1. 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

2. Communicating on all channels
Using social media for crises and events

3. 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)

4. 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

5. Building a brand

6. How do they find us

7. Social media: Facebook makes a difference

8. People respond to events on Twitter

9. Networks and advocacy
• Networks and advocates broaden our reach
• It’s too late to build a network in a crisis

10. 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

11. Media not magic
TV, radio,
The newspaper The
message audience
• 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

12. Communication on all channels

13. Websites and Travel Advice

14. Facebook pages and Twitter feeds

15. Events can be planned ahead …

16. Who communicates
• Consistent messages means coordinated process
• Speed is important, accuracy is more important
• Local professionals = local empowerment
FCO London
Spain Mission
Local Consulate

17. 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.

18. 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