The Importance of Social Media Strategy in Reacting to a Crisis

An Garda Síochána's Objective Protect and Support Communities An Garda Síochána | The Importance of Social Media Strategy In Reacting to a Crisis

Role of Communications in Meeting that Objective Inform Reassure Appeal An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

The Importance of Social Media Instant delivery of vital information to a mass audience That information can then be even more widely distributed by your followers Visually demonstrate the challenges facing emergency services and the public Dispel rumours/myths Engage directly with the public to help inform them of facts An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

754k +30% JAN–NOV +7% JAN–NOV Total Audience @GardaTraffic Cavan/ Monaghan Division Garda College +28% JAN–NOV +30% JAN–NOV 364k followers @Gardainfo Community Engagement Meath Division Garda National +7% JAN–NOV 159k followers Kildare Division Tipperary Division Southern Region An Garda Síochána |The Importance of Social Media Strategy in Reacting to a Crisis GardaInfo – 75K

What are we trying to achieve? Have the largest and most engaged social media audience to ensure as many people as possible can receive important public safety information An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

What does that mean in reality? An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Key elements of implementing the strategy Does it meet your objectives? Engagement & engaging Humour Tone Risk taking Remembering serious public safety messages to be delivered Resources Measurement An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Don’t always get it right An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

But can lead to positive “mainstream” coverage An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

The Value of Social – Child Rescue Ireland (CRI) Alert Inform widest possible audience about risk to life Reassure public that we are doing all we can to protect life Appeal to public for their help in an emergency An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Child Rescue Ireland Alert Alert had a reach of over 1.6m on Facebook Even at 3.11am – viewed by over 7,000 people within 2 hours. 200,000 by 10am Quick distribution of images An engaged community responds when you really need them An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

The Value of Social Media – CRI Ireland An Garda Síochána |The Importance of Social Media In Reacting to a Crisis

The Value of Social Media – Storm Ophelia Inform public about the serious dangers posed by Storm Ophelia Reassure public that Gardaí present to help them if needed Appeal for them to stay indoors and off the roads An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

What does that mean in reality? An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

What does that mean in reality? An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

What does that mean in reality? An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Social Media Impact – Storm Ophelia An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Social Media Impact – Storm Ophelia An Garda Síochána |The Importance of Social Media In Reacting to a Crisis

Social Media Impact – Storm Ophelia Average impression per Tweet = 130,000 An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Sourcing Information for Social Media No content, no followers But no content is better than inaccurate or damaging content In a crisis, don’t rush to publish. Rush to be accurate, then publish Develop a network of trusted sources – they must be available in a crisis Review material before publication Publishing guidelines for staff – what is acceptable, what is not An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Strategic Advice Need a strategy first – crisis communications without a strategic intent is a recipe for a further disaster How does your activity meet the organisation’s objectives? Social media success is not built on luck or one viral video – built on consistent investment and engagement in delivering a service that engages and informs your customers Build a sustainable audience – not about gimmicks, competitions – look for real engagement – they will then be of real assistance to you when you need it Create a virtuous circle – good engagement leads to engaged followers leads to better content leads to more followers – build a community Critical to have organisational buy-in and commitment – from top down and bottom up An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Tactical Advice What resources can you devote to this not just for the first couple of months, but for next couple of years Training, guidance and oversight – support and protect your people Where is your audience? Listening to your audience – are your messages resonating When you make a mistake – apologise and don’t repeat Spell out clearly hours social media is manned and your policy on abuse/abusive language Is information relevant and timely? An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis

Thank you and remember….. An Garda Síochána |The Importance of Social Media Strategy In Reacting to a Crisis