Security and resilience -- Emergency management -- Guidelines for the use of social media in emergencies

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ISO/DIS 22329 - Security and resilience -- Emergency management -- Guidelines for the use of social media in emergencies
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DRAFT INTERNATIONAL STANDARD
ISO/DIS 22329
ISO/TC 292 Secretariat: SIS
Voting begins on: Voting terminates on:
2020-12-15 2021-03-09
Security and resilience — Emergency management —
Guidelines for the use of social media in emergencies
ICS: 03.100.01
THIS DOCUMENT IS A DRAFT CIRCULATED
FOR COMMENT AND APPROVAL. IT IS
THEREFORE SUBJECT TO CHANGE AND MAY
NOT BE REFERRED TO AS AN INTERNATIONAL
STANDARD UNTIL PUBLISHED AS SUCH.
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ISO/DIS 22329:2020(E)
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PROVIDE SUPPORTING DOCUMENTATION. ISO 2020
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ISO/DIS 22329:2020(E)
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© ISO 2020

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ii © ISO 2020 – All rights reserved
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ISO/DIS 22329:2020(E)
Contents Page

Foreword ........................................................................................................................................................................................................................................iv

Introduction ..................................................................................................................................................................................................................................v

1 Scope ................................................................................................................................................................................................................................. 1

2 Normative references ...................................................................................................................................................................................... 1

3 Terms and definitions ..................................................................................................................................................................................... 1

4 Understanding social media ..................................................................................................................................................................... 2

4.1 General ........................................................................................................................................................................................................... 2

4.2 Utilizing social media ........................................................................................................................................................................ 2

4.2.1 General...................................................................................................................................................................................... 2

4.2.2 Implementation ................................................................................................................................................................ 3

4.2.3 Monitoring ............................................................................................................................................................................. 3

4.2.4 Dissemination..................................................................................................................................................................... 4

4.2.5 Interaction ............................................................................................................................................................................. 5

5 Planning ......................................................................................................................................................................................................................... 5

5.1 General ........................................................................................................................................................................................................... 5

5.2 Regulations ................................................................................................................................................................................................. 5

5.3 Policies ........................................................................................................................................................................................................... 5

5.4 Risks ................................................................................................................................................................................................................. 5

5.5 Social media objectives .................................................................................................................................................................... 6

5.6 Social media strategy ......................................................................................................................................................................... 6

5.7 Resources ..................................................................................................................................................................................................... 7

5.7.1 General...................................................................................................................................................................................... 7

5.7.2 Digital tool selection ..................................................................................................................................................... 7

6 Implementation ..................................................................................................................................................................................................... 7

6.1 General ........................................................................................................................................................................................................... 7

6.2 Monitoring .................................................................................................................................................................................................. 8

6.3 Dissemination .......................................................................................................................................................................................... 8

6.3.1 General...................................................................................................................................................................................... 8

6.3.2 Guidance on specifying content .......................................................................................................................... 9

6.4 Interaction................................................................................................................................................................................................... 9

6.5 Citizen’s Guidance ................................................................................................................................................................................ 9

7 Review and improvement ........................................................................................................................................................................... 9

7.1 Review ............................................................................................................................................................................................................ 9

7.2 Continual improvement ...............................................................................................................................................................10

Annex A (informative) Examples of social media platforms, channels and related tools ..........................11

Annex B (informative) Quality assessment and verification of social media ..........................................................12

Annex C (informative) Examples of using social media .................................................................................................................14

Annex D (informative) Citizen’s guidance ....................................................................................................................................................15

Bibliography .............................................................................................................................................................................................................................17

© ISO 2020 – All rights reserved iii
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ISO/DIS 22329:2020(E)
Foreword

ISO (the International Organization for Standardization) is a worldwide federation of national standards

bodies (ISO member bodies). The work of preparing International Standards is normally carried out

through ISO technical committees. Each member body interested in a subject for which a technical

committee has been established has the right to be represented on that committee. International

organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.

ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of

electrotechnical standardization.

The procedures used to develop this document and those intended for its further maintenance are

described in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the

different types of ISO documents should be noted. This document was drafted in accordance with the

editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).

Attention is drawn to the possibility that some of the elements of this document may be the subject of

patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of

any patent rights identified during the development of the document will be in the Introduction and/or

on the ISO list of patent declarations received (see www .iso .org/ patents).

Any trade name used in this document is information given for the convenience of users and does not

constitute an endorsement.

For an explanation of the voluntary nature of standards, the meaning of ISO specific terms and

expressions related to conformity assessment, as well as information about ISO's adherence to the

World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT), see www .iso .org/

iso/ foreword .html.

This document was prepared by Technical Committee ISO/TC 292 Security and resilience.

Any feedback or questions on this document should be directed to the user’s national standards body. A

complete listing of these bodies can be found at www .iso .org/ members .html.
iv © ISO 2020 – All rights reserved
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ISO/DIS 22329:2020(E)
Introduction

Having effective communication among organizations and with the public are important aspects

of emergency management. The emergence of social media, in addition to traditional media such

as television, radio, and newspapers, has provided more communication options and enhanced

communication capability, but it has also made communication more challenging.

It is important that organizations recognize their potential benefits and risks inherent when using

social media in their communication strategy, including crisis communication. Social media can improve

situational awareness and communication capability and help citizens support each other during an

emergency or crises. Social media can also spread incorrect information regarding an incident and the

response to an incident. Organizations that have the capability to monitor and use social media can

take advantage of the potential benefits and counteract the potential negative consequences that may

arise from social media.

This document provides guidance on how social media can be integrated into communication in

emergency management.
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DRAFT INTERNATIONAL STANDARD ISO/DIS 22329:2020(E)
Security and resilience — Emergency management —
Guidelines for the use of social media in emergencies
1 Scope

This document specifies guidelines for the use of social media in emergency management.

This document is applicable for governmental as well as non-governmental organizations involved in

emergency management and crisis communication. It provides guidance on how organizations and the

public can use and interact through social media before, during and after an incident and how social

media can support the work of emergency services.
2 Normative references

The following documents are referred to in the text in such a way that some or all of their content

constitutes requirements of this document. For dated references, only the edition cited applies. For

undated references, the latest edition of the referenced document (including any amendments) applies.

ISO 22300:2018, Security and resilience — Vocabulary
3 Terms and definitions

For the purposes of this document, the terms and definitions given in ISO 22300 and the following apply.

ISO and IEC maintain terminological databases for use in standardization at the following addresses:

— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at http:// www .electropedia .org/
3.1
social media

online technologies and practices that people use to share opinions, insights, experiences and

perspectives with each other, transforming traditional one-to-many interactions into many-to-many

interactions
3.2
volunteer

individual who offers support to an organization in order to help the organization reach its objective(s)

Note 1 to entry: Volunteers generally do not receive compensation or remuneration.

3.3
virtual volunteer
individual who offers remote support to an organization during an incident

Note 1 to entry: Virtual volunteers may include external experts, e.g. digital humanities, professional networks

and virtual operation support teams.
3.4
affiliated volunteer
volunteer (3.2) who is affiliated to voluntary or professional organizations
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ISO/DIS 22329:2020(E)
3.5
virtual operation support team
VOST

personnel who provides virtual support to emergency management using social media (3.1)

3.6
traditional media
media such as newspapers, magazines, radio and television
3.7
metadata tag

keyword used in social media that is assigned to a piece of information to facilitate search, e.g. hashtag

3.8
incorrect information
information that is inaccurate
3.9
purposely misleading information

incorrect information that was distributed purposely or intentionally omitted information

4 Understanding social media
4.1 General

With increasing digitalization, a growing number of social media platforms and channels are available,

and the selection and popularity of these are continually changing. Social media is available worldwide

but access to some platforms and channels may be restricted in some countries. Some platforms and

channels focus on exchanging text messages, others focus on sharing photographs or video and some

permit the sharing of text, photos and video and many can include links to any content stored on the

internet. There is a connection between social media and traditional media.

Traditional media may include information from social media and solicit input from social media users.

People also share traditional media news articles on social media.
Annex A provides examples of social media channels, platforms and related tools.
The organization should:

— consider the role of social media in the context of its overall communications strategy including

crisis communication and how its strategy is implemented in the organization; and

— understand that the extent to which information is shared depends on the application on which it

was shared and the privacy settings of the user who shared the content
4.2 Utilizing social media
4.2.1 General

The exchange of information through social media will depend on the organization’s communication

strategy and whether the organization is operating before, during or after incidents or crises.

The organization should consider:

— how social media can improve the organization’s capability to manage incidents and crises;

— how social media can reduce the organization’s risks by considering risks that could potentially be

affected by ineffective communication; and

— the organization’s social media policies and procedures and determine if changes are required.

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ISO/DIS 22329:2020(E)
4.2.2 Implementation
The organization should:

— identify and obtain the appropriate tools necessary to implement the use of social media;

— supplement internal resources by external resources as required; and

— ensure that the resources are capable of performing their assigned responsibilities.

A natural progression for the use of social media is to monitor social media communications, then

disseminate information to support emergency management objectives. This is then followed by

interaction with social media users (public or private stakeholders) to answer questions and build trust

with the social media audience.

The organization should conduct a regular review of social media as part of its overall continual

improvement process.
4.2.3 Monitoring
4.2.3.1 Purpose
The organization should monitor the use of social media in order to:
— identify the social media platforms used by its audience;
— improve awareness of the environment in which it is operating;

— identify how it is perceived by the public and various stakeholders who may be impacted by its

operations and risks;

— identify current and emerging issues, including issues that require a response;

— identify influential users of social media and metadata tags that may relate to the organization;

— understand how citizens or stakeholders are using social media related to the organization; and

— identify other emergency services or service providers with similar risks and/or emergency

management messaging.
4.2.3.2 Span of monitoring
The organization should:
— monitor topics, groups or individuals relevant to its objectives;

— determine the appropriate geographic span of monitoring ranging from fairly narrow and restricted

to one community to worldwide monitoring; and

— base the extent of the monitoring on the size, nature and impact of an incident.

4.2.3.3 The quality of information

The organization should assess the quality of information obtained from monitoring social media to

ensure it is of high quality; and validate the information for accuracy and quality before using the

information for prevention and preparedness, especially for improved situation awareness during

response and recovery.

NOTE Factors affecting quality include where and when the information originated, who created it and for

what reason. See Annex B for additional information.
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ISO/DIS 22329:2020(E)

The organization should monitor social media for information regarding the risks it presents to the

public and various stakeholders, and specific incidents and comments regarding the capability or

reputation of the organization.
The organization should:

— select appropriate digital tools for monitoring and analysing social media to improve monitoring

efficiency and effectiveness;

— use key words and metadata tags appropriate for the information it wants to track can help with the

monitoring process;

— include in its overall monitoring traditional media, and the organization’s blogs and website on

which readers can comment; and

— use social media to help correct inaccurate information or concerns identified on these platforms.

NOTE Additional information on understanding the use of social media during the different phases of

emergency management is included in Annex C. There are tools and services available that can monitor multiple

networks and channels (See Annex A).
4.2.3.4 Monitoring during response and recovery

The amount or intensity of social media communication may be significantly greater during the response

and recovery phases, with the response phase likely being the greatest as resource requirements may

quickly exceed the resources available within the organization.

The organization should identify the external resources necessary to ensuring that adequate monitoring

can be maintained. Additional resources may include emergency services, organizations with similar

interests that are willing to help virtual operations support teams, and organizations that specialize in

providing social media services.
4.2.4 Dissemination

The organization should provide ongoing information to public and various stakeholders.

Before an incident: transmitting messages transmitted that focus on preventing or preparing for

emergencies and tips for effectively using social media during an incident; and

When an incident or crisis has occurred: transmitting information focusing primarily on responding

to and recovering from a specific event. Keep an accurate record of the messages communicated,

recording the platform, date, time, text, level of approval where applicable.

Typical messages to the public and various stakeholders can include information on:

— preferred or official methods for reporting an incident and consequences for not using these;

— the platforms and channels available for reporting incidents or receiving information about

emergencies;
— potential hazards such as potential forest fires during dry spells;

— tests of the alert system, alert and expected actions to be taken such as self-preparedness, and

avoidance of hazardous situations;
— where and when official updates will be posted; and
— which organizations are responding to the incident and the role of each.

NOTE For organizations performing a public warning function, ISO 22322, Societal security — Emergency

management — Guidelines for public warning gives guidance on how to integrate public warning with social media

and aid in timely decision-making to take place between the monitoring and dissemination.

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ISO/DIS 22329:2020(E)
4.2.5 Interaction

The organization should interact with social media users in a timely manner, as social media users

expect a faster response to comments or questions posted online than from a request sent via e-mail.

This enables the organization to build and maintain relationships and trust with the public, before,

during and after an incident or a crisis.
The organization should interact with social media users by:

— answering questions about risks and how the public can prepare for, respond to incidents

— answering questions about how the public can assist (e.g. donation management, volunteering);

— requesting and gathering information to assess the public’s level of preparedness, awareness of

emergency procedures, willingness to help and ability to improve situational awareness;

— providing guidance for sharing relevant information;
— guiding the public on appropriate social media behaviour; and
— correcting misinformation by providing clarification.
5 Planning
5.1 General
The organization should:

— consider the implications of regulations, its own policies, opportunities and risks when planning its

use of social media;
— develop social media objectives and strategy; and
— provide sufficient resources for implementation.
5.2 Regulations

The organization should consider regulatory implications when developing policies and procedures

regarding the use of social media.
5.3 Policies

The organization should ensure its policies are adequate to support the use of social media.

5.4 Risks
The organization should:

— consider the risks of using, and not using social media to support emergency management;

— develop strategies and objectives to address these risks;

— minimize risk by providing adequate financial and trained human resources to develop and maintain

capability to use social media, especially during an emergency or crisis situation;

— identify how social media information will be assessed and verified to ensure adequate quality for

its intended use;

— develop procedures to prevent the posting of confidential or inappropriate information and how to

address incorrect or purposely misleading information posted on social media; and

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ISO/DIS 22329:2020(E)

— manage the expectations of the public and stakeholders regarding the use of social media for

reporting emergencies, responding to social media posts and the use social media to remain

informed.
NOTE Guidance on risk management is given in ISO 31000, Risk management.
5.5 Social media objectives

The organization should support its emergency management by aligning its social media policy with its

communication objectives considering:

— strategies to improve situational awareness and increase efficiency through improved

information flow;

— its duty to inform citizens and to improve trust and relationship with the public and various

stakeholders;

— ways to provide first-hand information using its own social media platforms and channels;

— the need to increase control over a situation using an additional direct channel;

— its standard operating procedures for managing social media engagement; and

— the need to identify appropriate external resources and to enhancing awareness of, and alignment

with, co-operating organizations.

NOTE Improving interaction with the public and various stakeholders includes the ability to execute

immediate action using direct channels, providing clear and timely information, being present where the public

and various stakeholders look for information, establishing the organization as trusted source of information,

and establishing communication with external stakeholders.
5.6 Social media strategy

The organization should identify how the use of social media supports its overall communication

strategy. The strategy should address:

— how to inform employees about the organization’s social media strategy and responsibilities for

managing social media;

— training for personnel to fulfil assigned responsibilities regarding the use of social media technology;

— short or long-term objectives on the use of social media for monitoring, dissemination and

interaction;
— the identification of target audiences;

— the types of messages to be delivered and the relationships to be built or strengthened with target

audiences to support all phases of an incident or crisis;

— the responsibilities for timely monitoring and disseminating messages and interacting with social

media users on selected social media channels; and

— how external contract and or digital volunteers and Virtual Operations Support Teams (VOST) may

be involved.

NOTE More information on the use of spontaneous volunteers is provided in ISO 22319, Security and

resilience — Community resilience — Guidelines for planning the involvement of spontaneous volunteers.

The social media objectives and strategy demonstrate how the uses of social media can support

operational decision-making.
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ISO/DIS 22329:2020(E)
The organization should consider how to:
— enhance situational awareness;
— improve the quality of dialogue between citizens and authorities;
— disseminate warnings in a timely manner;
— evaluate emergency management activities through feedback from citizens;
— identify, evaluate and manage volunteer support opportunities; and

— support development and operation of self-help-communities during an emergency.

5.7 Resources
5.7.1 General

The organization should provide adequate internal and external resources to develop and maintain

capability to use social media, especially during an emergency or crisis. Resources include:

— personnel capable to perform assigned duties;
— agreements for resources with other organizations; and
— software and hardware for monitoring, dissemination and interaction
5.7.2 Digital tool selection

The organization should select appropriate digital tools and methods for monitoring, dissemination

and interaction recognizing the fast evolution of tools in social media. Whe
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