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Social Media Sessions
Risk Management
Lucio & Jeff
Social Media Sessions
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.
Three Home Truths.
Social Media Sessions
Risk Management
Two areas of Risk
1. Earned Media
2. Owned Media1. Including Perceived to be Owned
Social Media Sessions
Good Planning and Management starts with …………
THE TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN
Social Media Sessions
TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN
1. Policy development
2. Content subject areas assessment
3. Social Media Structure and response TEAM
4. Corporate Social Media Governance and Responsibilities
5. Corporate Social Media Vision Objectives and Audiences
6. Corporate Info and Terms of Use
7. Corporate Expectation Statement for Social Media
8. Protocol Guiding Social Media Entry and Questions
9. Social Media Style Guide
10. Crisis Response Questionnaire and re-actions
Social Media Sessions
Earned Media
• Detractors & the disingenuous
• The genuinely curious
• The general conversation
Social Media Sessions
Moderation Guidelines - Managing Content
1. Who writes the content for moderating?
2. Will there be pre-approved questions and answers to assist in responding to online queries?
3. Do we need to respond to all comments?
4. How to determine which comments require a response?
Social Media Sessions
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
Sample Response Process
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Social Media Sessions
Monitor
• Check YouTube, Slideshare, Wikipedia and Forums regularly for user comments, feedback , queries and changes
• Use Online1984 to conduct seaches for brand mentions.
• Set up real-time email alerts to monitor activity.• Review FAQs for updated information.
Moderate• Review user comments on YouTube, Slideshare and
Wikipedia to assess whether any breach of page rules has occurred.
• Review user comments to assess whether appropriate to publish
• Use Terms of Use/Page Rules as guideline.
Respond
• Determine appropriate course of action for comments and reviews.
• Delete spam and offensive material.• Reply to Level 1 and 2 comments.• Send draft responses for Level 3 and 4 queries for
approval.• Escalate issues/challenges.
Guideline for Engaging
Social Media Sessions
Content Subject Areas
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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
Inform and convert Identify and Neutralise using fear
Empower, break bystander and give them social validation to be active
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
Inform and grow
Entitle to act
One strategy rather than 100 tactics
Owned Media
• Poorly managed assets
• Dormant assets
• Pirate assets
Social Media Sessions
Social Media Sessions
Branded Assets – 3 Risks
POORLY MANAGED
CONCERNS:• Consumers see as a reflection on your company.• Lost opportunities.• being closed down due to rule infractions.
SOLUTIONS• Get objectives, resource plans, measurement and reporting processes. • Training and Certification
Social Media Sessions
Branded Assets – 3 Risks
LEFT DORMANT
CONCERNS:• Other’s advertisements, irrelevant comments and SPAM.• Questions asked or statements made – no response.• Lost opportunities.
SOLUTIONS• Review on a regular basis. • Take down.• Training and Certification.
The owner of an environment, eg. a Facebook page, is ultimately responsible for the content placed and left there.
Social Media Sessions
Social Media Sessions
Branded Assets – 3 Risks
Pirate AssetsCONCERNS:• 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.
SOLUTIONS• DM the originator / owner• Work with the website management company• Keep a watching brief
Sub Heading
• Dot points• Dot points• Dot points
Social Media Sessions