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Social Media and Negative Publicity
Transcript of Social Media and Negative Publicity
Pander to slander
How to deal
What is Social Media?
Social Media is:
A collective term for the platforms and media which people use to interact online.
Hellopeter.com is not designed as a platform for vicious slander.
Has Twitter and Facebook plugins – rather nip it in the bud
Turning the tide
1 - Facebook.com
2 - Twitter.com
3 - Checkfacebook.com
4 - http://goo.gl/Iex4y
6 - http://goo.gl/m4gdN
Nature of the beast
Web-based service or platform that facilitates the building of social connections around users who share friendships, interests, backgrounds etc.
Twitter & Facebook: some statistics.
488 million users regularly use Facebook mobile
23 percent of Facebook's users check their account 5 or more times daily.
More than 1 million websites have integrated with Facebook in various ways.
A whopping 77 percent of B2C companies and 43 percent of B2B companies acquired customers from Facebook
80 percent of social media users prefer to connect with brands through Facebook
56 percent of customer tweets to companies are being ignored
69 percent of follows on Twitter are suggested by friends
50 percent of Twitter users are using the social network via mobile.
Social News sites such as Reddit and Digg are communities that allow users to engage each other over news stories, interest and humour.
One of the main components of this system is voting on material posted by other users
Bookmarking follows a similar principle, whereby users "tag" items/ content they like, and can share with friends.
Sport large communities
Closely knit in terms of interests
What does it mean to Me?
Monitor of these networks for conversations
Engage with the communities
Seed conversations & content
Forums & Media sharing sites
Online forums allow members to hold conversations by posting messages.
Media sharing sites center around the sharing of media; be it videos, music or pictures
Youtube is an amazing tool (Own channel or paid media)
Don't let contextual targeting get you into trouble - Use Negative Keywords!
Social Media & Bad PR
First listen, then engage
Work with a strategy & content plan
Promote a social culture
Hire a Social Media "Jedi/Ninja/Sherpa"
Be rude, insincere, or attack the competition
Tips for the Future
Measure your success
+1 for Business
Or at a last resort, migrate your web presence to Facebook
The app economy will
Facebook gets mobile
It all gets more visual
Google + changes
More streaming services & visual communities
Social media is an amplifier
Not a flood-gate for bad publicity
People will make ridiculous assertions...
Most people give Feedback, or Suggestions
It's how you reply
how you action feedback
Make or break
"here's a grumpy cat! LIKE or not guys?!"
Social Media. Problem?
What makes it unique?
Respond if its true & easy to resolve
Respond if its completely untrue
Sometimes, you need not respond
Get it offline
And resolve via more appropriate channels
in reaffirming your brand
Don't be rude
Ensure follow up
Measure it all
Start with a Plan
Who is the designated spokesperson?
Are they trained for media relations?
What can other employees say/not say?
What crises have our competition faced?
Who do we want to ally with/avoid in a crisis?
Have a crisis plan in place. Updated & available
Monitor VOC & respond before it gets ugly
Issue a "First Response"
Acknowledge the problem
Remove yourself from the spotlight
Buy time for a response
Reply, resolve & reaffirm
Ask, before you receive.
Solve for x
Use negative feedback to isolate the REAL problem
Never fight a war on two fronts
You can't please everyone
But you can spread the good news
And reward those loyal to you
Compile a risk audit
Loosen communications infrastructure
In a crisis, many organisations tend to react in the following manner:
* Offer statements that are not grounded on all the facts.
* Offer statements that are incomplete, and open them up to more questions
* Fail to communicate with all the necessary audiences (ie. Employees, Suppliers, Investors and the Media) - at the right time.
* React defensively, or try shift the blame to another party, thereby damaging their credibility and trustworthiness.
* Say too much, or; say too little and hope it blows over before any real damage is done
To get in touch:
Cell - 083 410 7913
email - firstname.lastname@example.org
083 410 7913