christine walker main stage - 2011

Main Stage, November 3, 2011

2011 - What a disaster! Social media analysis of a disaster event Christine Walker, Alliance Strategic Research

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT)

2011 What a disaster!

Social media analysis of a disaster event


Social Media in the Victorian Floods

Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Yasi

Irene

Christchurch Japan

Yasi

Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Brazil

Pakistan Jeddah

Toowomba

Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) You and me at home, safe, on the couch


Victorian Floods January & February 2011


Source: Victorian Police Tweets January

Christine Walker, Alliance Strategic Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30-05:30 (GMT) Horsham


Melbourne


Is social media being used? What is being said? How do emergency services need to respond?


Social media comments

were accessed

using Buzz Numbers

social media monitoring

Comments were

cleaned as relevant

Comment was

classified on the basis of

‘intent’

Analysis of data set

undertaken

To Victorian Flood locations

and rivers

Via Human reading


300,000 + social media comments on floods

12,405 comments related to the Victorian floods


15

62

197

722

1959

2490

6975

0 1000 2000 3000 4000 5000 6000 7000 8000

Video

Forums

Facebook

Blogosphere

News

Twitter

Number of comments

Source of CommentCommunication Channel


16

No. of C

ommen

ts

889

641

0

100

200

300

400

500

600

700

800

900

1000

10/1/11

11/1/11

12/1/11

13/1/11

14/1/11

15/1/11

16/1/11

17/1/11

18/1/11

19/1/11

20/1/11

21/1/11

22/1/11

23/1/11

24/1/11

25/1/11

26/1/11

27/1/11

28/1/11

29/1/11

30/1/11

31/1/11

1/2/11

2/2/11

3/2/11

4/2/11

5/2/11

6/2/11

7/2/11

8/2/11

9/2/11

10/2/11

11/2/11

12/2/11

13/2/11

14/2/11

15/2/11

16/2/11

17/2/11

18/2/11

19/2/11

20/2/11

21/2/11

22/2/11

23/2/11

24/2/11

25/2/11

26/2/11

27/2/11

28/2/11

1/3/11

2/3/11

3/3/11

4/3/11

Number of Comments Per Day

895

654


146

895

654

0

10

20

30

40

50

60

70

0

200

400

600

800

1000

10/1/11

11/1/11

12/1/11

13/1/11

14/1/11

15/1/11

16/1/11

17/1/11

18/1/11

19/1/11

20/1/11

21/1/11

22/1/11

23/1/11

24/1/11

25/1/11

26/1/11

27/1/11

28/1/11

29/1/11

30/1/11

31/1/11

1/2/11

2/2/11

3/2/11

4/2/11

5/2/11

6/2/11

7/2/11

8/2/11

9/2/11

10/2/11

11/2/11

12/2/11

13/2/11

14/2/11

15/2/11

16/2/11

17/2/11

18/2/11

19/2/11

20/2/11

21/2/11

22/2/11

23/2/11

24/2/11

25/2/11

26/2/11

27/2/11

28/2/11

1/3/11

2/3/11

3/3/11

4/3/11

Comments per Day Compared to Number of SES Releases

(All Sources)

SES Releases Total


18

68170177

539591

9301016

154118371983

3553

Official PostsSocial Media

Indirect CommentaryPeople in the floods

Message Spreaders -‐ InformationMessage Spreaders -‐ Warnings

Recovery/Post-‐flood issuesSpectators/Commentary

Message Spreaders -‐ NewsMessage Spreaders -‐ Relief/donations

News

Volume and Type of Comment

No. of Comments


19

0%

17%

1%

14%

2%

25%

13%

9%

19%

1%

3%

5%

7%

9%

11%

15%

17%

30%

Official Posts

People in the flood

M.S. Info

M.S. Warnings

Post-‐flood issues

Spectators/Commentary

M.S. News

M.S. Relief

News

Type of Comment by Flood Area

Vic Floods Melb Floods

M.S. – Message Spreaders No. of comments


20

192

0

50

100

150

200

250

13/01/20

1114

/01/20

1115

/01/20

1116

/01/20

1119

/01/20

1120

/01/20

1121

/01/20

1122

/01/20

1123

/01/20

1124

/01/20

1125

/01/20

1126

/01/20

1127

/01/20

1128

/01/20

1129

/01/20

1130

/01/20

1131

/01/20

111/02

/201

12/02

/201

13/02

/201

14/02

/201

15/02

/201

16/02

/201

17/02

/201

18/02

/201

19/02

/201

110

/02/20

1111

/02/20

1112

/02/20

1114

/02/20

1115

/02/20

1116

/02/20

1117

/02/20

1118

/02/20

1120

/02/20

1121

/02/20

1122

/02/20

1123

/02/20

1124

/02/20

1125

/02/20

1126

/02/20

1127

/02/20

1128

/02/20

111/03

/201

12/03

/201

13/03

/201

1

Comment from People in Flood Situations


21

0

50

100

150

200

250

300

10/01/20

11

11/01/20

11

12/01/20

11

13/01/20

11

14/01/20

11

15/01/20

11

16/01/20

11

17/01/20

11

18/01/20

11

19/01/20

11

20/01/20

11

21/01/20

11

22/01/20

11

23/01/20

11

24/01/20

11

25/01/20

11

26/01/20

11

27/01/20

11

28/01/20

11

29/01/20

11

30/01/20

11

31/01/20

11

1/02

/201

1

2/02

/201

1

3/02

/201

1

4/02

/201

1

5/02

/201

1

6/02

/201

1

7/02

/201

1

8/02

/201

1

9/02

/201

1

10/02/20

11

11/02/20

11

12/02/20

11

13/02/20

11

14/02/20

11

15/02/20

11

16/02/20

11

17/02/20

11

18/02/20

11

19/02/20

11

20/02/20

11

21/02/20

11

22/02/20

11

23/02/20

11

24/02/20

11

25/02/20

11

26/02/20

11

27/02/20

11

28/02/20

11

1/03

/201

1

2/03

/201

1

3/03

/201

1

4/03

/201

1

Mentions of Locations by Date

Swan Hill Kerang HorshamCharlton Dimboola BallaratWarracknabeal Rochester Melbourne


22

•  The disaster communications model has been ‘one to many’ via the press

•  Now ‘one to one’ also occurs –  In some cases ahead of services –  Will have implications for message accuracy –  Citizen reports could inform emergency services, but

what is accurate •  Message out still absolutely key and one to many

will continue •  But will expand to include publishing direct to

social media (as in Yasi)


23

• Good will is evident in the commentary • No calls for help • Every crisis will take a different shape in social media • Need to set up tracking in advance of events • This analysis being used as a guideline for social media practices for government disaster agencies and more broadly GOOGLE: “OESC social media” for the full paper


Q & A

Christine Walker Alliance Strategic Research

Sue York NewMR

Main Stage, November 3, 2011

2011 - What a disaster! Social media analysis of a disaster event Christine Walker, Alliance Strategic Research

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

christine walker main stage - 2011

Marketing

australia festival of

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social media analysis

victorian flood locations