During the recent extreme weather when the whole country was effectively shut down, we all had plenty of time to check our social media updates to see how each pocket of the country was faring out.
The “stories” came thick and fast like the snowfall, and one story-line in particular that caught my attention came from Irish Rail.
The teams from the state rail service had clearly been told to take out their mobile phones and capture the different work that was being carried out, with these being quickly shared on their various social media channels along with a clever narrative.
These posts complete with the hashtag #OrangeArmy (a very clever way of referring to their team in the field donning their orange reflective jackets) painted their teams as heroes, braving the harshest elements to get the country on their journeys back home or wherever they needed to get to.
As expected there was lots of interaction with the general public who were checking the Irish Rail social media account to get updates about the rail service and were seeing these clever posts.
The media even picked up on this and wrote about the fantastic work that was done by the Irish Rail team at this time – it probably makes a pleasant change!
While this was a clever way of demonstrating the hidden work that most of us never see it was also a brilliant way of involving their team and motivating them: “We appreciate what you do for us, it’s important”
All of this is a brilliant example of how best to use your social media platforms.
These are perfect behind the scenes stories, that while valuable for your “brand” are nearly impossible to share on your website, in an advert or on a newsletter.
Instead of using your social media as another place to repeat your promotional activity, try to use it to tell those other unseen stories and let people get to know you better, your personality, your ethos and your beliefs.
If Irish Rail never shared these “Orange Army” stories we would never know, but they did and now we think they are heroes…
Be clever with your social media, don’t be shy and let people get to know you better.
Tags: Cork, Dublin, Fuzion Communications, Greg Canty, ireland, Irish Rail, social media consultancy
Greg Canty Fuzion Blog 
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