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Reactive StrategiesFor digital content plans
Planning & strategiesA bit of a review
Strategies
Proactive
Social content strategy
Social Marketing
Reactive
News-jacking & opportunity-surfing
Issues management
The Art of Social Media War
And therefore those skilled in war bring the enemy to the field of battle and are not brought there by him.
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The Social NewsroomBring them back to your place
The morals?
Be able to publish your own news.
Break your own news.
HARO.
Your primary audience comes first.
The Art of Social Media War
Opportunities multiply as they are seized.
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News-jackingInjecting your message into breaking news to generate media coverage
How to news-jack
Monitor for topics
Research breaking stories quickly but carefully
Write your post
Publish & share it
Opportunity-SurfingBeing ready to cover breaking news in your organization
The Art of Social Media War
The general who wins the battle makes many [plans] ... before the battle is fought. The general who loses makes but few [plans] beforehand.
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Issues ManagementThings will go wrong.
Definitions & Categories
Issue vs. “Crisis”
Types of Issues
Misinformation
someone else is wrong
Mistake
you’re wrong
Organizational Crisis
impending or actual harm to people, property, public
Where they occur
Pages you control
Pages someone else controls
Your “arsenal”
Planning
Positive interactions
Monitoring
Your accounts & website(s)
Planning
Policies
Procedures
Messages & content
Positive Interactions
A good reputation is not something you earn when you need it
You need proactive strategies
Monitoring
Have systems & procedures in place
Interaction Assessment Flowchart
Your accounts & websites
Keep the response local unless:
someone else jumps channels
The Art of Social Media War
Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.
“
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Risk Assessment
Analysing what could go wrong and how much damage it could do
Message Decks
Background
Q&As or key messages
Social messaging
Web & blog content
Your Team
Lawyer
Media relations
Security
Privacy person
Upper management
HR
Dark sites & Pages
Pre-made sites or pages for crisis situations
Kept un-published until needed
Issues MessagingWhat to say when you’d like to say @#$!
The Art of Social Media War
For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.
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4T2P
4T2P
Transparency
Tone
Timing
Third-Party
Profile
Privacy
Netiquette for errors
Netiquette
Be transparent
Apologize for errors
Explain deletions
Be transparent
Indicate edits that change the meaning with:
“Update” & [UPDATED]
“Correction”
[EDIT]
Apologize for errors
Friendly, self-deprecating tone
Actually apologize
Say what you’ll change
Explain deletions
Deleting is generally bad
If you must delete say why
Comment policy violation
“Twuck-up”
The Art of Social Media War
In making tactical dispositions, the highest pitch you can attain is to conceal them.
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Back Channels
Use them
Investigate your players
Contact offline
Be public with responses
Why?
The Art of Social Media War
He who knows when he can fight and when he cannot will be victorious.
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Trolls
Identifying a troll
Methodology
Tone
Prior behaviour
Actions of others
Dealing with trolls
Try to be nice.
If trolling persists
Ignore the troll
Restate your position
Give the troll an offline out
Deliberately misinterpret*
Delete comments†
Ban the troll§
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