Listen. Engage. Build Relationships. Spring 2014

Listen. Engage. Build Relationships.

Allison MatherlyCoordinator of Digital Engagement

Texas Tech University

#PR3315@allisonmatherly

● For each “yes,” give yourself three points.

● For each “maybe,” give yourself two points.

● For each “no,” give yourself zero points.

Are You Addicted to Social Media?

Pop Quiz!


● You have a Facebook account.

● You have a Twitter account.

● You use hashtags in your email.

● You check in on Foursquare, everywhere you go!

● You follow a profile or have a profile for your pet.

● You like your own posts.

Pop Quiz!


● You dream in 140 characters.

● It’s the first thing you do in the morning.

● You update your status while out with real people.

● You share everything.

● Klout becomes your social currency.

Pop Quiz!


● You have more than 4 social media profiles.

● You’ve updated a social network with a picture of a meal

● You’ve used the name of a social media channel as a verb

Pop Quiz!


● If you scored between 0 and 15, you are either a non-addict, or perhaps a power user who has become caught up in a few addict-like tendencies.

● If you scored between 16 and 30, you are on the verge of a serious problem.

● If you scored between 31 and 45, you need to enter a program that removes you from your electronic devices for at least a week.


What’s it all about?

● Listening to a conversation ● Engaging with stakeholders● Building relationships


32%of people

have no idea companies

are listening to them

Make that

38% of Millennials

40% think

listening online

intrudes privacy

50% say companies should listen to improve their

products

60% want companies

to respond to complaints


The Fabulous Life of a

Social Media Manager

● Strategies

● Solving Problems● Encouraging● Congratulating● Community Management


The Fabulous Life of a

Social Media Manager

● 14 Social Media Channels

● Team of Interns● Staying Up on Trends & Learning● Creating Engagement● Communicating the Texas Tech Brand

○ #IAmARedRaider● Measurement

● Monitoring


Day to

Day#PR3315

@allisonmatherly

● Early and Late ● Writing Content● Scheduling● Strategizing● Training● Assisting Other Departments

Day to

Day


Day to

Day#PR3315

@allisonmatherly

● Understand Audience● Pick Channels

● Creating Strategies● Promoting Key Messages

Essential Skills


Tools to

Monitor

● Hootsuite● Argyle Social● Radian6● Social Mention● Tweetdeck● Hashtracking● Topsy


What to Look

For#Keywords

@#PR3315

@allisonmatherly

Dash-boards


● Identify conversations● Know audience● Look for points of pride● Give customer service ● Take Advantage of Opportunities● Catch Mistakes (Before They Happen)

Monitoring for a Client


Opportunities


Opportunities


Opportunities


Opportunities


...and mistakes


“I Knew You Were Trouble When You Walked In...” or maybe it was tweeted in!

As Taylor Swift

Would Say

Maybe T.Swizzle isn’t your

thing

IT’S A TRAAAAAP!


● There is nothing you can say to satisfy a troll

● Don’t feed them...especially after midnight...

Trolls


Real Life: Amy’s Baking

Company


Real Life: Amy’s Baking

Company


Real Life: Applebees

By around 2 am, there were around 17,000 comments on Applebee’s original Facebook status. Then began the most bewildering move in corporate social media/public relations that I have ever witnessed. At 2:53 am, the middle of the night, whoever manages Applebee’s Facebook page started making comments on their status update. In response to the over 17,000 comments, the following statement appeared — not as a new status update, but as a comment on the status update.



Holy Facebook Comment, Batman! #PR3315

@allisonmatherly


Next up: Applebee’s starts repeatedly tagging people in the middle of the night and repeating their same comment over and over… and over. It’s now about 3 am in the morning:



● Hiding● Blocking● Deleting● Banning● Responding to Negativity


● High-intensity● Fast● Passion-filled● Opinionated● Rapidly Evolving

CrisisComms


Real Life: Mike

Leach


Real Life: Mike

Leach


Real Life: Mike

Leach


Real Life: Winter

Weather


Real Life: Winter

Weather


Ways to Get Ahead

● Personal Use● Manage Accounts for Others● Read!● Twitter Chats

○ #PRStudChat○ #CMGRChat○ #BlogChat


Questions?


[email protected]

@allisonmatherly

Sources

● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase, 2013

● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-media-meltdown-a-photo-essay/

http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-media-meltdown-a-photo-essay/

http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-media-meltdown-a-photo-essay/