ASN activity on social media. Mr Emmanuel Bouchot French Nuclear Safety Authority (ASN)
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1 ASN activity on social media Mr Emmanuel Bouchot French Nuclear Safety Authority (ASN) 1
2 ASN activity on social media ASN has been present on social media since 2010 The Fukushima accident (March 2011) was a turning point Constant growth in social media use among the French population and within the ASN communication policy 3 social media platforms preferred: Twitter, Facebook, LinkedIn Popular and adapted to ASN contents Targeted audiences: general public on FB; enlightened public on Twitter; professionals on LinkedIn Growth of subscribers (+100 subscribers/month on Twitter and LinkedIn) YouTube and Dailymotion for the video contents 2
3 Why do we use social media? 1. Increase information dissemination, in a timely and targeted manner 2. Create a strong, interactive and recurring link with the influencers (press, institutionals, stakeholders, etc.) 3. Raise the general public's awareness concerning NS and RP issues - Educational approach 4. Promote other contents (links on website) 3
4 Benefits in terms of corporate communication 1. Make ASN activities known; develop content virality // Increase awareness 2. Embody positive values: openness, transparency, modernity // Improve image 4
5 ASN on Twitter Between 8 and 10 million users in + 6,200 subscribers a single certified account -Targeted, loyal and influential audiences (journalists, administration, elected officials, NGOs, etc.) -News, publications, events (hearing, etc.), 2016 iodine campaign, ASN/IRSN travelling exhibition -Live-tweets during major ASN events: make a closed event public (hearings) -Daily retweets, comments and questions -Need to monitor permanently and answer the questions -SM training integrated into nuclear emergency drills (SM simulated pressure) 5
6 ASN on Facebook 31 million users in France ASN: thousands of followers - Fickle audience, the general public more present, several anti-nukes followers - Press review, documentary content, content and events from ASN and its TSO and French-speaking counterparts, exhibitions, 2016 iodine campaign, etc. - Important role of images (video in particular) and content sharing - Conversational function of the tool - Some polemical comments - Need to monitor permanently and answer the questions 6
7 ASN on LinkedIn 6 million users in France More than 3,000 ASN subscribers -A tool dedicated to human resources, jobs and careers -Audience: positive and active, regular growth -Involved audiences, professional network (nuclear licensees and experts): ASN as a reference in the nuclear community -No polemical comments -Today: a corporate communication tool for ASN: corporate news (hearings, press conferences, agenda, etc.) -Tomorrow: possibly a tool to promote ASN human resources 7
8 ASN on You Tube and Dailymotion About 40 videos on line viewed 4,000 times. Localisation of content (English sub-titling). 162 films 127,000 views since playlists : iodine distribution campaign, let s talk about nuclear safety and radiation protection series, hearings, etc. -Importance of networked distribution (followers, influencers, relays) -Role of communities (medical, industrial, institutional, etc.) -Media suited to the new devices, natural link with SM (Facebook, Twitter) 8
9 Case study A few examples of effective dissemination of content -EPR vessel anomalies April, 7, 2015: 5,538 persons reached and 20 shares on FB; 28 retweets on TW -Fall of a steam generator in Paluel NPP - April, 1, 2016: 4,800 persons reached on FB (FR) + 4,700 persons reached by the UK version (39 shares); 34 retweets on TW 9
10 Case study #iode2016 iodine tablets distribution campaign -About 400 tweets between January and June Public meetings, press conferences announcement 10
11 The challenge A new type of communication: «Real time requirement and conversational mode» can be conflicted with our mission that requires discernment, time to verify information, analyse and make a decision Our challenge: to adapt ASN communication to the specific rules of SM (reactivity, conversational mode, role of the images, etc.) and especially in emergency situations (real-time constraint, rumours, etc.) Response: a community manager, an internal network of experts, an accelerated procedure of validation, real-time monitoring of SM 11
12 Focus: ASN social media charter A social media charter at ASN ASN operates in a sensitive field exposed to scrutiny Present SM to all staff Familiarize the staff with the use of SM and stress the role they can play in ASN communication (dissemination, shares, alerts, etc.) Risks: fuzzy boundary between private mode/professional mode; dissemination of information is uncontrollable, alterable, long-lasting Enhance staff accountability, best practices to be adopted in all publications or conversations concerning one s professional field: duty of confidentiality, copyright, discernment, etc. 12
13 ASN presence on social media Thank you for your attention and we hope to see you soon LinkedIn 13
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