Social Media Strategy


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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.

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Social Media Strategy

  1. 1. Social MediaStrategyFrom Emergency Communication to the Social Mob#FLSECcon@MistyMontano9NEWS Digital Content Manager
  2. 2. Social Media Strategy✦ A social media strategy that supports yourorganization’s mission statement will setyour organization on the right path forpolicies and plans for day-to-day operationand crisis communication.✦ Ask: Why are we using social media?✦ Answers: Establish goals of using social media
  3. 3. Social Media Strategy✦ Policy: Company & Employee✦ Plan: Day-to-Day & Crisis Communication✦ Platform: Social Networks & YourWebsite✦ People: Identified and Trained Employees
  4. 4. Social Media Strategy✦ Don’t be fooled by fake photos✦ Google Image Search:✦ Tiny Eye:✦ Upload image, or use image url✦ Image url: right click “copy image link”✦ Use key words to describe photo
  5. 5. Social Media: People1. Identify Community Manager or Team2. Determine Chain of Command3. Provide training4. Know if you have access to a Virtual OperationsSupport Team
  6. 6. Social Media:Networks1. Determine which social network and digital tools thatwill be used: Facebook, Twitter, Blog, Google+,Instagram, Vine, Pinterest2. Know how each network will be used3. Know each networks T.O.S. - your FB page could bedeleted!4. Make sure these are integrated into your Website,mobile site, apps
  7. 7. Social Media: Policy1. Goals & Purpose2. Rules of Engagement3. Database of organization’s social accounts,passwords4. Training Resources and Tips for using Social Mediawell5. Clear consequences for violating policy6. Guide for using Social Media in a Crisis Plan
  8. 8. Social Media: Plan✦ Know your audience✦ Management Tools✦ Measure✦ Monitor & Listen✦ Moderate✦ Engage & Participate✦ Social Media for Emergency Communication✦ Social Media Crisis Response Plan
  9. 9. 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
  10. 10. Social Media: Plan✦ Measure✦ Facebook Insights,Google Analytics,Google Insights,Twitonomy,TweetReach, RowFeeder, Crowdbooster✦ Monitor & Listen✦ Google Alerts, TwitterAdvanced Search,Management Tools
  11. 11. Social Media: Plan✦ Moderate✦ Protect your community✦ Set moderation levels✦ Set T.O.S. for being apart of the community
  12. 12. Social Media: Plan✦ Engage & Participate✦ Support marketing plan✦ Consistent✦ Ask & Direct✦ Moderate & Participate✦ Get Involved: Share,Comment, ReTweet
  13. 13. Social Media: Plan✦ Social Media for Emergency Communication✦ Integrated Social Media: How will Social Media be used with yourtraditional response plan?✦ Make this plan known to news media: Send an email now and againduring initial response to breaking news situationLower North Fork Fire Integrated Social Media Eff
  14. 14. #LowerNorthForkFireIntegrated Social Media EffortIntegrated Social Media EffortBLOG: Primary sourceof information,included InteractiveGoogle MapTWITTER: Secondarysource of information(is primary source whenblog not up andrunning)
  15. 15. Social Media: Plan✦ RESOURCES: Social Media for EmergencyCommunication✦ #SMEM: Social Media in Emergency Management:Weekly chat, Friday’s at 12:30pm EST.✦ #VSOT: Virtual Operations Support Team✦✦ idisaster 2.0
  16. 16. Social Media: PlanSocial Media Crisis Response Plan✦ Social Media Crisis Response Plan
  17. 17. Social Media: PlanSocial Media Crisis Response Plan✦ Social Media Crisis Response Plan
  18. 18. Social Media: PlanSocial Media Crisis Response Plan✦ Social Media Crisis Response Plan
  19. 19. Social Media: PlanSocial Media Crisis Response Plan✦ Social Media Crisis Response Plan✦ Be ready. Prepare. Identify potentialthreats.✦ S.W.O.T.✦ Strengths✦ Weaknesses✦ Opportunities✦ Threats
  20. 20. Social Media: PlanSocial Media Crisis Response Plan✦ Social Media Crisis Response Plan
  21. 21. Social Media:Resources✦✦ 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
  22. 22. Social MediaStrategyFrom Emergency Communication to the Social Mob@MistyMontano9NEWS Digital Content Manager