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Slide1
February 21, 2013
Strategic Use of Social MediaOn Incidents
This net meeting will begin at 10:00 a.m. mountain time
You
must
dial in to the conference call to receive audio:
Phone Number: 888-601-3873
Participant Passcode: 215300
If
you are experiencing technical difficulties, please click on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask, we will try our best to assist you. Or email Jennifer Jones at
jejones@fs.fed.us
or call her at (208)
631-0406.Slide2
Strategic Use of Social Media On Incidents
Jennifer Jones
Public Affairs Specialist
U.S. Forest Service, Washington Office, Fire and Aviation Management
National Interagency Fire Center
Boise, IdahoSlide3
What’s the point of this?
To supplement information presented in S403
To develop material that may be incorporated into the all risk advanced PIO training course
February 28 Leadership: It’s Not In A
Taskbook
!
webinar has been postponed, new date to be determined.Slide4
NIFC PIO Bulletin
Board http://www.nifc.gov/PIO_bb/webinar.htmlSlide5
Topics for future training/webinars
Evacuations & Road ClosuresThe PAO/PIO relationship More about VOSTs & how to get oneVirtual Joint Information Centers/JISA research informed approach to incident
communicationsConsistent Messaging
Advanced
News Media
Effective
public meetings
Stakeholder/cooperator
engagement
Legislative
issues/politics
Current
issues in wildfire/incident
managementUnified Command Working with multiple teams on a fire/Area Command
jejones@fs.fed.usSlide6
Housekeeping
Download documents by clicking on pages icon on right side of live meeting toolbar. Slide7
Housekeeping
Download documents by clicking on pages icon on right side of live meeting toolbar.
Questions will be taken at the end in writing or over the phone
To submit a question in writing any time during the presentation:
Click on Q&A on the toolbar at the top of your screen, write a message in the box that says “Type a question for the presenter” and click AskSlide8
Michelle Fidler
NPS Fire Communication and Education Specialist
@
PIOFidler
@
NPSFireSW
@T1SWIMTSlide9
Kris Eriksen
National Incident Management Organization- Portland Team: Public Information Officer@kriseriksenSlide10
What We Won’t Cover:
Why you should use social mediaWhat social media tools to useHow to use social media toolsWe begin with the assumption that we all understand the need to engage with social media at some level & that it must be part of an overall strategy.Slide11
What We Will Cover:
How to build a Web 2.0 Unit in your PIO shop if you have the skills available.How to manage Web 2.0 needs if you don’t have the skills available.Social media transition issues – going from an IMT with a staffed SM effort to an IMT with nothing.Social media – can you or can’t you?!Slide12
When To Use?
Local standardEvacuationsNational / International AttentionPolitical Pressure from Governor / PresidentPrimary systems crashWhen your story isn’t in the conversationEvery incident is differentSlide13
Not a silver bulletDon’t give up the traditionalAble to update from the field
Serves as a backup Tools will come and goChoose the tools that meet your needsHow Does it Fit?Part of
an overarching information strategySlide14
Where to Begin?
Start with a 360 review to determine the need and key partnersSample Monitoring Template - http://bit.ly/HowToMonitor
Site(s)
Type of Content / Frequency of Updates
Host
Unit(s)
IMT(s)
Partner
Agencies
Elected Officials
Local Media
Community Organizations
Social Media Sites
Etc.Slide15
Plan Ahead
Establish a ProtocolHave a Contingency PlanSample protocol: http://bit.ly/CommentGuidelinesSlide16
Think Through Your Needs
Initial SetupOrderingOrganizingPublicizingDaily TasksPushing MonitoringEngagingCloseoutEvaluatingTransitioning2013 PIO Incident Organizer -
http://www.nifc.gov/PIO_bb/nps.htmlSlide17
Intel Gathering
Traditional planning cycle doesn’t meet our needs We need to provide “nuggets” of info throughout the dayRequires buy-in from entire IMTCan be helpful to embed a PIO in OpsSlide18
Comment Guidelines
http://bit.ly/CommentGuidelinesSlide19
Building Your Organization
Task
ToolSlide20
Photo by Kari Greer
How To Structure?Wallow Fire Case Study : E-Trapline GroupSlide21
How To Structure?
The Ultimate!Slide22
Tasks any PIO can do
Pushing MessagesPost articles and announcements on Inciweb (which will be tweeted automatically from @Inciweb)Autopost Inciweb RSS feed to Host Unit and/orIMT account (optional)MonitoringDo an initial review of partner sites to identify key resourcesScan
Icerocket.com ≥ 1x / dayCountering RumorsAddress trending social media concerns in Inciweb articles/announcements
I have no PIOs with Social Media skillsSlide23
How to Ramp Up with More PIOsI have 3-5 PIOs who have skillsSlide24
What If I Have Nothing?You have some options:
OrderUse an off-site PIOAsk the host unitUse your partner agenciesCreate a VOST - Trusted Digital VolunteersSlide25
How Can I Find A Qualified PIO?
Lead = Able to lead a social media group on an incidentAdvanced = Regularly use social media tools for personal, office, or incident useIntermediate = Comfortable Using a Variety of Social Media ToolsBeginner
= Have Training and/or Have Tried Using Social Media ToolsContact: Michelle Fidler
520-733-5136
Michelle_Fidler@nps.gov
Social Media PIO DatabaseSlide26
Will a name request b
e approved?Requesting PIO Qualification, Full Name as it’s Listed in ROSS, Cell: xxx-xxx-xxxx, Home Unit: xx-xxx, Dispatch: xx-xxx, Jetport: xxx) to report at date/time. She/he has advanced social media skills and has the skills and experience to serve as a lead PIO for our multimedia unit.
He/she will be maintaining electronic public information incident communications (Inciweb, social media, etc.) and needs to work at location with reliable power, phone, and internet.
Her/his
work station may move throughout the incident to accommodate this need. Work may be performed remotely at official duty station or off-site locations as appropriate. Travel to the incident is authorized. Rental car, laptop, cell phone
, handheld
radio, portable printer, and digital camera are authorized
.
Name Suggest Resource Order LanguageSlide27
Use an off-site PIOAsk a PIO or other person,
not on your incident, to helpPlace an order for someone to work remotelyNWCG Memo on Off-Site/Remote Incident Assignments - http://www.nwcg.gov/general/memos/nwcg-013-2011.pdfSlide28
Ask the host unitTwitter
Website/blogOther standing social media accountsFront desk or PAO staffSlide29
Use Your Partner Agencies
Fire DepartmentsChamber of CommerceSheriffOther Fire AgenciesSlide30
Build a VOSTVirtual Operations Support Team
A VOST is a structured group of volunteers, who’s location is irrelevant, who have been organized by you to assist in providing virtual social media support, under your direction, for your incident.Slide31
Build a VOSTVirtual Operations Support Team cont>
Away from the incidentIn many time zonesGive you distance from social mediaGive you an invisible staff that can accomplish a huge amount of workEnsure the WO & other VIPs are getting infoCan supply you with dedicated eyes and earsSlide32Slide33Slide34
Build a VOSTVirtual Operations Support Team cont>
Give you an invisible staff that can accomplish a huge amount of workEnsure the WO & other VIPs are getting infoCan supply you with dedicated eyes and earsSlide35
VOSTConcerns
Most common concerns about VOST:It’s just more people to manage.What if one of them goes rogue, saying things we don’t want them to?I don’t want to have to make sure what they write/say is correct.Slide36
Case Study
How We Managed@Inciweb was on autopilot@wildlandfireAZ autoposts from InciwebAZEIN Blog/@AZEIN/FB posted our updatesSet @T1SWIMT to autopost from InciwebMonitored Google alerts and Icerocket
Gladiator Fire – One PIO Using Existing ResourcesSlide37
Case Study
1 PIO off-site 1st few daysRelocated to ICP once stable connections establishedPushed MessagesInciwebNMFireInfo blog, FB, TwitterIMT & Host Unit TwitterIncident FacebookMonitored & EngagedPosted consolidated responses
Mitigated Rumors
Little Bear Fire – One PIO Off-Site > On-SiteSlide38Slide39
Case StudyLittle Sand Fire, CO
Me as lead PIO1 Social Media PIO1 Deputy running day to day OpsOther PIOs as worker beesSlide40
TransitionThis is a new issue as we move into SM because of the disparity.
The key is communicationDocument all accounts and passwordsSlide41
How to Transition?
First Type 1 IMT on-site used a VOST that disengaged with the IMT leftWe considered stopping posts when the VOST leftWe ultimately determined there was still value to feeding sites they’d started We only had 1 PIO to manage so we used dlvr.it to autopostWe focused on monitoring and responding to trends
Wenatchee Complex Case Study – Transitioning From a VOSTSlide42
Building Social Media Skills
Tips - nifc.gov/PIO_bb/social_media.htmlFAQ
- http://www.nifc.gov/PIO_bb/webinar/WebinarQA2012.pdf
SM Training
-
training.fema.gov/
EMIWeb
/IS/is42.asp
How To
- howto.gov/social-media
VOST questions answered
- http
://vosg.us
/
How VOSTs/IMTs work together
–1
hr
webinar https
://webmeeting.nih.gov/p88541552
/
There are numerous resources available – the key is getting started and using the tools yourself.Slide43
Issues that remain
Can you or can’t you??Use of Social media is not just a PIO decision.Slide44
New (er) Tools
Ustream - livestreaming of briefingsDirect to FB livestream – available now via iPhone; streams live and posts recordedQR codes – allows for easy access to websites from smartphonesAvenza Maps - download geotagged PDFs to your mobile device; GPS shows where you are
Ipads – updated mapping from the fireline; also used to record/stream briefings / air attack footage
Groupme
– group texting to inform PIO / PAOs
Google Voice –
one number; can designate which cell and/or landlines it will ring to; transcribes voicemail; group texting feature
Wildland
Fire Apps (
Red Cross, US Fires, Wildfire Info, CO Wildfire Watch) – mobile access to
Inciweb
and 209 informationSlide45
Questions or comments?
3 Ways to AskClick on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask Click on the hand icon and ask your question over the phone when you are called onAsk your question over the phone when I ask if anyone has any questionsSlide46
Contact Info
Michelle FidlerNPS Fire Communication and Education Specialist Supporting Parks in AZ, NM, OK, and TX3693 S. Old Spanish Trail, Tucson, AZ 85730(520) 733-5136 office (520) 400-2932 cell Michelle_Fidler@nps.gov Kris EriksenPIOU.S. Forest ServiceNational Incident Management Organization(208) 869-7685 cellkeriksen@fs.fed.usSlide47
Thank you!
Jennifer Jones
jejones@fs.fed.us
(208) 387-5437
NIFC PIO Bulletin Board
http://www.nifc.gov/PIO_bb/webinar.html
PIO, Little Bear Fire, New Mexico, 2012