SOPHIE BRENDEL

HEAD OF DIGITAL ENGAGEMENT, BBC

@sophiebr

MANAGING YOUR REPUTATION, ONLINE

Social Media has fundamentally changed how you manage your reputation

Everyone is talking about social media

so let’s start with the context.

Social media has changed what we talk about and how we engage.

It is changing who we talk to…

…. and the speed at which we share and engage online.

It’s important to understand how online communities work Key influencers

TRUST EXPERTISE

REACH IMPACT

If influencers are central to reputation management, what makes someone influential online?

And when an issue arises, is important to engage online.

There are pitfalls if you don’t…

Before you start, focus engagement around defined objectives.

Why are you engaging with social media? How will you do it, day to day?

What does success look like and how will this be measured?

How can social media become part of your brand’s DNA?

Define the online platforms you will use to engage.

Establish yourself on Twitter (and social media)

Listen, monitor & know your influencers

Build social media into campaigns & launches.

.Social Media was central to the success of the BBC iPlayer relaunch in 2010

Prepare an issues response plan that you can quickly mobilise.

Acknowledge an issue quickly and keep audiences informed.

Develop a central place for all communications

Consistent updates on the BBC press office website provided a trusted & widely linked to source of information on #BBCstrikes.

Correct misinformation quickly and openly.

When Strictly’s Len Goodman was misquoted online, swift action corrected the story.

Sometimes you should see how conversations play out first, choosing your moment to respond

And sometimes it’s best to step back and not engage at all.

@lezahtherock: Happy birthday Doctor Who! Best show ever. I'm

#ProudoftheBBC.

@Iva_LJSH @bbctms yet another reason I'm #ProudOfTheBBC

that's #WorthTheLicenseFeeAlone!!!

@shin1982: @jakehumphreyf1 you've done a great job such a shame the season had to end it's been awesome, a real nail biting finish! #proudofthebbc

SOPHIE BRENDEL

HEAD OF DIGITAL ENGAGEMENT, BBC

@sophiebr

MANAGING YOUR REPUTATION, ONLINE

Thanks for listening.