Upload
aidan-bradford
View
225
Download
2
Tags:
Embed Size (px)
Citation preview
Social Media Use in the Irish Defence
ForcesDefence Forces Public Relations Branch
PRESENTED BY
Commandant Denis Hanly
Outline
• Why bother• Where are we• Planning• Lessons learned & examples• Dangers• Take aways
Why do we bother?
• Restrained budgets but increased need for good PR… Social media fits the bill.
• It forms part of full spectrum PR & complementary part of our communications mix.
• Our audiences include diverse demographics– You go to where they are– The medium is the message
Why do we bother?• Social media replaces nothing & is not the magic bullet but
augments/complements existing PR platforms
• If you are not there the conversation will take place without you i.e. it is much harder to change an agenda than to set it
• We use a mix of operational updates and more generic posts to connect
• It’s our responsibility to explain what we do and why we do it to the Citizen through ALL means
• Facebook – Irish Defence Forces (30k), Air Corps (6k), Navy (5k), DFTC (2K), Recruitment(5k)
• Twitter - @defenceforces (6.2k) , @dfpo (2k), @ dfarchives (850)
Where are we
• Flickr - 7974 photos, 5,672,000 views, 552 views average, most popular Blue Whales (12,918 views)
• YouTube - 150 videos, 1,515,500 views, most popular LTAV (254,650 views)
Where are we
De-conflict traditional media and social media but one can lead to the other (social to traditional)
Lessons Learned & Examples
Lessons Learned & Examples
Mirror 13/09/12
Lessons Learned & Examples
Lessons Learned & Examples
Sun 03/01/2013
Lessons Learned & Examples
Lessons Learned & Examples
Indo 18/12/2012
Lessons Learned & Examples
Social Media Planning
• A strategy that identifies targets:– Families, recruits, media, local population,
international partners• Identify targets and engage on their terms• Different content depending on platform• Treat as seriously as a press release but…• Community manager must be authentic• It takes a lot of time!
• Identify the type of content each audience wants
• Produce content that gives your key message in the format your audience wants
• Post that content where your audience is• Engage, moderate, assess, refine, engage
Social Media Planning
Troops and Overseas
• “I missed you so much Daddy !”
http://www.youtube.com/watch?v=ww3IouNuhMc
• As in war – Timing is everything
• Leverage other events, dates, holidays to get attention
Lessons Learned & Examples
8pm Christmas Eve 2012
6.30 pm Christmas Day 2012
Christmas 2012 Overseas
DF Flickr X Mas Overseas Sets – Western Sahara, Bosnia & Congo
St Patricks Day 2012
Children's Referendum 2012
Times 09/11/2013
Star 09/11/2013
E Echo 10 /11/2013
Childrens Referendum 2012