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safefood and Social Media
Dermot Moriarty
Social Media Conference September 2010
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My social media
• Began career in 1998 (a late developer)• Trained in the traditional skills of PR• Joined safefood in 2006• On Facebook and LinkedIn• Blogging at work, for work (some of the time)• Would spend my money based on others’
recommendations online• A convert to social media!
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Why social media for safefood?
• Allows safefood to become more transparent and reachable• It offers an opportunity to interact with
audiences that may normally be difficult to reach • It facilitates open and regular conversation
channels with consumers• It can be used to research and understand our
audience
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Social Media & safefood
• Twitter• Ning networks• Blog• Facebook
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safefood & Twitter
• Two accounts – safefoodnetwork & safefood_eu• safefoodnetwork aimed at professional
audience on island of Ireland e.g. latest research papers, articles of interest• safefood_eu linked with FB page with more
consumer focused content e.g. food safety issues, topics on FB• We follow organisations & individuals
involved in food safety & healthy eating• Helps us stay informed
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safefood & Ning Networks
• 6 Networks being established with 3 more in development• Will build on successes of previous
“traditional” research networks• Will broaden participation from researchers
and the wider food industry• Will create an online environment to share
knowledge & information, collaborate on projects and encourage interaction• Will contain discussion forums and a blog
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safefood Blog
• Live since August - www.safefood.eu/en/Blog/• Weekly post with guest posts from colleagues
(when I let them), including our CEO• About topics that interest me and the food
culture around me• From the perspective of a professional,
passionate about food, and a Dad
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safefood & Facebook
• www.facebook.com/safefood.eu• General advice on food safety & healthy
eating issues• Conversations around targeted activities
(Take on the Take Away) • Conversations and support for ongoing
campaigns (Weigh2Live)
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Take on the Takeaway…
• 38 original wall posts• 256 wall posts & comments over 6 weeks• 195 likes • Average of 475 page views per week• Themes included food safety; cooking at
home; food cost; supermarket choice; weight loss
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Facebook feedback…• Glad to see Safefood endorsing the 5 second rule! I'll
remember that next time I drop a chicken fillet...should one also cook the fluff and dust that sticks to it?
• There's be no panic of bacteria in hot oil at 180*c• Did anyone see the chef using the brown tray for thr raw
chicken prior to cooking, he used the same tray without wiping it for the cooked chicken.
• How do you know it was the same tray???
• I was expecting more Healthy options as well as beating the clock and taste. But I did enjoy it.
• I made grilled turkey breast with couscous and fresh salad the other day. Took all of 15 mins to lash together. Really low fat too!
• Will he come round and wash my dishes I think not• Well done. made me hungry, now off to the Chipper :)
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Weigh2Live• Online weight loss resource• Free, independent, practical advice• Interactive tools for users – e.g. food diaries,
goal tracker• 20,000 registered users online at
www.safefood.eu/weigh2live• Soon to be accessible through Facebook
profile• Building support communities through groups
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Today’s social media audience..
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Today’s social media audience…
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“Looking at the proliferation of personal web pages on the net, it looks like very soon everyone on earth will have 15 Megabytes of fame.”
M.G.Siriam
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www.rayesmustard.com/