social media can kill your reputation
DESCRIPTION
DMI Q2 Industry Update delivered in the College of Anaesthetists of Ireland. I look at some case studies of Irish social media #fails and trends before talking about what companies need to do to be prepared and some pointers on what to do in middle of a crisis.TRANSCRIPT
Social'Media'Can'Kill'Your'Reputa4on.'
DMI'Q2'Industry'Update.'
24th'April'2013.'
Eoin Kennedy
• 18 years communications experience. • Current chair IIA SMWG. • Freelance consultant • Knudger.com & PledgUp.com • PRII, MII, UCD, H Dip.
Crisis Management
Not so good
• Still page one.
• News site focused.
• Lack of department title tags.
• Lack of initial response page
• Need to build future articles. “recall”
Good
• Fast open response. FAQs
• Technical experts.
• Utilised community.
• Post event speaking.
• Established.
Scheduled Tweets
Competitions
Competitions
Madison Night Club
Madison Night Club
Madison Night Club
Madison Night Club
Crisis Comms: Not for everyone…
Misdirection, hoaxes…
Who tweets?
• HMV'store'closures'
• Staff'con4nued'to'tweet'• Official'account'
• Know'who'manages'accounts'especially'admins'on'Facebook'
Hashtag Hijacking - Bashtag
“Your&interests&and&the&public&are¬&the&
same”&
Hashtag Hijacking
Cost.&&$1,000,000
.'
Cultural Sensitivities
Sometimes humour is all you can do
Sometimes humour is all you can do
Anger does not help
Anger does not help
Trends.
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Search.
• Same tools.
• Traditional media amplification.
• Civility. Ref:Ogilvy&360°Digital&Influence.&
Crisis Comms:Before you get there. Integrate.'
Escala0on&procedures.'
Scenario&development&
Protocols,&response&flow&charts.&
Roles,&Responsibili0es,&
Ac0on.&Resources.'
Legal&team.'
Ensure&senior&management&engaged.&
Know&what&is&a&crisis.&
Recording&Data.&
Crisis%Management%
Plans%
Crisis Comms:Before you get there.
• Be part of the community.
• Establish SEO flow.
• Staff communications.
• Ongoing education.
• Personal and work accounts.
• Early warning monitoring.
Social Media Policy.
hDp://www.intel.com/content/www/us/en/legal/intelGsocialGmediaGguidelines.html&
What can you do
• Gather intelligence.
• Be honest.
• Acknowledge.
• Be candid.
• Declare interest.
• Be brief.
• No third response.
• Know when to stop.
• Avoid emotional, heavy handed, impolite.
• Contact Author.
• Learn your lesson.
People&Focus&
What can you do
• Collaborate with credible sources.
• Integrate traditional PR.
• Create FAQ.
• Create response page.
• Pressure Release valve.
• Leverage advocates.
• Hide content from SEO
• Complain to Google.
• Utilise staff and links
• Aggressive SEO.
• Use same platform/language.
• Test influence.
• Build positive stories pipeline.
Technical&
hDp://socialmediainfluence.com/wpGcontent/uploads/2012/01/
SocialGMediaGCrisisGResponseGPlan.jpg&
hDp://socialmediainfluence.com/wpGcontent/uploads/2011/10/CrisisGdecisionGtreeGFINAL.jpg&
Heat Index Quiz.
h0p://prhea4ndex.epicprgroup.com/pr;heat;index;quiz/%
Value of responding #fail.
hDp://www.oracle.com/us/products/applicaSons/custGexpGimpactGreportGepssG1560493.pdf&
•'46'%'of'consumers'were'pleased.''
•'22'%'posted'a'posi4ve'comment'about'the'organisa4on.''
• 79'%''poor'customer'experience'online'had'their'
' ' 'complaints'ignored.''
Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
+353 91 442 552
www.pledgup.com
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work