Albany prides itself in providing communication solutions in some of the most difficult environments on the planet, countries riven by strife, poverty and conflict, where crisis is often the order of the day. In fact, crisis and disaster communications are a regular feature of work in these locations. And social media, including twitter, are an increasingly major factor.
As a recent report by Portland indicated, Africa is a virile breeding ground for twitter usage. With approaching half a billion mobile phones on the continent, many being high end sophisticated versions, the survey showed that twitter is a significant platform. As events of the Arab spring unfolded over 2011, the volume of public tweets in Arabic jumped 2,146%. In Afghanistan, despite mobile phone penetration being modest, the Taliban have taken to twitter as part of their communications strategy, as have Al Shabaab in Somalia. This all points to the fact that twitter, and social media in general, is a major communication tool in these parts of the world.
Far from the poverty and conflict of Africa and Asia, twitter is also seen as a crisis communications tool par excellence. In fact, check out #SMEM (Social Media in Emergency Management) on twitter and the articles extolling its virtues in disaster, emergency and crisis management are flowing freely. This is noteworthy for any entities operating is risk positive industries (extractives, heavy engineering etc) in challenging environments – twitter as a tool for communicating to local populations in the event of major incidents (oil spill, explosion, transport incidents etc) can be a massively effective crisis communications tool for informing, warning, crowdsourcing and crisis mapping, even outside the comfortable and technologically advanced West. Humanitarian and development communicators are acutely aware of the capabilities of digital technology, regularly using systems as Ushahidi and Frontline SMS.
However, there is a problem. Our experience has shown that many major industrial organisations have yet to fully understand the use of social media, let alone twitter, in crisis situations. Crisis communications remains a utility kept in a backroom until it is required, dusted off and often clumsily employed. The litany of appalling crisis communications is impressive – BP, Shell, Toyota, the Costa Concordia, and the list goes on. Some industries inherently operate in risky businesses, and increasingly they are conducting those operations in challenging security, political and societal environments, and increasingly they have to communicate with ever more sophisticated local publics, toting hi-tech 3G phones in South Sudan, frequenting internet cafes in Mogadishu, tweeting in Tripoli. From a communications perspective, this is a growing challenge, even more so in the event of a genuine crisis.
Jem Thomas, Albany Associates









