Joining the dots: Using social media to connect to more vulnerable Victorians during emergencies

An ongoing challenge for emergency, government, and community organisations is ‘how can social media (social media) be best used to connect with people who may be considered more vulnerable during an emergency event?’ This question has three key elements. First, when using the term vulnerable who might we be referring to? Second, how is social media being used by relevant organisations and vulnerable community members? Third, how might we better use social media to connect to the more vulnerable sections of the community? This paper reports on findings from recently completed research funded by Emergency Management Victoria. This research is unique in that it combines insights and perspectives from: interviews with emergency, government and community organisations; analysis of social media postings; and interviews and a survey of community members. Our research noted that most organisations have developed a more nuanced perspective of the term vulnerable, one which takes account of contextual and temporal factors and recognises that all Victorians are periodically vulnerable. Interviews highlighted that organisations, community groups, and vulnerable sections of the community operate in a complex informational and social media landscape. Moreover, this landscape continues to develop with changing boundaries between actors, and organisations’ evolving roles. Analysis of social media highlighted that the messaging was generic, with little content aimed at vulnerable sections of the community. The research also investigated how vulnerable people used social media during emergencies. Findings included a growing expectation from community members on the use of social media by emergency and government organisations and that community members increasingly prefer to obtain information from community groups on social media. The research provides a range of suggestions to improve effective use of social media to better meet the needs of vulnerable persons during emergencies. These included the use of communities of practice, education of social media users, development of practice guidelines, standard setting, and monitoring.