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Social Media Marketing for your Department


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While department websites have become commonplace, few agencies are using social media tools to promote their organization and even fewer are doing it effectively. This program will show you how to implement a P.I.E.R.S. marketing strategy integrating old, new and social media. In addition you’ll learn what policies and guides to use to keep your social media use on target and out of hot water and how to engage, accelerate and analyze your use of social media to ensure that you’re getting enough bang for your buck. Most importantly this program will show how your Department can and must leverage Social Media channels to reach the Agents of Change in your community that will take your Social Media message and help your agency engage community support, raise funds, promote life safety education, and improve service delivery.

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Published in: Business, Technology

Social Media Marketing for your Department

  1. 1. Lt. Rommie L. Duckworth, LP Ridgefield Fire Department, CT And MANAGEMENT
  2. 2. What is Social Media?
  3. 3. Where is Social Media?
  4. 4. Problems that we face:
  5. 5. The Solution
  6. 6. What do you need?
  7. 7.  Public Relations ◦ Developing a positive public (and internal) perception about the fire department, its members, its programs, and its services.  Examples ◦ Newspaper Articles ◦ Community Speaking Engagements ◦ Employee Recognition Programs ◦ Participation in Community Activities  Public Solicitation ◦ Requesting support for emergency resources directly from the public.  Examples ◦ Firefighter Recruitment ◦ CERT and Community Team Recruitment ◦ Financial Donations ◦ Equipment Donations ◦ Discounts / Partnerships ◦ Endorsements  Public Education ◦ Changing people’s attitudes and behavior related to safety.  Examples ◦ Smoke Detector Inspection Program ◦ Car Seat Inspection ◦ CPR Safe Community ◦ Bike Helmet ◦ File of Life  Public Information ◦Informing the public about FD operations during emergencies.  Examples ◦ Fire /Rescue / Medical Operations ◦ Courtesy Notifications ◦ Disaster Services ◦ Training Programs P.I.E.R.S
  8. 8. INFORMATION RELATIONSSOLICITATIONSERVICEEDUCATIONMANAGEMENT Emergency Broadcasts Courtesy Notifications “I’m OK” Programs Games & Activities Safety Messages Call Prevention Brand Monitoring Community Support News Monitoring Recruiting Fund Raising Material Support Emergency Call Taking Location Aware First Response Internal Comms Prof. Development QA/QI Pre-Employment Social Media Social Media
  9. 9. Identify Your Audience • Community Leaders • Business Leaders • Agency Heads • Government Reps • Mutual Aid • Shift Commanders • Union Leaders • PIOs
  10. 10. Select The Media ◦Old Media – Press Releases, PSAs, Emergency Incident Notices, Special Announcements, Disaster Messages Pros • Widest Audience • Passive • True “Broadcast” Cons • Slow • Non-Specific • Little FD Control • No Interactivity • Little Sharing
  11. 11. Select The Media ◦New Media • “About Us”, Department Capabilities, News, Promoted Events, Special Projects, Profiles Pros • Great Control • Wide Reach • Relatively Fast • Shareable Cons • Technical • Difficult to Attract Attention • Often Hard to Find • Often Stagnant
  12. 12. Select The Media ◦Social Media – Department Capabilities, Events, Special Projects, News, Emergency Calls, Disaster Messages Cheap •(but not free) Dynamic •(Flexible) Fast •(Instantaneous) Great Reach •(Worldwide) Targeted • (Geographically / Demographically / By Message) Viral • (Exponential) Two-way • (Communicative)
  13. 13. Facebook
  14. 14. Twitter
  15. 15. Professional Networks
  16. 16. Digital Images
  17. 17. Generate Content
  18. 18. Reaching Your Goals
  19. 19. Accelerate!
  20. 20. Analyze & Adjust!
  21. 21. Capitalize
  22. 22. Policies
  23. 23. The Shoebox of photos
  24. 24. Pre-Employment
  25. 25. • 11/2010: Connecticut, – EMT Dawnmarie Souza  Comments about work posted on Facebook • 8/2011: Memphis, TN, – Lt Maurice Tolivar & Paramedic Charles Bullock  Patient’s picture “training” posted on Facebook • 4/2012: Harford County, MD, – Bel Air VFC Chief Eddie Hopkins  Comments about Sonic posted on Facebook
  26. 26. 5 Steps to Policy Success
  27. 27. 10 Steps to Marketing Success