CASE STUDY: Facebook community proves vital during earthquake crisis

Background

On 11 March shortly after 3pm, Lance Shields, digital marketing director of MRM Worldwide Japan, was presenting to clients in Tokyo when the building was shaken by a massive earthquake that was to prove the most powerful to hit Japan in recorded history. The only way Shields was able to connect with his wife and friends directly after the initial quake was via an iPhone Facebook application.

Aim

Shields was of course not alone, and once reports of the devastation to the north of the country began to surface, people throughout Japan - particularly foreigners who did not speak the language - and abroad began posting updates to Facebook sharing earthquake survival manuals and the latest news. However, it soon became clear that re-sharing the links was an inefficient means of spreading much needed information. Shields and a team of social media buffs decided to open a Facebook group called ‘Japan quake survival strategies’ to facilitate the sharing of important information.

Execution

Around 30 people were invited to act as administrators based on the scale of their networks and understanding of social media channels. Additional MRM staff were also installed to moderate the group and create widgets to keep members informed. Each administrator invited friends to join, resulting in a community of more than 300 active members within the first day of launch.

Results

The group now comprises of around 800 members. According to Shields, the group has enabled members to share “a great deal of quality news links” as well as practical information such as where to buy petrol or when to expect electric blackouts. He claims the biggest role the community played was acting as a remedy against exaggerated or hysterical media reports, with discerning members dissecting news items and identifying factual, expert, information.

The conversation gradually moved from immediate news updates on the crisis to identifying ways that people could help, such as donating money and supplies to aid organisations. The community became the main source of information around for many of its members above mainstream news media. “In a time of crisis, this kind of passionate community is proving vital to starting the rebuilding process,” Shields said.