1. The Importance of Social Media Strategy in Reacting to a Crisis

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

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

4. 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

5. 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

6. 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

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

8. 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

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

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

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

13. 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

14. 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

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

16. 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

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

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

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

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

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

22. 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

23. 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

24. 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

25. 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

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