Oct 24 2011
On Friday we attended Enterprise Ireland’s Social Media club #eismclub in EI’s Headquarters.
Two fantastic presentations from Captain Pat O’Connor, Spokesperson & Media Relations, Irish Defence Forces and Damien Mulley of Mulley Communications on how to create, roll out and manage your social media presence. As you can imagine for the defence forces this would be a tricky and sensitive area. How do you allow people to blog/tweet and socialise whilst protection national security interests and peoples public/private interests. Captain O’Connor spoke excellently about how they manage this balance. They defence forces have a very well thought out policy and process for publication of information. His presentation was open and he shared a great many valuable lessons with everyone in the room.
Damien spoke about how to manage your presence and policy -and the key elements you need to have in place for a successful social presence.
1. Very important to remember is that in today’s world a Tweet carries the same weight as a Press Release. Captain O’Connor spoke about how some of the defence forces tweets had reached the news before the officical press releases – so you need to be careful how and about what you tweet.
3. You should assign people as social media commentators and train them accordingly.
4. You should register your social media profile on all the various systems even if you don’t plan to use them. It can be an expensive and long process to get them back if someone cybersquats them.
5. Have an emergency response policy for social media. This is important to ensure you respond accordingly to manage situation. One company who had their database of clients “hacked” immediately sent out press releases about their “data breach”. This was picked up quickly by the search engines so discussions where about the “data breach” and not the “Hack”. This was a much softer message and a great PR win for them.
6. Finally ensure you tie your business strategy in with your social media strategy. Know your audience/customers, where they are (on what platforms), how they communicate and publish appropriate messages for them. Just like any offline marketing strategy you need to know the who, what, where and when of your messages.