Strategic Communication in the Digital Age

Learn about strategic communication uses for social media in fire service communications and community engagement on this episode of WFCA’s Fire Headlines Podcast.

In this episode, Samantha Didion is joined by Chief Ken Kehmna and Erica Ray, Information Specialist at Santa Clara County Fire Department, to discuss the evolving role of social media in fire service communications. Erica shares her journey with Chief Kehmna, highlighting the importance of using social media for day-to-day engagement to build a robust audience for crisis communications. They also delve into the value of having a dedicated and experienced social media manager who can drive strategic communications and enhance the department’s relationship with the community.

The Evolving Role of Social Media in Fire Service Communications

Social media has become an indispensable tool for fire service agencies, moving beyond its initial role as a platform for crisis communications. Today, departments use social media for daily engagement with the community, building trust, and sharing essential safety information. By creating content that resonates with the public, fire service agencies can establish themselves as trusted sources of information, ultimately enhancing their effectiveness when emergencies arise. Erica Ray emphasizes the need for consistent, proactive messaging to ensure the community knows where to turn when critical updates are needed.

Building Strong Community Relationships Through Engagement

Before a crisis even occurs, fire departments should focus on building solid relationships with their communities. Regular interactions and valuable content foster a sense of connection and trust, which becomes critical when quick, decisive communication is needed during emergencies. By strategically using social media platforms like Facebook, Instagram, and Nextdoor, departments can reach diverse audiences, communicate critical safety information, and increase visibility. The conversation also explored how broader campaigns like National Preparedness Month and Fire Prevention Month are ideal opportunities to reinforce these connections.

The Benefits of a Dedicated and Experienced Social Media Manager

Managing social media for a fire department is complex and multifaceted, requiring a deep understanding of public safety and strategic communications. Erica Ray and Chief Ken Kehmna highlight the value of having a trained, experienced professional overseeing social media efforts. This individual can craft messages tailored to different platforms, handle crisis communications effectively, and contribute to the overall organizational strategy. As the discussion illustrates, investing in a dedicated social media manager yields a significant return on investment, benefiting the department and the community it serves.

Challenges and Best Practices for Fire Department Social Media Use

While social media presents many opportunities for fire departments, it also comes with unique challenges. Navigating diverse platforms, staying current with ever-changing trends, and avoiding potential pitfalls like misinformation or unintentional controversies are all part of the job. Successful social media management requires careful planning, a keen understanding of the audience, and the ability to respond to emerging issues quickly. Social media should be integrated into decision-making processes to support broader organizational goals, ensuring that communications are aligned with the department’s strategic objectives.

You can email Fire Headlines at [email protected].

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