Lessons from a Challenging Day

Two public agencies have a different approach to communicating with residents in the wake of a near-trajedy

Yesterday marked a day of profound challenge for the tight-knit Troy community, particularly for families with children attending the local high school.

At precisely 7:30 a.m., a chilling active shooter alert pierced the school's Public Address system, mere moments before the school day was set to commence. The ensuing chaos was palpable. It was followed by another acive shooting alert at 9:00 a.m. Both incidents, the result of a human accident.

In the aftermath of this harrowing episode, the district made the difficult decision to dismiss all students from the high school. Understandably, frayed nerves and shaken spirits rendered any attempts at teaching or learning useless - nothing was going to be accomplished for the day. The unanimous sentiment was to seek refuge at home and recover.

For those unacquainted with the unfolding events, the Dayton Daily News meticulously documented this heart-wrenching narrative that can be read here.

In the wake of this tragedy, social media platforms became inundated with firsthand accounts from students and their loved ones, many of whom remained in a state of shock over the horrors that had transpired. Tales emerged of students fleeing the building in sheer panic, some even resorting to desperate measures like leaping out of windows or barricading themselves in darkened rooms. Remarkably, it became evident that these students were well-prepared even as they maintained open lines of communication with their parents throughout the chaotic ordeal. Heartwarming anecdotes emerged, showcasing the students' resilience as they banded together, offering each other rides home and providing comfort during this trying time.

Amidst the multitude of facets that warrant our attention, one that stands out is the role of social media in the unfolding crisis, and how government agencies engaged with parents and students throughout that fateful morning. The Troy City School District employed their Facebook page to convey a series of crucial messages to the public, even opening up the avenue for comments and interactions. Concurrently, the City of Troy also utilized its Facebook platform to disseminate information, albeit opting to disable comments on their posts.

Both entities turned to social media as a means of communication, yet their methods differed significantly, prompting us to contemplate the multifaceted nuances of how government agencies should employ social media in times of dire emergencies. It's a subject that beckons for a comprehensive exploration.

The integration of social media into emergency management has become a critical component of local government disaster response efforts. In times of crisis, the use of social media offers numerous advantages, including rapid information dissemination, enhanced situational awareness, and improved community engagement. However, managing comments on social media posts during an emergency presents unique challenges. It’s worth exploring the positives of local government use of social media in emergencies and discuss best practices for allowing and moderating comments on these critical posts.

Positives of Local Government Use of Social Media in Emergencies

The power of social media to get and received information out a particular audience that can scale quickly is not something that can be casually overlooked. The power of social media can be seen in many of the follow ways:

• Rapid Information Dissemination:
  Social media provides local governments with a real-time platform to disseminate crucial information during emergencies. Updates on evacuation orders, shelter locations, road closures, and weather conditions can be shared instantly with a broad audience, ensuring that citizens receive timely and accurate information.

• Enhanced Situational Awareness:
  Social media allows local governments to monitor and analyze incoming reports and posts from citizens. This real-time feedback provides valuable insights into the evolving situation, helping authorities make informed decisions and allocate resources effectively.

• Community Engagement and Trust:
  Engaging with the community during emergencies fosters trust and confidence in local government. Social media platforms enable two-way communication, allowing governments to address citizen concerns, answer questions, and provide reassurance. This direct interaction can help reduce panic and confusion.

• Information Verification and Correction:
  Local governments can use social media to counteract misinformation and rumors by promptly sharing accurate information and correcting false reports. This minimizes the spread of rumors and maintains public trust.

• Resource Coordination and Assistance:
  Social media can serve as a platform for citizens to offer assistance or request help during emergencies. Local governments can coordinate volunteer efforts, match resources with needs, and provide guidance on how citizens can contribute to relief efforts.

• Public Safety Alerts and Warnings:
  Social media allows local governments to issue public safety alerts and warnings directly to residents' smartphones, improving the likelihood that people will receive critical information in a timely manner.

• Support for Vulnerable Populations:
  Vulnerable populations, such as the elderly and those with disabilities, can benefit significantly from social media during emergencies. Local governments can use these platforms to reach out to these groups, providing tailored information and assistance.

Best Practices for Allowing Comments on Social Media Posts During Emergencies

While social media is invaluable during emergencies, effectively managing comments on these platforms is crucial to ensure the dissemination of accurate information and maintain public safety.

• Pre-established Comment Guidelines:
  Local governments should have pre-established comment guidelines for emergency posts. These guidelines should emphasize the importance of sharing accurate information, discouraging rumors, and promoting respectful communication. Guidelines should be communicated to users before and during emergencies. Simply not allowing comments is not an acceptable strategy; stakeholders will still find ways to comment and share about the topics being propogated by local government.

• Prioritize Critical Information:
  During emergencies, local governments should prioritize critical information in the post itself. Ensure that essential details such as evacuation orders, shelter locations, and emergency contact numbers are prominently displayed. This reduces the need for citizens to rely solely on comments for vital information.

• Real-time Monitoring and Moderation:
  Given the potential for misinformation and panic during emergencies, local governments should invest in real-time monitoring and moderation of comments. Dedicated staff or automated tools can identify and remove false or harmful comments promptly.

• Frequent Updates and Clarifications:
  Governments should provide frequent updates and clarifications within the same comment thread to address recurring questions or concerns. This helps prevent the spread of misinformation and maintains a sense of trust and transparency.

• Enable Reporting of Inappropriate Comments:
  Social media platforms typically allow users to report inappropriate comments. Local governments should encourage citizens to report comments that violate guidelines, making it easier to identify and address issues promptly.

• Designate Official Spokespersons:
  During emergencies, designate official spokespersons who are responsible for responding to comments and questions. Having a designated team helps ensure that accurate and consistent information is shared with the public.

• Educate the Public:
  Local governments can educate the public about the importance of responsible social media use during emergencies. Citizens should be encouraged to share information responsibly, verify sources, and avoid spreading rumors.

• Leverage User-generated Content:
  Encourage citizens to contribute user-generated content, such as photos and videos, when appropriate. However, local governments should verify the authenticity of such content before sharing it to prevent the spread of misleading information.

• Post-emergency Evaluation:
  After the emergency has passed, local governments should conduct a thorough evaluation of their social media communication strategies. This includes analyzing comments, identifying areas for improvement, and updating guidelines for future emergencies.

The use of social media by local governments during emergencies offers a multitude of advantages, including rapid information dissemination, enhanced situational awareness, and improved community engagement. However, effectively managing comments on social media posts during crises is paramount to maintain public safety and trust. By implementing best practices such as pre-established guidelines, real-time monitoring, and frequent updates, local governments can harness the power of social media to keep their communities informed, safe, and resilient in the face of emergencies. Social media, when used responsibly, serves as a vital tool in modern emergency management.