Mr. John Tomlinson (British Embassy, Spain): Communicating on all Channels: using social media for crises and events


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Mr. John Tomlinson (British Embassy, Spain): Communicating on all Channels: using social media for crises and events

  1. 1. Aktuelle Vorgehensweisen mit der Social-Media-Kommunikation im TourismussektorsCommunicating on all channels: using social media for crisis and eventsJohn TomlinsonBritish Embassy Spain
  2. 2. Communicating on all channelsUsing social media for crises and events
  3. 3. 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)
  4. 4. 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
  5. 5. Building a brand
  6. 6. How do they find us
  7. 7. Social media: Facebook makes a difference
  8. 8. People respond to events on Twitter
  9. 9. Networks and advocacy • Networks and advocates broaden our reach • It’s too late to build a network in a crisis
  10. 10. 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
  11. 11. Media not magic TV, radio, The newspaper The message audience • 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
  12. 12. Communication on all channels
  13. 13. Websites and Travel Advice
  14. 14. Facebook pages and Twitter feeds
  15. 15. Events can be planned ahead …
  16. 16. Who communicates • Consistent messages means coordinated process • Speed is important, accuracy is more important • Local professionals = local empowerment FCO London Spain Mission Local Consulate
  17. 17. 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.
  18. 18. 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