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Social Media
and the FSAI
....the story so far
25th March 2011

© FSAI
How do people in Ireland use
social media?

© FSAI
Social Media Policy
Objectives
1. To reach a wider audience
2. To interact with and seek input from stakeholders

3. Be pr...
Objective no. 1
• To reach a wider audience

……………….through social media

© FSAI
Social media: Just another way of
getting in contact with us ….
Communication channels available:
•
•
•
•
•
•
•
•
•

Advic...
Objective no.2
• To interact with and seek input from
stakeholders

© FSAI
Why

?

• Facebook has 500 million active users in the world
• 1.83 million users are Irish
• More than 20 million people ...
Facebook Demographics Ireland
• 25+ segment is the fastest growing segment of
the Irish audience
• 56% of IRISH facebook u...
Who’s looking at the FSAI facebook
page specifically?
Statistics taken from FSAI facebook page 13.03.11

Statistics taken ...
FSAI facebook page/wall
13.03.11

© FSAI
404...

Statistics taken from FSAI facebook page 13.03.11

... the total number of people who have ‘liked’ our page since ...
Rest of the world...
Statistics taken from FSAI facebook page 13.03.11

© FSAI
Objective no. 3
• Be proactive

© FSAI
Pictures...

• Adding pictures to your facebook posting draws
attention.
• Users generally have lots of posts appear on th...
The social media team...
PJ Patrick G Elaine Jane Clodagh Helen
Edel Miriam Judith O’C Noeleen Emma

•Team members from va...
Ideas for facebook and You
Tube, where do they come from?
•
•
•
•
•
•
•

Competitions
What’s current
Interviews with staff...
Ask questions.....
•FAQ taken from our website

© FSAI
......and you’ll get some answers

© FSAI
The following day we answer the
question.....

•Direct them to our website- often a lot of information to give
•With Twitt...
Who uses it?

© FSAI
Twitter...
•

Too fast paced- up to the minute updates

•

We are trying to create a relationship with our stakeholders th...
However, we are being talked about
on Twitter….

•A compliment from one of our advice line callers
© FSAI
Objective no. 4
• Improve customer service

© FSAI
Discussion Boards
Result of feedback received

© FSAI
Objective no. 5
• Build a greater online profile

© FSAI
fsai

TV

© FSAI
Objective no.6
Build a community around food safety

This is just the beginning.....

© FSAI
Remember
You don’t have to be on the social
media team to contribute. So if
you’ve got an idea, we’d love to hear
it!

© F...
Thank you

© FSAI
© FSAI
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Social media project briefing 25.03.11 TEST

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Social media project briefing 25.03.11 TEST

  1. 1. Social Media and the FSAI ....the story so far 25th March 2011 © FSAI
  2. 2. How do people in Ireland use social media? © FSAI
  3. 3. Social Media Policy Objectives 1. To reach a wider audience 2. To interact with and seek input from stakeholders 3. Be proactive 4. Improve customer service 5. Build a greater online profile 6. Build a community around food safety © FSAI
  4. 4. Objective no. 1 • To reach a wider audience ……………….through social media © FSAI
  5. 5. Social media: Just another way of getting in contact with us …. Communication channels available: • • • • • • • • • Advice line Media Email Exhibitions Publications Seminars Website YouTube facebook © FSAI
  6. 6. Objective no.2 • To interact with and seek input from stakeholders © FSAI
  7. 7. Why ? • Facebook has 500 million active users in the world • 1.83 million users are Irish • More than 20 million people become fans of pages each day • Almost 85% of the Irish online population are now using Facebook regularly © FSAI
  8. 8. Facebook Demographics Ireland • 25+ segment is the fastest growing segment of the Irish audience • 56% of IRISH facebook users are female • 44% male • 33% of users are in the 25-34 age group • 33%, 29% and 25% groups are our target audience i.e. food business owners, students studying food science, culinary arts etc. © FSAI
  9. 9. Who’s looking at the FSAI facebook page specifically? Statistics taken from FSAI facebook page 13.03.11 Statistics taken from FSAI facebook page 13.03.11 • Most of the FSAI facebook page users are from the 25-34 and 35-44 age groups. This is good news for us! • Not targeting 13-17 year olds © FSAI
  10. 10. FSAI facebook page/wall 13.03.11 © FSAI
  11. 11. 404... Statistics taken from FSAI facebook page 13.03.11 ... the total number of people who have ‘liked’ our page since we set it up on 12.05.10 From that figure: • 373 of those use facebook in general on a monthly basis • 256 of those use facebook in general on a weekly basis Out of 404: • 317 people from /living in Ireland ‘like’ our page • 257 Dublin • 12 Cork • 11 Mullingar • 37 users have chosen not specify which county they’re from. © FSAI
  12. 12. Rest of the world... Statistics taken from FSAI facebook page 13.03.11 © FSAI
  13. 13. Objective no. 3 • Be proactive © FSAI
  14. 14. Pictures... • Adding pictures to your facebook posting draws attention. • Users generally have lots of posts appear on their own wall everyday. • Using an interesting picture means you’ve got some chance of them clicking on your post. © FSAI
  15. 15. The social media team... PJ Patrick G Elaine Jane Clodagh Helen Edel Miriam Judith O’C Noeleen Emma •Team members from various divisions •Regular brainstorming sessions •Each member brings something valuable to the table © FSAI
  16. 16. Ideas for facebook and You Tube, where do they come from? • • • • • • • Competitions What’s current Interviews with staff members Food alerts Allergen alerts Enforcement orders FAQ Friday © FSAI
  17. 17. Ask questions..... •FAQ taken from our website © FSAI
  18. 18. ......and you’ll get some answers © FSAI
  19. 19. The following day we answer the question..... •Direct them to our website- often a lot of information to give •With Twitter you’re only allowed to use 140 characters © FSAI
  20. 20. Who uses it? © FSAI
  21. 21. Twitter... • Too fast paced- up to the minute updates • We are trying to create a relationship with our stakeholders through social media and you’d never build a good marriage through texting • For us facebook is like a marriage, you are in it for the long haul whereas with twitter it’s like a teenage summer romance, full on for the summer and forgotten about in September • We will use Twitter if we find ourselves in a similar situation to the dioxin crisis in 2008 or another big outbreak • Twitter was invaluable to Irish Rail commuters during the cold snap © FSAI
  22. 22. However, we are being talked about on Twitter…. •A compliment from one of our advice line callers © FSAI
  23. 23. Objective no. 4 • Improve customer service © FSAI
  24. 24. Discussion Boards Result of feedback received © FSAI
  25. 25. Objective no. 5 • Build a greater online profile © FSAI
  26. 26. fsai TV © FSAI
  27. 27. Objective no.6 Build a community around food safety This is just the beginning..... © FSAI
  28. 28. Remember You don’t have to be on the social media team to contribute. So if you’ve got an idea, we’d love to hear it! © FSAI
  29. 29. Thank you © FSAI
  30. 30. © FSAI

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