What I Noticed On Social Media During the 2017 Hurricane Season
As a North Carolina native, I remember sitting through numerous storms with my great-grandma at her home in Duplin County. I was never allowed to walk around, talk or pretty much do anything while “God was doing his work.” We always prepared for the numerous hurricanes of the 90s by watching WECT’s weather report on her den television and then listening to the storm once it made landfall via radio.
Today thankfully marks the end of the 2017 Atlantic hurricane season, which has been one we’ll surely talk about for the rest of our lives. Harvey was the costliest hurricane on record and made the 4th largest city in America stand still. Irma and Maria together practically wiped out the entire island of Puerto Rico.
But instead of being glued to my television or listening to the radio in my vehicle (because who has a radio in their home in 2017), I learned about these storms via social media. Thanks to all of the news I received, I was able to avoid driving to Houston on what would have easily been the worst weekend to visit my second favorite Texas city.
Well before Hurricane Harvey was a proper noun, I was asked to teach a social media class at The Black Burdell’s #BSOE conference in Atlanta, Georgia. I was tasked with structuring the class for advanced social media users, so I knew I had to teach them a little more than just the basics of the platforms we love to hate. After seeing what transpired online during this catastrophic event, and since I was closer to most of the happenings as an Austin resident, I knew I had to show others what made communication during the storm smoother than any other hurricane we’ve experienced.
Now even though I won’t give you all of the goodies from The Black Burdell conference (you should have been there!), I’m prepared to outline seven things I noticed on social media while I prepared for the event. Here we go!
We’re getting [a little] better at ending fake news before most even hear the rumor
Fake news seems to be everywhere these days, but it seems as if we are beginning to outsmart it better than we did in 2016. A rumor broke out during Harvey stating that immigration papers were needed in order to get assistance at Houston-area shelters. This intimidation tactic seemed to have been diffused before it spread too far on social as the City of Houston quickly put aN end to it with one targeted tweet.
Big tech players like Facebook and Google are also working harder at creating algorithms which will hopefully one day put a stop to this damaging trend.
We pay attention to celebrities & influencers more than we care to admit
After Harvey was over and we were able to truly see the devastation it caused, celebrities were rallying together in a way I haven’t seen since the 2016 election. Beyoncé, T.I., Kevin Hart and Drake were just a few of the celebrities who appeared to almost be in competition mode to see who could raise and donate the most money. We saw people egging the friendly competition on in Instagram comments and questioning all-stars who appeared to say, do or donate nothing. It’s almost as if some of us slept better at night knowing that our favorite personality posted an Instagram photo or used a hashtag.
Some of us still don’t understand the power of video and livestreaming
Many people in Houston relied on Facebook Live, Instagram Live and Periscope broadcasts to get updates on the storm due to power and television station outages. Even during a difficult time, it was great to see locals tuning into the City of Houston’s live reports since many people no longer have cable to watch local news. And interestingly enough, those who haven’t cut the cord yet were still able to tune into these live press conferences from anywhere in the world even if their national cable news outlet of choice chose not to air the local broadcast.
Snapchat and its still-new Snap Map also played a huge role in helping non-Houstonians get a true feel for what was happening in the region. Having video that wasn’t edited or touched by any news station made us feel as if they were getting exclusive and truly genuine reports straight from sources. Opening the app to see an entire floor covered in water made it seem as if we were right there with the Snapchat user. In a way, video brought a human touch to the storm that was felt regardless of how far away we were from Houston. Marketers have been saying it for years now, but more brands should use video in an effort to make them appear more realistic and down to earth.
Brands are not responding to customer questions in a timely manner, or at all
Southwest Airlines is easily one of my favorite brands. They are incredibly energetic, creative and responsive. If I tweet Southwest, I know I’m set to get an accurate response fairly quickly. Southwest is also very proactive in announcing changes that will impact upcoming flights. Just take a look at the below thread that occurred during Harvey.
With that being said, it’s now obvious to me that many brands are not doing this. How many times have you looked at the comments of your favorite boutique or clothing store and seen questions regarding the model’s size, restocking info or a lost shipment, especially in the comments on ads? People come to social media to ask questions when they can’t or won’t pick up the phone or when the information isn’t available online. If brands don’t respond, it makes consumers feel as if the brand is untrustworthy and they’ll be less likely to shop there in the future.
Some of us aren’t using our brand as a resource
Many marketing managers keep trying to aggressively sell items to our customers instead of coming off as a friend or resource they can lean on.
Let’s face it: Consumers are at a turning point where they can see that they’re being sold to and dismiss it quicker than ever. Outside of being marketed to every single day, consumers enjoy receiving resources and tips related to the brand they’re following. As the social media manager for CORT, we of course share information regarding renting and buying our furniture, but we’re also sure to provide information for consumers who are looking for DIY projects, color scheme ideas and listicles on essential living room pieces. As my Facebook rep often says, “it’s important to flirt before you convert.”
During Harvey, we saw accounts share vital information and tips on how to prepare for the storm. When we’re in a fit of “hurricane panic”, we don’t always think of important tasks such as filling up our gas tank or restocking an emergency kit since we’re more focused on the when, where and how of the actual storm.
The information included in the above tweet will keep Twitter users following and engaging with FEMA Region 6 even when a storm isn’t on the way.
In what seems to be a negative world, we’re not all bad
2017 will be more than likely be remembered as the time period where the Internet was full of confusion, trolls, and scams. However, it was great to see positive news and people coming together to help one another, especially people they don’t know, during Harvey.
When managing a brand online, it’s important to realize that we enjoy sharing happy news even when tragedy strikes. Sharing positive stories or reviews will make customers more inclined to do business with you. And of course, put a smile on their faces.
We don’t truly understand the power of what we hold in our hand
Many of us are on social media all day long. We’re networking, retweeting, sharing photos, and having necessary discussions with high school acquaintances via a controversial Facebook status.
We’re experts at using these platforms on a personal level for kicks and giggles, but sometimes I believe we don’t truly know how to use these platforms to make change and actually, well, communicate on a higher level.
The websites and apps we use to create viral memes and record ourselves with a rainbow tongue can still be used for positive actions and, in the case of the 2017 hurricane season, saving lives. With just a smartphone, we’re able to connect and create like we never have before. It’s a great example of how with great power comes great responsibility. I hope to see us use social media in a more positive way in 2018.
✦✦✦✦✦✦✦✦✦✦✦✦✦✦✦✦✦✦✦
If you like this post please clap for me so others have a higher chance of finding and reading! 👏🏽 Read even more social media content via thecontentplug.co.
