© Crown copyright Met Office The changing role of social media in emergencies Communications & Resilience Workshop Dave Britton, Met Office Chief Press Officer

© Crown copyright Met Office Why use social media? Corporate Strategy to be recognised as the best weather service in the world Communications Strategy to enhance, to promote, and to protect Social Media Strategy to be at the centre of conversations about weather

A social journey three years to build a community What are people talking about? What are people saying about you? Where is your audience likely to be? Listen Introduce yourself & say something Be useful Target influential audiences Talk Develop meaningful two-way conversations Engage with supporters and critics Create content that people will want to share Engage Maintain two-way dialogue Make a commitment with appropriate resources Move followers to advocates; speaking on your behalf Sustain © Crown copyright Met Office

Joining up communications Social media as part of comms mix Traditional Media & News Social Media & Engagement Online Content

© Crown copyright Met Office We love talking about the weather Social Media Reach

Case Study: Grimsvötn Volcanic Eruption As volcanic ash threatened to ground aircraft there was a great deal of interest in where ash was forecast to be. The Met Office provides forecast on behalf of the Civil Aviation Authority on where ash is likely to be. We joined up our traditional media, online content and social media to support the public with information about the ash cloud.

Case Study: Grimsvötn Volcanic Eruption Regular updates on our website. Regular media updates via our News Blog. 7/24 Twitter presence to answer questions. Creation of hashtags #ashcloud and #ashtag. Joining up twitter communication with partners include CAA, NATS, BAA and airlines. YouTube Video explainer on volcanic ash.

Case Study: Ex-hurricane Katia In early September 2011 Hurricane Katia crossed the Atlantic reaching the UK as a post- tropical storm. Traditional media began running stories of ‘hurricane to hit UK’ following story from a US forecaster. Integrated communications campaign undertaken to ensure weather forecast was effectively communicated and impacts were minimised.

Case Study: Ex-hurricane Katia Produced You Tube videos to support our forecasts and warnings on our website gaining over 70,000 views over 4 days. We worked with media outlets to syndicate videos and blog posts. We provided integrated updates on the progress of the storm on our blog, Facebook & Twitter. We asked for ‘User Generated Content’ such as observations and photos. Engagement increased by 20% and reach by 27% in month

Case Study: “#Hurricane Bawbag” A powerful storm pushed across Scotland on 8 th December with gusts to 165 mph recorded on Cairngorm Summit The Met Office had been forecasting the fierce storm from around 5 days ahead and issued a ‘Red’ Severe Weather Warning 24 hours before the storm. Integrated communications campaign undertaken to ensure weather forecast was effectively communicated across Scotland

Case Study: “#Hurricane Bawbag” We worked with media outlets to syndicate videos and blog posts. We provided integrated updates on the progress of the storm on our blog, Facebook & Twitter. Huge social media interest across Scotland both generated and exploited by the Met Office to help keep people safe and well Joining up social communication with partners across government. Engagement increased by 56% and reach by 21% in month. 700% increase in follower referrals to Met Office website

In an emergency social media is another channel Social Media in an Emergency Provide information Support partners Be consistent Correct misinformation Be quick, responsive & available Provide reassurance Provide a point of contact Deliver your messages

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