social media: the 21st century canary

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When faced with the deluge of comments, opinions and rumors shared in social media during a crisis, how do you recognize the ones most likely to go "viral?"

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the 21st Century Canary:

the 21 st Century Canary Ike Pigott Alabama Social Media Association March 30, 2011 Social Media:

Framing:

Framing

Framing:

Framing A D C B D C C to D > A to B 45-70%

Framing:

Framing B C C ? C to B ?

Framing:

Framing Framing gives context to fact

Framing:

Framing First Impressions Matter

Framing:

Framing

Framing:

Framing 5,000 per hour Twitter x3

The Canary:

The Canary

The Canary:

The Canary

The Canary:

The Canary …makes a lot of noise Noise lets you know you’re in the right place Noise doesn’t let you know what to take seriously Not every “crisis” is a CRISIS

The Canary:

The Canary …makes a lot of noise How do you know which chirps are worrisome, and which are just singing ?

Past Canaries:

Past Canaries Wow, Just Had To Run Off These Two Guys That Was Spraying Weed Killer Up My Driveway, On My Paster Fence Were The Goats And Ponys Is.. How Stupid Can You Be.. They Said They Was Contracted To Alabama Power.

Past Canaries:

Past Canaries went home at lunch today and Alabama Power was at my neighbors house trying to D/C her power, I begged and pleated with the man and then shouted for crying out loud she's in Arlington burying her husband!! Anyway he didn't budge so off I went to pay her bill, Larry assures me my good deeds will soon be noticed. I'm hanging on, but I couldn't see that poor lady power less!! The Turd even followed me to pay it!?!?

Past Canaries:

Past Canaries went home at lunch today and Alabama Power was at my neighbors house trying to D/C her power, I begged and pleated with the man and then shouted for crying out loud she's in Arlington burying her husband !! Anyway he didn't budge so off I went to pay her bill, Larry assures me my good deeds will soon be noticed. I'm hanging on, but I couldn't see that poor lady power less!! The Turd even followed me to pay it!?!?

Past Canaries:

Past Canaries

Past Canaries:

Past Canaries

Measuring the Canaries:

Measuring the Canaries Need a measure for “ virulence ” MOSAIC

Measuring the Canaries:

Measuring the Canaries Need a measure for “ virulence ” Elements of Prediction: Vantage Imminence Context Past History Knowledge

Measuring the Canaries:

Measuring the Canaries Need a measure for “ virulence ” Elements of Prediction: Vantage Imminence Context Past History Knowledge

Measuring the Canaries:

Measuring the Canaries Jena, LA – Sept. 2007

Slide 22:

American Red Cross and Jena, LA I thought that the mission of the American Red Cross was to help people in times of disaster. I have a problem with what I saw happening in Jena, La. yesterday. My problem is not with the people coming to Jena to march, they have that right, but with the American Red Cross giving away supplies to the marchers. The newspapers have stated that approximately 25,000 bottles of water were given out. I will not mention any medical care that was provided, but we do have a local hospital that offers excellent medical care, but not for free. I sat on the balcony of my office and watched the marchers arriving carrying no supplies, but when they left Jena they were carrying bottles of water that was supplied by your organization. These people were not in a disaster mode, they knew what they were getting into when they came to rally, and should have planned better and brought their own supplies.

Slide 23:

I had a house burn in 1985 and lost everything, including my cars and dog, but never got a call or note from the Red Cross. I did not mind that I was not contacted by you and have not ever given it a second thought until yesterday. I have donated faithfully to the Red Cross for the better part of my 56 years, but no more. I know that in the scheme of things I am just a small drop in the bucket, but I will tell everyone that I know what has happened here, and maybe this small drop will turn into a flood. And yes you can use my name it is James L. Broadwell III, my address is 329 Pleasant Hill Road, Jena, La. 71342

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Authority/assertion The message must give you the feeling that you now know something important that will truly affect future decisions. Writer is an attorney The information has not already been covered in the news A

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Brevity No one wants to read a manifesto, Dr. Kaczynski. If the negative message is too long, the average reader won’t want to be the one to foist it upon his whole network. Four small paragraphs Easy to pass along B

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Clarity A well-crafted message, to go viral, must be unambiguous. There can be no question about where the author stands. Opens with “ I thought that the mission of the American Red Cross… ” Ends with “ maybe this small drop will turn into a flood. ” C

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Detail The position is rooted in incontrovertible fact. A random message that “Dell sucks” doesn’t carry the weight of “Having used your product for 9 years…” House burned down in 1985, did not get service Donated for 56 years (despite not getting help himself) 25,000 bottles Hospital already provides first-aid D

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Emotion How well-written is the message? Does it make you feel as though you could be just as passionate for simply passing it along? “ I know that in the scheme of things I am just a small drop in the bucket… ” “ And yes, you can use my name. ” E

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Focus The message must be about one thing, and one thing only. If it makes a reader mentally wander he’ll be less likely to feel compelled to pass it along. Email tells ONE story. Did not get off-track with the details of the fire. F

7 Signs of a Viral Threat:

7 Signs of a Viral Threat Gossip We like to pass on juicy little tidbits to feel the rush of knowing you knew something before (almost) any of your friends did. This expands our position of esteem and authority. Inside knowledge First-hand witness Perspective not shared elsewhere G

7 Signs of a Viral Threat:

7 Signs of a Viral Threat A C E G B D F

7 Signs of a Viral Threat:

7 Signs of a Viral Threat A uthority C larity E motion G ossip B revity D etail F ocus A C E G B D F

Slide 33:

Ike Pigott ike@positiveposition.com @ ikepigott (205) 447-4468

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