Digital Communications Strategy

The Register of Beneficial Ownership will operate entirely online.

The aim of the RBO’s Digital Communications Strategy is to share and expand information to stakeholders through a wide variety of digital platforms.

The RBO will promote the importance of digital communication making it a more accessible, graphicly and visually rich, and the direct link to information about the RBO process and legal requirements.

The online reach of the RBO includes social media. The team will strive to build a strong professional identity for the RBO by being consistent in the design and presentation of information, official reports and publications; use of RBO logo, use of email signatures, and design of RBO website (as supported by the CRO).

This Digital Communications Strategy and Social Media Policy outlines how the RBO will integrate digital and social media into RBO work.

The growth in digital usage and reliance on it for up to date accurate information is something the RBO can utilise from the outset, respond to and use to continue to develop its communications with stakeholders. It will enable the RBO to effectively communicate in a cost-effective and interactive way with all stakeholders.

The RBO will continue to be guided by the Digital Development Unit (DDU) within the CRO, adhering to CRO digital communication strategies and best practices for social media engagement so that the RBO can equally be proactive and dynamic, and to appeal to targeted audiences clearly and concisely.

This Strategy sets out a roadmap for meeting digital communication goals from the commencement of the Register of Beneficial Ownership

The RBO will use a variety of digital communications to achieve these goals including the RBO website and online Portal, multiple social media platforms, CRO’s E-zine, digital presentations internally and at conferences and meetings where such opportunities arise.

The RBO will utilise and avail of the expertise of the CRO’s DDU in developing a social media resource toolkit.

There are three goals:

Goal 1: Develop clear, consistent digital messages

Goal 2: Develop an RBO social media resource tool kit

Goal 3: Establish regular digital communication

Goal 1: Develop clear, consistent digital messages

● Outline the RBO’s objectives for using social media
● Outline the RBO’s core message – the registration of all beneficial owners
● Anticipate the most commonly asked questions and provide answers to same
● Anticipate the in-depth questions and provide answers to same
● Provide clear guidelines on the RBO process
● Make information readily and easily available on the RBO Portal Website
● Use the FAQ’s as part of the awareness campaign
● Use the RBO logo in all digital communications
● Use design templates for all digital messages

Goal 2: Develop an RBO social media resourse tool kit

● Develop and maintain the RBO’s social media policy
● Create a social media protocol for the RBO awareness campaign
● Create a social media protocol for ongoing RBO informational posts
● Liaise with DDU for updating or creating social media resources, such as new how-to videos
● Liaise with DDU for RBO templates for use in all digital messages
● Review and Update the Digital Communications Strategy and Social Media Policy regularly and especially when changes occur

Goal 3: Establish regular digital communication

● The Social Media Team will periodically monitor and respond to Tweets, Direct Messages (DM’s), and other social media posts.The Social Media Team feel this approach at the start of the public awareness campaign will help increase the reach of essential RBO information
● The FAQ document will be utilised for quick and accurate responses.
● The FAQ will be updated with any previously unasked/new questions as they arise.
● Each Friday afternoon, posts will be scheduled for the coming week via Hootsuite, and will include responses to queries as info tweets/posts.
- ○Twitter Schedule will be daily 8am/12:30pm
● Liaise with the DDU on information required for the CRO’s eZine.

Social Media Policy

The Register of Beneficial Ownership (RBO) will use and utilise a variety of social media platforms.

This policy will cover the RBO’s current use of social media, what to expect on each platform and how the RBO will interact on each platform.

The RBO’s Social Media Team have established social media accounts in readiness of commencement of the Register.

While these accounts are active for the most part, the information posted on these accounts echo those of the CRO, DBEI or EU Council Anti-Money Laundering Initiatives, and/or other relevant department/agencies engaged in AMLD. This is most notably on Twitter where such other accounts are already established and engaging with the public regularly.

The RBO will utilise the following social media platforms, and the RBO’s handles are in keeping with the CRO’s format where possible:

Twitter www.twitter.com/RBO_ie

LinkedIn https://www.linkedin.com/company/central-rbo/

YouTube https://www.youtube.com/channel/UCDQmZuwQDeKVY4UTmxJJ-oA

At present, the Social Media Team will consist of Elaine Nolan HEO and Damien McDonnell EO.

However, the best means of communicating a query to us is by email to: Enquiries@rbo.gov.ie or by using the “Contact Us” section of the RBO website which will forward to the above address: https://www.rbo.gov.ie/Contact-Us

The follow pages outline the RBO’s intended interaction for each platform.

Name: Register of Beneficial Ownerships

Link: www.twitter.com/RBO_ie

● News stories and press releases
● Alerts about new content on our website
● Important information and reminders of deadlines where applicable
● Content celebrating various holidays
● Links to the RBO YouTube channel
● Links to the RBO LinkedIn Page
● Shared content from the CRO’s account
● Shared content from the DBEI’s account
● Shared content from the EU Council’s/other relevant bodies account on AMLD
● Other content deemed as appropriate

FOLLOWING AND RETWEETS

Following RBO_ie will not result in an automatic follow-back. Any follow by the RBO does not imply endorsement of any kind. Retweets also do not equal endorsement.

MESSAGES AND DIRECT MESSAGES

We welcome feedback from our followers and will try to join the conversation where possible.

Initially, upon commencement of the RBO the Social Media team with endeavour to respond individually to the messages received via Twitter.

The response to these queries will be taken from the RBO’s established FAQ’s, and all replies will include links to the relevant area on the RBO’s website.

Any queries not already covered in the FAQ will be used to update the FAQ.

AVAILABILITY

The RBO Unit will not actively monitor comments or direct messages on X and you are advised to email the RBO directly at enquiries@rbo.gov.ie. X may occasionally be unavailable and we accept no responsibility for lack of service due to X downtime.

Name: Register of Beneficial Ownership

Link: https://www.linkedin.com/company/central-rbo/

● News stories and press releases
● Alerts about new content on our website
● Important information and reminders of deadlines where applicable
● Content celebrating various holidays
● Links to the RBO YouTube channel
● Links to the RBO Twitter page
● Shared content from the CRO’s account
● Shared content from the DBEI’s account
● Shared content from the EU Council’s/other relevant bodies account on AMLD
● Other content deemed as appropriate

COMMENTS ON LINKEDIN PAGE AND MODERATION POLICY

We accept an open platform on LinkedIn, however comments posted on and messages received through our LinkedIn page are the views of individuals and do not represent the views of the RBO.

While we welcome comments and participation on this page, we do not accept responsibility for the content of any comment and reserve the right to remove comments that:

● contain abusive, obscene, indecent or offensive language, or link to obscene or offensive material
● are completely non-relevant to the item posted on the wall
● contain abusive language towards an individual
● constitute spam or promote or advertise products
● are designed to cause nuisance to the page administrator or other users

For serious and/or persistent breaches of the moderation policy, we reserve the right to prevent users from posting further comments.

FOLLOWING AND SHARES

Following the Registration of Beneficial Ownership will not result in an automatic follow-back. Any follow by the RBO does not imply endorsement of any kind. Shares also do not equal endorsement.

AVAILABILITY

We update and monitor our LinkedIn account during normal office hours Monday to Friday. We will also update and monitor the account outside of these hours at our own discretion. LinkedIn may occasionally be unavailable, and we accept no responsibility for lack of service due to LinkedIn downtime.

Name: Register of Beneficial Ownerships

Link: https://www.youtube.com/channel/UCDQmZuwQDeKVY4UTmxJJ-oA

When the RBO achieves the required number of subscribers, the link can be amended to the name

AVAILABILITY

We update our YouTube account when a new video is available, otherwise the account is occasionally monitored during normal office hours Monday to Friday.

YouTube may occasionally be unavailable and we accept no responsibility for lack of service due to YouTube downtime.

Digital Communications Strategy