the importance of social media listening
TRANSCRIPT
THE IMPORTANCE OF SOCIAL MEDIA LISTENING
ONLINE ENGAGEMENT, CRISES, AND HATE SPEECH
Luca LamorteSocial Media ManagerUN Migration Agency (IOM)
OUR MISSIONIOM is committed to the
principle that humane and orderly migration benefits
migrants and society.
SOCIAL MEDIA IN 2018
• 250+ corporate accounts
• 3.5 million followers
• 600,000+ comments
• 90% negative response rate
WHAT IS THE GLOBAL COMPACT FOR MIGRATION?
• The first inter-governmentally negotiated agreement covering all dimensions of migration.
• A non-binding document that respects states' sovereignty.
• An opportunity to improve migration governance.
• A Framework to support international cooperation on migration.
(February 5, 2018)
(July 11, 2018)
PHASE ICONSULTATIONS
APR-NOV 2017
PHASE IISTOCKTAKING
DEC 2017-JAN 2018
PHASE IIIINTERGOVERNMENTAL
CONSULTATIONSFEB – JUL 2018
Zero Draft
Final draft of the GCM
MISINFORMATION CAMPAIGN
AUG-DEC 2018
SEPT 2018 –ADOPTEDAT UNGA
19 DEC 2018 –ENDORSED BY THE GA
1. Nearly no public engagement until September 2018 when the campaign started.
2. Social media became the main hub against the GCM. IOM's strategy was to ignore/not engage.
THE ANTI-GCM DIGITAL CAMPAIGN
3. Influential individuals. Right-wing activists such as Martin Sellner joined the campaign.
CAMPAIGN GOALS
1. White Genocide Only Western countries are taking in refugees and migrants from Africa and the MENA region (unlike Japan and Australia).
2. Population Replacement Based on a UN DESA Document signed in 2001.
3. Globalism The UN is trying to undermine national sovereignty and local identities.
• White males• 45-55 years old• Europeans/North Americans/Australians• College Degree• 20/25% Bot/Trolls
CONCLUSIONS
• We need a tool to prevent or acknowledge online crises in real time.
• Silence removes us entirely from the conversation and confirms subconscious biased conclusions.
• Top-down narratives have become less effective.
IOM MODEL
• The Fundamentals
• The Rules
• The Models
• Bots, Trolls, Fake Accounts
• Worst-Case Scenarios
THE FUNDAMENTALS
CONFLICT EMOTIONAL INTELLIGENCE
FEASIBILITY OF
DIALOGUE
EFFICACY OF
CONVERSATIONCONSEQUENCES
What is the root-cause of the conflict?
THE RULES
STAY
FOCUSED
BE EMPATHETIC,
NOT
EMOTIONAL
BE A
LISTENER
KEEP IT
SHORT
REMEMBER
YOUR
AUDIENCE
DON’T
GET
PERSONAL
THE MODEL
MODEL 1. POSITIVE - POSITIVE
A person is engaging and supportive.
Validation & Affirmation
MODEL 2. POSITIVE - NEUTRAL
The content is supportive, but not engaging
Validation & Affirmation
MODEL 3. POSITIVE - NEUTRAL
A person agrees with IOM message but requires clarification.
Clarification & Respect
MODEL 4. NEGATIVE - POSITIVE
A person generally supports the message but has a minute disagreement.
Getting on the same page
CASE STUDY
• Guidelines for bots/trolls.
• Private online conversations (DM).
• Via Agora Pulse and Brand Watch: 547 users, close to 1000 hours.
• Results: nearly 80% positive engagement.