Managing Your Online Reputation
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- Agnes Lamb
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1 NOT PROTECTIVELY MARKED Managing Your Online Reputation Nick Jones, Head of Digital, Prime Minister s Office & Cabinet Office Director of Interactive Services, COI
2 Our conversation today Do your home work Swine flu case study Greenpeace VW Darkside:anatomy of an NOT PROTECTIVELY MARKED 2
3 Do the network analysis Twitter is the newswire: 15.5 retweets for major media-source tweets Consider the echo chamber Twitter and Westminster village Spot specialist platforms Mypolice, PatientOpinion, NOT PROTECTIVELY MARKED 3
4 Mypolice.org crowdsourcing service experience and improvement in policing NOT PROTECTIVELY MARKED 4
5 Patient Opinion: crowdsourcing dignity in health and care NOT PROTECTIVELY MARKED 5
6 Find Find your subject matter expert Train them to be ready to voice your story Find your voice get people used to hearing from you Find your ears listen, listen, listen, listen NOT PROTECTIVELY MARKED 6
7 Participate People Go meet them online On more than one platform Different cultures in different communities NOT PROTECTIVELY MARKED 7
8 Plan the plan Have an escalation plan Can what you can, have it on the shelf ready to use Be prepared to throw half of it away Straightaway! NOT PROTECTIVELY MARKED 8
9 Remember This? NOT PROTECTIVELY MARKED 9
10 Action stations The Department of Health launched its response to the swine flu outbreak on 24 th April, which included tactical use of digital media Search marketing campaign Dedicated swine flu pages on key Government websites NOT PROTECTIVELY MARKED 10
11 Aims and Objectives There was clear rationale for monitoring social media channels following the outbreak of Swine Flu in the UK: Highlight issues of concern to social media audiences and the wider public Gauge immediate responses to the wider swine flu campaign materials and tools Counter misinformation circulating through social media channels Discover new uses of data and tools created by social media users to educate about swine flu Ensure that information and advice provided by the Government can be readily shared between members of the public Gain audience insight on pandemic flu and related topics to help shape planning NOT PROTECTIVELY MARKED 11
12 Down to business Social media monitoring was carried out daily. A member of the team uses both quantitative and qualitative tools to produce a daily headline report, which is circulated among key stakeholders. The report contains daily posting stats for: as well as a more in-depth analysis of trends and hot topics circulating within the social media sphere. NOT PROTECTIVELY MARKED 12
13 Tools all free! Dashboards like Netvibes.com help us to find out what the public are talking about. Social media search sites like Social Mention Sites like Trendrr provide great Twitter stats NOT PROTECTIVELY MARKED 13
14 Real time monitoring spotted myths. Real time response rolled them back Monitoring social media has informed how the Department of Health communicates with the public: The rumour that the vaccine contained a toxin linked with Gulf War Syndrome was first noted in US blogs on Aug 3rd, it was picked up by UK Tweeters and bloggers within the week, then eventually by the Daily Express, but not until 23rd August. We were able to compile a list of vaccine myths which we could then rebuff with scientific evidence. Early in the campaign the government noted concerned chatter about swine flu affecting pregnant women and young children so Health Secretary Andy Burnham did a live chat on Mumsnet. Monitoring helped the key sites to keep web content up to date and relevant. And the daily reports were fed into longer term campaign planning. NOT PROTECTIVELY MARKED 14
15 While the mainstream media panicked bloggers and tweeters saw through the headlines and accused the press of hype and hysteria. Many people in the social media space kept a cool head NOT PROTECTIVELY MARKED 15
16 Thank you. Let s keep talking Nick.jones@coi.gsi.gov.uk New COI guidance: Moderating Online Discussions NOT PROTECTIVELY MARKED 16
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