Social Media To The Rescueby Patrick Chemali – Digital Media Expert

Risk Awareness Workshop

Limassol (Cyprus)

30 September - 1st October 2014

Outline

Choosing Your Social

Media Channel

Connecting To Your

Audience

Dos & Don’ts

Example1: Donner

Sang Compter

Example2:I am Alive

Choosing Your Social Media Channel

Choosing Your Social Media Channel

And a couple of others as well

Choosing Your Social Media ChannelFa

ceb

oo

k • Largest Audience Base

• Build Groups & Communities

• Disseminate Knowledge

• Variety of formats for content

• Young adults to middle aged audience

Inst

agra

m • Target youngsters and teens

• Speak their language through visual content

• Follow trends through hashtags

• Fast dissemination

You

Tub

e • Provide information through video demos and tutorials

• Very explicit and illustrative methodologies

• Potential for viral reach

• Wide audience

Twit

ter • Fast paced

communication

• Straight to the point for quick and efficient communication

• Follow trends through hashtags

• Reach early adopters of technology, activists & young people

Choosing Your Social Media Channel

Proactive(Prior to Crisis)

Reactive(Mid-Crisis)

Connecting To Your Audience

Connecting To Your Audience

POST&

LISTEN

Create Informational Content

Share Information From Other Sources

Invite your fans & followers to generate content themselves

Make your content Viral (consider using humor when appropriate)

Connecting To Your Audience: Generating Content

• Emergency Guides

• Infographics in your local language

• Locally Generated Statistics

Create Informational Content

• International news that impact your audience

• Latest studies

• Emergency broadcasts from other entities

Share Information From Other Sources

• Ask your audience to help you pick a slogan

• Gather information to assess public awareness

• Relay information from people on the ground during crisis

Invite your fans & followers to generate content

themselves

• Create information that people would want to share

• Use humor to relay the message if not in middle of crisis

• Use pop culture to make yourself better heardMake your content Viral

Connecting To Your Audience: Team Building

• Leads the social media activities

• Sets the tone and the strategy

• Analyzes the feedback & statistics

• Coordinates the offline-online efforts

Community Manager

• Receive Feedback from social Media Team

• Escalate issues to relevant parties

• Return feedback to Social Media Team

• Follow up offline to online requests

Escalation Contacts

• Provide valuable info by compiling data from multiple sources

• Can be a dedicated team or an ad hoc team created from elements from various areas of the organization

Research & Content

• Especially useful during crisis

• Allows faster live reporting from hot spots

• Coordinate through collaborative tools such as Google DocsAd Hoc VolunteersSAM

PLE

TEA

M S

TRU

CTU

RE

Connecting To Your Audience

Connecting To Your Audience

Dos & Don’ts

DOs

• Listen & Escalate

• Reply & Engage

• Adopt a positive tone

• Follow-up Offline

• Be Creative

• Connect your business value chain to your social media

DON’Ts

• Censor

• Patronize

• Defend

• Ignore

• Use your social media as a billboard

• Disappear for long periods

Example: Donner Sang Compter

“We, Donner Sang Compter, are a non-profit, non-governmental organization. Our mission is to promote and raise awareness about voluntary blood donation. In addition, DSC links potential donors to patients and organizes regular blood drives to eliminate shortages at the Lebanese hospitals.”

www.dsclebanon.org

DSCLEBANON

Example: Donner Sang Compter

www.dsclebanon.org

DSCLEBANON

Example: I am Alive

• Following recent terrorist explosions hitting the country

• Inspired by the difficulty of reaching and reassuring loved ones

• One tap solution to inform all your contacts on Twitter and Facebook that you are well (or if you need help)

Sandra Hassan

Example: I am Alive VIP

• No This is not a paid version of the application

• Tongue in Cheek poke at politicians

• Allows politicians to immediately tweet (often absurd) condemnation statements to recent events or explosions

Sandra Hassan

Final Recommendation