A Workshop. By Perry D. Drake Assistant Professor, Social and Digital Medial Marketing University of Missouri St. Louis

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1 A Workshop By Perry D. Drake Assistant Professor, Social and Digital Medial Marketing University of Missouri St. Louis

2 * First of all, stay in the know. Use Google Alerts. * Never delete such comments. Never. * Never Ignore them. Never. * Be quick to acknowledge the post or comment. A must. * See it from their point of view. Do not be proud. They could care less if the problem was a result of your supplier. * Take it offline immediately. * Say sorry when it is your fault. For example, sorry we did not give you the service you expect from us this time. If it persists then a discount might be in order. * When dealing with trolls, at least show other customers you have tried your best to deal with their unreasonable demands. Do not stoop to their level. For example Again, I am so sorry you feel this way. Please, as I said before me off line and I will be more than happy to assist you and listen to the issue closely. Even if they continue to rant, you have shown others you tried your best.

3 * Too many bad online reviews can be the kiss of death. * Having a few is actually beneficial. Makes positive reviews more authentic. * Respond quickly. * Publically acknowledge you made a mistake. Put your pride aside. Your business depends on it. * Offer to mend the situation even if not your fault. Remember we are talking yelp. * Again, move the issue off line if necessary. * Acknowledge those that say good things also. * Show you care.

4 * Very important task * Think before you share and press the button * Treat others as you would like to be treated * Google your name regularly * Make sure you have your privacy setting set correctly especially for your personal Facebook page. * Position yourself in a positive light * LinkedIn * About.me * Blog * Have rules of engagement for employees.

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7 *Three types of irate customers * They are disconnected with the real situation * They are a competitor * They want something for free

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9 * Remember twitter skews * * * * * a bit younger. Great to share timely news in bits. For example, Airport shut down due to heavy storms. Make sure it is relevant. Remember pictures speak 1,000 words. You get more engagement. Take time to create one if needed. Use hashtags when appropriate Give behind the scenes Turned PowerPoint slide into image and posted on twitter.

10 *Retweet others who tweet you in a positive light. them you heard them. *Good for managing customer service needs. Show

11 *Always thank and acknowledge your customers. Always. *Tweet regularly. Schedule out tweets a week in advance using tools like Hootsuite. *100 or fewer characters get better engagement

12 * Facebook good for conversational content. * Start the conversation by asking questions. * Share exclusive content. * For ideas about what works, spy on your competition. * Track the posts performance using Facebook Insights. * Target your posts accordingly

13 * Make sure you have a good thumbnail. image. * Like Twitter, post regularly. Have a cycle. If not create your own Or you will lose your base.

14 * Twitter skews younger. * Both users are looking for deals. * Twitter timeline moves quickly, so better for news. * Facebook better for conversational content. * Facebook far more visual. * For either do not be overly promotional or you will lose your followers.

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18 * Stream mentions/conversations by user, keyword, hashtag across social media * Manage multiple networks in one place * Create lists to build relationships * Respond to posts * Assign posts to members of your team * Assess the Klout of the person posting to understand the severity of not responding appropriately * Plan your social media calendar with posts * Free version is perfect

19 Tools for listening

20 * Find the conversation * Engage * Get them to take off line * Convert

21 Perry D. Drake Assistant Teaching Professor, College of Business Administration, University of Missouri St. Louis & Academic Director of Business, School of Professional and Continuing Studies, University of Missouri St. Louis Follow me on Twitter: Follow UMSL Digital on Twitter: Friend me on Facebook: View my Blog: Delicious Handle: Foursquare Handle: Linkedin Profile: YouTube Channel: Vine Handle: Instagram Handle: Tumblr Account: Bitly Account: About.me Profile: Professional Appearances/Publicatons: UMSL Digital MindShare Blog: All about UMSL Digital Press: Drake Company Website: Book Website: UMSL Secondary Mobile (best): UMSL Direct Line: UMSL Fax:

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