A majority of the East Coast was blasted with what is now being called the “snowpocalypse” (earning its own Twitter hashtag) on Dec. 26 and 27, 2010. Many people opted to stay in and weather the storm, watching helplessly as pounding winds brought down trees and power lines while snow continued to fall in blankets. By the end of the storm, some areas like western Massachusetts escaped with only four to six inches of snow, but other places, like New York and Connecticut, were buried under more than two feet of fresh powder. But the worst of the storm was saved for places like New Jersey, which counted more than 30 inches of snow. Roads were a mess, businesses struggled to open, and those smart enough to stay home watched as their neighbors spun out tragically in their driveways.
Aftermath of the snowpocalypse
How then, could social media make a difference for people in a powerful storm? Well just ask Newark, New Jersey Mayor, Cory Booker. As the storm raged, Mayor Booker took to Twitter, asking more than a million of his followers to help him and his team uncover the city, one road at a time. Armed with shovels and cell phones, Mayor Booker tweeted whenever he had freed a resident’s car, dug out a driveway or instructed plows and road recovery teams. He even hand-delivered some diapers to a mother in need. Posting regularly on Twitter since late Sunday night, Mayor Booker has remained very active as the teams work to clear the snow from the streets of Newark. To provide an even faster response, he has asked his Twitter followers to send Direct Messages that detail the phone numbers and addresses of residents that still need help to better direct snow removal services.
The media has since praised Mayor Booker for his efforts, being hailed by TIME Magazine as a “social-media superhero.” And as Booker said on the eve of the snowpocalypse, “The snow will continue throughout the night BUT SO WILL WE.” Mayor Booker has remained true to his words, shoveling until 3:00 AM that night, only to rise shortly after 6:00 AM on Dec. 27 to continue to the rescue of Newark. As of Dec. 30, 2010, at 1:30 PM EST, he continues to tweet regularly, updating his followers on his latest efforts and responding to calls to action. Mayor Booker even took a second to ask his followers to ease up on New York City Mayor Michael Bloomberg, who’s post-storm Twitter presence has been considered less than savory.
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The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.
Written by: Dane
Dane Fionda is a Copywriter and Marketing Associate for The Discovery Communications Group, and focuses on corporate branding and identity, web copy and editing. Hired in November 2010, Dane’s enthusiasm, creativity and keen editing eye were a welcome addition to the agency. Outside of work, Dane is enjoys trivia nights, road trips, and live shows. Dane holds a double Bachelor of Arts in English and psychology from the University of New Hampshire. You can reach Dane at Dane@discoverycomm.com or call him direct at 603-685-2917.
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