It’s been a busy year at the FWC! Here’s what I’ve been up to. In the latest edition of FWRI’s quarterly newsletter, I was featured in the staff spotlight video series. As a social media coordinator, I’m usually the one behind the camera. This was a perfect opportunity to educate staff throughout the agency about my job and the important role social media plays in our outreach efforts at the institute. I’ve learned so much about Florida’s natural resources over the last four years, and it’s rewarding to be able to share this knowledge with a community of people who are equally passionate about fish and wildlife research and conservation. Thank you to everyone who continues to support our mission.
As any public relations professional will tell you, strategy, calculation and precision are ingredients guiding every decision that is made during a communications campaign. SMART (Specific, Measurable, Achievable, Realistic, and Time-bound) goals are set, objectives are established and tactics are identified to show how these goals and objectives will be accomplished throughout the duration of the campaign. A well established communications plan will help guide your efforts throughout the campaign, and a similar plan will also help achieve success using Facebook Live, the social media giant’s live streaming video feature. Facebook Live is now available to all Facebook users, pages and brands, and it’s important for social media coordinators and managers to develop a “Standard Operating Procedure” to help your organization remain consistent, efficient and prepared as you begin using Facebook Live to promote your brand.
The FWC Fish and Wildlife Research Institute has been exploring Facebook Live and discussing its potential benefits for promoting fish and wildlife research throughout the state of Florida. As the social media coordinator for the institute, I led efforts to create a framework for Facebook Live as it relates to the overall social media strategy for our brand. Over the past two years we’ve implemented more video into our content plan, and live video offers another exciting avenue to engage our audience in unique and interesting ways. To help other organizations that are making the leap into live video, I’ve included our new communication plan specific to Facebook Live. Instead of going in with guns blazing, we’re building a road map to help us effectively use Facebook Live as a vital brand building tool for years to come.
Facebook Live – Communications Plan for the FWC Fish and Wildlife Research Institute
Facebook Live lets people, public figures and pages share live video with their followers and friends on Facebook. This feature allows fans to connect with a page in real time by commenting, sharing, liking or reacting to a video as it’s being broadcast live. More information about this feature can be found on Facebook’s website: https://live.fb.com/about/
Before broadcasting live video on Facebook, a content and filming plan needs to be discussed, reviewed and approved by the section leader, field biologists and partners involved. Below is a list of steps that will be completed prior to a live broadcast:
- Identify and discuss reasons for wanting to do a live video and what the pros and cons will be.
- Describe what information will be included in the video and set the tone, style and structure of it. It could be a Q&A with a biologist, how-to videos, fish and wildlife workups, wildlife releases or other field/lab work happening in a controlled environment.
- Determine what you want the viewer to take away from the live video. Will it be purely informative, or is there a citizen science angle we can take? Is a call to action needed to engage the audience and encourage them to actively participate?
- Set objectives for the video and identify goals that will need to be met to accomplish these objectives.
- Create a loose timeline for the video. This ensures there is no confusion while the broadcast is live and everyone is on the same page while filming. Have an idea of how long the video will be prior to going live and try to keep it between 5-10 minutes. A plan shows viewers that we are prepared, but it’s okay to improvise and be as professional, helpful and responsive as possible based on what is happening in real time.
- Discuss potential problems that may arise during the live broadcast and develop solutions to address these problems.
- Develop social media content to promote live video opportunities prior to the broadcast. This could consist of short Facebook text posts, tweets, Instagram content in the hours or days leading up to a scheduled live broadcast. This builds awareness and anticipation for the broadcast and will encourage our audience to watch live at a certain date and time.
Constants – These components will be included in every live video we do
- Intro: Biologist(s) will begin the video by stating their name, position, field of study and mention the FWC Fish and Wildlife Research Institute so each live video remains consistent in structure.
- At least one biologist will be required to be on camera to discuss the research project and field work being completed that day. The biologist(s) should be present to answer questions from the public and go into further detail about the project if needed. The Q&A portion of the broadcast will be discussed during the planning stage to determine whether we will take live questions.
- A short summary of the study to begin the live video will give the viewer a better understanding of the scope of the research, why it’s important and how the fieldwork is being done.
- Time and location will be included in the intro to give the viewer a better sense of where and when the live broadcast is taking place. The 5 W’s (Who, What, Where, When, Why) is important to cover in each video because after the live stream ends, a copy of the video is saved to our timeline and can be viewed hours, days, months or years after the live broadcast has ended.
- Outro: Sign off each video by thanking the viewers for tuning in. Depending on event, provide info on wildlife alert hotline, call to action, safety tips, etc. Based on time constraints and the availability of the researcher, the broadcast may continue for a short period of time to answer questions from the public during the live stream. Say hello to commenters by name; the audience responds well to their questions being answered live. Encourage viewers to also leave written comments or questions so they can be addressed after the live stream concludes.
- The live broadcast will need to be filmed using a smartphone with IOS or Android operating systems.
- From Facebook: “Check the app to make sure that you have a strong signal before going live. WiFi tends to work best, but if you can’t find a nearby network, you’ll want a 4G connection. If you have weak signal, the ‘Go Live’ button will be grayed out.”
- One person from the communications office will be using a mobile phone to record the live video. This person can also serve as the “host” or “liason” between the viewers and the researcher(s). Someone in this role may ask the researcher questions, take questions from viewers and help facilitate the broadcast from start to finish. In other cases, the camera person will not need to actively participate in the video and will remain behind the scenes while the researcher(s) is on camera. Filming plans will be determined on a case by case basis.
- Briefly run over the filming/content plan with staff prior to broadcast as a refresher.
- Film the live broadcast, following the content plan and timeline as a general guide. There will be no script to make these videos as organic and natural as possible.
- Ask viewers to subscribe to live notifications at the conclusion of the broadcast. Remind your audience that they can tap on the Follow button on live videos and videos that were live so that they can get notifications the next time we go live.
- Discuss live video efforts with communications staff and researchers to try and improve the process for future broadcasts.
- Ask for feedback from all parties involved to gain a better idea of what worked well and what needs to be fixed. Our overall strategy with Facebook Live will change and improve as the trial and error phase progresses.
- Brainstorm ideas for future videos and determine how often broadcasts should be held.
- ·Study organizations, companies and partners using live video to keep up with best practices, new features and updates as technology advances. Closely following other pages and their live video efforts allows us to discover new and interesting ways to promote our research using Facebook Live.
This is no ordinary panther. It traveled the world in less than a week, but how did it do it? The Florida panther has a limited home range (South/Central Florida), it can’t swim across the world’s major oceans and it would be physically impossible for this endangered feline to accomplish such a bold feat. It traveled the world alright, and its inspiring journey began on social media. For being such an elusive animal, it could not escape the spotlight any longer when it made a decision to visit the porch of Phil Hendra’s father, who lives in Fort Myers, Florida. This incredible photo was taken, we shared the story on our Facebook page and the rest is internet history.
I first encountered this photo on Facebook in late March, and there was misinformation spreading across social media concerning where the panther was sighted. The story had legs by the time I got to it, and over 2,000 people had already shared a Facebook post with incorrect sighting information. I had to be proactive in this moment or we would quickly lose our ability to control the message and release correct sighting information on behalf of the agency. I contacted Florida Fish and Wildlife Conservation Commission (FWC) panther biologists, who confirmed the sighting location to be in Fort Myers and not in Hillsborough and Pinellas counties as some local news outlets had reported. Our biologists put me in contact with Phil Hendra, the man who saw the panther on his father’s porch and took the candid photo. Mr. Hendra gave me permission to share his image on our Facebook page, and he also provided more details about the sighting and talked about his experience at great length. Everything fell into place that day, and I spent the rest of the afternoon fact checking, gathering additional information and obtaining quotes to include in my draft. I was inspired after hearing about Phil’s experience with our state animal, I knew I had an obligation to share his “once in a lifetime” encounter with the world. Little did I know, this photogenic porch panther from Southwest Florida would make it half way across the globe in a matter of hours.
Stories like this only come around so often, but I could not let my excitement cloud my judgement. There were potential issues that needed to be addressed before deciding to go public. Will there be public safety concerns among local residents once they find out a panther is roaming their neighborhood? Does this photo highlight a failure of the FWC to properly manage this species in the first place? Will this content encourage people to actively seek out the panther and try to harm it? I had my doubts when deciding to move forward with the story, but in the end I determined the pros outweighed the cons. It brought national attention to an endangered species that desperately needed it. It also sparked an important discussion about habitat loss, which caused a near extinction of the species years ago and continues to be a problem today. At this rate, it’s only a matter of time before we completely wipe out the only remaining habitat the Florida panther has left. Human-panther encounters are a direct result of this habitat loss, and the image spoke louder than anything I could put into words. Thousands of users made “here kitty kitty” jokes and responded to the photo in a playful manner, but many others came to the realization that it could mean life or death for this panther or the species entirely.
As with any trending or viral story on social media, it faded quicker than it arrived. Local, state and national news outlets covered the story for their own editorial reasons. It was a unique picture to most, to others it made for a catchy headline, but it undoubtedly became the symbol of a larger issue that may be too late to fix. It’s any social media manager’s dream to receive as much press and attention as we did during that time, and our brand reaped the benefits as a result. If you have a great story to tell and your heart is fully behind a cause or client, don’t let anything stand in your way. Not even a panther.
Arby’s made national headlines this week, and it was not for their delicious curly fries. A Pembroke Pines (Florida) restaurant employee refused to serve a police officer at a drive through, and the Pembroke Pines Police Chief did not take kindly to that news. The chief contacted Arby’s corporate executives directly and demanded an apology. Arby’s issued a public statement and apologized for the employee’s actions, but from a public relations perspective that’s like putting a band-aid on a broken window. Arby’s needs a lesson in crisis communications, and from observing the way they handled this situation it’s clear their public relations team was blindsided by this unexpected event. The online community is threatening to boycott their brand, and the company has done very little to assure customers that the issue is being resolved.
This story has spread like wildfire on social media, and from what I’ve observed the company is being more reactive than proactive with their communications efforts. Arby’s hasn’t made a post on their Facebook page since August 29, and at the very least they could have issued a statement on social media explaining the situation, apologizing and offering ways to alleviate the situation. Was the employee fired? What is being done about it? Why should we ever eat at Arby’s again? The company is keeping the public in the dark when they should be acting as transparent and honest as possible. More proactive steps are necessary to educate and inform the public, but instead they’ve allowed the media and their own customer base to dominate the discussions that are happening across social media. Right now Arby’s is more interested in promoting their new “sliders” on all of their social media channels instead of doing some much needed damage control.
Corporations are not invincible. There comes a time when a brand will come under fire when they least expect it, and a crisis communications plan needs to be in place for trying times like this. The power of the web should not be underestimated. In less than 24 hours the entire nation caught wind of this story. A simple interaction between a fast food worker and a police officer is now threatening to tear apart a well-established brand, and the company expects this to just blow over. The internet never forgets, and with how much cops like fast food Arby’s is also in jeopardy of losing a large percentage of their customers.
“All Cops Eat Free for a Day” would be a simple campaign Arby’s could start to earn back the trust of the public. A simple statement will not cut it. A call to the police chief is not sufficient. This story has legs, and right now it’s outrunning the Arby’s brand in every possible way.
One of the best perks of my job is working in a location that is teeming with wildlife. The Fish and Wildlife Research Institute is located on Bayboro Harbor in downtown St. Petersburg, and each day we have a unique opportunity to witness something special. On my lunch break a few weeks ago, I was observing schools of tarpon rolling over the calm waters of the harbor when a bottlenose dolphin approached the seawall near our building in search of a quick lunch. The dolphin provided a solid 10 minutes of entertainment while chasing fish and playing hide and seek with its prey. A few of my coworkers were there to see it, and it was certainly a unique experience for all of us. We often find great stories when we least expect it, and having the freedom to grab a camera (or my phone in this case) and escape the confines of my desk is one of the best parts of my job. Seeing a dolphin in the wild is much more rewarding than seeing one behind glass, and I hope everyone has an opportunity to experience what we did that day.
The social media landscape has become so saturated that communications professionals are struggling to keep up with the latest trends. Facebook sat atop the iron throne for quite some time, Twitter experienced rapid growth during its golden years and life was cozy for the few major players enjoying the view from a relatively quiet social media summit during the mid-2000s.
Fast forward to 2015, and now I have coworkers asking what “a snapchat” is and how “the vine” works. If you so much as blink, you will be swept up in this fast paced social media shit storm. In less than five years, Instagram exploded in popularity and is slowly strangling a competitive field once dominated by its owner (Facebook). YouTube is a video behemoth, and there doesn’t seem to be any website that can rival its superiority. Google owns it, and with their money, resources and creative direction it’s hard to imagine Vimeo or Hulu making any push to challenge the tube. Apps like Vine and Snapchat offer short form video storytelling, and a handful of brands have found success using these tools. From how-to videos on Vine (Lowes) to stop motion animation, it will be interesting to see how brands continue to reach younger audiences and create compelling content. Telling a story in six seconds is an art form in and of itself. I continue to be amazed at the creative process behind the amazing Vines being shared on a daily basis.
The best part is, brands will seek out influencers to create content for them! Every social media platform has its poster boys and girls, and brands are leveraging these influencers to reach new audiences looking for content that is genuine and not coming from the mouth of a money-hungry marketer.
Today’s social media lineup is so deep it feels like a new platform is sprouting up every week. Periscope is an app I’ve been keeping a close eye on. Twitter bought it in March for a cool $100 million, just like it bought out Vine in 2012. I don’t mean to stray off topic, but something tells me that Twitter is struggling to remain relevant. It is a social network that is here to stay, but the decline in the number of monthly active users is little concerning. However, no service can match Twitter in the realm of breaking news. The public controls the message, we’re empowered as our own reporters and news breaks on Twitter before traditional media outlets even have a chance to turn their cameras on. Let’s get back to Periscope. It’s a live video streaming service, and in its infancy it appears to have a lot of potential. Journalists are using it to cover live events and breaking news, politicians and other organizations are live streaming speeches and other notable talks and the general public is live streaming pay-per-view boxing matches and Game of Thrones episodes. What a time to be alive.
LinkedIn is a toss up for most brands, but if anything use it to build your personal brand. Employers want to see that you’re active on social media, and LinkedIn provides an outlet to showcase your career history and accomplishments. Flickr will always be a hub for more professional leaning photographers. It lacks in social where Instagram thrives, but Flickr is not trying to be an Instagram. It’s an image hosting site that has a traditional leaning audience, much like it’s parent company Yahoo. Times changed quickly for companies like AOL, Yahoo and Digg. They lost their competitive edge, their products became obsolete and now they’re playing catch up in a race they had no business competing in.
At the end of the day, it comes down to quality content. Satisfy a need, make someone laugh, make someone cry. Be genuine. Remain transparent, and remember that the audience always comes first. Social media is a part of our culture. It’s our generation’s printing press, and it has revolutionized the world we live in. In my own little world, I’m lucky enough to say that it’s my job.
It’s been over a year since my last entry, but for good reason! I’ve been working as a social media coordinator for almost two years now, building an online brand and reputation that has thrived since my humble start at the Fish and Wildlife Research Institute in August 2013. A job in social media may sound fun to most since it’s something we all use on a daily basis, but it takes an incredible amount of hard work, dedication, planning and strategy to manage social media for a company or organization. I’ve been fortunate enough to promote the great research being done at the institute via Facebook, Twitter, YouTube, Flickr and Instagram, and the most rewarding part of it all is getting to learn about Florida’s natural environment and the many fascinating marine science and research projects happening around the state. I’m learning something new everyday, and the knowledge I’ve gained over the last year and a half is something I never could have never imagined when I first started in this position.
One thing I’ve come to find out while immersed in a social media career is that the media no longer relies on the traditional news release for ideas and story leads. Reporters now have the luxury of scanning social media sites for story ideas, and the PR industry has benefited by reaching the media via different channels. On the institute’s Facebook page, print reporters and local, state and national television news stations track our content on a weekly basis, and our stories have gone viral from news outlets picking them up directly from our social media channels. As our audience has grown larger, we’ve become more aware that the general public is not our only target audience. Technology and the rise of social media has transformed the PR industry for the better, and it’s given us an opportunity to foster trust and good will with not only the public but with members of the media. The news release will always be a staple in our profession, but social media gives PR pros another avenue for reaching reporters at the right time, with the right message and on the right medium.
Social media is here to stay, and public relations professionals need to begin identifying how it can be best leveraged to achieve important communications goals for a client, company or organization.