Emergency Services- Integrating Social Media Platforms into Dynamics 365

August 21st 2019

With the increase in use of social media platforms, this emergency services wanted to use the intelligence gathered to create cases in Dynamics, their current case management system. By integrating social platforms into this system, benefits including being able to use time more effectively, and reducing unnecessary traffic to the platforms, website and phones, would aid in the service's efficiency.

The Customer

The customer is part of the emergency services in London and is committed to keeping the people of London safe.  

The Scenario

Although the customer already had Microsoft Dynamics 365 set up and were using it as a case management system, they wanted to use it more effectively by using the available intelligence gathered on social media, and easily create cases into Dynamics. As social media is increasing in its use in today’s technological world, it is important to ensure that there is a system set up where it can be used effectively.  

The current Dynamics system is used by many individuals within the organisation and so by implementing and tracking social media and having the use of automation, cases can be updated and followed on one system. This would result in using their time more effectively and be able to solve cases quicker, as well as reduce unnecessary traffic to the social platforms, website and phones.  

The Problem

There was no link between social media channels and Dynamics 365 which meant that any cases that were found on social media, were inputted manually into Dynamics. Another issue that arose was that social media is used by many of the public and so there were a vast amount of messages being received into the organisation, regarding certain issues and situations occurring that may need assistance. As a result of the mass of messages, not all of them could be filtered and categorised into levels of importance, therefore meaning that a large amount of time was spent searching through these messages and some information received was not acted upon as not all messages were able to be read and addressed. As cases were input manually into Dynamics and this meant that there was a higher risk of individual error. 

building ideas for application

The Solution

The customer had seen the opportunity to integrate social media into their already existing Dynamics 365 platform, as a result of acknowledging the increased use of social media in today’s world. Social media can be seen as a negative platform but the client saw ways in which it could help keep the public feeling safe and be effective in reporting and reducing crime. Before cloudThing’s help, social media wasn’t a huge part of the ‘obtaining information’ process and any cases that were raised, were all manually input into Dynamics.  

The Twitter accounts that were already set up within the organisation were linked with Microsoft Social Engagement (MSE- now known as Dynamics 365 Market Insight). This was the first time that they had tried to monitor these through the use of Dynamics 365 and in doing so, they would reap the benefits of becoming more efficient in their processes. These Twitter accounts were associated with certain topics (for example, robbery, stabbing, etc) by putting in key word searches and filters and there were operatives at the organisation who would review these accounts and messages. If they saw a case worth following up, it would automatically be created as a case in Dynamics and would be followed up like any enquiry would. Due to the mass of messages received on social media, these filters and categories were essential in order to find the cases that needed prioritising. After the case was followed up, documented and closed on Dynamics 365, we created the ability to send out a survey for the individual who had the information/enquiry to see how the service was and look for any feedback to further improve the organisation’s processes.  

Budget was relied on when it came to inputting key words into Dynamics as it is an effective feature, and so the correct average amount was calculated in order to ensure the organisation would be able to view all the important messages and mentions in the Twitter accounts. This feature also contributed to less traffic on the same subject being sent to the accounts. For example, if someone mentioned/messaged the Twitter account about someone being in possession of a dangerous weapon in a certain area, rather than not responding to social media (as done so before) and so more people creating traffic on social about it, resulting in more mentions and messages to look through, the organisation would send out a blanket message to show that they were aware of this situation. This reduced the amount of messages then received on the topic as people would know that they were looking into it and so this could help your community feel safer.  

As social media is used more and more these days, it was great to integrate it into these services to get the full use of social platforms as well as Dynamics 365. Phone calls are still used as another key form of contact, but now with this social media management in process, it helps the organisation to work more efficiently and focus on the main cases received through social without spending as much time sifting through all the messages and mentions.  

The Benefits

As the police force already had Dynamics 365 implemented, it was easy for users to adopt the process of responding to cases raised through social media in Dynamics. Once up and running, the service contributed to saving time, reducing individual errors and ensured the force were seeing a lot more value from their presence on social media. As a result of this, members of the public who interact with the force through social media have a better experience, feel their voice is heard and the emergency services are able to make better use of the intelligence gained from social media services.

August 21st 2019



© 2019 Copyright cloudThing ltd. All rights reserved. Company registered in England & Wales no. 7510381, VAT no. 152340739