Scotland
Ready Scotland
English
2018
Policy Makers, Practitioners
Published
Before, During, After
Crisis communication, Social Media Strategy
Starter
https://ready.scot/sites/default/files/2020-09/preparing-scotland-warning-and-informing-final-version-for-publication.pdf
Note: Synopsiss taken from a previous edition
INCREASING YOUR SOCIAL MEDIA PRESENCE
A social media presence will significantly enhance your communications strategy before, during and after an emergency.
An effective social media strategy will incorporate the critical elements of:
Listening – Talking – Engaging – Sustaining
- Listening
- What are people talking about?
- What is being said about your organization/subject matter?
- Who is your audience?
- Where is your audience?
- Talking
- Promote and introduce your organization/subject matter
- Provide information that will be helpful
- Target influential individuals/audiences
- Engaging
- Develop and encourage two-way conversations
- Talk with supporters and critics
- Create a growing network using content that can be shared
- Sustaining
- Keep dialogue going to be well positioned in an emergency
- Commit necessary resources to maintain momentum
- Turn followers into advocates who speak for you
COMMUNICATING WITH THE PUBLIC - CONTENTS
- Public Communications Groups (PCG)
- Activation and composition
- Engagement with a Resilience Partnership
- Out of hours
- National decision-making
- The Scottish Government
- Principles
- Clear roles and responsibilities
- Provision of communication advice at every level of decision making
- Clear communication objectives
- An audience-based approach
- An understanding of channels, and adaption to new opportunities
- Use of dedicated spokespeople
- Phased communications
- Planning
- Preparing the public
- Preparing the Public Communications Group
- Response
- Activation
- First hour public communications
- Beyond the first hour
- Recovery
LEVEL OF SOCIAL MEDIA INTEGRATION
- Level 1 – Information Dissemination
- Description
- Using platforms only to disseminate information.
- Advantages
- Organisations can control dissemination of their content on the channel and decide what content should be shared and when.
- Information with the public can be shared instantaneously, increasing your audience.
- Potential to reach a wider audience than other broadcast channels.
- Used for
- Warning and informing the public Campaigning
- Community Engagement
- Potential risks
- If organisations establish themselves as a trusted source, an organisation’s failure to maintain their channels may result in parts of the population being less informed.
- Platforms
- Twitter, Facebook, Linkedin, YouTube, Flickr
- Level 2 – Passive Monitoring
- Description
- Passive monitoring of social media content.
- Advantages
- Allows you to understand audience perceptions and opinions.
- Enables identification of key stakeholders/influencers in communities which can support message dissemination.
- Builds understanding of demographics for social media platforms.
- Used for
- Static monitoring for specific events to gather information and increase situational awareness.
- Evaluating impact of campaigns and messages.
- Assessing how your organisation is viewed by the public.
- Potential risks
- The purpose of social media engagement needs to be made clear to users, otherwise there could be a mismatch between their expectations and the service provided.
- This is a reputational risk.
- Platforms
- Twitter, Facebook, YouTube, Flickr, LinkedIn
- Level 3 – Active Public Engagement
- Description
- Disseminating information and engaging in two-way communication with your audience (responding to questions, comments, etc).
- Advantages
- Makes an organisation more accessible and responsive to the public.
- Allows you to inform and shape public perceptions.
- Reducing the impact of misinformation through timely response to ill-informed comments.
- Used for
- Providing direct information/ advice for non-critical events.
- Seeking information from the public, e.g. eye-witness reports.
- Countering misinformation and rumours.
- Providing community reassurance.
- Potential risks
- It is essential to have clear guidelines on rules of engagement.
- Volume of information requests might be very high during certain situations so procedures need to be in place to deal with this.
- Platforms
- Twitter, Facebook, LinkedIn, YouTube, Flickr, Instagram
Please note: Previous edition available on the project's servers
Social Media platforms:
https://safetyinnovationcenter.sharepoint.com/:b:/r/sites/LINKS_shared/Freigegebene%20Dokumente/WP4/Guidelines/Guideline%20Documents/Working%20documents/Action%20cards/G07_Social%20Media%20Platforms%20to%20use_extrac_%20level2.pdfProperty "Synopsis" (as page type) with input value "Note: Synopsiss taken from a previous edition</br></br>INCREASING YOUR SOCIAL MEDIA PRESENCE</br></br>A social media presence will significantly enhance your communications strategy before, during and after an emergency.</br>An effective social media strategy will incorporate the critical elements of:</br></br>Listening – Talking – Engaging – Sustaining</br>*Listening</br>**What are people talking about?</br>**What is being said about your organization/subject matter?</br>**Who is your audience?</br>**Where is your audience?</br>*Talking</br>**Promote and introduce your organization/subject matter</br>**Provide information that will be helpful</br>**Target influential individuals/audiences</br>*Engaging</br>**Develop and encourage two-way conversations</br>**Talk with supporters and critics</br>**Create a growing network using content that can be shared</br>*Sustaining</br>**Keep dialogue going to be well positioned in an emergency</br>**Commit necessary resources to maintain momentum</br>**Turn followers into advocates who speak for you</br></br></br>COMMUNICATING WITH THE PUBLIC - CONTENTS </br>* Public Communications Groups (PCG)</br>**Activation and composition</br>**Engagement with a Resilience Partnership </br>**Out of hours </br>**National decision-making</br>**The Scottish Government</br>*Principles</br>**Clear roles and responsibilities</br>**Provision of communication advice at every level of decision making </br>**Clear communication objectives</br>**An audience-based approach</br>**An understanding of channels, and adaption to new opportunities </br>**Use of dedicated spokespeople</br>**Phased communications</br>*Planning</br>**Preparing the public </br>**Preparing the Public Communications Group</br>*Response</br>**Activation</br>**First hour public communications </br>**Beyond the first hour</br>*Recovery</br></br></br></br>LEVEL OF SOCIAL MEDIA INTEGRATION</br></br>* Level 1 – Information Dissemination</br>* Description</br>**Using platforms only to disseminate information.</br>*Advantages</br>**Organisations can control dissemination of their content on the channel and decide what content should be shared and when.</br>**Information with the public can be shared instantaneously, increasing your audience.</br>**Potential to reach a wider audience than other broadcast channels.</br>*Used for</br>**Warning and informing the public Campaigning</br>**Community Engagement</br>*Potential risks</br>**If organisations establish themselves as a trusted source, an organisation’s failure to maintain their channels may result in parts of the population being less informed.</br>*Platforms </br>**Twitter, Facebook, Linkedin, YouTube, Flickr</br></br>*Level 2 – Passive Monitoring</br>* Description </br>** Passive monitoring of social media content.</br>* Advantages</br>** Allows you to understand audience perceptions and opinions.</br>** Enables identification of key stakeholders/influencers in communities which can support message dissemination.</br>** Builds understanding of demographics for social media platforms.</br>* Used for</br>** Static monitoring for specific events to gather information and increase situational awareness.</br>** Evaluating impact of campaigns and messages. </br>** Assessing how your organisation is viewed by the public.</br>* Potential risks</br>** The purpose of social media engagement needs to be made clear to users, otherwise there could be a mismatch between their expectations and the service provided. </br>*** This is a reputational risk.</br>* Platforms </br>** Twitter, Facebook, YouTube, Flickr, LinkedIn</br></br>*Level 3 – Active Public Engagement</br>* Description</br>** Disseminating information and engaging in two-way communication with your audience (responding to questions, comments, etc).</br>* Advantages</br>** Makes an organisation more accessible and responsive to the public. </br>** Allows you to inform and shape public perceptions.</br>** Reducing the impact of misinformation through timely response to ill-informed comments.</br>* Used for</br>** Providing direct information/ advice for non-critical events. </br>** Seeking information from the public, e.g. eye-witness reports. </br>** Countering misinformation and rumours.</br>** Providing community reassurance.</br>* Potential risks</br>** It is essential to have clear guidelines on rules of engagement.</br>** Volume of information requests might be very high during certain situations so procedures need to be in place to deal with this.</br>* Platforms </br>** Twitter, Facebook, LinkedIn, YouTube, Flickr, Instagram</br></br></br></br>Please note: Previous edition available on the project's servers</br></br></br></br></br></br>Social Media platforms:</br>https://safetyinnovationcenter.sharepoint.com/:b:/r/sites/LINKS_shared/Freigegebene%20Dokumente/WP4/Guidelines/Guideline%20Documents/Working%20documents/Action%20cards/G07_Social%20Media%20Platforms%20to%20use_extrac_%20level2.pdf" contains invalid characters or is incomplete and therefore can cause unexpected results during a query or annotation process.
No
Facebook, Flickr, YouTube, Twitter, LinkedIn
