The Joint Information Virtual Exercise

Emergency response agencies have written Public Information and Warning Plans that outline how the agency will communicate with the public during an emergency. However, many agencies do not use these plans during non-emergency situations so it is difficult to know if they would be effective during an emergency.
To overcome this barrier, 12 NH organizations held a month-long exercise throughout National Preparedness Month. During September 2011, the 12 organizations tested various methods of communicating emergency preparedness information to the public, including social media tools. Use of these tools was monitored and evaluated by JSI Research & Training Institute, Inc. in order to assess the effectiveness of organizations plans for disseminating preparedness information to the public via social media.

Implementation
Message Development Messages around personal preparedness, as well as instructions for using Facebook and Twitter, were created and distributed to participating organizations prior to National Preparedness Month. All messages directed the public to NHs preparedness website for more information. Each organization was asked to post at least once per week using Facebook and/or Twitter.. Evaluation Measures # Likes/Followers # Facebook posts and tweets, as well as resulting interactions # Tweets that included #ReadyNH # Click-throughs to ReadyNH from tweets and Facebook posts

Results
Posts 99 posts by 12 organizations during National Preparedness Month o 59 Facebook posts o 40 Tweets 30 interactions between organizations & the public Impact Partnering with like-minded organizations increased the reach of any 1 organization on its own
358

4,635
Total number of people the 12 organizations could reach through collaboration

Participants Rationale for JIVE

o 41% of Americans over the age of 18 say the Internet is their main source of news.1 o 52% of Americans over the age of 12 use at least 1 social networking site, including 43% of internet users over 50.2 o 80% of Americans over the age of 18 said response agencies should regularly monitor and respond to postings on their websites and social media sites.3 o Many NH emergency response agencies are resistant to using social media to communicate with the public.
Statewide -1 organization - 1 Facebook account - 1 Twitter account

Average number of people 1 organization can reach

The public took action towards preparing for an emergency by visiting ReadyNH, NHs preparedness website. o 92 clickthroughs to ReadyNH o Twitter more effective at referring the public to ReadyNH
Sources of Clickthroughs to ReadyNH
Website 5%

Objectives
Allow emergency response agencies to practice their Public Information and Warning Plans. Empower public health and safety organizations to use social media as a communication channel. Demonstrate the power of online collaboration. Refer NH residents to emergency preparedness resources.
RESOURCES: 1- Internet Gains on Television as Publics Main News Source, Pew Research Center, January 2011. 2- The Social Habit II, Edison Research, May 2011. 3- Social Media in Disasters and Emergencies, American Red Cross, Summer 2011.

Greater Sullivan County Public Health Region -1 organization - 1 Twitter account

Strafford County Public Health Region -10 organizations - 9 Facebook accounts - 3 Twitter accounts

Twitter 26% Facebook 20%

Email Clients/Air App* 44% Web Mail 3%

*Also includes directly typing the link and instant messaging. Air App refers to an app built on the Adobe Air platform.

Facebook Mobile 2%

Next Steps: National Preparedness Month 2012

All NH organizations with a mission to increase personal preparedness are invited to participate in JIVE 2012. Enhance evaluation measures. Provide additional training to organizations.
FUNDED BY: This project was financed under an Agreement with the State of New Hampshire, Department of Health and Human Services, Division of Public Health Services with funds provided by the Centers for Disease Control and Prevention. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the Division of Public Health Services or the Centers for Disease Control and Prevention.

Handout available online at: http://scr.bi/JIVE2012

AUTHORS: JSI Research & Training Institute, Inc.

Alyson Cobb Arielle Slam Amy Cullum

Health & Safety Council of Strafford County

Katie Kemen

The Joint Information Virtual Exercise is just one aspect of JSIs comprehensive social media training and exercise series aimed at emergency responders. Each training builds on lessons from the step prior in order to guide the participants towards effective and appropriate use of social media to communicate with the public in preparation for, during, and after an emergency or disaster.

A Comprehensive Approach to Social Media Training for Emergency Response Agencies

Crisis Communications 2.0: Social Media in Emergency Preparedness & Response

Learn about social media and current trends. Learn about prominent tools through case studies of social media being used to engage the public during a disaster. Understand the benefits and barriers of social media.

Learn Practice

Disaster Strikes. Social Media Responds.

Identify effective applications of social media in emergency preparedness and response. Explain characteristics of social media that make it useful for emergency preparedness and response. Have the opportunity to build technical skills in Facebook and Twitter through hands-on practice, including posting information and multi-media, interacting with target audiences and key partners, and collecting and organizing information.

Social Media Planning

Discuss popular social media tools and their potential applications. Learn the process for creating a social media plan, including developing goals, prioritizing channels, content mapping, implementation, and measurement. Use the workbook provided to develop a social media plan for your organization.

Plan

Joint Information Virtual Exercise (JIVE)

Allow emergency response agencies to practice their Public Information and Warning Plans throughout a month-long personal preparedness campaign. Empower public health and safety organizations to use social media as a communication channel. Demonstrate the power of online collaboration.

Apply

For more information, please contact JSI Research & Training Institute, Inc.: Arielle Slam 603-573-3341 aslam@jsi.com Alyson Cobb 603-573-3319 acobb@jsi.com