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Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly.

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Presentation on theme: "Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly."— Presentation transcript:

1 Social Media Use in the Irish Defence Forces Defence Forces Public Relations Branch PRESENTED BY Commandant Denis Hanly

2 Outline Why bother Where are we Planning Lessons learned & examples Dangers Take aways

3 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

4 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 Its our responsibility to explain what we do and why we do it to the Citizen through ALL means

5 Facebook – Irish Defence Forces (30k), Air Corps (6k), Navy (5k), DFTC (2K), Recruitment(5k) Twitter dfarchives (850) Where are we

6 Flickr photos, 5,672,000 views, 552 views average, most popular Blue Whales (12,918 views) YouTube videos, 1,515,500 views, most popular LTAV (254,650 views) Where are we

7 De-conflict traditional media and social media but one can lead to the other (social to traditional) Lessons Learned & Examples

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9 Mirror 13/09/12 Lessons Learned & Examples

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11 Sun 03/01/2013 Lessons Learned & Examples

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13 Indo 18/12/2012 Lessons Learned & Examples

14 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!

15 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

16 Troops and Overseas I missed you so much Daddy ! Mc

17 As in war – Timing is everything Leverage other events, dates, holidays to get attention Lessons Learned & Examples

18 8pm Christmas Eve 2012

19 6.30 pm Christmas Day 2012

20 Christmas 2012 Overseas DF Flickr X Mas Overseas Sets – Western Sahara, Bosnia & Congo

21 St Patricks Day 2012

22 Children's Referendum 2012

23 Times 09/11/2013 Star 09/11/2013 E Echo 10 /11/2013 Childrens Referendum 2012


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