During Sandy, the biggest issue was timeliness versus quality. Is 90 percent accuracy good enough? Or should it be 85 percent? That's for your agency to evaluate and discuss ahead of time. People are going to find out incorrect information from someone else so evaluate whether a 90 percent confidence rate is better than incorrect information from somewhere else
Similarly, while there may normally be an approval process that A, B and C need to approve things before they go out, there should be discussions ahead of time to know during what situations is that required or during what situations does, say, only A need to approve, to keep information flowing quicker.
Kaufman talked about the importance of photos and videos during an event. She said it was essential when trying to share information because it got the public to understand what was going on and being patient with the recovery process. The MTA put a lot of photos on Flickr, she said, and videos on YouTube. One video had a half a million views and Kaufman explained to the audience, "That's like the Gangnam Style of transit."
(She added that if you don't know what that means, look to the youngest person next to you and ask them.)
The main powerhouse for information was Twitter. One of the challenges was that incorrect information was being put out by some, so watching and ensuring the correct information is getting out to the public is important.
Kaufman said when agencies are providing information through social media, they should also be providing information through open data: schedules and route information in machine-readable formats that people can put in third-party applications. "Get them information through what ever channel they can receive it."