mr. john tomlinson (british embassy, spain): communicating on all channels: using social media for...
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Aktuelle Vorgehensweisen mit der Social-Media-Kommunikation im Tourismussektors
Communicating on all channels: using social media for crisis and events
John Tomlinson
British Embassy Spain
Communicating on all channels
Using social media for crises and events
British Embassy (Madrid)
John Tomlinson
Graduate BA (Hons) in Economics & Public Policy
Worked at Virgin Atlantic Airways:
• Training and development
• Project and change management
Small commercial organisation in Spain:
• Operations and Communications Manager
UK Foreign and Commonwealth Office:
• British Vice-Consul /Deputy Head of Post in Alicante
• British Vice-Consul/Head of Consular Assistance in Madrid
• Network Project Manager for Southern European Consular Network
also freelance professional writer (English-language)
Social media at the British Embassy
Our objective is to engage with our customers, get our message across, and create a network for when we need it. How we try to do this … • Engage with our customers: depth before breadth • Build networks and advocates
• Ensure connected and consistent communications • Focus on the messages
• Build a brand
Building a brand
How do they find us
Social media: Facebook makes a difference
People respond to events on Twitter
Networks and advocacy
• Networks and advocates broaden our reach
• It’s too late to build a network in a crisis
Building a network
• Apps and widgets
• Engage on Facebook, follow on Twitter
• Go out to the customer
• Get involved on forums and other active sites
• Find the key players – work with them
• Help to promote others
• Keep relevant and regular
Media not magic
• Editorial control of the message • Must be consistent
• Requires human resources
• Opportunity to engage and break down barriers • Takes time to build audience – not a quick fix
The message
The audience
TV, radio, newspaper
Communication on all channels
Websites and Travel Advice
Facebook pages and Twitter feeds
Events can be planned ahead …
Who communicates
Local Consulate
Spain Mission
FCO London
• Consistent messages means coordinated process
• Speed is important, accuracy is more important
• Local professionals = local empowerment
Example process for Twitter
When a crisis breaks:
Acknowledge incident on @BritishAbroad and say, “travel advice being reviewed”. RT on
@foreignoffice and local Twitter channel.
When some concrete information is available and put up on a Post website, tweet on Post
channel, RT on @BritishAbroad and @foreignoffice
Monitor Twitter traffic on the emergency in two ways: firstly, for any direct message/replies to
FCO tweets and, secondly, to monitor other Twitter users’ comments and consider a need to
clarify/intervene in the discussion if facts/advice are wrong
@BritishAbroad to tweet links to relevant TA updates with changes related to the
emergency.
When re-tweeting other parties’ messages, make sure that the original source is clear in the
FCO message.
Summary
• Think long-term – it takes time!
• Engage with your audience – it takes effort!
• Build your network now – it’s too late when there’s a crisis
• Use networks, relationships and advocates
• Choose the right channel for the right audience for the right message
• Be connected, consistent and sustain it