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. Find more at www.romduckworth.com

1. Lt. Rommie L. Duckworth, LP
Ridgefield Fire Department, CT
And MANAGEMENT

3. What is Social Media?

4. Where is Social Media?

5. Problems that we face:

6. The Solution

7. What do you need?

8.  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

9. 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

10. Identify Your Audience
• Community Leaders
• Business Leaders
• Agency Heads
• Government Reps
• Mutual Aid
• Shift Commanders
• Union Leaders
• PIOs

11. 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

12. 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

13. 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)

15. Facebook

16. Twitter

17. Professional Networks

18. Digital Images

20. Generate Content

21. Reaching Your Goals

23. Accelerate!

24. Analyze & Adjust!

25. Capitalize

26. Policies

27. The Shoebox of photos

33. Pre-Employment

38. • 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

41. 5 Steps to Policy Success

42. 10 Steps to Marketing Success