXAMPLE OF AN AGENCY THAT IS HAS LEVERAGED THE POWER OF SOCIAL MEDIA AS AN
ADDITIONAL TOOL TO SERVE VARIOUS PUBLICS. AND IT’S NOT JUST THE FEDERAL GOVERNMENT THAT
IS GOOD AT THIS OR GETTING GOOD AT THIS, PARTICULARLY IN THE WASHINGTON METROPOLITAN AREA, WHEREAS
I WHERE, AS I SAID, SO MANY THINGS ARE SYSTEMIC NOW.
IF SOMETHING TAKES PLACE IN WASHINGTON D.C., INVARIABLY, IT’S GOING TO IMPACT MONTGOMERY
COUNTY, PRINCE GEORGE COUNTY, HOWARD, ET CETERA. SO LOCAL GOVERNMENTS HAVE ESTABLISHED VERY
GOOD AVENUES BY WHICH TO ALERT THEIR CONSTITUENTS, VIA E MAILS, ALERT MESSAGES, ET CETERA, MUCH
OF WHICH IS SOCIAL MEDIA BASED.>>AND FOR THOSE OF YOU, YOU’LL BE ABLE TO
GET THESE SLIDES IF YOU WANT TO COPY THOSE WEB LINKS.
ONE OF THE THINGS I DID LIKE ABOUT THEM IS THAT RIGHT ON AT LEAST TWO OF THEM, MONTGOMERY
AND ARLINGTON COUNTY, THE HOME PAGE THAT YOU GET TO THAT HAS EMERGENCY HAS AN ALERT BUTTON
WHERE YOU CAN SIGN UP. SO AGAIN, THAT’S PUSHING IT OUT.
YOU DON’T HAVE TO WAIT AND GO THROUGH GOOGLE AND TRY AND FIGURE OUT HOW DO I FIND OUT.
YOU CAN GET THOSE ALERTS.>>AND ONE OF THE OTHER THINGS THAT WE DISCOVERED
AS WE LOOKED AT THESE VARIOUS SITES WITH THESE VARIOUS AGENCIES, LOCAL, STATE AND FEDERAL,
THE INFORMATION IS READILY ACCESSIBLE IN TERMS OF, OKAY, I WANT TO FIND OUT INFORMATION ABOUT
THIS PARTICULAR EMERGENCY. WELL, THERE IS A LINK RIGHT THERE.
YOU DON’T HAVE TO GOWN FOUR OR FIVE PAGES AND TRY TO FIGURE OUT WHERE YOU ARE TO GET
TO SOMETHING, BECAUSE THESE TOOLS ARE ONLY USEFUL IF THEY ARE DOING THE JOB THAT ITS
INTENDED TO DO. IF AN INDIVIDUAL, PARTICULARLY IN AN EMERGENCY
SITUATION, IS SPENDING AN INORDINATE AMOUNT OF TIME TRYING TO FIND INFORMATION ON A SITE,
IT BECOMES VERY FRUSTRATING. IN TERMS OF INTERNAL VERSUS EXTERNAL COMMUNICATION,
THESE DIFFERENT FORMS OF COMMUNICATION HAVE THEIR OWN DISTINCT PURPOSES, OF COURSE, BUT
AT THE INTERSECTION OF INTERNAL AND EXTERNAL COMMUNICATION IS WHERE EFFECTIVE CRISIS AND
EMERGENCY PLANNING TAKES PLACE. CLAUDINE.
>>SO HERE IS AN AREA THAT I THINK WE’RE ALL INTERESTED, CONCERNED ABOUT AND REALIZE IT
IS SOMETIMES OVERLOOKED. THAT IS, WHAT ABOUT THE STAFF, THE PEOPLE
IN THE ORGANIZATION? WE CAN DO A LOT OF PLANNING AND SO ON EXTERNAL,
BUT WE NEED TO THINK ALSO ABOUT HOW THE STAFF ARE IMPACTED, AFFECTED, HOW DO THEY COMMUNICATE,
HOW DO THEY KNOW? SOME OF WHAT WE TALKED ABOUT BEFORE, RIGHT?
HOW DO YOU TELL OTHER PEOPLE YOU PRACTICE IF THERE IS AN EMERGENCY WHERE TO GO SO THEY
KNOW WHAT TO DO? AND THEN THERE’S SOME AGENCIES THAT ARE VERY
CONCERNED ABOUT CONFIDENTIALITY. SO YOU HAVE TO BE VERY CAREFUL THAT IF YOU
ARE INVOLVED IN SOMETHING, IF YOU’RE PUTTING SOMETHING OUT ON TWITTER, THAT OR FACEBOOK,
NOT NECESSARILY NEGATIVE, BUT ANYTHING IF YOUR AGENCY HAS, SAY, A CASE, YOU MAY NOT
BE ABLE TO PARTICIPATE OR BE PART OF THAT BECAUSE OF YOUR PERSONAL FRIENDSHIPS.
AND WE HAVE TO POINT OUT SOMETHING YOU ALL KNOW OR MAYBE BELABOR THE OBVIOUS, WHICH IS
CONFIDENTIALITY. THERE WAS AMAZINGLY, AT LEAST TO ME, A CASE
IN A NATIONAL SECURITY STAFFER, MR. JOSEPH, WHO HAD BEEN SHARING COMMENTS ABOUT HIS AGENCY
UNDER THIS SEEMINGLY ASSUMED NAME NATSECWONK. EVENTUALLY THEY FIGURED OUT WHO IT WAS, AND
HE WAS FIRED. BUT THIS IS ANOTHER DANGER.
WE MAY BE SO USED TO SHARING THINGS THAT WE FORGET THAT WE CAN’T SHARE THIS STUFF EXTERNALLY.
I DON’T THINK THAT WAS HIS ISSUE. I THINK HE KNEW WHAT HE WAS DOING, BECAUSE
HE HAD A FAKE NAME AND EVERYTHING. TO KEEP IN MIND THAT YOU CAN’T IT’S NOT EVERYTHING
IS NOT OPEN TO DISCUSSION, WHICH MAY BE A HARD LESSON THESE DAYS SINCE PEOPLE SEEM TO
FEEL THEY CAN TALK ABOUT ALL KINDS OF PERSONAL THINGS.
>>SO CLEARLY THERE IS A DISTINCT LINE BETWEEN CLASSIFIED OR CONFIDENTIAL MATERIAL, BUT I
THINK THERE IS ALSO A SLIPPERY SLOPE AND KIND OF A GRAY LINE BETWEEN AN INDIVIDUAL THAT
IS POTENTIALLY IN A LEADERSHIP POSITION AND AN ORGANIZATION TWEETING INFORMATION IN A
PERSONAL TWITTER ACCOUNT. YOU KNOW, YOU SEE A LOT OF PROFILES WITH THE
CAVEAT IN THERE THAT THESE REFLECT MY OWN PERSONAL OPINIONS, BUT THE REALITY IS, YOU
KNOW, IT’S NOT DIFFICULT TO MAKE A CORRELATION BETWEEN SOMEBODY’S PERSONAL ACCOUNT AND WHAT
THEY DO PROFESSIONALLY.>>THAT’S RIGHT.
AND SO I’M CURIOUS ON YOUR THOUGHTS ON, YOU KNOW, HOW ARE WE GOING TO BALANCE THOSE THINGS
GOING FORWARD NOT ONLY AS INDIVIDUALS BUT LEGALLY.
>>THAT’S A GOOD QUESTION. MOST ORGANIZATIONS HAVE, NOW THAT SOCIAL MEDIA
HAS TAKEN OFF THE WAY IT HAS, ORGANIZATIONS HAVE DEVELOPED SOCIAL MEDIA POLICIES TO ADDRESS
THOSE VERY THINGS. AND WHAT THEIR ORGANIZATIONAL MEMBERS ARE
ALLOWED TO DO VERSUS WHAT THEY ARE NOT ALLOWED TO DO AND VARIOUS REPERCUSSIONS ASSOCIATED
WITH THOSE KINDS OF ACTIVITIES. I BELIEVE THAT STARTS TO GET AT THAT KIND
OF CHALLENGE.>>AND THE OTHER THING, MR. JOSEPH, HE POSTED
WHAT HE POSTED ANONYMOUSLY, BUT THE LESSON HERE IS THAT NOTHING THAT WE PUT ONLINE IS
ANONYMOUS. IT CAN ALWAYS GET BACK TO YOU SOMEHOW.
IT’S LIKE THE NOTION THAT SIMPLY BECAUSE I DELETED AN E MAIL IT WENT OFF SOMEWHERE AND
IT’S NEVER TO BE FOUND. NO.
SOMEONE WHO KNOWS WHAT THEY’RE DOING COULD GO IN AND RETRIEVE THAT E MAIL AND DO WHAT
THEY’RE GOING TO DO WITH IT. BUT NOTHING THAT WE DO IN OUR ONLINE LIVES
IS EVER ACTUALLY ANONYMOUS, AND THAT’S ONE OF THE MANY LESSONS TO BE LEARNED FROM THIS
PARTICULAR GENTLEMAN’S EXAMPLE.>>I ALSO THINK I GUESS I’LL HAVE TWO POINTS.
NO. 1, WHERE I WORK AND WHERE MANY OF YOU DO, WE’RE ONLY SUPPOSED TO USE THE ORGANIZATIONAL
ADDRESS FOR ORGANIZATIONAL BUSINESS. NOW, EVERY TIME WE CLICK ON, WE SEE IT.
I CANNOT TELL YOU HOW MANY PEOPLE I GET E MAILS, PERSONAL E MAILS, LET’S HAVE DINNER,
WITH THEIR ORGANIZATIONAL E MAIL ADDRESS, AND I’M ASTOUNDED.
I KEEP TWO SEPARATE ONES PARTLY BECAUSE OF THAT RULE BUT ALSO BECAUSE IT KEEPS MY LIFE
SEPARATE. I’M PRETTY HAPPY TO SEPARATE IT OUT.
BUT I AM ASTOUNDED AT THE PERSONAL KINDS OF E MAILS, OPINIONS ABOUT SOMETHING IN THE NEWS
OR WHATEVER THAT PEOPLE ARE USING THEIR ORGANIZATIONAL E MAIL ADDRESSES.
SO THAT’S NO. 1. THE SECOND ONE IS, I THINK THE MEDIA WORLD
THAT WE’RE IN, PEOPLE HAVE TO BACK ON SOME LEVEL TO BEING A GROWNUP, WHICH I MEAN BY
WHICH I MEAN NOT EVERYTHING, SINGLE THING, THAT GOES ON IN YOUR LIFE AND EVERYTHING YOU
THINK ABOUT HAS TO BE SHARED.>>OR EAT.
>>OR EVERY MEAL HAS TO BE SHARED.>>CERTAINLY I HEAR ABOUT IT, SO AND SO TWEETED
THEY LIKED THIS RESTAURANT. I DON’T KNOW.
AND MAYBE THAT’S A GENERATIONAL DIFFERENCE WHERE PRIVACY OR PERSONAL HAD A CLEARER BOUNDARY,
AT LEAST FOR ME. BUT I THINK THAT’S ANOTHER ISSUE CERTAINLY
IN TERMS OF THE KIND OF WORK WE ALL DO. NOT EVERY SINGLE THING THAT YOU FEEL ABOUT
YOUR WORKPLACE, ABOUT THIS PERSON, ABOUT WHETHER YOU LIKE THE NEW OFFICE, NEEDS TO BE SHARED
ELECTRONICALLY. SO THOSE COMBINATION OF PLEASE SEPARATE YOUR
E MAILS, GET A PERSONAL ONE AND USE IT FOR PERSONAL THINGS, AND TWO, BE OO A GROWNUP
ABOUT WHAT YOU’RE SHARING ON BOTH OF THEM.>>THERE ARE IMPLICATIONS OF THAT IN CRISIS
MANAGEMENT. THE THOUGHT THAT COMES TO MIND, I WAS HERE
IN DC IN AN 8 STORY BUILDING WHEN WE HAD A LITTLE EARTHQUAKE A COUPLE OF YEARS AGO, AND
I HAPPENED TO BE ON THE EIGHTH FLOOR, AND THE FLOOR SHOOK PRETTY GOOD.
AND IT WASN’T CLEAR IF WE WERE TO EVACUATE THE BUILDING OR NOT.
IT WASN’T CLEAR IF WE WERE TO EVACUATE THE CITY OR NOT.
AND THERE WERE A LOT OF PEOPLE WITH OPINIONS, AND A LOT OF PEOPLE WERE, DID YOU FEEL THAT?
AND THERE WAS A LOT OF CHATTER GOING ON BOTH ON THEIR PRIVATE COMMUNICATIONS AND ON THEIR
BUSINESS E MAILS, AND NONE OF THAT WAS BAD, I THINK, BUT I THINK IT’S IMPORTANT TO REMEMBER
THAT THERE ARE INDIVIDUALS WHO HAVE BEEN GIVEN THE RESPONSIBILITY WITHIN AN ORGANIZATION
TO BE THE ONES TO DECLARE IT’S TIME TO EVACUATE, TO BE THE ONES TO DECLARE YOU SHOULD AVOID
METRO, YOU SHOULD EVACUATE THE CITY ON SURFACE TRANSPORT ONLY, AND THAT THOSE KINDS OF COMMUNICATIONS,
THERE’S A REASON WHY THERE ARE PEOPLE WHO HAVE BEEN INVESTED WITH THOSE RESPONSIBILITIES,
AND WE AS INDIVIDUALS SHOULD NOT TRY TO INSERT OURSELVES INTO THAT PROCESS.
>>EXCELLENT POINT.>>PERFECT.
AND IT’S REALLY A PERFECT EXAMPLE. HERE ARE SOME ITEMS THAT WE’VE PUT DOWN TO
THINK ABOUT, AGAIN, THE PRACTICE. HERE IS WHAT WE WOULD DO IF THERE IS A HURRICANE
OR AN EARTHQUAKE, OR SOMETHING LIKE THAT, AND THEN TO CONTINUE SOME OF THESE.
AND THE OTHER PIECE OF THAT IS NOT TO FORGET THAT PEOPLE HERE ARE RELATED, AS IT WERE,
TO FAMILIES AND FRIENDS. HOW DO YOU CONNECT PEOPLE IN THE WORKFORCE,
ENABLE THEM TO COMMUNICATE WITH THEIR FAMILIES IF THERE IS THIS EARTHQUAKE AND YOU’RE EVACUATED
AND PEOPLE ARE GOING TO WORRY SO THAT OTHER ASPECT OF YOUR LIFE AND OUR LIVES, AS WE’RE
INSIDE THE ORGANIZATION WHEN, LET’S SAY, THERE IS THIS EARTHQUAKE.
OVER TO YOU CHRIS.>>SOME OF THE RECOMMENDATIONS THAT WE WANT
TO SHARE WITH YOU TODAY, AND OF COURSE, THIS IS NOT AN EXHAUSTIVE LIST EITHER, BUT THEY
ARE SOME THINGS THAT CRISIS PREPARED ORGANIZATIONS SHOULD ADDRESS.
ONE, ASSIGN A CROSS FUNCTIONAL TEAM TO MONITOR SOCIAL NETWORKING SITES.
AND IT NEEDS TO BE CROSS FUNCTIONAL SO THAT THERE IS A BROAD REPRESENTATION OF THE ORGANIZATION
ITSELF, DIFFERENT DECISION MAKERS, DIFFERENT LEVELS OF DECISION MAKERS AND SOME CROSS FUNCTIONALITY
IN TERMS OF BEING ABLE TO PICK UP THE SLACK IN THE EVENT THAT ONE OR MORE TEAM MEMBERS
IS ABSENT.>>CONTINUALLY DEVELOP THOSE PORTFOLIOS OF
CRISIS SCENARIOS AS PART OF YOUR PREPARATION. THIRD, ESTABLISH NOT ONLY A PHYSICAL BUT ALSO
A VIRTUAL CRISIS OR EMERGENCY MANAGEMENT TEAM, BECAUSE DEPENDING ON THE SITUATION, EARTHQUAKE,
FLOOD, FIRE, WAR, YOU MAY NOT BE ABLE TO COME TOGETHER PHYSICALLY.
SO THERE NEEDS TO BE A METHOD BY WHICH YOU CAN COMMUNICATE, MAKE DECISIONS, IN VIRTUAL
SPACE. ESTABLISH A SYSTEM OF COMMUNICATION OF INFORMATION
REDUNDANCY. AS SHE MENTIONED EARLIER, THERE NEEDS TO BE
MORE THAN ONE CHANNEL BY WHICH THE COMMUNICATION IT COULD BE IDENTICAL PIECES OF COMMUNICATION
THAT GETS DISSEMINATED, BUT IF YOUR BUILDING IMPLODES AND THAT’S THE ONLY METHOD OF COMMUNICATION
YOU HAVE, THEN YOU’RE DONE. YOU NEED DIFFERENT CHANNELS TO COMMUNICATE
WITH PEOPLE. AND ESTABLISH PROTOCOLS TO ADDRESS INCORRECT
INFORMATION THAT APPEARS ON SOCIAL MEDIA. THAT’S VERY IMPORTANT AS WELL.
>>DID YOU WANT TO SAY A COMMENT ABOUT THAT?>>OH, YES.
>>WE LIKE THESE BAD EXAMPLES.>>NESTLE IS VERY MUCH A BAD EXAMPLE, THE
CHOCOLATE MAKER. THEY WERE EMBROILED IN A DISPUTE A FEW YEARS
AGO WITH GREEN PIECE. GREEN PIECE ALLEGED THAT NESTLE WAS ENGAGED
IN DEFORESTATION USED TO DEVELOP ITS KITKAT BARS.
THERE WERE SEVERAL NEGATIVE THINGS POSTED ABOUT NESTLE ON NESTLE’S FACEBOOK PAGE.
INSTEAD OF ADDRESSING THE PROBLEM HEAD ON, NESTLE’S RESPONSE WAS, OH, LET’S JUST GET
THESE OFF OF OUR FACEBOOK PAGE, AND THEN THEY WILL JUST GO AWAY.
OF COURSE, ONCE PEOPLE SEE SOMETHING, SIMPLY BECAUSE IT DROPS OFF THE FACEBOOK PAGE DOES
NOT MEAN THAT THEIR MEMORY HAS BEEN WASHED. THAT’S AN EXAMPLE OF A LACK OF WISE PROTOCOLS
IN TERMS OF HOW YOU MANAGE CORRECT AND/OR INCORRECT INFORMATION ON YOUR OWN SITES.
AND THIS IS A GRAPHIC THAT ILLUSTRATES THE CRISIS MANAGEMENT PROCESS OF A CRISIS PREPARED
ORGANIZATION. IT’S MULTI DIRECTIONAL IN NATURE, GOES THROUGH
VARIOUS PHASES. CRISIS PREPARATION BEING THE FIRST PHASE.
YOU MOVE INTO CRISIS CONTAINMENT. CRISIS RECOVERY BEING THE THIRD PHASE.
ORGANIZATIONAL LEARNING BEE THE FOURTH PHASE. BUT IT’S MOVING MULTI DIRECTIONALLY BECAUSE
THIS LEARNING PROCESS IS TAKING PLACE AT EACH STAGE, AND AT THE HUB OF ALL OF THESE ACTIVITIES
IS NEW MEDIA TECHNOLOGIES ENABLE COMMUNICATION. EVERYTHING PASSES THROUGH OUR VARIOUS FORMS
OF COMMUNICATIONS, INCLUDING SOCIAL MEDIA. THANK YOU.
>>THANK YOU. THANK YOU ALL VERY MUCH.
(APPLAUSE).>>THIS WAS A TERRIFIC SESSION.
I THINK WE ALL LEARNED A LOT ACTUALLY. A LOT OF THINGS WE DIDN’T KNOW, WE’VE HAD
AN OPPORTUNITY TO LEARN ABOUT. SO WITH THAT, I WOULD LIKE TO INVITE YOU ALL
TO ATTEND OUR JUNE SESSION OF OUR OCIO LEARNING SESSION WHERE WE WILL BE HOSTING DR. CATHERINE
HAND AND DON SINGER FROM THE FBIC. THEY’RE GOING TO BE TALKING ABOUT HOW DO YOU
BUILD AN ORGANIZATIONAL CULTURE OF EXCELLENCE AND HOW DO YOU MOVE TO THE TOP IN TERMS OF
THE BEST PLACES TO WORK IN THE GOVERNMENT. SO WE LOOK FORWARD TO YOU JOINING US THEN.
THANK YOU ALL VERY MUCH, AND HAVE A WONDERFUL DAY.

Leave a Reply

Your email address will not be published. Required fields are marked *