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Social Media Sessions

Social Media Sessions. Risk Management Lucio & Jeff. Three Home Truths. For any major brand interested in being a Social Media Leader there are three home truths: 1. Social Media is complex – and becoming more so.

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Social Media Sessions

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  1. Social Media Sessions Risk Management Lucio & Jeff

  2. Three Home Truths. For any major brand interested in being a Social Media Leader there are three home truths: 1. Social Media is complex – and becoming more so. 2. User Generated Content means there is a thin line between opportunity and risk in Social Media. 3. Leaders need to be brave and to think outside the square. Social Media Sessions

  3. Social Media Sessions

  4. Risk Management Two areas of Risk • Earned Media • Owned Media • Including Perceived to be Owned Social Media Sessions

  5. Good Planning and Management starts with ………… THE Ten steps in an online risk management plan Social Media Sessions

  6. Ten steps in an online risk management plan • Policy development • Content subject areas assessment • Social Media Structure and response TEAM • Corporate Social Media Governance and Responsibilities • Corporate Social Media Vision Objectives and Audiences • Corporate Info and Terms of Use • Corporate Expectation Statement for Social Media • Protocol Guiding Social Media Entry and Questions • Social Media Style Guide • Crisis Response Questionnaire and re-actions Social Media Sessions

  7. Earned Media • Detractors & the disingenuous • The genuinely curious • The general conversation Social Media Sessions

  8. Moderation Guidelines - Managing Content • Who writes the content for moderating? • Will there be pre-approved questions and answers to assist in responding to online queries? • Do we need to respond to all comments? • How to determine which comments require a response? Social Media Sessions

  9. Negative Comments • Many negative comments are based on inaccurate information. • Both accurate and inaccurate information, identified through Social Media has proven to lead to improved business processes and product/service enhancements. • The power of the personal touch, acknowledging a concern and addressing it can turn a detractor not just into a customer again but into an advocate. • Important - We do not have to respond to every negative mention. Social Media Sessions

  10. Sample Response Process Social Media Sessions

  11. Social Media Sessions

  12. Guideline for Engaging Social Media Sessions

  13. Content Subject Areas Social Media Sessions

  14. Crisis Management • Comments cannot be controlled directly but they can be monitored, analysed and counter-attacked • Use the processes in place. • Keep a cool head and respond strategically not tactically. Social Media Sessions

  15. One strategy rather than 100 tactics Inform and convert Identify and Neutralise using fear Empower, break bystander and give them social validation to be active Inform and grow Entitle to act Neutralise attention and discourage taking him out of the centre of attention "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." "Can you provide a source for this...." NOT FOLLOW UPS 15

  16. Owned Media • Poorly managed assets • Dormant assets • Pirate assets Social Media Sessions

  17. Branded Assets – 3 Risks • CONCERNS: • Consumers see as a reflection on your company. • Lost opportunities. • being closed down due to rule infractions. POORLY MANAGED • SOLUTIONS • Get objectives, resource plans, measurement and reporting processes. • Training and Certification Social Media Sessions

  18. Branded Assets – 3 Risks • CONCERNS: • Other’s advertisements, irrelevant comments and SPAM. • Questions asked or statements made – no response. • Lost opportunities. LEFT DORMANT • SOLUTIONS • Review on a regular basis. • Take down. • Training and Certification. Social Media Sessions

  19. The owner of an environment, eg. a Facebook page, is ultimately responsible for the content placed and left there. Social Media Sessions

  20. Branded Assets – 3 Risks • CONCERNS: • Poorly managed but consumers assume is a reflection on your company. • Questions asked or statements made – no response or an incorrect response. • Consumers searching for your brand find the pirate brand and stop searching. Pirate Assets • SOLUTIONS • DM the originator / owner • Work with the website management company • Keep a watching brief Social Media Sessions

  21. Sub Heading • Dot points • Dot points • Dot points Social Media Sessions

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