1 Social Media Report -Bonduelle

The Corporation of the County of Essex

2014
Social Media Report
Bonduelle Fire July 18th, 2014
Emergency Management Coordinator


2 Social Media Report -Bonduelle


Table of Contents

County of Essex Social Media Overview .......................................................................... 3
Credibility ........................................................................................................................................ 3
Tools ...................................................................................................................................................... 4
Key Terms ............................................................................................................................................. 4
Hashtags ........................................................................................................................................... 4
Reach................................................................................................................................................... 4
Impressions .................................................................................................................................... 4
Timeline ............................................................................................................................................... 5
Social media activity referencing Bonduelle: ..................................................... 5
Social media referencing Bonduelle by type: ........................................................ 5
Hashtag Statistics ....................................................................................................................... 5
Top Posts ............................................................................................................................................. 6
Tweet Origins by Location and Interface ..................................................................... 6
Most frequent tweeters using Bonduelle hashtags .................................................. 7
Timeframe: July 18
th
, 05:00 - July 22
nd
20:00 ...................................................... 7
Influential Accounts referencing Bonduelle and Number of Followers ..... 7
Summary, Conclusions and Recommendations ................................................................... 8






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County of Essex Social Media Overview
A Social Media Coordinator for the County of Essex accounts
(@CofEssexPrepare) was designated and was based out of the
County of Essex Civic and Education Centre on July 18
th
, 2014.
This designation occurred via a phone call from the EOC at
approximately 09:00 to an individual with access to the accounts
and knowledge of social media. Information and updates were sent
by phone and e-mail to the Social Media Coordinator with
directions on public release timelines. Updates were frequent
and timely. This created a one-person VOST (virtual operations
support team). A VOST is able to assist in social media
management from off-site, minimizing the number of individuals
in the affected area.
The roles of the social media coordinator included:
Timely and discretionary release of information
o Evacuation announcements
o Shelter locations
o Emergency declaration and rescission
Identification of relevant hashtags
Monitoring for new information and reporting to the EOC
for verification or clarification
Answering questions tweeted by the public
Engaging with the public to obtain current first hand or
unreported information
o Traffic congestion
o Procedures involving pets at shelter locations
Collecting images and data
Dispelling false information
i.e. Location was misinterpreted as New Tecumseh by
some Twitter users.

Credibility
Credibility was established by having a maintained and
trustworthy account prior to an incident. Our credibility was
reinforced throughout the day and
we maintained our position as the
authority for information by
providing the most direct
information from the EOC, and by
endorsements from other credible
accounts such as various media
accounts and the Michigan State

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Police, Emergency Management and Homeland Security Division.


Tools
During the Bonduelle Fire, the County of Essex used Twitter,
Facebook, Instagram and Hootsuite to manage social media. The
data collected after the emergency for this review was collected
by the above platforms and additionally, through hashtag
analytics such as Talkwalker,hashtag.org and Twitonomy.
Key Terms
Hashtags
A hashtag is a topic formed as a word or short phrase which is
un-spaced and prefixed with the hash sign (#). When a phrase is
hashtagged, it becomes a clickable link, which can be followed
to find posts using the same keyword. This is useful for
tracking events and organizing interactions. Users are able to
create their own hashtags and during an event, usually a
generally accepted official hashtag surfaces by way of crowd
sourcing.
Reach
Reach is the number of unique followers that all of the users of
a specific hashtag cumulatively have. The #Bonduelle reach is
therefore the number of unique followers of all users that used
that hashtag.
Impressions
Impressions take into account the number of times a user posts
and so how many times followers would see these posts.
Example: If a user has 500 followers and tweets 2 times, the
reach is 500 and the impressions are 1,000.
Engaging Twitter users that have many followers such as media
and government outlets (The Windsor Star, Ontario Warnings and
the CBC) drastically increased both the reach and number of
impressions of the Bonduelle hashtags.
The most common keywords and hashtags included on Bonduelle Fire
related tweets were #Bonduelle, #BonduelleFire and #Tecumseh.

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Timeline
Social media activity referencing Bonduelle:

Social media referencing Bonduelle by type:



Hashtag Statistics - July 18
th
2014-July 24
th

2014
Hashtag Posts Users Reach Impressions
#Bonduelle 470 254 759,843 1,815,782

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2%
98%
Canada
United States
#BonduelleFire 160 93 272,099 502,459
#Tecumseh 475 192 1,031,476 1,429,230

Top Posts







Tweet Origins by Location and Interface










44% 14%
30%
5%
4%
2%
1%
Desktop/Web
iPhone
Android
TwitterFeed
Blackberry
iPad
Facebook

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Most frequent tweeters using Bonduelle hashtags
Timeframe: July 18
th
, 05:00 - July 22
nd
20:00
Rank Account
# of
Posts
Reach Engagement
1 AM800news 65 531,865 105
2 Connie Buckler 60 8,369 0
3 CTV Windsor 44 337,679 44
4 SW_ON_Traffic 42 27,826 0
5 The Windsor Star 41 1.03M 83
6 Blackburn News Essex 33 154,590 15
7 Derek Spalding 29 31,786 26
8 Dan Appleby 28 18,395 17
9 MakdaGCBC 28 16,709 5
10 Blackburn News CK 23 95,091 7

Influential Accounts referencing Bonduelle and Number of
Followers
Ontario Warnings 33,950
The Weather Network 296,209
Tecumseh Fire 1,632
Essex County Prepare 1,137
School Boards
o Connie Buckler, Trustee GECDSB 147
o Scott Scantlebury, GECDSB 1,602
o WECDSB 2,050
Agriculture Related:
o Bonduelle Espana 4,890
o Gregory Sanson, CEO of Bonduelle 414
o Jeff Leal, ON Minister of Agriculture 2,177
o Simon Crouch, Food Farm News 859
o Elaine Roddy, OMAFRA 590
Media
o Sun News Network 45,000
o The Windsor Star 25,252
Dalson Chen 1,648
Dan Janisse 803
Dax Melmer 512
Dylan Kristy 1,760
o CTV News 141,000
CTV Windsor 7,724

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Jason Viau 445
Chris Campbell 1,084
Christie Bezaire 2,198
Gina Chung 1,083
Dan Appleby 662
CTV London 16,820
CTV Kitchener 38,831
o AM 800 8,235
Patty Handysides 1,421
Teresinha Medeiros 1,090
Kristylee Varley 1,086
Mike and Lisa, The Morning Drive 4,953
Zander Broeckel 581
o WindsoriteDOTca 6,688
o CBC News 491,514
CBC Windsor 11,032
CBC News Alerts 313,069
Tony Ducette 1,737
Makda G 602
Alec Boissonneault 118
o TV Cogeco Windsor 773
o Blackburn News 4,711
Mike Vlasveld 623
o London Free Press 40,953
Jennifer Bieman 192
o Fox 2 News Detroit 62,569
Roop Raj 11,441

TOTAL 1,593,867

This total represents the potential audience for all Bonduelle
related tweets. While some accounts may share followers, the
audience is calculated as the potential number of views. Many of
these accounts tweeted about Bonduelle more than once and the
number of impressions increases exponentially for each tweet.
Summary, Conclusions and Recommendations
To minimize the number of people working at the EOC site, social
media can and should be managed from a distanced site.
Throughout the Bonduelle emergency, the County of Essex had
essential staff on site at the Tecumseh Town Hall EOC and
managed social media from over 20km away at the Civic Center in
Essex. In order for this to be effective, a number of procedures
must be in place prior.

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Social Media Manager Selection and Training - The organization
must chose which individual/s will take on the role of Social
Media Manager during an emergency. Whether it is staff or
volunteers, they should possess knowledge of social media
platforms and your organization.
Access Policies- A plan should be devised for how access to
accounts will be shared, who they will be shared with and when
passwords should be changed.
Content Approval- The most efficient content approval occurs
when the Social Media Manager is knowledgeable enough regarding
procedures that they are able to post at their own discretion.
If this is not possible, the requirement for content approval
should involve as few individuals as possible.
Communication Strategy Devise a plan for how information will
be shared and how frequently contact should be made between the
EOC and the virtual home base.