“The narrative of your business now unfolds, minute by minute, in real time. And it’s driven by your customers, talking among themselves – no longer guided by the mass media – your ad budget can buy.” - David Meerman Scott, Real Time Marketing & PR
In his book Real Time Marketing & PR, David Meerman Scott states:
“The new currency of success is the ability to gather, interpret and react to new information in fractions of a second – real time.”
The Queensland Floods disaster provides numerous examples and strong endorsement for the ideas proposed in David’s book, highlighting the usefulness of social media as people increasingly turn to online for real time information.
It also illustrates how mainstream media is responding to this activity; and how social media and its inherent ability to connect people, are powerful tools in making a real difference to people’s lives. We call this “Social Media for Good”. (See also Marketing with Heart)
Social media as a critical information source
As the waters rose in various places around the State, and subsequently here in Brisbane – Australia’s third largest metropolitan city – social media provided up to the minute updates, warnings and critical information about evacuation, electricity blackouts and coping with the impending floods – to name just a few.
Faced with approaching floodwaters, the RSPCA was able to find foster homes for each one of their animals, thanks in part to the requests for assistance circulated in social media.
QPS Media – a trusted source of accurate information …
If I needed to know something – I could turn to Queensland Police Media (@QPS Media) for trusted and accurate information. And many others did too.
… and engaged followers.
QPS’s Twitter following grew from a little more than 1,000 to more than 10,000 followers during the period. They linked their Twitter updates to the QPS Facebook page and directed their Twitter visitors to the more detailed information which appeared there.
The QPS Facebook page reflected keen community interest and engagement, with their following growing from 6,400 to more than 160,000 during the period, and their posts attracting significant numbers of comments as people responded to the information provided.
Interestingly, the QPS Facebook followers remain engaged. The page still receives large numbers of comments – even though many posts are now not flood related.
Nimble management of information
“What is harder to get your head around is the scope of conversation and the speed at which it now expands, flows and contracts” - David Meerman Scott
With frequent and fast posts, QPS Media nimbly managed the flow of information to people affected. They also provided prompt clarification to many rumours which occur during such events, and designated these posts with the hash tag #mythbusters.
Social media facilitated the ability to speedily provide information and correct misinformation throughout the event.
The QPS Director of Police Media and Public Affairs, Kym Charlton was quoted as saying:
“We’re not relying on news bulletins. We’re not relying on journalists making decisions about newsworthiness. We’ve just been able to go directly to the people when we need to.”
Locating lost loved ones & unleashing a volunteer effort
Social media was also used to help people find loved ones who were missing or with whom contact had been lost. It was also key in unleashing an enormous volunteer effort including fantastic crowd sourced initiatives such as Baked Relief (#baked relief).
Support via social media continues
A plethora of websites linked to social media platforms were established during the event, providing support to those who have been flood affected and connecting those in need with those who can help. Flood Aid is just one example. Their Facebook page already has nearly 1,000 followers.
Social in the mainstream
“As media tied to rigid production cycles decline … – real time media grow audiences and profits” – David Meerman Scott.
Interestingly, mainstream media picked up stories borne in social media with television, radio and print featuring stories which emanated from tweets. The television coverage of one channel even included a regular, dedicated segment which reviewed the flood related tweet stream and information shared. Stories first shared on Twitter and Facebook became the TV stories.
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“The best time to influence a news story is now – as it is breaking.” David Meerman Scott
Television coverage of Premier’s regular media conferences was shared in real time on YouTube with links provided in real time on Twitter.
QPS Media reported that journalists were selecting information from their social media posts (Twitter, YouTube and Facebook) and advised that international media were just running with several clips posted on YouTube.
Real time for good
These are just a few examples – there are many more. However, they show in the face of adversity and dire circumstances, social media encouraged real time connection – much of it for good.
How are you connecting in real time with your customers?
How can you use social media for good?
Related Posts
Baked Relief: Crowdsourcing help to feed those affected by Queensland flooding) (Webinknow blog)
Police tweet on the beat during flood crisis – Report by ABC journalist Kellie Riordan
Great piece Anne – Particularly for all those doubting the true power of social media!
Thanks Alex for visiting and your comment. The events of the last few weeks really highlighted the value of fast and responsive “real time” communication which these tools can deliver. Wishing you a great week!