social media can kill your reputation
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Social Media Can Kill Your Reputation.
DMI Q2 Industry Update.
24th April 2013.
Eoin Kennedy
•18 years communications experience.
•Current chair IIA SMWG.
•Freelance consultant
•Knudger.com & PledgUp.com
•PRII, MII, UCD, H Dip.
Crisis Management
Not so good
•Still page one.
•News site focused.
•Lack of department title tags.
•Lack of initial response page
•Need to build future articles.
“recall”
Good
•Fast open response. FAQs
•Technical experts.
•Utilised community.
•Post event speaking.
•Established.
Scheduled Tweets
Competitions
Competitions
Madison Night Club
Madison Night Club
Madison Night Club
Madison Night Club
Crisis Comms: Not for everyone…
Misdirection, hoaxes…
Who tweets?
•HMV store closures
•Staff continued to tweet
•Official account
•Know who manages accounts especially admins on Facebook
Hashtag Hijacking - Bashtag
“Your interests and the public are not the
same”
Hashtag Hijacking
Cost. $1,000,000
.
Cultural Sensitivities
Sometimes humour is all you can do
Sometimes humour is all you can do
Anger does not help
Anger does not help
Trends.
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Search.
• Same tools.
• Traditional media amplification.
• Civility.
Ref:Ogilvy 360°Digital Influence.
Crisis Comms:Before you get there.
Integrate.
Escalation procedures.
Scenario development
Protocols, response flow charts.
Roles, Responsibilities,
Action. Resources.
Legal team.
Ensure senior management engaged.
Know what is a crisis.
Recording Data.
Crisis Management
Plans
Crisis Comms:Before you get there.
•Be part of the community.
•Establish SEO flow.
•Staff communications.
•Ongoing education.
•Personal and work accounts.
•Early warning monitoring.
Social Media Policy.
http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html
What can you do
•Gather intelligence.
•Be honest.
•Acknowledge.
•Be candid.
•Declare interest.
•Be brief.
•No third response.
•Know when to stop.
•Avoid emotional, heavy handed, impolite.
•Contact Author.
•Learn your lesson.
People Focus
What can you do
•Collaborate with credible sources.
•Integrate traditional PR.
•Create FAQ.
•Create response page.
•Pressure Release valve.
•Leverage advocates.
•Hide content from SEO
•Complain to Google.
•Utilise staff and links
•Aggressive SEO.
•Use same platform/language.
•Test influence.
•Build positive stories pipeline.
Technical
http://socialmediainfluence.com/wp-
content/uploads/2012/01/Social-Media-Crisis-Response-
Plan.jpg
http://socialmediainfluence.com/wp-content/uploads/2011/10/Crisis-decision-tree-FINAL.jpg
Heat Index Quiz.
http://prheatindex.epicprgroup.com/pr-heat-index-quiz/
Value of responding #fail.
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf
• 46 % of consumers were pleased.
• 22 % posted a positive comment about the organisation.
•79 % poor customer experience online had their
complaints ignored.
Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
+353 91 442 552
www.pledgup.com
eoin@pledgup.com
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work
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