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5 Bullet Proof Ways to Avoid a Social Media Meltdown

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Concerned about how to mitigate reputation risks as you foray into social media communication? This presentation offers my top tested tips on how to ensure you have the right guardrails and resources …

Concerned about how to mitigate reputation risks as you foray into social media communication? This presentation offers my top tested tips on how to ensure you have the right guardrails and resources in place and why this matters more and more. Got a question? Feel free to ask or leave me a comment, please.

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  • Five years ago, there was no such thing as social media. There were two platforms that “young people” used - MySpace and Facebook if you happen to be in America.

    The Web has matured. Started as a means of messaging between scientists, the internet has become a place for research, commerce, and entertainment.
  • Putting one’s head in the sand has a few negative side effects. From this position, you are greatly exposed and won’t see it coming.
  • The first barrier that the internet had was access. Dial Up service was costly, and terribly slow. Broadband becoming cheaper and now wireless internet has allowed us to unplug from our walls and telephone lines..
  • Brian Solis said the Ipads were created for Old People and Children. Widespread adoption can be associated with the decrease in the cost of connecting to the internet, the increased access of wifi and broadband supply, keyboards designed for bigger fingers and screens designed to accomodate larger fonts and typefaces.
    People have access to smart technology for less than the cost of a computer, and relying more on mobile portability to meet their everyday needs..
  • Because we use our devices for entertainment and communication does not limit our expectations of them as it relates to information. The rise of LinkedIn statistics has proven that in our digital life, we enjoy connecting with each other on a range of topics
  • Traditonal media has also turned to the social web. Stories like the uprising in Libya and the capture of Osama Bin Laden were first spotted on the social networks. Correct corporate social media usage should assist those who are searching or asking the question you answer to your web content.
  • Incorporating social media platforms into an online communication strategy helps an organization own it’s message and reputation , increase the frequency of messaging, and drive engagement. Incorporating online messaging beyond a website offers an organization more dynamic B2S (Business to Stakeholder engagement.

    Every comment is like a drop in the ocean, and causing ripples.

    B2S effective use of social media offers organizations
    - 2 way more frequent messaging,
    - A way for organizations to maintain control of their online reputation
    - A lower cost messaging solution over time (Twitter and Facebook are presently free)
    -
  • Set appropriate business goals for a social media strategy.

    Increased Stakeholder enagement and Online Reputation Management are amongst the top reasons highly regulated industries are including a social layer in their communication plan. Success can take many forms, from an increased number of responses in comparison to traditional email notifications, improved stakeholder sentiment as measured across (corporate) owned social profiles, and decreased cost of capital.





    - IBM was amongst one of the first companies in 2003 that “made a strategic decision to embrace the blogosphere and to encourage IBMers to participate”.

    - Coca Cola is also a working example of a company getting it right. Coca Cola allows employees to represent the brand after completing it’s Social Media Certification program.
  • There are Four Policies that need to be implemented to avoid a potential internal social media crisis:

    1. Social Media Policy (Interal Policy) - a social media policy that dictates acceptable employee behavior in social channels, safeguarding the company again legal risks raised when employees represent the brand in public. This policy would typically extend accross an organization and dictate when and how employees were able to participate.

    2. Disclosure and Ethics Policy - Created more for rank & file employees, this policy addresses issues around disclosure and confidentiality. Even if your organization chooses not to participate with corporate profiles on Twitter and Facebook, employees still need guidance and a mandate about what is acceptable as a brand representative in their personal social media profiles, on Facebook and Twitter or blogs. Providing employees with a short and sweet disclaimer is one way to manage and mitigate elegantly.

    3. House Rules - Community Policy This policy is intended to be the place where customers and internet users are informed of the rules of the playground. Rather than take a tyrannical view and writing a laundry list of Don’t, articulate the behavior you would like to see. This policy should be visible or linking to all social media accounts.

    4. Privacy Policy - Make a promise to stakeholders as to how you will use their data. Explain what you might be collecting, how it might be used and how it will be stored. Be transparent. Be honest.
  • Design an engagement network that creates touchpoints for Stakeholders that will enable organization to become socially active. Those companies lI highlighted take a hybrid approach...and deliver messages in many formats, from .pdfs to videos, with the various levels of sophistication, from simple for the retail retirees to technical for analysts and regulators.

    Create an asset inventory and pipe relevant corporate messages (this could include Rich media like seen in Unilife’s social stream) that is managed and controlled and allow open access. Use these “approved” assets to drip feed news and information to an engaged community.
  • In closing, my final and extra step to avoiding a social media crisis is to pay attention. Stakeholders and investors are now using the web for more than just personal use. Listen to identify whom is speaking with authority and mis-information. Note where your stakeholders are engaging about your organization, your competitor or a company who’s market cap and reputation you wish to emulate.

Transcript

  • 1. 5 Bulletproof Ways to Avoid a Social Media Meltdown Created by Stephenie Rodriguez, CEO Mighty Media Group
  • 2. At the prime age of 45, it’s time to take the Internet seriously. (Seriously!)
  • 3. © James Steidl - Fotolia.com To deny it is to leave ourselves exposed. (Big time!)
  • 4. Here’s Why…
  • 5. Information is ubiquitous.
  • 6. The adoption curve has gotten shorter. The Connected Consumer (Gen C) is not defined by age, geography, or education.
  • 7. 85% of financial services professionals uner 50are using social media. Source: http://www.ledermark.com/news.php 85% of those under 50 are using social media. 86% of those under 50 agree that social networking will be an important business development tool within 5 years You will be Google-d, Binged, and stalked.
  • 8. 89% of Financial Journalists are using blogs for research More than 65% use Facebook More than 52% use Twitter 278 Financial Times / 28 Business Week / 41 Forbes / 66 Wall Street Journal / 108 New York Times Source://http:us.cision.com/news_room/press_release/2010/2010-1-20_gwu_survey.asp
  • 9. A rumor online can start as a ripple and turn into a tsunami. (Just ask Apple!)
  • 10. © Van Truan - Fotolia.com How to avoid a train wreck…
  • 11. #1. Know Your Enemies.
  • 12. #2. Have a Crisis Triage Plan.
  • 13. © andrewgenn - Fotolia.com #3. Train Your People.
  • 14. © vlad61_61 - Fotolia.com #4. Assemble an Army of Advocates
  • 15. © Konstantin Yolshin - Fotolia.com #5. Pay Attention!
  • 16. Stephenie Rodriguez, CEO, Mighty Media Group Got a question on online reputation management or social crisis planning? Ask Me. Connect with me: http://au.linkedin.com/in/digitalgodess http://www.twitter.com/digitalgodess http://plus.google.com/+stephenierodriguez stephenie@mightymediagroup.com.au http://www.mightymediagroup.com.au www.stephenierodriguez.com