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Community Management and Social Media Management
The ubiquitous brand approach
Suite of tools
HRCustomer Services
Sales
Marketing
Product Development
PR
LegalCrisis Management
Customers or clients
Sales and Customer Service
Marketing
UGC campaigns
UGC campaigns
UGC campaigns
PR and crisis communications
Disney Parks and Resorts
Disney was able to use Twitter and Facebook to reassure the visitors that the recent earthquakes wouldn’t affect their visit.
Disney Parks and Resorts
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Product development and customer engagement
Sponsored Communities
Sponsored Communities
Sponsored Communities
Feedback from the community
I enjoy being a part of the community....I have gotten so much information and
tips from you and others as well. Thanks again! :)
Sponsored communities
Sponsored communities
As well as general community talk customer service issues are also raised here. These have been escalated to the brand and swiftly responded to in a public way. This ensures that everyone is aware of the issue (and the fix) but reminds the community that the brand listens and responds.
Dealing with negative comments
Is the comment positive?
Yes No
Engage
Rant?
Incorrect?
About the company?
Negative experience or legal issue?
Follows guidelines?
NoRemove
Yes
Yes
Yes
Yes
Yes
Monitor
Engage
Alert
Alert
Monitor
Events
eModeration covered the 2-hour Hope For Haiti Now event for MTV UK on Twitter and Facebook. Combining retweets of celebs and followers, donation prompts and performance chatter, we posted 50 tweets and 12 Facebook updates throughout the live event.
Using Facebook, bit.ly, MTV UK's tracking spreadsheet, and three different Twitter streams, we managed to keep on top of the event, and ensured that MTV UK's audience was updated on the latest news, and, most importantly, engaged with the cause.
MTV.co.uk
Summary
• People expect multiple ‘touch points’ – make your brand ubiquitous• Make sure different departments work together, social media managers and
community managers can help coordinate the conversation• You need smart people
Questions you should ask yourself
• What resources can you dedicate to this? While some things can be outsourced, a dedicated and responsive resource will need to be the point of contact for this. Social media moves quickly so any delay in response to a situation may be a huge downfall for a brand.
• What budget do you have to dedicate to this? This will go towards not only outsourcing the daily management, but also to develop applications, create content and video that will help to make social media pages engaging.
• What is your current Social Media presence? You may not officially own a page on Facebook or Twitter, but consumers may have already created pages (either positive or negative). Knowing what's out there already will help to determine your next steps.
• What is your strategy for working with consumers that create unofficial fan pages about your brand?
• What will be your emergency procedure for the following scenarios - negative comments posted on the page, someone creates an unofficial fan page with negative comments, and customer service escalations.
• What are your goals for setting up these pages? • Who is your audience and what will make them want to engage with you on
Facebook?
Common mistakes that brands make
• Not setting goals before creating the pages• Not committing enough resources on an ongoing basis. (Facebook is for life, not just
for Christmas)• Ignoring your fans on the page and not engaging with them and their queries• Providing a point of contact internally that will be available 24/7 for any emergency
escalations
Get in touch
Tamara LittletonCEO
@tlittleton (me)@emoderation (Tia Fisher)
facebook.com/eModeration
emoderation.blog.com
