Social Media Sessions

Risk Management

Lucio & Jeff

Social Media Sessions

For any major brand interested in being a Social Media Leader there are three home truths:

1. Social Media is complex – and becoming more so.

2. User Generated Content means there is a thin line between opportunity and risk in Social Media.

3. Leaders need to be brave and to think outside the square.

Three Home Truths.

Social Media Sessions

Risk Management

Two areas of Risk

1. Earned Media

2. Owned Media1. Including Perceived to be Owned

Social Media Sessions

Good Planning and Management starts with …………

THE TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN

Social Media Sessions

TEN STEPS IN AN ONLINE RISK MANAGEMENT PLAN

1. Policy development

2. Content subject areas assessment

3. Social Media Structure and response TEAM

4. Corporate Social Media Governance and Responsibilities

5. Corporate Social Media Vision Objectives and Audiences

6. Corporate Info and Terms of Use

7. Corporate Expectation Statement for Social Media

8. Protocol Guiding Social Media Entry and Questions

9. Social Media Style Guide

10. Crisis Response Questionnaire and re-actions

Social Media Sessions

Earned Media

• Detractors & the disingenuous

• The genuinely curious

• The general conversation

Social Media Sessions

Moderation Guidelines - Managing Content

1. Who writes the content for moderating?

2. Will there be pre-approved questions and answers to assist in responding to online queries?

3. Do we need to respond to all comments?

4. How to determine which comments require a response?

Social Media Sessions

Negative Comments

• Many negative comments are based on inaccurate information.

• Both accurate and inaccurate information, identified through Social Media has proven to lead to improved business processes and product/service enhancements.

• The power of the personal touch, acknowledging a concern and addressing it can turn a detractor not just into a customer again but into an advocate.

• Important - We do not have to respond to every negative mention.

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Sample Response Process

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Monitor

• Check YouTube, Slideshare, Wikipedia and Forums regularly for user comments, feedback , queries and changes

• Use Online1984 to conduct seaches for brand mentions.

• Set up real-time email alerts to monitor activity.• Review FAQs for updated information.

Moderate• Review user comments on YouTube, Slideshare and

Wikipedia to assess whether any breach of page rules has occurred.

• Review user comments to assess whether appropriate to publish

• Use Terms of Use/Page Rules as guideline.

Respond

• Determine appropriate course of action for comments and reviews.

• Delete spam and offensive material.• Reply to Level 1 and 2 comments.• Send draft responses for Level 3 and 4 queries for

approval.• Escalate issues/challenges.

Guideline for Engaging

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Content Subject Areas

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Crisis Management

• Comments cannot be controlled directly but they can be monitored, analysed and counter-attacked

• Use the processes in place.

• Keep a cool head and respond strategically not tactically.

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15

Inform and convert Identify and Neutralise using fear

Empower, break bystander and give them social validation to be active

Neutralise attention and discourage taking him out of the centre of attention

"Even if this is true......""Although this is on-topic.....""I disagree....""Yes, but.....""Can you provide a source for this...."NOT FOLLOW UPS

Inform and grow

Entitle to act

One strategy rather than 100 tactics

Owned Media

• Poorly managed assets

• Dormant assets

• Pirate assets

Social Media Sessions

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Branded Assets – 3 Risks

POORLY MANAGED

CONCERNS:• Consumers see as a reflection on your company.• Lost opportunities.• being closed down due to rule infractions.

SOLUTIONS• Get objectives, resource plans, measurement and reporting processes. • Training and Certification

Social Media Sessions

Branded Assets – 3 Risks

LEFT DORMANT

CONCERNS:• Other’s advertisements, irrelevant comments and SPAM.• Questions asked or statements made – no response.• Lost opportunities.

SOLUTIONS• Review on a regular basis. • Take down.• Training and Certification.

The owner of an environment, eg. a Facebook page, is ultimately responsible for the content placed and left there.

Social Media Sessions

Social Media Sessions

Branded Assets – 3 Risks

Pirate AssetsCONCERNS:• Poorly managed but consumers assume is a reflection on your company.• Questions asked or statements made – no response or an incorrect response.• Consumers searching for your brand find the pirate brand and stop searching.

SOLUTIONS• DM the originator / owner• Work with the website management company• Keep a watching brief

Sub Heading

• Dot points• Dot points• Dot points

Social Media Sessions