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.

1. Social Media
Strategy
From Emergency Communication to the Social Mob
#FLSECcon
@MistyMontano
9NEWS Digital Content Manager

2. Social Media Strategy
✦ A social media strategy that supports your
organization’s mission statement will set
your organization on the right path for
policies and plans for day-to-day operation
and crisis communication.
✦ Ask: Why are we using social media?
✦ Answers: Establish goals of using social media

3. Social Media Strategy
✦ Policy: Company & Employee
✦ Plan: Day-to-Day & Crisis Communication
✦ Platform: Social Networks & Your
Website
✦ People: Identified and Trained Employees

4. Social Media Strategy
✦ Don’t be fooled by fake photos
✦ Google Image Search:
https://www.google.com/imghp
✦ Tiny Eye: http://tineye.com/
✦ Upload image, or use image url
✦ Image url: right click “copy image link”
✦ Use key words to describe photo

5. Social Media: People
1. Identify Community Manager or Team
2. Determine Chain of Command
3. Provide training
4. Know if you have access to a Virtual Operations
Support Team

6. Social Media:
Networks
1. Determine which social network and digital tools that
will be used: Facebook, Twitter, Blog, Google+,
Instagram, Vine, Pinterest
2. Know how each network will be used
3. Know each networks T.O.S. - your FB page could be
deleted!
4. Make sure these are integrated into your Website,
mobile site, apps

7. Social Media: Policy
1. Goals & Purpose
2. Rules of Engagement
3. Database of organization’s social accounts,
passwords
4. Training Resources and Tips for using Social Media
well
5. Clear consequences for violating policy
6. Guide for using Social Media in a Crisis Plan

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. 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. Social Media: Plan
✦ Measure
✦ Facebook Insights,
Google Analytics,
Google Insights,
Twitonomy,
TweetReach, Row
Feeder, Crowdbooster
✦ Monitor & Listen
✦ Google Alerts, Twitter
Advanced Search,
Management Tools

11. Social Media: Plan
✦ Moderate
✦ Protect your community
✦ Set moderation levels
✦ Set T.O.S. for being a
part of the community

12. Social Media: Plan
✦ Engage & Participate
✦ Support marketing plan
✦ Consistent
✦ Ask & Direct
✦ Moderate & Participate
✦ Get Involved: Share,
Comment, ReTweet

13. Social Media: Plan
✦ Social Media for Emergency Communication
✦ Integrated Social Media: How will Social Media be used with your
traditional response plan?
✦ Make this plan known to news media: Send an email now and again
during initial response to breaking news situation
Lower North Fork Fire Integrated Social Media Eff

14. #LowerNorthForkFire
Integrated Social Media Effort
Integrated Social Media Effort
BLOG: Primary source
of information,
included Interactive
Google Map
TWITTER: Secondary
source of information
(is primary source when
blog not up and
running)

15. Social Media: Plan
✦ RESOURCES: Social Media for Emergency
Communication
✦ #SMEM: Social Media in Emergency Management:
Weekly chat, Friday’s at 12:30pm EST.
✦ #VSOT: Virtual Operations Support Team
✦ ThinkDisaster.com
✦ idisaster 2.0

16. Social Media: Plan
Social Media Crisis Response Plan
✦ Social Media Crisis Response Plan

17. Social Media: Plan
Social Media Crisis Response Plan
✦ Social Media Crisis Response Plan

18. Social Media: Plan
Social Media Crisis Response Plan
✦ Social Media Crisis Response Plan

19. Social Media: Plan
Social Media Crisis Response Plan
✦ Social Media Crisis Response Plan✦ Be ready. Prepare. Identify potential
threats.
✦ S.W.O.T.
✦ Strengths
✦ Weaknesses
✦ Opportunities
✦ Threats

20. Social Media: Plan
Social Media Crisis Response Plan
✦ Social Media Crisis Response Plan

21. Social Media:
Resources
✦ Slideshare.net
✦ 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. Social Media
Strategy
From Emergency Communication to the Social Mob
@MistyMontano
9NEWS Digital Content Manager