This document discusses how the RNLI uses social media to tell its story. It outlines the RNLI communications team and how they work with lifeboat stations, lifeguards, and beaches. It also discusses overcoming challenges like operational correctness versus PR needs. The document emphasizes training and supporting local lifeboat stations and lifeguards in using social media through toolkits and a 24/7 duty press officer. It lists various RNLI social media accounts and how they utilize ambassadors to create branded content that shares the RNLI story.