Social media is an invaluable tool for contemporary emergency medical service (EMS) agencies. With it, first responders can provide real-time information on community emergencies to their local populace.
For example, a serious storm is approaching. Forecasts suggest it might present a real threat to residential electricity, transportation, property, or safety. Social media platforms such as Facebook, Twitter, and Instagram can help disseminate crucial information like forecasts, emergency techniques, and preparation to residents, who might otherwise not be notified.
Why Social Media?
Social media has a significant audience. Facebook alone has over two billion active users worldwide; Twitter has 320 million users posting up to 500 million tweets daily. An audience within your community almost certainly exists. Most platforms are free to use and user-friendly.
How to best use social media
Because social media is a free platform, it is full of misinformation and fake accounts. Every agency is an authority on safety and emergency procedures, but users may still be skeptical. Early social media work should focus on establishing the social media account as a credible source of information.
Twitter verifies accounts that it determines to be of public interest; look for the blue badge with a checkmark next to the name. These accounts range from acting, fashion, and music celebrities, to journalists and government departments.
Add phrases such as “The Official Page” to page bios to be clear your agency is responsible for all content. Another way to give your accounts authority is to follow national authorities on safety, emergency response, and healthcare, and to repost some of their more important or engaging tips. Some examples of authorities are the National Fire Protection Association (NFPA), and publications like the Journal of Emergency Medical Services (JEMS).
Be careful to post frequently enough to keep your audience engaged, but not so much that you burden them. In the event of an emergency, you want your community to be aware of your page and its credibility. The best way to ensure awareness is with regular, relevant, and timely posts. Posting too frequently can erode the significance of your messages, making it look as if you’re crying wolf.
The ability of an agency to post consistently varies based on its resources. Smaller agencies should enlist a primary poster to lead the page creation and management. Several other members can be given access and shown how to post in the event an emergency happens when the primary poster is unable to follow up.
Social media integration can seem intimidating to new users. With practice it can be an invaluable tool for the safety and wellness of a community. To see how Pocket Nurse® uses social media to disseminate health information, follow us on Facebook, Twitter, and LinkedIn.
Evan Stiger is Marketing Coordinator at Pocket Nurse. This article is based on the webinar “Making Social Media Work for Emergency Responders” by Misti Kill, Keith Padgett, and Jeannie Riner of Columbia Southern University.
