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What are people saying about you?
Vikki ChowneyEditorReputation Online
Jonathan WaddinghamProduct ManagerJustGiving
Listening to what people are saying about you online
is vital for engagement and for protecting your
reputation. But with constant real-time interactions
happening across a plethora of channels, where do
you start?
This session will show you some manageable, cost-
effective ways to listen and respond to what people
are saying about you online.
Listening is always step 1 when it comes
to putting a plan into action.
Listening, monitoring, and reporting are obligatory cogs
in the social media machine.
Gathering intelligence to inspire meaningful and
actionable social programs is, on the other hand,
priceless.
Brian Solis, 2010 in VentureBeat
While many organisations monitor conversations
related to keywords or respond simply to those
who invite participation, the real potential of social
media runs far deeper.
This is the chance to leapfrog conversations by
learning what it takes to lead them and then
embodying the position you wish to gain.
1. Your employees.
The solution?
Maybe they’re unsure of what they should or
shouldn’t say?
Create guidelines and educate.
2. Those who disagree with what you’re doing.
The solution?
Maybe they don’t know the full story?
Create an online hub of information.
3. Those who misunderstand what you’re doing.
The solution?
Maybe you’re not communicating properly?
Reach out to them publicly.
No matter what, it’s important to address any
negative response, but also remember that you
can’t change everything.
1.
1. One person/team should monitor what the outside world
is saying
2. Another person/team should get news out via the
quickest channels available
3. Clearing what you want to say publicly with the
lawyers/internally is always more time-consuming than the
comms team thinks it should be – so get the teams
physically close to each other to speed things up
4. A news vacuum in a crisis will be filled with
unsubstantiated speculation – which you want to avoid (see
steps 1 – 3).
Forrester’s “hub and spoke” model for social media
management bears an uncanny resemblance to a
textbook crisis comms team – with people from
customer service, PR, corporate comms, legal, HR,
marketing and operations all represented.
1. Do you have a blog template and subdomain ready to add on to your own
site – with a very accessible CMS ready for real-time updates where people
are most likely to look?
2. Do you own your own social media channels and have all those logins to
hand, so that the crisis team can instantly commandeer all the channels
available to decide which are the best to use?
3. Do you know how to stop all other commercial, especially social media,
communications?
4. Do you have people in the core team who can use social media effectively?
Chris Reed, Managing Partner, Brew
http://www.flickr.com/photos/stacya/3436705609
Google alerts
Technorati search
Tweetscan
Backtype alerts
Delicious search
Flickr search
Your
Toolkit
How to listen
http://addictomatic.com
Monitoring sites
http://www.samepoint.com
Monitoring sites
http://socialmention.com
Monitoring sites
Measure, measure, measure
www.flickr.com/photos/the-g-uk/3867089043
Measurement on Facebook (insights)
http://www.facebook.com/insights
Measurement on Facebook (insights)
http://www.facebook.com/insights
https://analytics.postrank.com/
http://viralheat.com/
http://bit.ly/
Measurement on social media
Postrank is great for blogs
Postrank is great for blogs
http://bit.ly/info/SMguide
Measurement on Twitter
Enterprise monitoring..
http://www.radian6.com/
http://www.scoutlabs.com/
http://www.meltwater.com
Listening dashboard
7 golden rules for listening online
1. Set up your listening toolkit
2. Make sure you have time to listen
3. Make sure you have time to respond
4. Take a deep breath before responding to criticism, be thick skinned
5. Welcome constructive criticism and be open
6. Be friendly and authentic when you reply
7. Measure the effectiveness of your comms
Jonathan Waddingham
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
Carry on the conversation...
Vikki Chowney
@vikkichowney
http://vikkichowney.com
http://reputationonline.co.uk/
