By Greg Barta
In the ever-evolving landscape of communication, social media has become a powerful tool for organizations to engage with the public. For the Orange County (CA) Fire Authority (OCFA), this digital realm serves as a platform for not just connection and engagement but education and safety awareness. In this article, we will highlight how our organization uses social media, our educational content creation, how we highlight diversity and innovation, how we measure engagement and impact, and finally, the future directions we see social media going.
Utilizing Multiple Platforms for Outreach
OCFA recognizes the diverse nature of its audience and employs a multi-platform approach, utilizing Instagram, Facebook, X (formerly Twitter), and other channels. Each platform serves a unique purpose, catering to various demographics and enabling OCFA to reach a broader community. By strategically using these platforms, OCFA can effectively disseminate crucial information on fire safety and prevention along with brand awareness and agency pride. Furthermore, each platform has specific optimal posting times to ensure the greatest reach across the target audience. We are mindful of attempting to post at optimal times, although this is not always possible due to real-time incidents or operational activity.
For us in the Los Angeles media market, X is the primary means of media being alerted to any incidents or events we have occurring. Both broadcast and print media monitor X 24/7, making it a valuable tool to keep our communities and media informed during major incidents such as brush fires, multi-alarm structure fires, and hazardous materials incidents, to name a few. The media corporations can utilize what we share on social media during their live broadcasts as well as on their social/online network.
Our goal during a major incident is to continuously produce accurate and timely information so that our communities remain informed and safe. For your organization, take a look at the community you serve and what your target demographic is. We serve approximately two million residents with diverse backgrounds throughout the 23 cities and unincorporated areas we protect. Likely, your service area is different and will have unique needs. Determine the best way to reach the communities you serve, but the three main social platforms—Facebook, Instagram, and X — are a good start.
Educational Content Creation
Our goal at OCFA is to educate the public through a variety of creative methods, all of which are shared via social media. One innovative approach we utilize involves incident footage to craft compelling content. Through these posts, we educate the ‘why’ behind firefighting techniques, showcasing real-life scenarios to highlight the critical decisions and actions taken by firefighters on scene. This “behind-the-scenes” perspective fosters a deeper understanding of firefighting operations among the public. This strategy also empowers us to deliver safety messages on the specific incident we are showcasing. Additionally, our organization annually produces new and compelling campaigns, press conferences, and infographics on various safety topics, all of which we share on social media. Our best advice is to use a similar approach with your organization. Highlight the day-to-day operations of your firefighters to humanize your agency, all while tying in safety messages to educate and keep your community safe.
Showcasing Diversity and Innovation
Beyond educational content, OCFA’s social media presence serves as a canvas to spotlight the diversity within the workforce as well as the communities we serve. By showcasing the varied roles and backgrounds of our team members, OCFA demonstrates inclusivity, inspires a new generation of future firefighters, and highlights the dedication of our diverse workforce.
Additionally, the organization employs creative and interactive campaigns to engage the public, making fire safety and awareness an enjoyable and accessible learning experience. One memorable example of this was during the World Cup. Our team developed a video with various members of our organization dribbling or passing a soccer ball, all the while we delivered safety messages and highlighted the various attributes of firefighters. Not only did we have a diverse group of members here at our organization featured in the video, but this was filmed all throughout our department, highlighting the various specialty sections we have (air ops, hazmat, technical rescue, swiftwater, etc.), thereby serving as a recruiting tool for anyone seeking a wide range of options in a fire service career.
We have also used various celebration days or months out of the year to highlight members of our team, from both the operations and professional side. Humanizing our personnel during these federally-designated cultural appreciation days or months allows the community we serve to connect with firefighters and professional staff while recruiting a new generation of employees who reflect the diverse region we serve. Try to identify some unique things in your organization and highlight them in similar ways. Also, use social media as an opportunity to highlight and recruit a diverse workforce.
Engagement and Impact
The impact of OCFA’s social media efforts resonates through increased awareness, engagement metrics, and positive public feedback. Stories of individuals taking proactive measures to prevent emergencies, inspired by OCFA’s educational content, underscore the tangible impact of our online initiatives. The community’s active participation and interaction with OCFA’s social media posts signify a growing understanding of fire safety and prevention protocols. We have various methods to track our social media engagement across all platforms. In fact, we have a means of generating a monetary value associated with what it would’ve cost for us to pay for advertising that we get through our own social media efforts. Our advice is to find a platform (we use Meltwater) that allows you to tangibly track engagement and impact, and couple that with positive stories you hear from the community you serve.
Future Directions
Looking ahead, OCFA remains committed to evolving its social media strategy. Plans include exploring new platforms, developing diverse content types, and initiating innovative campaigns to further educate and engage the public. As we at OCFA continue to harness the power of social media, the organization will reinforce its dedication to community safety and connection. Our advice is to analyze where you currently are in regard to social media. We are constantly evaluating our current practices and comparing that with numerous other agencies both in the public and private sector. We suggest you look at where you are and where you want to be. Employ other agencies as guides for “what right looks like.”
In conclusion, OCFA’s strategic use of social media stands as a testament to our commitment to public safety and education. Through a combination of informative content, diverse representation, and interactive engagement, OCFA leverages these digital platforms not just to inform but to empower and safeguard the community we serve. Our hope is you too can increase your ability to serve your communities through social media.
Greg Barta is a fire captain with the OCFA. He has been the agency’s public information officer for the last four years. The OCFA serves nearly 2 million residents from its 78 fire stations. Fore more information on the agency please visit www.ocfa.org.
