United Nations Economic Commission for Europe

Geneva, Switzerland

Stephen L. Buckner, Center for New Media & PromotionsU.S. Census Bureau

Dealing With Detractors on Your Social Media Properties

June 29, 2011

2001 200420032002 2005 2006 2007 2008 20102009

The 2010 Census: A New Communications Challenge

What’s New – Notable Launches Since 2000

Social Media Objectives for 2010 Census

1) Reach unattached mobiles

These highly mobile, single renters, including college students, gather much of their information through social media. A traditionally HTC group.

2) Reach everyone

About 80 percent of our Facebook fans are 25 and older

3) Facilitate a national dialogue

• Boost transparency• Boost participation (answer questions/correct misinformation)

• Launched 1/4/10• Launched 1/4/10

• Over 350 videos posted• Karl Rove, “Chris” most

popular with 50k views

- Director’s Blog- Road Tour Blog

• Director’s blog: Launch in 10/09• Destination for media, public employees

• Census photo warehouse for Road Tour, Census in Schools and other pictures from the field

Social Media Platforms

Detractors Attacking From Their Own Platforms

Flooding the Zone with Positive Social Media

Images from the road posted on Facebook

Road Tour blog posts daily updates for 13 vehicles

Twitter accounts for each vehicle

Images viewed thousands of times on Flickr

Interactive map – multimedia content

Make Sure Google Finds You First

Why Your Detractors Should Have a Voice on Your Platforms

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Build a Community of Advocates

• Create an environment of honesty and transparency

Disarms critics Builds trust among “lurkers” – watching how you respond Many detractors are people looking for attention; your

response can convert them to an advocate

• Opportunity to correct misinformation

Advocates will rise to your defense

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Monitor Sentiment

• Negative comments may provide first indication of developing issues

• Gives you a chance to plan comprehensive response

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Position as a Credible Source

• Honest and open discussion builds makes you a leading source for information.

• Online reputation can enhance your ability to manage issues and crises through social media

When to Respond to Detractors: Considerations

Elevating Your Adversary

Best practice: Let your community of advocates make your case for you. Grassroots response is a strong validation of your position.

• Response gives legitimacy: You risk elevating your detractor and diminishing yourself.

• Optics: Government vs. private citizen

Facebook Functionality

• Your Facebook wall is only seen by new visitors

• Move contentious discussions from your Wall to your Discussion Board. Those interested in a serious discussion will follow.

The Importance of a Comment Policy

Comment Policy: The Key to Successful Two-Way Social Media

Your comment policy:

1) Sets the rules for communications on your social media properties

2) Makes clear how public comments will be moderated

Once you have your comment policy in place, you can delete inappropriate posts with confidence

Comment Policy: Social Media Team Review

• Ensure comment is being processed fairly, consistently

• When you do moderate out a comment, take opportunity to repost Comment Policy

Case Studies: Pesky Posters

Ignore (or Moderate Out)

• Don’t feed the trolls

• Unable to provoke a response, most detractors will quickly burn themselves out and move on

• Posts or comments in violation of your comment policy should be removed immediately

Let Your Community of Advocates Respond

Successful community self-policing: The story of A.W.

When to Respond

• Persistent poster, not in violation of comment policy

• Authoritative reply from your agency required – complexity of question is beyond scope of knowledge of your community of advocates

The story of G.T.

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Questions?

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