Social Media: Rules of Engagement

Transcript

1. Social  Media   Rules  of  Engagement   By:  Nicole  Matejic  
2. Part  One  Summary     *Social  Media     Crisis  Communica8ons   *Social  Media  in   Comparison  to  Sex   *Art  of  Social  Media  Influence  
3. Social  Media     Crisis  Communica9ons     HOW  we  communicate   WHAT  we  communicate  
4. Social  Media  in     Comparison  to  Sex   Socially  TransmiDed  Disease  =  The  Clap   It  is  the  applause  you  get  from  a   #PRFail  when  you  crisis  goes  viral  on   Social  Media  
5. 3  pillars     of     Social  Media  Crisis     People   Technology   Corporate  Governance  
6. Art  of  Social  Media  Influence     “unless  you  are  communica8ng  with   influence  on  networks  where  people  are   tuning  in,  you  might  as  well  be  sending   morse  code  into  outer  space”  
7. A  lack  of  presence  on  social   media  makes  it  much  harder  to   manage  organiza8onal  crises   effec8vely   Be  present,  Engage  and  Build  Influence   Social  Media  
8. Part  Two  Summary     Planning  for  Social  Media  Risks   Building  your  Social  Media  Ark  
9. A  strategy  is  to  a  plan     what     Noah  was  to  his  ark  
10. Crew   You  need  a  crew  to  help  sail  thru  a  storm.  
11. Coxswains  and  Deckhands   Execu9ve  Officer   Captain   Engineer   Who  is  your  public  face  for  a  crisis?   Who  is  your  person  that  is  a  problem  solver   trying  to  create  solu8ons?   Who  are  your   communica8ons,  marke8ng   and  public  affairs  people?   Who  is  ul8mately  around  to  be   the  problem  solver?  
12. Plan  for  the  Flood   Important  issues  you  will  need  to  address  during  a  social  media  crises  
13. *Be  Social.   Show  your  audience  you  care  enough  to   talk  about  the  crisis   *Apologize.   Say  it  early,  Say  it  oZen.   *Mistake.   Take  responsibility  for  your  part.   Admit  your  mistake  without  admi[ng  fault.   *Lesson  Learned.   Be  quick  to  learn  from  your  mistakes.   *Measures  of  Scale.   Know  when  to  communicate,  when  to  stay  silent  and  when  to  engage.   Match  your  crisis  response  to  the  scale  of  their  outrage.   *A=en>on  to  Detail.   Don’t  gve  people  more  ammuni8on  by  making   silly  mistakes.   *Legal  Eagles.   Seek  early  legal  advice  on  issues  that  could   cause  you  grief.  
14. Drills  and  Skills   All  skills  no  maDer  how  easy  or  complex  require  prac8ce.  
15. *AAer  the  Flood.   Let  your  audience’s  sen8ment  guide  you  in  8ming  your  return  to   business  as  usual.   *Naviga>on.   What  is  your  plan?  Where  do  you  want   to  go?  How  are  you  going  to  get  there?   *Followship.   Protect  and  maintain  the  reputa8on  and   leadership  ability  of  your  talking  head.   *Team  Systems.   Teams  coming  together  to  build  a  bigger,  beDer  team.   *Communica>on.   Communicate  with  your  own  people.   *Endurance.   Train  for  the  race  of  the  crisis  and   the  aZermath  of  the  race.  
16. Valuable  content   regarding...   Social  Media  and  Companies   The  amount  of  consumers  on  various  social  media  outlets   An  increase  in  company  social  media  fails   Prevalence  of  social  media  in  today’s  society  
17. Read  this  book  if…   You  are  a  graduate/new  hire.     Companies  will  expect  you  know  the  most  about  social   media  and  will  ask  you  to  manage  the  social  media   accounts  
18. Biggest  Takeaways   Ac8ons  speak  louder  than   words,  especially  on  social   media.   Embrace  your  crisis  and   your  apology,  and   demonstrate  your   resolve  to  make  things   right.