avoid becoming social media roadkill
DESCRIPTION
Avoid Becoming Social Media Roadkill: Top Ways to Combat Negative Word of Mouth. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics. Presented by Travis MurdockTRANSCRIPT
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Avoid Becoming Social Media Roadkill
Travis Murdock, vice president Edelman
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Travis Murdock
Vice president at EdelmanPast president for PRSA Silicon Valley14 years PR and marketing experienceClients in technology and non-profit
organizations
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Case Study: Killer Community
Situation: Start-up with a fast-growing community Small marketing and support team Company moves from free to paid service Community is outraged
Solution: Respond to each thread and conversation
in 15 minutes Identify dissatisfied members Invite them to join Community Board
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Case Study: Pay for Play
Situation: Inadvertently offered to pay journalists
for Tweets Community responds negatively online
Solution: Executive promptly publishes apology Each influencer is contacted by
executive Team responds to each Tweet with
apology With 48 hours bloggers had updated
their stories with the apology
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No Fake Friends
Social media is not a campaign, its your customer (blog)
Engagement takes yearsFight the urge to get fake
friendsRespond to every Tweet (
slides)◦ Loic Le Meur, CEO Seesmic
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Public Engagement
“In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…”
Thomas Friedman
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Employees
Consumers
Investors
Mainstream MediaDigital Media
Government
NGOs
Retailers
Talk
Top-Down
Conversation
Bottom-Up
Image credit: Edelman
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Transparent Talking
Employees are your most credible source
Influencers are now your customers
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Authentic Conversations
Build real fansListen carefullyDevelop a personality
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Strength Training
Use social media◦Twitter◦Facebook
Create or curate content◦Share videos, blogs, photos ◦Curate the best of the web and share with
followers“When your content runs out, so does your
social media audience,” said Paul Dunay.
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Travis Murdock
Contact:[email protected] - +1 650-740-6055Twitter -@travismurdockBlog - http://blog.travismurdock.comLinkedIn