3. Social Media Policy
Objectives
1. To reach a wider audience
2. To interact with and seek input from stakeholders
3. Be proactive
4. Improve customer service
5. Build a greater online profile
6. Build a community around food safety
Š FSAI
4. Objective no. 1
⢠To reach a wider audience
âŚâŚâŚâŚâŚâŚ.through social media
Š FSAI
5. Social media: Just another way of
getting in contact with us âŚ.
Communication channels available:
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Advice line
Media
Email
Exhibitions
Publications
Seminars
Website
YouTube
facebook
Š FSAI
7. Why
?
⢠Facebook has 500 million active users in the world
⢠1.83 million users are Irish
⢠More than 20 million people become fans of pages
each day
⢠Almost 85% of the Irish online population are now
using Facebook regularly
Š FSAI
8. Facebook Demographics Ireland
⢠25+ segment is the fastest growing segment of
the Irish audience
⢠56% of IRISH facebook users are female
⢠44% male
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33% of users are in the 25-34 age group
⢠33%, 29% and 25% groups are our target
audience i.e. food business owners, students
studying food science, culinary arts etc.
Š FSAI
9. Whoâs looking at the FSAI facebook
page specifically?
Statistics taken from FSAI facebook page 13.03.11
Statistics taken from FSAI facebook page 13.03.11
⢠Most of the FSAI facebook page users are from the 25-34 and 35-44 age
groups. This is good news for us!
⢠Not targeting 13-17 year olds
Š FSAI
11. 404...
Statistics taken from FSAI facebook page 13.03.11
... the total number of people who have âlikedâ our page since we
set it up on 12.05.10
From that figure:
⢠373 of those use facebook in general on a monthly basis
⢠256 of those use facebook in general on a weekly basis
Out of 404:
⢠317 people from /living in Ireland âlikeâ our page
⢠257 Dublin
⢠12 Cork
⢠11 Mullingar
⢠37 users have chosen not specify which county theyâre from.
Š FSAI
12. Rest of the world...
Statistics taken from FSAI facebook page 13.03.11
Š FSAI
14. Pictures...
⢠Adding pictures to your facebook posting draws
attention.
⢠Users generally have lots of posts appear on their own
wall everyday.
⢠Using an interesting picture means youâve got some
chance of them clicking on your post.
Š FSAI
15. The social media team...
PJ Patrick G Elaine Jane Clodagh Helen
Edel Miriam Judith OâC Noeleen Emma
â˘Team members from various divisions
â˘Regular brainstorming sessions
â˘Each member brings something valuable to the table
Š FSAI
16. Ideas for facebook and You
Tube, where do they come from?
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Competitions
Whatâs current
Interviews with staff members
Food alerts
Allergen alerts
Enforcement orders
FAQ Friday
Š FSAI
19. The following day we answer the
question.....
â˘Direct them to our website- often a lot of information to give
â˘With Twitter youâre only allowed to use 140 characters
Š FSAI
21. Twitter...
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Too fast paced- up to the minute updates
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We are trying to create a relationship with our stakeholders through
social media and youâd never build a good marriage through texting
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For us facebook is like a marriage, you are in it for the long haul
whereas with twitter itâs like a teenage summer romance, full on for the
summer and forgotten about in September
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We will use Twitter if we find ourselves in a similar situation to the
dioxin crisis in 2008 or another big outbreak
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Twitter was invaluable to Irish Rail commuters during the cold snap
Š FSAI
22. However, we are being talked about
on TwitterâŚ.
â˘A compliment from one of our advice line callers
Š FSAI
Iâll go through each individual objective and give you an example of how we are meeting them.
We wanted to give people another way of getting in contact with us and interacting with usEmailExhibitionsNewsletter
Advice line, seminar,
You can see some of our stakeholders here
So, why facebook ?
If we were Jedward weâd be gutted about our stats.
....and 404 of those users âlikeâ the FSAI page (stats taken from our page 13.03.11, 12 days ago). Just checked this morning and we now have 436 likes which is brilliant.
Stats taken from FSAI facebook page (this is an example) they change all the time.But looking at these figures here you can see here that we need to reach a wider audience nationwide. Not just Dublin.
You can see where the rest of the users who âlikeâ our page hale from and even the language they speak. Our 3 âlikesâ from BH came to visit the FSAI back in (insert month). This shows you how we have made connections with people all over the world who can benefit from our expertise and knowledge and vice versa
You might recognize some of these social media avatars (new word, explain) and profile pictures from our facebook page. Four standard pics. What do we use them for?
For example if someone likes our page our post will appear alongside postings from their friends other companies postingsCompare to article in a newspaper with an interesting photo.Weâre almost trying to compete and weâve got to make our posts appealing....and thatâs where the social media team come into play....
Members of the team are from various divisions in the FSAI.Each member brings something valuable to the table. Brainstorming sessions regularly. Last year we invited other members of staff to join in on one of our brainstorming sessions.
Hereâs just a few of the ideas that came from that session and from our monthly meetings. .Competitions, win a Safe Catering pack at exhibitions, SHOP, CATEX.Interviews with staff members .Food alerts.Allergen alerts.Competitions.Enforcement orders.FAQ Friday (example on next page of what it will look like when we start to run it) We will give the FAQ with the answer. Any ideas let us know.Take an FAQ from the web
This is a post we put up in Jan. unlike FAQ Friday we didnât give the answer for a while
Sometimes we donât answer the question until the following day, by doing this the topic itself creates info sharing amongst the users
Leave facebook and move on to Twitter, another social network.
Ronan Keating is on Twitter so why arenât we?Too fast paced- up to the minute updates. We are trying to create a relationship with our stakeholders and youâd never build a good marriage through textingFor us facebook is like a marriage, you are in it for the long haul with twitter itâs like a teenage summer romance, full on for the summer and forgotten about in Sept.Iâm not knocking teenage summer romance are they are vitally important in growing up. We will use Twitter if we find ourselves in a similar situation to the dioxin crisis in 2008 or another big outbreak. With Irish Rail Twitter was invaluable to commuters during the cold snap.
Weâre not knocking teenage summerromances, they are vitally important in growing up.
Sometimes we scan/search through twitter to see whoâs talking about us as an organisation. Hereâs an example of what we found- a compliment from one of our advice line callers. So who were they talking about? Clodagh!
For example, Anne-Marie and Sharon have just started discussion board on facebook. This means that people who have done our Food Safety and You training courses, other training courses or thinking about doing a training course can use the âdiscussionsâ section of our facebook page as a forum. Anne-Marie and Sharon will be answering questions and giving advice, it will be posted on the wall. This will hopefully help cut down on emails and duplicate queries into the training inbox, a question will only have to be answered once as everyone who views the forum will be able see the reply.
We met this by setting up fsaiTv on You TubeYou Tube is the second biggest search engine in the world. Google no. 1 and Yahoo is no.3. People use You Tube to find out how to do different things. Such as: How to change a tyre on your car, put GHD curls in your hair...the list is endless.
Friendly faces of the FSAI. Weâre hoping stakeholders/users will find this helpful.PJ has also put these links on our website and weâve put them up on facebook, so we are connecting all our communications channels together.For exmaple Noeleen has had almost 200 hits
Itâs taken us almost a year to build a social media profile and weâve made a go at all of our objectives but this is just the beginning. The âSMWâ world is exciting and innovative and weâve got to keep going.