#MMShakeDrill, #Pagyanig rack up over 4 billion impressions on Twitter

Voltaire Tupaz

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#MMShakeDrill, #Pagyanig rack up over 4 billion impressions on Twitter
The biggest earthquake drill conducted nationwide beats its own record on Twitter in terms of reach

MANILA, Philippines – From start to finish, the biggest earthquake drill conducted across Metro Manila topped Twitter’s trending topics in the Philippines on Wednesday, June 22.

Using the hashtag #MMShakeDrill on social media, the Metro Manila Shakedrill racked up over 3.5 billion impressions from 7 am to 1 pm on Twitter, according to Rappler’s social listening tool Reach. On Twitter, “impressions” means “the times a user is served a Tweet in timeline or search results.”

The second Metro Manila Shakedrill broke its 2015 record by about 1.4 billion impressions on the popular microblogging site, indicating widespread engagement and interest in the disaster preparedness exercise. 

Near real-time, at least 6,300 unique authors posted more than 20,000 tweets, amplifying the situation in 4 staging areas and showing response efforts for various disaster scenarios. The vibrant livetweeting of news media, government agencies, personalities, and netizens pushed #MMShakeDrill to the top of the trending topics list in the Philippines as the drill was being conducted from 9:00 am to 10:00 am.



The engagement peaked midway through the exercise that felt real according to observers.  



The hashtag also trended on June 11 after MovePH, Rappler’s civic engagement arm, and the Metropolitan Manila Development Authority (MMDA) held a workshop for information officers from government agencies and volunteer responders from various groups. (READ: #MMShakeDrill trends ahead of June 22 drill)


Meanwhile, #Pagyanig (quake), the hashtag of the National Simultaneous Earthquake Drill for the second quarter of 2016, reached more than 1.3 billion impressions.

The use of the hashtag peaked past 9:00 am, Wednesday, shortly after the National Disaster Risk Reduction and Management Council (NDRRMC) and the Office of Civil Defense (OCD) kicked off the nationwide earthquake drill.


Representatives from ASEAN countries also observed the drill at Camp Aguinaldo, the nerve center of the national exercise. Outside Metro Manila, at least 18 regions conducted the drill in their respective areas, according to the OCD. 



Wednesday’s drill sought to foster a culture of preparedness among residents in Metro Manila in the event of a 7.2-magnitude earthquake caused by the movement of the West Valley Fault. (READ: What dangers await when the West Valley Fault moves?

It particularly tested the Oplan Metro Yakal Plus – the government’s response blueprint for a major earthquake affecting the Greater Metro Manila area. (READ: Authorities set stage for second #MMShakeDrill)




The drill also served as a dry run for the response efforts of other local government units, national agencies, businesses, schools, churches, the private sector, and communities in accordance with Republic Act 10121, the Philippine Disaster Risk Reduction and Management Act, the Philippine Disaster Risk Reduction and Management Act.



The West Valley Fault, which traverses various parts of Metro Manila and surrounding provinces, is anticipated to critically affect the entire country. The highly populated region hosts the seat of government and the country’s business capital. 

The drill was organized by the OCD, MMDA, the Metro Manila Disaster Risk Reduction and Management Council (MMDRRMC), and other agencies and stakeholders.

MMDA collaborated with Rappler in building the mmshakedrill.ph site that features critical information that people and institutions need to know regarding the earthquake drill. MovePH, Rappler’s civic engagement arm, led efforts to crowdsource online participation during the drills using its disaster information platform Agos– Rappler.com

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