Have you analyzed how effective you are getting out your department’s message to those who need it the most? If you don’t believe in social media, please just give me a chance to explain, because I don’t blame you.
Social media had to grow on me. I believe that had to do with seeing people post that they were doing laundry or taking the dog for a walk or other information that had no bearing on me. What I learned—and now teach—is that social media is a gateway to a department’s audience, and departments are missing out if they don’t use this valuable tool.
Reach and perception
When I teach social media, I commonly am told that not all people are on social media, particularly the older population. What I want you to consider is that many members of the families of those older residents are on social media, and they can share a department’s information with their older relatives. Yes, local newspapers, radio stations and local cable access channels love to share fire department information, and that information is being read, heard and watched by more of that audience that isn’t on social media. However, social media is another vehicle that transports a department’s information to many other forms of communication. Every time that my department sends information and programs about our seniors, that information is shared by our town’s Council on Aging.
In the past, departments were forced to contact every newspaper and radio and TV station when they needed to get out their message. With social media, this no longer is necessary. In my department, we strictly use social media to get messages to the public as well as to the media. It streamlined and sped up the informational process. (It is extremely effective for a department, such as mine, where we are short-staffed already.) We send out a photo and basic information on multiple social media platforms. This allows the media to contact us for a follow up, or they are able to do something directly from our social media post. Most times, they share our social media content directly with their audience via a retweet or a share.
Social media is one of the most effective tools that a department has to enhance the perception of the department. It is an avenue to engage the community, and it allows getting out the message not only for external customers but also for internal customers, often via the same post: As much as departments need to educate the public and city/town officials, the same goes for your firefighters. Recognition of firefighters for the job that they do is a great morale boost, particularly when it comes to volunteer departments. People expect information now. They aren’t interested in waiting. We live in a digital world. Through social media, departments can send out their own news and aren’t limited to space in a newspaper or waiting for a slow news day to get local TV coverage.
Images—and image
Photos can cause problems. We are seeing this all over the internet. Photos of firefighters who are posing during house fires or some other emergency aren’t appropriate. If a department takes photos on scene, they should show what firefighters do. These types of photos educate. Take the time to learn how to take pictures that benefit your customers.
We all know that when stories by outside entities are published, they aren’t always as we hoped that they would be. Social media allows you to use your words and your images to talk about your department. It affords a chance to educate customers and promote the department. That said, people’s time is valuable and limited, so you want to make the most out of every post. Don’t miss any opportunity!
