Aktuelle Vorgehensweisen mit der Social-Media-Kommunikation im Tourismussektors

Communicating on all channels: using social media for crisis and events

John Tomlinson

British Embassy Spain

Communicating on all channels

Using social media for crises and events

British Embassy (Madrid)

John Tomlinson

Graduate BA (Hons) in Economics & Public Policy

Worked at Virgin Atlantic Airways:

• Training and development

• Project and change management

Small commercial organisation in Spain:

• Operations and Communications Manager

UK Foreign and Commonwealth Office:

• British Vice-Consul /Deputy Head of Post in Alicante

• British Vice-Consul/Head of Consular Assistance in Madrid

• Network Project Manager for Southern European Consular Network

also freelance professional writer (English-language)

Social media at the British Embassy

Our objective is to engage with our customers, get our message across, and create a network for when we need it. How we try to do this … • Engage with our customers: depth before breadth • Build networks and advocates

• Ensure connected and consistent communications • Focus on the messages

• Build a brand

Building a brand

How do they find us

Social media: Facebook makes a difference

People respond to events on Twitter

Networks and advocacy

• Networks and advocates broaden our reach

• It’s too late to build a network in a crisis

Building a network

• Apps and widgets

• Engage on Facebook, follow on Twitter

• Go out to the customer

• Get involved on forums and other active sites

• Find the key players – work with them

• Help to promote others

• Keep relevant and regular

Media not magic

• Editorial control of the message • Must be consistent

• Requires human resources

• Opportunity to engage and break down barriers • Takes time to build audience – not a quick fix

The message

The audience

TV, radio, newspaper

Communication on all channels

Websites and Travel Advice

Facebook pages and Twitter feeds

Events can be planned ahead …

Who communicates

Local Consulate

Spain Mission

FCO London

• Consistent messages means coordinated process

• Speed is important, accuracy is more important

• Local professionals = local empowerment

Example process for Twitter

When a crisis breaks:

Acknowledge incident on @BritishAbroad and say, “travel advice being reviewed”. RT on

@foreignoffice and local Twitter channel.

When some concrete information is available and put up on a Post website, tweet on Post

channel, RT on @BritishAbroad and @foreignoffice

Monitor Twitter traffic on the emergency in two ways: firstly, for any direct message/replies to

FCO tweets and, secondly, to monitor other Twitter users’ comments and consider a need to

clarify/intervene in the discussion if facts/advice are wrong

@BritishAbroad to tweet links to relevant TA updates with changes related to the

emergency.

When re-tweeting other parties’ messages, make sure that the original source is clear in the

FCO message.

Summary

• Think long-term – it takes time!

• Engage with your audience – it takes effort!

• Build your network now – it’s too late when there’s a crisis

• Use networks, relationships and advocates

• Choose the right channel for the right audience for the right message

• Be connected, consistent and sustain it