How we use social media to communicate weather news

Transcription

1 How we use social media to communicate weather news The editorial met-team at METNorway WGCEF Norwegian Meteorological Institute

2 INSTAGRAM - SHARING PICTURES Weather photos, 2-3 times a week. FACEBOOK - EXPLANATIONS Articles, pictures and videos, 1-2 post daily. TWITTER - SHORT WEATHER NEWS All kind of weather information, several posts daily (8-12)

3 Out hashtags: #yrno #yrbilder

4 followers

5 How do we work together every day to serve all kinds of media?

6 The editorial team at MET Improve communication between meteorologists and the public. Improve collaboration between persons and departments at MET Norway. Communication advisor Meteorologist Meteorologist consultant Climate scientist TV forecaster (meteorologist)

7 Different responsibilities in the editorial team COMMUNICATION ADVISORS METEOROLOGISTS Editor/leader of what we publish, when and in which channels. Vocational training in social media, graphics and writing. Main responsibility for tweets and interviews with media. In charge of the weather content we share. METEOROLOGIST CONSULTANTS Main responsibility for the dialog with our users on social media and . CLIMATE SCIENTISTS Main responsibility for the climate content we share and the dialog with our users about climate.

8 Engagements (Twitter) since january 2016 The editorial team was established

9 Falcon A platform for managing several social media channels. 15 min 1 hour 3 hours 5 days

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11 Twitter is MET s most important channel for sharing weather news.

12 What is Twitter? Short texts: 140 characters (One or two sentences). Can add pictures, videos, gif. Used by journalists.

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14 weather and climate news, written by journalists weather tweets from the meteorologists

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17 Audience (Twitter) last three years (jan 2014-jan 2017) Lena Mons, Nina og Ole Urd og Vidar Jorun og Kyrre Petra Tor (Internal project about summer rain)

18 WEEKEND WEATHER The winner of the best weather this weekend is

19 OBSERVATIONS Temperatures in southeastern part of Norway a day in april.

20 SEVERE WEATHER Storm at the Norwegian coast, and lots of rain.

21 HEAVY SNOWFALL 50 cm in southern parts of Norway near the coast.

22 POLAR LOW Now you can follow the polar low with the long tail on the radar. It gives a lot of snow and wind.

23 Several media used the figure in articles.

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25 The eye of the storm over the island Bjørnøya.

26 Santa s Christmas route through Norway. Our most popular tweet!

27 Norwegian Public Roads Administration (one of our partners) It couldn t have been done better. Not just do they give us important and useful information in all kinds of channels, but the tweet of the year comes from the

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29 What kind of content do you want at Twitter? Weather right now Past weather Weather in a context Humour and funny tweets Satellite pictures and weather pictures Record tables Severe weather Videos of meteorologist explaining things Animations When the weather forecast at Yr is incorrect Uncertainty in the weather forecast Climate and climate changes Behind the scenes Local weather Other

30 At what time during the day do you want the information? Before 9 in the morning

31 Last question Why do we use resources on social media?

32 Five reasons why MET take social media seriously 1.To do our job and strengthen the role of the meteorologist a. Our most important task is to help to protect life and property. Without social media we cannot accomplish that. 2.The communication is effective a. One-to-many-communication. We can reach out quickly and effective to journalists and other followers 24/7. 3.To reach the the Norwegian audience in all ages a. We do no longer reach norwegians through traditional media. We have to meet our users where they are. 4.To control our own content a. We have the authority in Norway on weather, especially severe weather. We take responsibility for our own content. 5.To build our brand and still stay important a. A lot of studies show that when a business is more personal, informal and interact with their uses, it contributes to better impression of the business.

33 Made by Kamilla Pedersen, communication advisor MET Norwegian Meteorological Institute