reputation and shaming on the social web
TRANSCRIPT
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Reputation and Shame You can be defined by your worst moment BoydNeil
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2
“Youarenowdefinedbyyourveryworstmoment.Notonlythat,yourveryworstmomentismemorialized.
Eventhoughwe’reallvulnerable,[email protected]’safree-for-allwherepeopleandorganiza@onscanbecometargets,andtheydon’thavethepowertodefendthemselves.
Whensocialmediagetgoing,it’snotbalanced.It’salmostuniversally,‘Kill,kill,kill’”—EricDezenhall,quotedinTheGlobeandMail2015
Let’sbeclear...
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Context The demos is social
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Perspectives H+K Perspectives H+K
Canadians love social
+ TheoverwhelmingmajorityofCanadiansusesocialmediadaily(84%)
+ Women(60%)weremorelikelytobeac@veonsocialmediamul@ple@mesadaycomparedtomen(42%)
51%
33%
7%
3%
6%
Mul@ple@mesaday
Everyday
Onceaweek
Onceamonth
Never
[Q1] How often do you use social media (e.g., Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, etc.)?
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Perspectives H+K Perspectives H+K
[Q2] How much of the news you consume comes from social media?
+ Women(44%)aretwiceaslikelytogetatleasthalfoftheirnewsfromsocialmediacomparedto22%ofmen.
+ Canadiansaged35andyoungergetmostoftheirnewsonsocialmedia(35%),morethananyotheragegroup
+ 43%ofCanadianswho
usesocialmediamul@ple@mesadaygetatleasthalfoftheirnewsonsocialmedia
19%
44%
13%
21%
3%
None
Someofit
Abouthalf
Mostofit
Allofit
A source of news
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Perspectives H+K Perspectives H+K
[Q5] How often have you seen social media posts that “out” people?
+ MostCanadians(69%)haveseensocialmediapoststhat“out”peopleatleastonce
+ Women(76%)aremorelikelythanmen(60%)tohaveseensocialmediapoststhat“out”people
+ YoungerCanadiansaremorelikelytohaveseensocialmediapoststhat“out”people
20%
46%
19%
3%
Never
Onceinawhile
Oben
Allofthe@me
But aware of ‘outing’
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Perspectives H+K Perspectives H+K
And aware of negatives
+ ThreequartersofCanadians(75%)seenega@vecommentsatleastsome@mes,tooben
+ ThemajorityofCanadianswhousesocialmediamul@ple@mesaday(82%)seenega@vecommentsatleastsome@mes,tooben
12%
46%
29%
6%
Never
Some@mes
Oben
Always
[Q3] How often do you see what you consider negative comments in your social media feeds?
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Perspectives H+K Perspectives H+K
It changes our behaviour
+ NearlythreequartersofCanadianswhousesocialmediaatleastonceaday(73%)keepthemselvesfrompos@ngonsocialmediaatleastsome@mestoavoidbeingseennega@vely
27%
37%
19%
13%
Never
Some@mes
Oben
Allofthe@me
[Q4] How often have you kept yourself from posting something on social media out of worry that it could negatively affect the way other people see you?
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Perspectives H+K Perspectives H+K
[Q8] Please indicate whether you agree or disagree with each of the following statements
+ TwothirdsofCanadiansaged55andolder(66%)agreethat“ou@ng”hurtstoomanyinnocentpeople,comparedto46%ofthoseaged35andyounger
+ Twooutofthreere@redCanadians(68%)agreethat“ou@ng”hurtstoomanyinnocentpeople,comparedto51%ofworkingCanadians
19%
35%
28%
29%
54%
37%
"Ou@ng”peopleonsocialmediahurtstoomanyinnocentpeople
Socialmediaisthebestwayforordinaryci@zenstofightbackagainstcorporateandgovernment
injus@ce
Disagree Neither Agree
We aren’t happy about it
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People + Organizations Same drivers: Similar strategies
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We seem to delight in the unhappiness of others . . .
“Nothingisfunnierthanunhappiness,Igrantyouthat.Yes,yes,it’sthemostcomicalthingintheworld.”
SamuelBecke?
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Shaming takes many forms Tone deaf behavior — gotcha
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Shaming takes many forms Just no restraint
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Shaming takes many forms Structured ‘outing’
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Shaming takes many forms It just gets to you sometimes
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Shaming takes many forms No sensitivity filter
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So . . . can we?
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Perspectives H+K Perspectives H+K
[Q6] Which of the following statements about social media “outing” is closest to your point of view?
+ AlmosthalfofCanadians(47%)oppose“ou@ng”onsocialmediacomparedto20%ofthosewhosupportit
+ AthirdofCanadians(33%)saidtheyneithersupportnoroppose”ou@ng”onsocialmedia
+ MostCanadiansover55(55%)oppose“ou@ng”onsocialmedia
+ Mostre@redCanadians(58%)oppose“ou@ng”onsocialmedia
47%
20%
33%
Idon’tsupport“ou@ng”onsocialmediabecauseitisaformofvigilan@smthatgoesagainstbasicprinciplesofourjus@cesystem,suchas“weareinnocentun@lprovenguilty”and“therighttodueprocess”.
Isupport“ou@ng”onsocialmediabecauseitmostlyexposespeoplewhodeserveit,andwhomightotherwisegounno@cedandunpunished.
Neitheroftheabove
Many of us don’t like it
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Not a good strategy to hide
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Neither can we ‘regulate’ responsibility… Nor ‘socialize’ it out of people
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Personally we can: Acknowledge Apologize Accept And sometimes simply refuse to be shamed
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February 22, 2016
Companies need similar strategies
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Sometimes . . .
Companies—ortheircommunitymanagers—doittothemselves
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#hashtag #fail Trying to highjack a hashtag . . .what were they thinking?
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Why do they do this shit?
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Even emojis can be minefields Apple releases new ‘diverse’ emojis . . . what were they thinking?
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But sometimes . . .
Companiesaretargetsforsocialac@vism
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Activists use social to ‘shame’ . . . And use hyperbole and distortion
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Perspectives H+K Perspectives H+K
+ MostCanadians(58%)requiremorecontextbeforetheydecidehowtoviewthecompany
+ Equalpropor@onsofCanadianssaidtheywouldviewthecompanynega@velyandsaidtheywouldn’tchangetheirviewofthecompany
14%
14%
58%
14%
Itwouldprobablynega@velyinfluencemyviewofthecompany
Itwouldprobablynotinfluencemyviewofthecompany
Itreallydependsonwhatthe“ou@ng”isabout
Idon’tknow
[Q7]WhichofthefollowingstatementsbestdescribeshowyouwouldreactifaseniorexecuHvefromacompanyyoudealwithwas“outed”onsocialmedia?
Benefit of the doubt?
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Negative sentiment posted on social by a user that requires a reaction from the company
Social Media Issue
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A negative social media issue that is amplified broadly and receives online and offline media attention
Social Media Crisis
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Managingrisk
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Social risk mitigation requires:
1. Listening
2. Knowing social ‘rules’
3. Not worrying too much about trolls
4. Understanding the social context
5. Being willing to make quick decisions
6. Being comfortable with chaos
7. Having patience to wait out the worst
8. Defining clear rules of engagement
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Managing an assault
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Timeliness
“Dance first. Think later. It’s the natural order.”
Samuel Beckett
Responsiveness (Listen and Inform)
“Words are all we have.” Samuel Beckett
Remove Offense
“Out, damn’d spot! Out, I say!—One; two: Why, then ‘tis time to do’t”
Macbeth, Shakespeare
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Sincerity, Honesty, Apology
“The fool doth think he is wise, but the wise man knows himself to be a fool.”
As You Like It, Shakespeare
“Never ruin an apology with an excuse.”
Benjamin Franklin
Address Misinformation
“In the landscape of extinction, precision is next to godliness.”
Samuel Beckett
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Commit to a fix
“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.”
Samuel Beckett
Be human
“The fault, dear Brutus, is not in our stars but in ourselves.”
Julius Caesar, Shakespeare
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39
“Whoneedspoetrywhenyouhavemockery?NotTrumpandnotCruz,whoarebothproductsofthesetex@ng,twee@ng@mes,fluentinthesnarkandvitriolthatappealtoshortagen@onspansandfitin140-characteroutbursts.
—FrankBruni,“ObnoxiousnessistheNewCharisma”,NewYorkTimes,January9,2015
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