Social Media Report
BORDER 2 FIRE
THURSDAY, JANUARY 23 - TUESDAY, JANUARY 28, 2025
Summary of social
media efforts
Beginning Thursday, January 23, at 3 p.m. the City of Chula Vista activated the Emergency Operations Center (EOC) to respond to the Border 2 Fire on Otay Mountain. The Office of
Communications, in collaboration with the Fire Department and Police Department, launched a coordinated effort to inform residents about the Border 2 Fire. Updates were shared across Facebook, Instagram, X, and the City website ensuring timely and accurate information reached the community.
A dedicated news update City webpage was launched by 4 p.m. to serve as the primary source for emergency information and provide one location for City information to be featured. A direct link was established at chulavistaca.gov/border2fire (link now deactivated) and was consistently featured on all social media posts. As new information from the EOC was available, the City news page was updated.
From January 23 through January 28, a total of 19 posts were shared. All social media posts were provided in both English and Spanish, maximizing accessibility for residents. In addition to standard posts, updates were shared via stories to increase visibility and engagement. The content focused on providing real- time updates, safety information, and resources.
Posts were also amplified by other City social media accounts, including Parks and Recreation, Animal Services, Library, and Sustainability. Additionally, various elected officials, residents, and media outlets—such as Univision San Diego—helped extend the reach of critical information by sharing posts. The collaborative approach between departments ensured a consistent and reliable flow of information.
The following numbers indicate the sum of all (19) post engagements under each social media platform, providing a comprehensive view of overall audience interactions.
BORDER 2 FIRE SOCIAL MEDIA REPORT
Total Likes: 24,512
Total Shares: 7,989
Total Views: 1,228,759
Total Reach: 773,537
Total Likes: 665
Total Shares: 192
Total Impressions:
91,846
Total Likes: 1,642
Total Shares: 457
Total Views: 170,715
Total Reach: 89,126
BORDER 2 FIRE SOCIAL MEDIA REPORT
Growth in followers The widespread engagement also led to a noticeable increase in followers across City social media accounts. The @ThinkChulaVista accounts gained 1,500 new followers on Instagram, 3,343 on Facebook, and 200 on X during this period. Other departments also saw significant growth in their social media followings.
Understanding
Platform-Specific
Analytics
It is important to note that different social media platforms use unique metrics to track engagement and visibility:
Reach: The number of unique users who saw a post, whether through organic distribution, paid promotion, or resharing. Reach is only counted once per user, even if they see the post multiple times.
Views: The total number of times a video or post was displayed or played, regardless of whether it was seen by unique users.
Impressions (X): The number of times a post was displayed on X (formerly Twitter), including multiple views by the same user.
Accounts
Chula Vista Fire
@chulavistafd
Chula Vista Police
@chulavistapd
Chula Vista Animal Services
@cvacf
Chula Vista Parks and Recreation
@cvrec
City of Chula Vista
@ThinkChulaVista
Chula Vista Library
@chulavistalibrary
Chula Vista Sustainability
@sustainabilitycv
Summary of social
media efforts
Based on social media metrics, Instagram had the largest viewership. Post number 6 on Instagram had the most
significant impact, with:
Likes: 4,650
Shares: 2,776
Views: 321,525
Reach: 189,450
PAGE 02
* The analytics for this report were obtained from the @ThinkChulaVista social media accounts.
PAGE 03
Post 3
Date: January 23, 2025
Time: 6:02 p.m.
Accounts posted: ThinkChulaVista and chulavistapd
Likes: 111
Shares: 35
Views: 16,741
Reach: 7,661
Likes: 937
Shares: 446
Views: 81,126
Reach: 39,492
Likes: 35
Shares: 12
Impressions: 5,844
Post 2
Likes: 38
Shares: 22
Views: 11,566
Reach: 6,112
Likes: 11
Shares: 6
Impressions: 3,380
Likes: 217
Shares: 121
Views: 15,271
Reach: 10,854
Date: January 23, 2025
Time: 4:21 p.m.
Accounts posted: ThinkChulaVista and cvrec
Post 1 Date: January 23, 2025
Time: 3:54 p.m.
Accounts posted: ThinkChulaVista, chulavistafd, chulavistapd CVFD is monitoring the Border 2 fire on Otay Mountain. San Diego County units are on scene. Although smoke is visible, at this time there is no threat to the city of Chula Vista. For latest updates, continue to monitor social media and download @genasysinc Genasys Protect Mobile app.
Likes: 47
Shares: 7
Views: 5,949
Reach: 3,178
Likes: 1,787
Shares: 761
Views: 59,217
Reach: 39,681
Likes: 15
Shares: 9
Impressions: 5,250
BORDER 2 FIRE SOCIAL MEDIA REPORTEngagements Per Post
Due to increasing poor air quality in Chula Vista from smoke east of Chula Vista city limits, all parks and recreation centers east of the 805 are closing for the remainder of the day (Jan 23, 2025) to user groups and organized classes. Check back here for updates.
The police department has positioned extra officers in specific locations of the city to monitor the situationand be available for immediate assistance should evacuations become necessary. This is being done out ofabundance of caution and not meant to be cause for alarm. Please continue to use 9-1-1 only foremergencies, and use the non-emergency police phone number, (619)691-5151, or other platforms likeonline police reporting or ACT Chula Vista to report non-emergency incidents.
Engagements per Post
PAGE 04
BORDER 2 FIRE SOCIAL MEDIA REPORT
Likes: 29
Shares: 2
Views: 6,148
Reach: 2,959
Date: January 23, 2025
Time: 8:01 p.m.
Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd, cvrec, cvacf
Likes: 102
Shares: 37
Views: 9,042
Reach: 5,038
Likes: 366
Shares: 275
Views: 47,856
Reach: 37,609
Likes: 29
Shares: 12
Impressions: 8,217
Date: January 23, 2025
Time: 7:06 p.m.
Accounts posted: ThinkChulaVista and cvacf
Likes: 161
Shares: 93
Views: 13,999
Reach: 6,485
Likes: 4,650
Shares: 2,776
Views: 321,525
Reach: 189,450
Likes: 39
Shares: 20
Impressions: 9,500
Date: January 24, 2025
Time: 4:45 a.m.
Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd, cvrec, cvacf
Likes: 2,887
Shares: 911
Views: 105,507
Reach: 58,059
Likes: 41
Shares: 13
Impressions: 11,000
Post 4
Post 5
Post 6
@ChulaVistaFD is continuing to monitor the #Border2fire on Otay Mountain. As night falls and it becomesdarker, the views of the fire line on the mountain will become much more visible. Continue to Follow@chulavistafd @chulavistapd and @thinkchulavista across all social media platforms and checkwww.ChulaVistaCA.gov for the most up to date information.
The City of Chula Vista is closely monitoring the Border 2 Fire. With an abundance of caution, we followup on Tippy’s Tips with a quick guide for your pet’s Emergency Go Bag We ask families to be proactiveand continue to monitor @chulavistapd @chulavistafd @thinkchulavista for updates. 🚨 UPDATE 430 A.M. 1/24/25 🚨#Border2Fire in Eastern Chula Vista Near Otay Lake. EVACUATIONWARNING in effect. Evacuation site is Southwestern College (SWC). People who need extra time shouldbegin evacuating now in an abundance of caution. SWC is open for residents west and south of the lake.
Engagements per Post
PAGE 05
BORDER 2 FIRE SOCIAL MEDIA REPORT
Date: January 24,2025
Time: 8:56 a.m.
Accounts posted: ThinkChulaVista, chulavistafd, chulavistapd Likes: 145
Shares: 67
Views: 17,415
Reach: 8,214
Likes: 200
Shares: 58
Views: 20,615
Reach: 10,597
Likes: 562
Shares: 557
Views: 40,283
Reach: 27,700
Likes: 5
Shares: 4
Impressions: 2,320
Date: January 24, 2025
Time: 11:03 a.m.
Accounts posted: ThinkChulaVista
Likes: 19
Shares: 3
Views: 3,196
Reach: 1,964
Likes: 139
Shares: 32
Views: 15,472
Reach: 10,149
Likes: 4
Shares: 0
Impressions: 709
Date: January 24, 2025
Time: 1:30 p.m.
Accounts posted: ThinkChulaVista
Likes: 573
Shares: 680
Views: 98,705
Reach: 72,249
Likes: 9
Shares: 6
Impressions: 1,387
Post 7
Post 8
Post 9
Stay prepared and informed by downloading these essential mobile apps: SD Emergency, Genasys Protect,and Watch Duty. These tools provide real-time information to help keep you safe. Also, take note of othervaluable City resources and visit the City website at www.chulavistaca.gov for important updates. Stayconnected by following the City’s social media platforms for the latest updates and information. 🚨 Air Quality Update: Border 2 Fire 🚨 The Border 2 Fire on Otay Mountain is impacting air quality in San Diego County. Smokeis blowing west this morning and depositing ash on the ground in some communities, affecting South Bay communities, butwinds are expected to shift east and northeast this afternoon, impacting areas like Dulzura and Jamul. Fine particulate matter(PM2.5) levels may reach unhealthy levels near the fire. If you smell smoke, limit outdoor activity and stay indoors, especially ifyou’re elderly, a child, or have respiratory or heart conditions. Air quality may range from unhealthy for sensitive groups tounhealthy for all individuals in affected areas. https://www.sdapcd.org/air-quality/smoke-advisory.html Due to poor air quality in the surrounding areas the following City facilities are CLOSED today, Friday, January 24, 2025.▶ Parks and recreation centers that are east of the 805.▶ Parkway Pool and Loma Verde Pool▶ Otay Ranch Library Engagements per Post
PAGE 06
BORDER 2 FIRE SOCIAL MEDIA REPORT
Likes: 57
Shares: 18
Views: 8,857
Reach: 4,569
Date: January 24, 2025
Time: 6:05 p.m.
Accounts posted: ThinkChulaVista, chulavistafd, chulavistapd Likes: 82
Shares: 44
Views: 13,381
Reach: 7,241
Likes: 308
Shares: 194
Views: 31,654
Reach: 18,092
Likes: 13
Shares: 2
Impressions: 1,400
Date: January 24, 2025
Time: 7:01 p.m.
Accounts posted: ThinkChulaVista
Likes: 21
Shares: 6
Views: 10,173
Reach: 6,460
Likes: 82
Shares: 36
Views: 18,574
Reach: 12,552
Likes: 5
Shares: 4
Impressions: 1,000
Date: January 25, 2025
Time: 9:42 a.m.
Accounts posted: ThinkChulaVista
Likes: 1,132
Shares: 138
Views: 77,365
Reach: 41,507
Likes: 19
Shares: 13
Impressions: 6,100
Post 12
Post 11
Post 10
🚨 UPDATE 6:30 PM 1/24/25 🚨#Border2Fire continues to burn In Otay Mountain Region. EVACUATION WARNING remains ineffect for eastern parts of the City.▪ Southwestern College Evacuation site will close tonight at 7:30 PM.▪ New evacuation site is at Cuyamaca College Gym (900 Rancho San Diego Pkwy, El Cajon, 92019).▪ Additional evacuation point is at Edwards Theater (2951 Jamacha Rd, El Cajon, CA 92019)*Continue to monitor Social Media and Genasys Protect for latest updates.
It’s better to be prepared 👉 what to take during an evacuation. In case of an emergency evacuation, it’s important to leave quickly and safely. Here’s a checklistto help you prepare.✔ People and pets✔ Papers and phone numbers✔ Prescriptions✔ Pictures✔ Personal Computer✔ Plastic and cash Due to continued air quality concerns, all parks, recreation centers, and pools have cancelled all programming throughout the weekend. Also, the followingfacilities will remain closed throughout the weekend 1/25/2025 & 1/26/2025* All parks and recreation centers east of the 805* Parkway Pool* Loma Verde Pool* Otay Ranch LibraryServices will remain the same at the South and Civic Center Library Branches Engagements per Post
PAGE 07
BORDER 2 FIRE SOCIAL MEDIA REPORT
Likes: 104
Shares: 0
Views: 9,516
Reach: 5,142
Likes: 209
Shares: 42
Impressions: 19,000
Date: January 25, 2025
Time: 10:00 a.m.
Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd Likes: 141
Shares: 21
Views: 12,475
Reach: 6,887
Likes: 1,044
Shares: 99
Views: 34,279
Reach: 24,260
Likes: 48
Shares: 7
Impressions: 2,339
Date: January 25, 2025
Time: 4:09 p.m.
Accounts posted: ThinkChulaVista
Likes: 68
Shares: 5
Views: 5,254
Reach: 2,900
Likes: 1,925
Shares: 176
Views: 53,983
Reach: 37,701
Likes: 88
Shares: 13
Impressions: 6,300
Date: January 25, 2025
Time: 7:30 p.m.
Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd, cvacf
Likes: 2,462
Shares: 235
Views: 76,179
Reach: 50,450
Post 15
Post 14
Post 13
UPDATE 10:00 AM 1/25/25The Chula Vista Fire Department continues to monitor the progress of firefighting efforts on the #border2fire .Evacuation warnings remain in effect until containment perimeter increases nearest Chula Vista.
The City of Chula Vista is grateful for the tremendous community support for those impacted by the Border 2 Fire.Your generous donations and contributions whether to those directly affected or to our hardworking firefighters,police, public works, and support staff mean so much . At this time, we encourage those seeking to makedonations, to consider the American Red Cross (Southern CA Region). They are actively supporting those in needand are always seeking support (www.redcross.org).
UPDATE 7:30 PM 1/25/25 Chula Vista continues to monitor #Border2Fire. Containment continues to improve and there are no anticipated impacts to the City of Chula Vista. A smoke advisory is still in effect but air quality should continue to improve.
Post 16
Engagements per Post
PAGE 08
BORDER 2 FIRE SOCIAL MEDIA REPORT
Likes: 14
Shares: 1
Views: 1,332
Reach: 769
Date: January 26, 2025Time: 12 p.m.Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd,cvacf, cvrec Likes: 77
Shares: 0
Views: 5,056
Reach: 2,950
Likes: 1,374
Shares: 147
Views: 46,597
Reach: 29,078
Likes: 68
Shares: 19
Impressions: 5,100
Likes: 111
Shares: 9
Views: not available
Reach: not available
Likes: 1,305
Shares: 269
Views: 30,787
Reach: 17,884
Not posted on X
Date: January 27, 2025Time: 12 p.m.Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd,cvrec, cvacf Likes: 1,316
Shares: 46
Views: 30,533
Reach: 21,290
Likes: 27
Shares: 10
Impressions: 3,000
Date: January 26, 2025Time: 3:15 p.m.Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd,cvrec, cvacf 🚨 Update 12:00 PM 1/26/25 🚨 Chula Vista continues to monitor the #Border2Fire. Evacuation warnings remain in place. Containment continues to improve with assistance from current weather and rain conditions.
Post 18
Post 17
UPDATE 3:15 PM 1/26/25 All EVACUATION WARNING areas have been lifted in the City of Chula Vista. Otay Lakes Rd at Wueste Rd will remain closed to all vehicle traffic. 🚨 UPDATE 12:00 PM 1/27/25 🚨Containment on the #Border2Fire continues to increase with the help of current weather conditions and the efforts of the firefighters on the front line. @ChulaVistaFD would like to thank our citizens for the tremendous support they have given all of the First Responders. It is an honor to be a part of this community.
Engagements per Post
PAGE 09
BORDER 2 FIRE SOCIAL MEDIA REPORT
Likes: 115
Shares: 29
Views: not available
Reach: not available
Not posted on XLikes: 1,446
Shares: 90
Views: 43,846
Reach: 35,480
Post 19
Date: January 28, 2025Time: 6:30 p.m.Accounts posted: ThinkChulaVista, chulavistapd, chulavistafd,cvrec, cvacf 🚨 UPDATE 6:30 PM 1/28/25 🚨#Border2Fire remains at 6625 acres and is 88% contained. Over 1000 firefighters from various agencies continue to work on increasing containment.