W. Craig Fugate is the Administrator of the Federal Emergency Management Agency. He’s giving a keynote.
NOTE: Live-blogging. Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.
“Technology is not magic,” he says. “Cyberattacks might destroy our way of life? You mean we might be reading books that don’t have screens.” [He's doing a light opening, but jeez that's really not what's at stake in cyberattacks.] The question is, he says, what does social media really do for us. “I’m in the business of trying to change outcomes. Disasters happen. I can’t stop ‘em…I’m dealing in an environment where something has happened. If we do nothing, it will follow a predictable course: it’ll probably get better” because people aren’t going to wait around for us to save them. So, you have to ask what part of the outcome you’re going change. Will fewer people die? How quickly can we reestablish particular functions? Is it going to be safe and secure? Can we get to the injured or trapped? Can we create critical infrastructure fast enough to keep people alive long enough for recovery to begin?
He points to the dynamic between first responders who focus on saving individuals and the humanitarian organizations that take a more systematic view. It’s forests vs. trees. But that means you have to decide what outcomes you’re trying to change and what constitutes success.
Social media can be seen as a publishing activity: posting for anyone to see. If people are doing that, can we look at that info and get a better outcome? Well, what info do you need to get a better outcome? When Joplin was hit by a tornado what social media info could affect an outcome we’re trying to achieve? “No tweet stops bleeding.” The question is what info will help actual outcomes.
“All disasters are local,” Craig says. Local government generally has day-to-day responsibility for emergencies, e.g., 911. If the disaster gets bad enough, it goes to the state level, and then to the federal. FEMA looks initially primarily for reliable assessments. E.g., we screwed up the response to Katrina because we didn’t know how bad it was. It takes 12-24 hours to get someone into a disaster area. “Social media will only speed up the confusion cycle” [?] There’s a 24-hour window for changing the outcome of the seriously injured, generally. So, we have to assess far more rapidly. “Maybe we should assume that if something is bad has happened, it’s bad.” Get people in without waiting for an assessment. “Technology gives you a sense of precision” that is unwarranted. But isn’t over-responding wasteful? “Yes, but we’re looking at lives.”
During the Joplin tornado, tweets were coming in, then videos from storm chasers, indicating that there were more tornadoes happening. FEMA sent in aid before the official assessment. “We looked at social media as the public telling us enough info to suggest that this is worse than we thought, to enable us to make a decision to get moving without witing for a formal request or for formal assessments.” “All I need is enough info to hit my tipping point.” He doesn’t need screens filled with info. In emergency centers, the big screens are “entertainment.”
People panic. How can you trust their tweets, etc.? No, the public is a resource, he says. Is the public voice consistent and always right? No, but who is. It’s just a tool, and it can help change outcomes. “I don’ care about the tech. I care about what people use to communicate,” if it can help him make a decision faster, and not necessarily more accurately. The social media tools “are how people communicate.” It’s not a matter of listening and responding to every voice, but getting aggregate assessment real-time on the ground.
“Social media weren;t around for Hurricane Andrew. It was just scratching the surface in 2004. How will people communicate in 2016.” He holds up his mobile phone. “This is how. Mobile, geocoded, fast…” What matters is how people communicate; don’t get wedded to the tech.