Social Media Sessions
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- David Hodge
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1 Risk Management Lucio & Jeff
2 Three Home Truths. For any major brand interested in being a Social Media Leader there are three home truths: 1. Social Media is complex and becoming more so. 2. User Generated Content means there is a thin line between opportunity and risk in Social Media. 3. Leaders need to be brave and to think outside the square.
3
4 Risk Management Two areas of Risk 1. Earned Media 2. Owned Media 1. Including Perceived to be Owned
5 Good Planning and Management starts with THE TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN
6 TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN 1. Policy development 2. Content subject areas assessment 3. Social Media Structure and response TEAM 4. Corporate Social Media Governance and Responsibilities 5. Corporate Social Media Vision Objectives and Audiences 6. Corporate Info and Terms of Use 7. Corporate Expectation Statement for Social Media 8. Protocol Guiding Social Media Entry and Questions 9. Social Media Style Guide 10. Crisis Response Questionnaire and re-actions
7 Earned Media Detractors & the disingenuous The genuinely curious The general conversation
8 Moderation Guidelines - Managing Content 1. Who writes the content for moderating? 2. Will there be pre-approved questions and answers to assist in responding to online queries? 3. Do we need to respond to all comments? 4. How to determine which comments require a response?
9 Negative Comments Many negative comments are based on inaccurate information. Both accurate and inaccurate information, identified through Social Media has proven to lead to improved business processes and product/service enhancements. The power of the personal touch, acknowledging a concern and addressing it can turn a detractor not just into a customer again but into an advocate. Important - We do not have to respond to every negative mention.
10 Sample Response Process
11 Monitor Check YouTube, Slideshare, Wikipedia and Forums regularly for user comments, feedback, queries and changes Use Online1984 to conduct seaches for brand mentions. Set up real-time alerts to monitor activity. Review FAQs for updated information. Moderate Review user comments on YouTube, Slideshare and Wikipedia to assess whether any breach of page rules has occurred. Review user comments to assess whether appropriate to publish Use Terms of Use/Page Rules as guideline. Respond Determine appropriate course of action for comments and reviews. Delete spam and offensive material. Reply to Level 1 and 2 comments. Send draft responses for Level 3 and 4 queries for approval. Escalate issues/challenges.
12 Guideline for Engaging
13 Content Subject Areas
14 Crisis Management Comments cannot be controlled directly but they can be monitored, analysed and counter-attacked Use the processes in place. Keep a cool head and respond strategically not tactically.
15 One strategy rather than 100 tactics Inform and convert Neutralise attention and discourage taking him out of the centre of attention Identify and Neutralise using fear Empower, break bystander and give them social validation to be active Inform and grow Entitle to act "Even if this is true..." "Although this is on-topic..." "I disagree..." "Yes, but..." "Can you provide a source for this..." NOT FOLLOW UPS 15
16 Owned Media Poorly managed assets Dormant assets Pirate assets
17 Branded Assets 3 Risks POORLY MANAGED CONCERNS: Consumers see as a reflection on your company. Lost opportunities. being closed down due to rule infractions. SOLUTIONS Get objectives, resource plans, measurement and reporting processes. Training and Certification
18 Branded Assets 3 Risks LEFT DORMANT CONCERNS: Other s advertisements, irrelevant comments and SPAM. Questions asked or statements made no response. Lost opportunities. SOLUTIONS Review on a regular basis. Take down. Training and Certification.
19 The owner of an environment, eg. a Facebook page, is ultimately responsible for the content placed and left there.
20 Branded Assets 3 Risks Pirate Assets CONCERNS: Poorly managed but consumers assume is a reflection on your company. Questions asked or statements made no response or an incorrect response. Consumers searching for your brand find the pirate brand and stop searching. SOLUTIONS DM the originator / owner Work with the website management company Keep a watching brief
21 Sub Heading Dot points Dot points Dot points
22
UNSW Social Media communication guidelines
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