Lessons from Norwegian Emergency Authorities' Use of Social Media

PRIO POLICY BRIEF 14 2015 Visiting Address: Hausmanns gate 3 PO Box 9229 Grønland, NO-0134 Oslo, Norway Peace Research Institute Oslo (PRIO) used somewhat bold humour which presented Organisational control they therefore stand in a different relationship themselves as up to date and competitive – hav- towards uniformity to citizens than citizens do among themselves. ing been on Twitter for several years – while the The police’s display of an informal tone – hu- world renowned CIA was new to Twitter and the mour, emotions and a more casual identity – Lessons from Norwegian one on the receiving end of the fun. A few select risks affecting their nonpartisan and detached Numerous social social media media users bureaucratic ethos. The Oslo Police Operation Centre’s use of hu- users mour was described as having changed over the Emergency Authorities’ Use Sources recent years from, what we have termed, bold to innocent. The use of humour on Twitter had Employee discretion Bjørnland, B. (2014). Mulig terrortrussel mot “Be-yourself”-management led to a higher degree of organizational control, Norge. [Possible terror threat against Norway]. Figure 3. The degree and form of organizational of Social Media through culture management initiatives. Thus, Retrieved from: http://www.pst.no/media/presse- the degree and type of organizational control is a control, and the number of social media users. meldinger/mulig-terrortrussel-mot-norge/. third dimension that affects the use of humour is also tasked with a complex communications European Commission. (2014). Norway - Di- and factors into organizational identity forma- job. Many communicators allow for many inter- tion. saster management structure. Retrieved from: actions, but it may also imply many voices with http://ec.europa.eu/echo/files/civil_protection/ Twitter: PRIOUpdates Facebook: PRIO.org www.prio.org varying identity effects for the organization. For Control and diversity vademecum/no/2-no-1.html. representatives of other, smaller organizations, Social media has evolved for instance PST and the National Security Au- Rasmussen, J. (2015). ‘Should each of us take Brief Points Organizational control of the use of social media thority (NSM), the work with the organization’s over the role as watcher?’ Attitudes on Twit- along with expectations that always involves some form of discursive con- social media accounts was designated for a se- ter towards the 2014 Norwegian terror alert. Some public authorities use social striction. It may be that the organization wants • lect few. The conditions for managing and con- Journal of Multicultural Discourses, 1-17. doi: organizations, including public media as a push-channel for their own to present a consistent identity and therefore trolling these organizations’ presence on social 10.1080/17447143.2015.1042882 uses rules for social media use and implements authorities, would create more messages rather than to engage in a media are therefore substantially different. controls towards uniformity, but other organiza- Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). dialogue. A work-in-process literature review: Incor- tions may implement a low degree of controls Central to consider is how appropriate it is that dialogue with citizens. This porating social media in risk and crisis com- and a high degree of employee discretion or, public authorities - and especially those with a Yet, it is important for organizations munication. Journal of Contingencies and Crisis policy brief argues for, first, the • alternatively, “just be yourself” management monopoly on the use of force – create popularity Management, 19(2), 110 -122 . doi: 10.1111/j.1468 - to use social media for listening, to which encourages diversity and individual ex- around themselves using informal communica- 5973.2011.0 0639.x importance for public authorities pression within certain limits. These different tion, humour, and updates that show a more understand emerging issues, and to degrees and types of organizational control have casual side of themselves. to listen to, follow up on and use create organizational learning. major implications for the use of an informal ISBN: tone and the presentation of the organization’s However refreshing it may feel with authori- social media users’ responses In addition, social media has become

978-82-7288-640-9 (print) 978-82-7288-641-6 (online) • identity. ties that do not appear old-fashioned and stuffy, an outlet for informal communication, it might be risky, democratically speaking, and viewpoints to facilitate A final dimension concerns the number of em- that authorities make themselves popular on emotion-charged messages and ployees who have access to and may use the or- grounds other than the performance of their dialogue and organizational humour. ganization’s social media accounts. The respon- primary duties. The border between relation- learning, and, second, the need dents’ organizations were very different in this ship building and propaganda is subtle. One When public authorities change their regard. The National Police Directorate, which • reason to more clearly distinguish between to more systematically reflect official language and voice, they also is to support 27 police districts, all of which are professional and civil identity is that an organi- on Twitter now, has a complex and difficult task zation like the police is to serve and protect the on the causes, meaning, and make changes to their identity and to at hand. The Oslo Police District, with a dozen people, and in this task they have more powers public servant-ship. operators who can communicate on the opera- and responsibilities than ordinary citizens, and consequences of the informal tone tions centre’s Twitter account around the clock, that some public authorities have • There is a risk that authorities make themselves popular on grounds other THE AUTHOR THE PROJECT PRIO come to use in social media. Joel Rasmussen is a postdoctoral researcher DIGICOM studies digitalisation in order to The Peace Research Institute Oslo (PRIO) is a than the performance of their primary at the Department of Media and better grasp how new forms of risk commu- non-profit peace research institute (estab- duties. Communication, University of Oslo. nication affect societal security. It explores lished in 1959) whose overarching purpose E-mail: [email protected] risk communication in different environments, is to conduct research on the conditions for such as authorities, news media and social peaceful relations between states, groups and Øyvind Ihlen is professor of Media and media, as well as in relation to specific types people. The institute is independent, interna- Communication at the University of Oslo. of risk events that are of relevance for tional and interdisciplinary, and explores is- Joel Rasmussen Øyvind Ihlen E-mail: [email protected] preparedness in Norway and beyond. sues related to all facets of peace and conflict. University of Oslo University of Oslo

PRIO POLICY BRIEF 14 2015 www.prio.org tion. This communication was vital given that a critique. The story was about an airplane pas- characterizes and distinguishes it, the move to- Mapping the Norwegian risk terror alert requires that a threat is conveyed and senger who had been reported as suspicious to wards an informal tone is a critical change. We communication environment National Government Emergency Management Council interpreted as real. At the same time, research the police by a fellow passenger because of his wondered how the responsible communication Ministry of Justice and the on antiterrorism discourse has stated that such skin color and tattoos. Twitter users drew on professionals who work for emergency prepared- A key characteristic of social media is its possi- Emergency Emergency University Police (or another appointed discourse is often vague and abstract. Indeed, this story and continued the criticism of peer ness authorities relate to these new social media bility of two-way communication between a plu- Support Unit Planning Colleges rality of users. However, several investigations “Lead Ministry”) Collece vagueness characterized parts of the authori- surveillance. practices. How does their organization’s use of Fire College show that few organizations engage in dialogue, (DCDEP) ties’ communication in this Norwegian case, an informal tone on social media shape their Directorate for Joint Rescue with statements about a “possible terror threat” This leads us to third point, namely responses view of their own organization and, therefore, and that the focus is rather on using social me- National Civil Protection Coordination that is “concrete but non-specific” (Bjørnland, on Twitter that profess attitudes regarding eth- dia, and particularly Twitter, as a push-channel Police the organization’s identity? To explore issues of and Emergency Centres nicity and blame. There was a category of tweets for the organization’s own messages. Simultane- Planning Directorate Civil Defence 2014). One category of tweets attested that this risk communication, and the increasingly popu- (JRCC) that endorsed attitudes supporting police use of ously, some key public authorities no longer use (DCDEP) Training vagueness produced uncertainty and fear, and lar use of an informal tone, fourteen interviews racial profiling: only an official language style in the public, and Centres they articulated more or less bluntly negative were conducted with communications profes- Country social media has become an outlet for informal Regional judgement of the authorities’ communication sionals. Administration Police Districts posts including humour. in this regard. A sports journalist’s message “Norwegians must stop complain- Board (County was retweeted the most in the whole sample, The frequency and type of informal Governor) Regional Civil ing about everything #thepolice Before we go on to discuss how social media Defence HQ producing a satirical effect when it emphasized does! If they check foreigners extra communications may be used for dialogue and questions that the incongruity between expectations on crisis Local Municipality Local Rescue communication and what occurred: carefully during #terrorthreat is The interview material could usefully be inter- an informal language style raises, we will map civil emergency Subcentres that faulty as well?! #idiot” preted along four dimensions that factor into the national risk communication context in planning NGOs (RSC) which two selected studies were done. We will “We do not know who is threaten- (29 July 2014). organizational identity construction. A first provide an overview of Norwegian public actors ing us, what they threaten or com- dimension refers to the frequency of the use of at the national, regional and local levels that Figure 1. A model of the public risk and crisis communication actors in Norway pletely when we are in danger. Nor However, there were more tweets calling on informal communication on social media. On are responsible for risk and crisis management (European Commission, 2014). readers to adopt a critical attitude to ethnic ste- the one hand, the organizations which used an and communication. Our studies have so far do we know what we should do. reotyping and blaming: informal tone could present themselves as versa- management in their area. For example, the For some of the organizations above, commu- focused on national and regional levels. Let’s warn. #terrorthreat” tile, tough and fun, and not only as traditional, Norwegian National Security Authority (NSM) nication with the public is no longer possible (24 July 2014). “Scary how the terrorist threat serious bureaucracies. The informal tone was In the case of a national crisis situation, the monitors data security and sorts under the Min- solely through traditional media such as NRK, a discursive strategy that enabled employees to but many use social media such as Facebook gives all racists whetted appetite. prime minister consults with the Government istry of Defence; the Norwegian Water Resourc- In this case, listening to social media users reclaim a more authentic organizational identity and Twitter, and are thus dependent on the solu- Radical forces are creepy, whatever Emergency Management Council (GEMC) and es and Energy Directorate (NVE) maintains na- helps us to understand that communication that and self, because a relaxed tone is indeed seen tions, performance and robustness that private appoints a lead ministry. The Ministry of Justice tional power supplies and risks and sorts under is vague contributes to further interactions that origin. #terrorthreat #mylittle- as part of everyday life at work. On the other companies based in the United States supply. and Public Security has a particular responsibil- the Ministry of Petroleum and Energy. display insecurity and blaming. Furthermore, country” (25 July 2014). hand, if an informal tone is used often on social ity in a national crisis situation and is the lead This is a contrast to pre-Web 2.0 times. when describing a threat to the public it is not media, as one respondent from the Oslo Police ministry unless another has been decided. The At the regional level, Norway consists of 19 suitable to use professional jargon – which was This shows that the theme of terrorism raises district described, the organization is perceived Government Emergency Support Unit (GESU) counties each administered by a people’s elected Listening and dialoguing on social media the case with the formulation concrete but non- concerns about the multicultural society and as having acted “out of character” and gone is tasked with providing risk and crisis man- council and a Governor. They are tasked with specific – because, although it may be crystal immigration, and also a concern that minorities beyond its true identity. A second dimension A variety of studies have shown that it is impor- agement support in normal situations to all overseeing and coordinating civil protection clear to military and police staff, it will not make are exposed to discrimination and racism. The concerns the type of informal tone used. The tant for organizations to apply a receptive, lis- ministries, and administrative support to the within their region. There are 20 civil defence sense to lay people. Norwegian emergency authorities can learn interviewees reported about uses of informal tening attitude on social media (Veil, Buehner, lead ministry and department in emergency districts and regional inspectorates for inspec- from the presence of this theme on social me- communication that ranged from, what we & Palenchar, 2011). Through listening and situations. tion and control of e.g. electrical safety, also un- A second theme that Twitter users emphasized dia, and act proactively. We suggest they should, term, innocent to bold. Self-irony may be char- dialoguing, it is possible to identify issues at an der the DSB umbrella. There are additionally 27 was the Norwegian authorities’ advice to the even more clearly than previously, explain their acterized as innocent. But ridicule is bold and The Ministry of Justice and Public Security early stage, act in a timely manner, and thus police districts overseen by the National Police public to be watchful and vigilant so that they position regarding terrorism risks and ethnicity, face threatening. When PST tweeted “welcome oversees a number of key safety and security prevent the spreading of rumours and growing and particularly the police should explain and Directorate. would help detect potential terrorism risks. Al- to twitter @CIA, better late than never” they directorates: The Norwegian Directorate for dissatisfaction among stakeholders. If such a ready on 24 July, Twitter users offered resistance justify some of their working methods to avoid Civil Protection (DSB), The National Police Di- At the local level, each of Norway’s 428 mu- dialogue is established in normal situations, the to this attempted role of peer surveillance: the spreading of rumours. Bold use of an informal tone rectorate, the Security Police Service (PST), and (e.g. ridicule) nicipalities has to maintain a fire department escalation of some issues can be prevented, and two Joint Rescue Coordination Centres (JRCC). Uses of an informal tone on social – which is its main resource for managing it is more likely that good relations can be main- “How should today’s press confer- Among these, DSB has the widest ranging tasks tained also throughout a crisis situation. media among emergency preparedness emergencies – and provide health and social ence about the terrorist threat be in that it promotes risk and crisis management authorities services, local infrastructure, care for the elder- Scarce use of an Frequent use of prevention from national, to regional and local One of the studies of our project (Rasmussen, interpreted? Should every one of us informal tone an informal tone levels, and also provides support and advice to ly, and risk and crisis information to citizens. 2015) set out to delineate salient themes that take over the role of watcher? #ter- Traditionally, emergency preparedness authori- the Government and Ministries in questions of Municipalities are moreover responsible for risk Twitter users emphasized in connection with rorthreat” (24 July 2014). ties have used formal communication in public, national crisis management. These responsibili- assessments and for local crisis management the Norwegian terror alert in July 2014. We but with the more widespread use of social planning. Under the two national rescue coor- Innocent use of an informal tone ties include carrying out supervision, analyses, suggest that these themes are points that Nor- Other Twitter users used humorous exaggera- media, informal posts – including emotive (e.g. self irony) and organizing risk/crisis management exercis- dination centres, there are 54 local rescue sub- wegian emergency authorities can learn from. tions that portray ordinary people as unfit for content and humour – have become increas- es, as well as civil defence management. Other centres that perform search and rescue (SAR) One concern that Twitter users raised was the such security work. A story released by the ingly popular. Since language and tone helps to Figure 2. Frequency and type of informal communication. ministries are responsible for risk and crisis operations. Norwegian authorities’ terror alert communica- newspaper VG on 25 July added fuel to the shape the identity of an organization, i.e. what

PRIO POLICY BRIEF 14 2015 www.prio.org www.prio.org PRIO POLICY BRIEF 14 2015 tion. This communication was vital given that a critique. The story was about an airplane pas- characterizes and distinguishes it, the move to- Mapping the Norwegian risk terror alert requires that a threat is conveyed and senger who had been reported as suspicious to wards an informal tone is a critical change. We communication environment National Government Emergency Management Council interpreted as real. At the same time, research the police by a fellow passenger because of his wondered how the responsible communication Ministry of Justice and the on antiterrorism discourse has stated that such skin color and tattoos. Twitter users drew on professionals who work for emergency prepared- A key characteristic of social media is its possi- Emergency Emergency University Police (or another appointed discourse is often vague and abstract. Indeed, this story and continued the criticism of peer ness authorities relate to these new social media bility of two-way communication between a plu- Support Unit Planning Colleges rality of users. However, several investigations “Lead Ministry”) Collece vagueness characterized parts of the authori- surveillance. practices. How does their organization’s use of Fire College show that few organizations engage in dialogue, (DCDEP) ties’ communication in this Norwegian case, an informal tone on social media shape their Directorate for Joint Rescue with statements about a “possible terror threat” This leads us to third point, namely responses view of their own organization and, therefore, and that the focus is rather on using social me- National Civil Protection Coordination that is “concrete but non-specific” (Bjørnland, on Twitter that profess attitudes regarding eth- dia, and particularly Twitter, as a push-channel Police the organization’s identity? To explore issues of and Emergency Centres nicity and blame. There was a category of tweets for the organization’s own messages. Simultane- Planning Directorate Civil Defence 2014). One category of tweets attested that this risk communication, and the increasingly popu- (JRCC) that endorsed attitudes supporting police use of ously, some key public authorities no longer use (DCDEP) Training vagueness produced uncertainty and fear, and lar use of an informal tone, fourteen interviews racial profiling: only an official language style in the public, and Centres they articulated more or less bluntly negative were conducted with communications profes- Country social media has become an outlet for informal Regional judgement of the authorities’ communication sionals. Administration Police Districts posts including humour. in this regard. A sports journalist’s message “Norwegians must stop complain- Board (County was retweeted the most in the whole sample, The frequency and type of informal Governor) Regional Civil ing about everything #thepolice Before we go on to discuss how social media Defence HQ producing a satirical effect when it emphasized does! If they check foreigners extra communications may be used for dialogue and questions that the incongruity between expectations on crisis Local Municipality Local Rescue communication and what occurred: carefully during #terrorthreat is The interview material could usefully be inter- an informal language style raises, we will map civil emergency Subcentres that faulty as well?! #idiot” preted along four dimensions that factor into the national risk communication context in planning NGOs (RSC) which two selected studies were done. We will “We do not know who is threaten- (29 July 2014). organizational identity construction. A first provide an overview of Norwegian public actors ing us, what they threaten or com- dimension refers to the frequency of the use of at the national, regional and local levels that Figure 1. A model of the public risk and crisis communication actors in Norway pletely when we are in danger. Nor However, there were more tweets calling on informal communication on social media. On are responsible for risk and crisis management (European Commission, 2014). readers to adopt a critical attitude to ethnic ste- the one hand, the organizations which used an and communication. Our studies have so far do we know what we should do. reotyping and blaming: informal tone could present themselves as versa- management in their area. For example, the For some of the organizations above, commu- focused on national and regional levels. Let’s warn. #terrorthreat” tile, tough and fun, and not only as traditional, Norwegian National Security Authority (NSM) nication with the public is no longer possible (24 July 2014). “Scary how the terrorist threat serious bureaucracies. The informal tone was In the case of a national crisis situation, the monitors data security and sorts under the Min- solely through traditional media such as NRK, a discursive strategy that enabled employees to but many use social media such as Facebook gives all racists whetted appetite. prime minister consults with the Government istry of Defence; the Norwegian Water Resourc- In this case, listening to social media users reclaim a more authentic organizational identity and Twitter, and are thus dependent on the solu- Radical forces are creepy, whatever Emergency Management Council (GEMC) and es and Energy Directorate (NVE) maintains na- helps us to understand that communication that and self, because a relaxed tone is indeed seen tions, performance and robustness that private appoints a lead ministry. The Ministry of Justice tional power supplies and risks and sorts under is vague contributes to further interactions that origin. #terrorthreat #mylittle- as part of everyday life at work. On the other companies based in the United States supply. and Public Security has a particular responsibil- the Ministry of Petroleum and Energy. display insecurity and blaming. Furthermore, country” (25 July 2014). hand, if an informal tone is used often on social ity in a national crisis situation and is the lead This is a contrast to pre-Web 2.0 times. when describing a threat to the public it is not media, as one respondent from the Oslo Police ministry unless another has been decided. The At the regional level, Norway consists of 19 suitable to use professional jargon – which was This shows that the theme of terrorism raises district described, the organization is perceived Government Emergency Support Unit (GESU) counties each administered by a people’s elected Listening and dialoguing on social media the case with the formulation concrete but non- concerns about the multicultural society and as having acted “out of character” and gone is tasked with providing risk and crisis man- council and a Governor. They are tasked with specific – because, although it may be crystal immigration, and also a concern that minorities beyond its true identity. A second dimension A variety of studies have shown that it is impor- agement support in normal situations to all overseeing and coordinating civil protection clear to military and police staff, it will not make are exposed to discrimination and racism. The concerns the type of informal tone used. The tant for organizations to apply a receptive, lis- ministries, and administrative support to the within their region. There are 20 civil defence sense to lay people. Norwegian emergency authorities can learn interviewees reported about uses of informal tening attitude on social media (Veil, Buehner, lead ministry and department in emergency districts and regional inspectorates for inspec- from the presence of this theme on social me- communication that ranged from, what we & Palenchar, 2011). Through listening and situations. tion and control of e.g. electrical safety, also un- A second theme that Twitter users emphasized dia, and act proactively. We suggest they should, term, innocent to bold. Self-irony may be char- dialoguing, it is possible to identify issues at an der the DSB umbrella. There are additionally 27 was the Norwegian authorities’ advice to the even more clearly than previously, explain their acterized as innocent. But ridicule is bold and The Ministry of Justice and Public Security early stage, act in a timely manner, and thus police districts overseen by the National Police public to be watchful and vigilant so that they position regarding terrorism risks and ethnicity, face threatening. When PST tweeted “welcome oversees a number of key safety and security prevent the spreading of rumours and growing and particularly the police should explain and Directorate. would help detect potential terrorism risks. Al- to twitter @CIA, better late than never” they directorates: The Norwegian Directorate for dissatisfaction among stakeholders. If such a ready on 24 July, Twitter users offered resistance justify some of their working methods to avoid Civil Protection (DSB), The National Police Di- At the local level, each of Norway’s 428 mu- dialogue is established in normal situations, the to this attempted role of peer surveillance: the spreading of rumours. Bold use of an informal tone rectorate, the Security Police Service (PST), and (e.g. ridicule) nicipalities has to maintain a fire department escalation of some issues can be prevented, and two Joint Rescue Coordination Centres (JRCC). Uses of an informal tone on social – which is its main resource for managing it is more likely that good relations can be main- “How should today’s press confer- Among these, DSB has the widest ranging tasks tained also throughout a crisis situation. media among emergency preparedness emergencies – and provide health and social ence about the terrorist threat be in that it promotes risk and crisis management authorities services, local infrastructure, care for the elder- Scarce use of an Frequent use of prevention from national, to regional and local One of the studies of our project (Rasmussen, interpreted? Should every one of us informal tone an informal tone levels, and also provides support and advice to ly, and risk and crisis information to citizens. 2015) set out to delineate salient themes that take over the role of watcher? #ter- Traditionally, emergency preparedness authori- the Government and Ministries in questions of Municipalities are moreover responsible for risk Twitter users emphasized in connection with rorthreat” (24 July 2014). ties have used formal communication in public, national crisis management. These responsibili- assessments and for local crisis management the Norwegian terror alert in July 2014. We but with the more widespread use of social planning. Under the two national rescue coor- Innocent use of an informal tone ties include carrying out supervision, analyses, suggest that these themes are points that Nor- Other Twitter users used humorous exaggera- media, informal posts – including emotive (e.g. self irony) and organizing risk/crisis management exercis- dination centres, there are 54 local rescue sub- wegian emergency authorities can learn from. tions that portray ordinary people as unfit for content and humour – have become increas- es, as well as civil defence management. Other centres that perform search and rescue (SAR) One concern that Twitter users raised was the such security work. A story released by the ingly popular. Since language and tone helps to Figure 2. Frequency and type of informal communication. ministries are responsible for risk and crisis operations. Norwegian authorities’ terror alert communica- newspaper VG on 25 July added fuel to the shape the identity of an organization, i.e. what

PRIO POLICY BRIEF 14 2015 www.prio.org www.prio.org PRIO POLICY BRIEF 14 2015 PRIO POLICY BRIEF 14 2015 Visiting Address: Hausmanns gate 3 PO Box 9229 Grønland, NO-0134 Oslo, Norway Peace Research Institute Oslo (PRIO) used somewhat bold humour which presented Organisational control they therefore stand in a different relationship themselves as up to date and competitive – hav- towards uniformity to citizens than citizens do among themselves. ing been on Twitter for several years – while the The police’s display of an informal tone – hu- world renowned CIA was new to Twitter and the mour, emotions and a more casual identity – Lessons from Norwegian one on the receiving end of the fun. A few select risks affecting their nonpartisan and detached Numerous social social media media users bureaucratic ethos. The Oslo Police Operation Centre’s use of hu- users mour was described as having changed over the Emergency Authorities’ Use Sources recent years from, what we have termed, bold to innocent. The use of humour on Twitter had Employee discretion Bjørnland, B. (2014). Mulig terrortrussel mot “Be-yourself”-management led to a higher degree of organizational control, Norge. [Possible terror threat against Norway]. Figure 3. The degree and form of organizational of Social Media through culture management initiatives. Thus, Retrieved from: http://www.pst.no/media/presse- the degree and type of organizational control is a control, and the number of social media users. meldinger/mulig-terrortrussel-mot-norge/. third dimension that affects the use of humour is also tasked with a complex communications European Commission. (2014). Norway - Di- and factors into organizational identity forma- job. Many communicators allow for many inter- tion. saster management structure. Retrieved from: actions, but it may also imply many voices with http://ec.europa.eu/echo/files/civil_protection/ Twitter: PRIOUpdates Facebook: PRIO.org www.prio.org varying identity effects for the organization. For Control and diversity vademecum/no/2-no-1.html. representatives of other, smaller organizations, Social media has evolved for instance PST and the National Security Au- Rasmussen, J. (2015). ‘Should each of us take Brief Points Organizational control of the use of social media thority (NSM), the work with the organization’s over the role as watcher?’ Attitudes on Twit- along with expectations that always involves some form of discursive con- social media accounts was designated for a se- ter towards the 2014 Norwegian terror alert. Some public authorities use social striction. It may be that the organization wants • lect few. The conditions for managing and con- Journal of Multicultural Discourses, 1-17. doi: organizations, including public media as a push-channel for their own to present a consistent identity and therefore trolling these organizations’ presence on social 10.1080/17447143.2015.1042882 uses rules for social media use and implements authorities, would create more messages rather than to engage in a media are therefore substantially different. controls towards uniformity, but other organiza- Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). dialogue. A work-in-process literature review: Incor- tions may implement a low degree of controls Central to consider is how appropriate it is that dialogue with citizens. This porating social media in risk and crisis com- and a high degree of employee discretion or, public authorities - and especially those with a Yet, it is important for organizations munication. Journal of Contingencies and Crisis policy brief argues for, first, the • alternatively, “just be yourself” management monopoly on the use of force – create popularity Management, 19(2), 110 -122 . doi: 10.1111/j.1468 - to use social media for listening, to which encourages diversity and individual ex- around themselves using informal communica- 5973.2011.0 0639.x importance for public authorities pression within certain limits. These different tion, humour, and updates that show a more understand emerging issues, and to degrees and types of organizational control have casual side of themselves. to listen to, follow up on and use create organizational learning. major implications for the use of an informal ISBN: tone and the presentation of the organization’s However refreshing it may feel with authori- social media users’ responses In addition, social media has become

PRIO POLICY BRIEF 14 2015 www.prio.org