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Transcript of Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY...
![Page 1: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/1.jpg)
Social Media Use in the Irish Defence
ForcesDefence Forces Public Relations Branch
PRESENTED BY
Commandant Denis Hanly
![Page 2: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/2.jpg)
Outline
• Why bother• Where are we• Planning• Lessons learned & examples• Dangers• Take aways
![Page 3: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/3.jpg)
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
![Page 4: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/4.jpg)
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
![Page 5: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/5.jpg)
• 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
![Page 6: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/6.jpg)
• 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
![Page 7: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/7.jpg)
De-conflict traditional media and social media but one can lead to the other (social to traditional)
Lessons Learned & Examples
![Page 8: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/8.jpg)
Lessons Learned & Examples
![Page 9: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/9.jpg)
Mirror 13/09/12
Lessons Learned & Examples
![Page 10: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/10.jpg)
Lessons Learned & Examples
![Page 11: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/11.jpg)
Sun 03/01/2013
Lessons Learned & Examples
![Page 12: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/12.jpg)
Lessons Learned & Examples
![Page 13: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/13.jpg)
Indo 18/12/2012
Lessons Learned & Examples
![Page 14: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/14.jpg)
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!
![Page 15: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/15.jpg)
• 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
![Page 16: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/16.jpg)
Troops and Overseas
• “I missed you so much Daddy !”
http://www.youtube.com/watch?v=ww3IouNuhMc
![Page 17: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/17.jpg)
• As in war – Timing is everything
• Leverage other events, dates, holidays to get attention
Lessons Learned & Examples
![Page 18: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/18.jpg)
8pm Christmas Eve 2012
![Page 19: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/19.jpg)
6.30 pm Christmas Day 2012
![Page 20: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/20.jpg)
Christmas 2012 Overseas
DF Flickr X Mas Overseas Sets – Western Sahara, Bosnia & Congo
![Page 21: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/21.jpg)
St Patricks Day 2012
![Page 22: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/22.jpg)
Children's Referendum 2012
![Page 23: Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.](https://reader036.fdocuments.us/reader036/viewer/2022081512/5515239d55034673228b51c2/html5/thumbnails/23.jpg)
Times 09/11/2013
Star 09/11/2013
E Echo 10 /11/2013
Childrens Referendum 2012