SAN FRANCISCO July 12, 2011 disaster management
Lucien Canton http://www.LucienCanton.com
"First, social media is not about the message or the technology – it’s about building virtual communities. In any community there will be information that everyone wants to know and information that is only of interest to a few people. The important thing is the freedom to incorporate both of these viewpoints in the same system," he said.
"The findings of the Red Cross survey suggest social media is an effective means of crisis communications and that there is a growing expectation on the part of the public that emergency services agencies will integrate social media into crisis communications," he said.
To be effective, everyone in the organization needs to collaborate and have a single message.
The difference between social media and a standard media campaign is in the implementation.
"Unlike our traditional approach to providing information, we cannot just schedule a release and then measure results. A social media campaign has to be dynamic. It is in many ways shaped by the community it serves and must be highly adaptable in responding to comments and suggestions from that community," he said.
Lucien G. Canton