“to be present where the people are”
How do social media analytics support strategies to include vulnerable populations in crisis management?
As the first findings from our empirical study start to emerge, we find that social media analytics:
• Do not address information requirements concerning vulnerable populations
• Present generalized insights (reach, sentiment, topics of conversation, volume)
“A combination of online, offline and collaboration strategies contribute to reaching communities beyond those already following public service organization profiles on social media”
There is a latent need to account for diversity and prioritize vulnerable populations when relying on humans-as-sensors to inform crisis management. Therefore, this article presents identifiable strategies when caring for segmentation, performed by public service organizations while using software tools that aid the process of social media listening. Namely, background work, awareness of segments of the community, formalization of routines, and improvement. In addition, we explain how a combination of online, offline and collaboration strategies contribute to reaching communities beyond those already following public service organization profiles on social media.
There is room for improvement…
Room for Improvement
“Audience segmentation is something that we’re trying to get a little bit better at” (study participant)
…“because they’re having completely different experiences than others” (study participant)
For an insiders look at experiencing segmentation and vulnerable populations through social media analytics take a look at the article.
Happy reading!
Herrera, L. C., & Gjøsæter, T., (2022) “Community Segmentation and Inclusive Social Media Listening“.