managing the bad stuff on social media – turning the negative into positive

DON'T BE AFRAID OF TWITTER – AND OTHER SOCIAL MEDIA

PLATFORMS

By: Laurel Robbins @Laurel RobbinsMichael Hodson @GoSeeWrite

Laurence Norah @Lozula

travelbloggersassociation.com Twitter: @PTBAssoc

Overview

• Why you can't ignore social media

• Common social media mistakes

• Tips for handling a crisis

• Making the negative positive

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Who are we

Laurence Norah@Lozula

Laurel Robbins@Laurel_Robbins

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Social media. Is it really that important?

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Why Social Media is Important It gives you a direct channel to communicate

with your customers Cost effective vs. other platforms Because your clients are already on it The conversation is already happening – you

need to be a part of it It's a great way to raise brand awareness

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Recent example of positive social media

#nomakeupselfie

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Recent example of positive social media

#nomakeupselfie Raised £8 million for Cancer Research UK

in six days Campaign wasn't even started by Cancer

Research UK Addition of textable donation number was

the key, and quick response by Cancer Research UK social media team

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The good... the ugly

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Common Social Media Mistakes•Treating social media as a sales channel•Assuming the customer will do what you

want•Automating a stream•Not being available 24/7 – in a crisis• Ignoring the customer•Not being human on social media –

humour goes a long way!

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Common Social Media Mistakes•Attempting to cash in on a crisis• Forgetting that nothing on the internet is really

private• Failing to own mistakes• Entrusting social media to the wrong people

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Tracking your brand reputation

•Use tools to track your brand presence:– Track brand mentions (hootsuite /

tweetdeck)– Key phrases on Twitter beyond your brand– Set up lists of key influencers

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When a crisis happens

•Have a crisis management plan in place•React quickly•Consistent messaging• Establish the facts•Own the issue•Be honest•Apologise from the highest level, if appropriate•Compensate if necessary

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Summary• Social media is a two-way street•Driving sales should not be the primary goal –

engagement and brand awareness are the strengths here• Treat social media as seriously as any other

customer facing role•Be human – bad things will happen – your

response to them is what matters

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Thank You! Questions

Laurel Robbins MonkeysandMountains.com @Laurel_Robbins

Michael Hodson GoSeeWrite.com @GoSeeWrite

Laurence Norah FindingtheUniverse.com @Lozula

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