social media strategy
Post on 15-Sep-2014
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Presentation at the 20th Annual Fire and Life Safety Educators of Conference of the Rockies. It goes over steps for social media policy, planning and crisis communication. It compares other publishes social media presentation to show how all are similar, yet unique to the industry.TRANSCRIPT
Social Media Strategy
Social Media Strategy
From Emergency Communication to the Social MobFrom Emergency Communication to the Social Mob#FLSECcon
@MistyMontano 9NEWS Digital Content Manager
#FLSECcon@MistyMontano
9NEWS Digital Content Manager
Social Media Strategy
✦ A social media strategy that supports your organization’s mission statement will set your organization on the right path for policies and plans for day-to-day operation and crisis communication.
✦ Ask: Why are we using social media?
✦ Answers: Establish goals of using social media
Social Media Strategy
✦ Policy: Company & Employee
✦ Plan: Day-to-Day & Crisis Communication
✦ Platform: Social Networks & Your Website
✦ People: Identified and Trained Employees
Social Media Strategy
✦ Don’t be fooled by fake photos
✦ Google Image Search: https://www.google.com/imghp
✦ Tiny Eye: http://tineye.com/
✦ Upload image, or use image url
✦ Image url: right click “copy image link”
✦ Use key words to describe photo
Social Media: People
1. Identify Community Manager or Team
2. Determine Chain of Command
3. Provide training
4. Know if you have access to a Virtual Operations Support Team
Social Media: Networks
1. Determine which social network and digital tools that will be used: Facebook, Twitter, Blog, Google+, Instagram, Vine, Pinterest
2. Know how each network will be used
3. Know each networks T.O.S. - your FB page could be deleted!
4. Make sure these are integrated into your Website, mobile site, apps
Social Media: Policy1. Goals & Purpose
2. Rules of Engagement
3. Database of organization’s social accounts, passwords
4. Training Resources and Tips for using Social Media well
5. Clear consequences for violating policy
6. Guide for using Social Media in a Crisis Plan
Social Media: Plan✦ Know your audience
✦ Management Tools
✦ Measure
✦ Monitor & Listen
✦ Moderate
✦ Engage & Participate
✦ Social Media for Emergency Communication
✦ Social Media Crisis Response Plan
Social Media: Plan✦ Know Your Audience
✦ Targeted Audience
✦ Actual Audience
✦ Identify Social Influencers
✦ Management Tools
✦ SproutSocial, HootSuite, Wildfire, Spredfast, Tweetdeck. ViralHeat, Radian6 (now Salesforce Marketing Cloud)
✦ Don’t forget about the mobile apps!
✦ SEO: Rave, SEOmoz, Gannett Local
Social Media: Plan✦ Measure
✦ Facebook Insights, Google Analytics, Google Insights, Twitonomy, TweetReach, Row Feeder, Crowdbooster
✦ Monitor & Listen
✦ Google Alerts, Twitter Advanced Search, Management Tools
Social Media: Plan
✦ Moderate
✦ Protect your community
✦ Set moderation levels
✦ Set T.O.S. for being a part of the community
Social Media: Plan✦ Engage & Participate
✦ Support marketing plan
✦ Consistent
✦ Ask & Direct
✦ Moderate & Participate
✦ Get Involved: Share, Comment, ReTweet
Social Media: Plan✦ Social Media for Emergency Communication
✦ Integrated Social Media: How will Social Media be used with your traditional response plan?
✦ Make this plan known to news media: Send an email now and again during initial response to breaking news situation
Lower North Fork Fire Integrated Social Media Effort
#LowerNorthForkFire Integrated Social Media Effort
#LowerNorthForkFire Integrated Social Media Effort
BLOG: Primary source of
information, included Interactive
Google Map
TWITTER: Secondary source of
information (is primary source when
blog not up and running)
Social Media: Plan✦ RESOURCES: Social Media for Emergency
Communication
✦ #SMEM: Social Media in Emergency Management: Weekly chat, Friday’s at 12:30pm EST.
✦ #VSOT: Virtual Operations Support Team
✦ ThinkDisaster.com
✦ idisaster 2.0
Social Media: PlanSocial Media Crisis Response Plan
Social Media: PlanSocial Media Crisis Response Plan
Social Media: PlanSocial Media Crisis Response Plan
Social Media: PlanSocial Media Crisis Response Plan
✦ Be ready. Prepare. Identify potential threats.
✦ S.W.O.T.
✦ Strengths
✦ Weaknesses
✦ Opportunities
✦ Threats
Social Media: PlanSocial Media Crisis Response Plan
Social Media: Resources
✦ Slideshare.net✦ Social Media Crisis Response Plan, SMI
✦ Crisis Communication and Social Media, Red Cross
✦ Social Networks and Crisis Management, 360 Digital Influence
✦ Social Media Crisis Communications for PRSA-NY
✦ 8 Steps to Manage a Social Media Crisis, NOW Revolution
✦ 30 Ideas for Your Social Media Plan, Salesforce Marketing Cloud
Social Media Strategy
Social Media Strategy
From Emergency Communication to the Social MobFrom Emergency Communication to the Social Mob
@MistyMontano 9NEWS Digital Content Manager
@MistyMontano 9NEWS Digital Content Manager