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Who Is Amy Vernon?
I do stuff on the Internet
• 20 years as a newspaper reporter, editor and blogger
• Top female submitter of all time on Digg.com
• Consultant to the stars (OK, not really, but I’ve worked with lots of companies & publishers, including AOL, VentureBeat, and Dailymotion.
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Setting Up
Accounts
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Be Consistent
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CVS Screenshot via B.L. Ochman
Be Open
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Don’t Overdo It
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Crisis
Management
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When & How to Apologize
Screen shot via Ad Week
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Policies
Best Buy has a Social Media policy that’s in simple language and boils down to a single statement at the end:Remember: protect the brand, protect yourself
Dell’s policy includes a section on the company owning social accounts created on behalf of the company:
If that account is Dell property, you don't get to take it with you if you leave the company — meaning you will not try to change the password or the account name or create a similar sounding account or have any ownership of the contacts and connections you have gained through the account.
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Montana State University Athletics Dept. has some common-sense language in its policy:
Posting is speaking in public. Don't post anything you wouldn't say at a public meeting representing MSU or to the media.
Wolverhampton Homes in the U.K. has a policy that addresses how to handle negative attention:
It is much better to be honest about our failings and make it clear how we intend to put it right. If we make a mistake, we should apologisepromptly and honestly, explaining what happened and what we will do to put it right.
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Twitter Don’ts
Photo by Rex Dingler via Flickr Creative Commons.
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Twitter Mistakes Made Right
Photo by Terrance Heath via Flickr Creative Commons
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Screen shot via Ad Week
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Why People Follow You• Number of connections in common• You get retweeted a lot• Lots of informational tweets• A detailed bio• URL listed• Location listed• Tweets tend to be positive• Use of long, fancy words• High ratio of followers to following• Following back those who follow you
Findings from a Georgia Tech study, summarized by Poynter.
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Facebook Meltdowns
Photo by Bess Grant via Flickr Creative Commons
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Screen shots via E Online.
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Screen shot via Eater Boston
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Screen shots via Realtime Report and Jezebel (deleted comments)
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Why You’re Liked
• 49% say they Like a page because they “support” the brand• 42% Like in order to get a coupon or discount• 41% Like to receive regular updates• 35% Like to participate in contests• 31% Like to share their personal, good experiences• 27% Like to share their interests• 21% Like in doing research for specific products or services• 20% Like because their friends are fans
Syncapse survey results via Socially Stacked
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Google+
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Don’t Fuel the “Ghost Town” Rep
Photo by Deni via Flickr Creative Commons
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Foster Community
Photo from mystuart via Flickr Creative Commons
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Tools!
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Thanks and Keep In Touch
www.amyvernon.net
Facebook.com/AmyVernon
Twitter.com/AmyVernon
plus.google.com/+AmyVernon