So this, ladies and gentleman, is what I’ve been banging on for years. You give a smartphone and social media access to a frontline worker who ‘gets it’ and gets out of the office and then you sit back.
For the past six weeks swathes of England has been under water with the wettest January for more than 200 years deluging rivers and forcing them to burst their banks. Platoons of soldiers have been deployed as local government, fire, the Environment Agency and others have battled .
Through it all an army of public sector people have worked on in damp, wet and miserable conditions often without credit or recognition.
One of those is Dave Throup, an Environment Agency manager for Herefordshire and Worcestershire. When the radio need an update it is Dave who is the voice of the agency giving up-to-date updates on river levels, flood risks and advice.
He also uses Twitter to post real time updates that are hyperlocal and county wide. The state of flood barriers in Bewdley, business as usual messages in Ironbridge and advise not to drive through floods. Often they are basic mobile phone pictures like this one:
Gauging high flows is part of our incident response. Means our data is accurate for warnings & advice pic.twitter.com/2SRT9StodJ
— Dave Throup (@DaveThroupEA) February 11, 2014
— Dave Throup (@DaveThroupEA) February 11, 2014
Why is this brilliant?
If you want the science, the Edelman Trust barometer talks of how staff lower down an organisation are trusted more than those at the top. People who are just like you are trusted even more. For communications people, this changes the game and turns on its head everything. To put it simply, the chief executive may not be the best person to front an interview or a campaign. The officer with the smartphone may well be. I say this repeatedly when I’m training people: it’s not enough to do a good job in the public sector in 2014. You need to tell people too. That’s why the people like Morgan Bowers the Walsall Council countryside ranger works really well on social. It’s a real person talking to a real person.
Why is Dave even more brilliant?
Public sector people get a shabby Press. Why? Because it’s always our fault. Often judged by people who proclaim to know the value of everything and the value of nothing and yet far, far more good is done by the public sector than bad. Dave is brilliant because he cares. People get that too. And yet there are so many people in the sector like him but for some reason he’s struck a chord with the folk who have come to rely on the information that he gives.
He’s also got a fan club:
Some say that there is no such thing as a “Dave Throup” & that it is just a state of mind that elite public sector workers attain to. #hero
— DaveThroupFanClub (@DaveThroupFans) February 11, 2014
So, here’s to Dave. And everyone in the public sector who does a vital job and that state of mind that elite public sector workers attain to.
Just think about what an army of people like Dave can do for the organisation they work in. Or what they could do for yours.
Creative commons credit
River Severn in flood http://www.flickr.com/photos/davethroup/12253595404/sizes/l/
Walking back from a late night meeting at Walsall Council House a police car sped past with sirens and blue lights on.
Absent mindedly I tweeted that I wondered if this was @pcstanleywmp. He replied:
— Richard Stanley (@PCStanleyWMP) April 23, 2012
A short time later @pcmarshallwmp chipped in:
— Liam Marshall (@PCMarshallWMP) April 23, 2012
That’s just a bit mad. But in 2012, in Walsall in the West Midlands it’s not as surprising as all that. As a local government press officer, emergencies land in our lap. Even when they’re not directly ours. Here’s some thoughts on social media in an emergency.
Bigging up West Midlands Police on Twitter
For some time the West Midlands Police force have been trail blazing with their use of digital channels to connect to the people they serve.
The payback comes in many ways but when the chips are down it comes by having a ready made channel to shoot down rumours. Andrew Brightwell from Public I blogged a cracking piece on how Wolverhampton Police joined with bloggers to help explode myths. You can read it here.
One of those bloggers was Steph Jennings of Podnosh whose site wv11.co.uk was in the frontline against the rumours worked around the clock on Facebook and Twitter. Their Facebook page drew 200,000 hits in a week. That’s just an incredible figure.
Post riot lessons
Last summer, not long after the dust settled there was an informal meeting between police, local government and bloggers to see what worked.
It became clear that in a time of crisis people just wanted an authoratative voice. The role of local government comms people was not to stand by but to retweet on Twitter police messages. That’s a big step to take but an important one.
Lessons in rumour scotching
At the excellent Bluelightcamp In Manchester there was a brilliant session from researcher Farida Vis.
She spoke about analysing six rumours and how they went away. Heard the one about the tiger on the loose from London Zoo? Or Birmingham Children’s Hospital being attacked?
Farida mapped all of the tweets and drew some interesting conclusions. First, you sometimes need to scotch rumours repeatedly. Especially if they’ve gone viral. Secondly, often rumours are shot down by trusted people online. In teh case of Birmingham Children’s hospital, it was Andy Mabbett – @pigsonthewing on Twitter – who pointed out that the hospital was directly opposite Steehouse Lane Police station, so it probably wasn’t true.
She also posed the interesting point that we need to identify trusted people in the community for times of crisis. That’s an interesting thought but I’m not sure if we’re there yet.
Post riot lessons put into practice
Within weeks that lesson was put to the test in Walsall when 150 homes were flooded in Streetly.
The first mention on Twitter was at 6.13am when PC Rich Stanley then tweeted that there was flooding.
As the picture built, confirmation that 150 homes were involved was tweeted at 7.54am.
Major Flooding from Barr Beacon Reservoir water main affecting housing estate in Streetly..Approx 150 homes..Aldridge Rd/Blackwood Rd estate
— Erdington Fire (@ErdingtonFire) November 12, 2011
There was misinformation from people but what was striking was that this was drowned out by the multiple retweets of the police messages.
On election day in Walsall in 2012, part of the town centre was evacuated by police because of a security alert. We retweeted the @walsallpolice stream which did a great job in keeping people up to speed. It wasn’t anything major in the context of other events. But it did have a major impact on the town.
There’s a storify here.
SEVEN things you can do for public sector crisis comms
Here are the lessons learned from the Walsall and Wolverhampton police – blogger debrief, from practical experience as well as from Blue Light Camp. Feel free to agree or disagree.
1. Talk to your colleagues in the emergency services. When it’s not busy. Establish if and how they are using Twitter.
2. When an incident starts, use Twitter’s search function to see what people are saying.
3. Use Twitter’s search functions to seek out what fire, police and any other official channels are saying.
4. Retweet the official streams only. Monitor but don’t RT non-official streams. They may or may not be accurate.
5. Think web first. Before you get the press release signed off agree 140 characters to put onto Twitter. Even if it’s a holding statement. It’s fine to say we’re investigating reports of a chemical leak at a council building if that’s what you are doing.
6. Scotch rumours before they spread.
7. Keep scotching rumours. It may take several times as rumours re-ignite.