Listen. Engage.
Build Relationships.
Allison Matherly
Coordinator of Digital Engagement
Texas Tech University
#PR3315
@all...
● For each “yes,” give yourself three points.
● For each “maybe,” give yourself two points.
● For each “no,” give yourself...
● You have a Facebook account.
● You have a Twitter account.
● You use hashtags in your email.
● You check in on Foursquar...
● You dream in 140 characters.
● It’s the first thing you do in the morning.
● You update your status while out with real ...
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
intrude...
Tools
to
Monitor
● Hootsuite
● Argyle Social
● Radian6
● Social Mention
● Tweetdeck
● Hashtracking
● Topsy
What to
Look
For#
Keywords
@
Dash-
boards
● Identify conversations
● Know audience
● Look for points of pride
● Give customer service
● Take Advantage of Opportunit...
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...
● 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 ...
Real Life:
Applebees
Holy Facebook
Comment, Batman!
Real Life:
Applebees
Next up: Applebee’s starts repeatedly
tagging people in the middle of the night
and repeating their s...
Real Life:
Applebees
● Hiding
● Blocking
● Deleting
● Banning
● Responding to Negativity
● High-intensity
● Fast
● Passion-filled
● Opinionated
● Rapidly Evolving
Crisis
Comms
Real Life:
Mike
Leach
Real Life:
Mike
Leach
Real Life:
Mike
Leach
Real Life:
Winter
Weather
Real Life:
Winter
Weather
Real Life:
Winter
Weather
● Early and Late
● Writing Content
● Scheduling
● Strategizing
● Training
● Assisting Other Departments
Day
to
Day
Day
to
Day
Day
to
Day
Questions?
allison.matherly@ttu.edu
@allisonmatherly
Sources
● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase,
2013
● http://rlstollar.wordpress.com/2...
Listen. Engage. Build Relationships.
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Listen. Engage. Build Relationships.

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A presentation for current Public Relations students about using social media for a brand and/or client.

Published in: Technology, Business
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Listen. Engage. Build Relationships.

  1. 1. Listen. Engage. Build Relationships. Allison Matherly Coordinator of Digital Engagement Texas Tech University #PR3315 @allisonmatherly
  2. 2. ● 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!
  3. 3. ● 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 or have a profile for your pet. ● You like your own posts. Pop Quiz!
  4. 4. ● 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!
  5. 5. What’s it all about? ● Listening to a conversation ● Engaging with stakeholders ● Building relationships
  6. 6. 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
  7. 7. Tools to Monitor ● Hootsuite ● Argyle Social ● Radian6 ● Social Mention ● Tweetdeck ● Hashtracking ● Topsy
  8. 8. What to Look For# Keywords @
  9. 9. Dash- boards
  10. 10. ● Identify conversations ● Know audience ● Look for points of pride ● Give customer service ● Take Advantage of Opportunities ● Catch Mistakes Monitoring for a Client
  11. 11. Opportunities
  12. 12. Opportunities
  13. 13. Opportunities
  14. 14. ...and mistakes
  15. 15. “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!
  16. 16. ● There is nothing you can say to satisfy a troll ● Don’t feed them... especially after midnight... Trolls
  17. 17. Real Life: Amy’s Baking Company
  18. 18. Real Life: Amy’s Baking Company
  19. 19. 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.
  20. 20. Real Life: Applebees Holy Facebook Comment, Batman!
  21. 21. Real Life: Applebees 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:
  22. 22. Real Life: Applebees ● Hiding ● Blocking ● Deleting ● Banning ● Responding to Negativity
  23. 23. ● High-intensity ● Fast ● Passion-filled ● Opinionated ● Rapidly Evolving Crisis Comms
  24. 24. Real Life: Mike Leach
  25. 25. Real Life: Mike Leach
  26. 26. Real Life: Mike Leach
  27. 27. Real Life: Winter Weather
  28. 28. Real Life: Winter Weather
  29. 29. Real Life: Winter Weather
  30. 30. ● Early and Late ● Writing Content ● Scheduling ● Strategizing ● Training ● Assisting Other Departments Day to Day
  31. 31. Day to Day
  32. 32. Day to Day
  33. 33. Questions?
  34. 34. allison.matherly@ttu.edu @allisonmatherly
  35. 35. 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/
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