You can easily tell that Norton Mapes is a bad guy because the fire alarm room will have a Cheesy Poofs bag in it. When you turn off the fire alarm, look to the right.
Check Norton Mapes' belt when you first encounter him. It reads "RTFM", which stands for "Read the f*cking manual", which is meant for non-computer literate people.
If you look around during two of the Alma visions, you will notice that it looks similar to the first level.
If there are no enemies or music playing, holster your weapon. You save ammunition and can move faster to get through quicker. This also helps you outrun paranormal activity or get through it faster.
To avoid shellshock, always look around in a paranormal vision first before moving on. Also if Alma is in her child form, go towards her to move on. If she is in her older form, run away. It is also a good idea to shoot while running.