Real Housewives of Social Media - NTC 2010


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The recipe of success for social media - my section is the "drama" involved.

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Real Housewives of Social Media - NTC 2010

  1. 1. Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety And now, for the “secret ingredient”….
  2. 2. What’s the secret ingredient you ask? DRAMA. And being prepared for it.
  3. 3. Why? This could happen to you. 3
  4. 4. Social Media Storm Survival Tips Tip #1: There will always be haters. Deal with it. If you aren’t thick – skinned enough to read all the negativity, Find someone who is. If staffing is an issue, find interns and web-savvy staff
  5. 5. Tip #2: Identify the usual suspects and DNFFT. Keep a running list of haters and their handles / blogs so you know who they are when they pop up. Some people you can turn around, but some people you can’t. Identify these people quickly. Know when to respond and when not to - pay attention to tone and influence
  6. 6. Tip #3: Build a monitoring system that works for you. No org can afford to ignore what’s being said about them. Brand monitoring is NOT a 9-5 job (in fact, planned attacks are usually after hours or on the weekends) so you must have a system in place. • Dual monitors with Tweetdeck • Tweetdeck for iPhone • Tweetbeep and Google Alerts • Hootsuite / CoTweet • Text messages •“As it happens” Email alerts • Weekend “on-call” schedule • RSS feeds • Monitoring software (Radian 6, Filtrbox) • Management software (Hootsuite, CoTweet)
  7. 7. Tip #4: Make your commenting policy known. And fair. We often get accused of deleting comments and members from the opposition on our Facebook Fan page. If you delete something, tell your fans and tell them why. We only delete posts with profanity, spam, personal attacks, or misinformation. Simple disagreements are kept to preserve transparency. Don’t be afraid to use blocking features – common practice.
  8. 8. Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.
  9. 9. Tip #6: Take the time to get staff and exec buy in. Don’t just show them your fan page, get them one. Get them using the tools if they are the least bit interested. If not, try a more passive approach like setting up a daily digest of your Twitter feed to their email That way, when you find yourself in a Social Media Storm and in need of help / support / additional resources – they will understand (more on that later…)
  10. 10. Tip #7: (and maybe the most important) Be proactive. Take the time to build up a fan base and build trust with them so they’ll Come to your defense in time of an attack Follow and participate in hashtags / memes, and create your own Retweet / comment back often Follow people who mention you Answer all incoming questions It’s ok (not creepy) to respond to people who aren’t following You but that you’re monitoring. You can make good friends That way! Turn these people into ambassadors, interns and employees! Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!
  11. 11. Tip #8: Have a response process in place We have a process in place with our online and PR teams: • Monitor sites in real-time, all day, every day • Evaluate what is necessary to respond to • Develop a response with PR • Deliver the response via the medium it was generated • Monitor the conversation following and engage as necessary • Alert everyone in the daily news meeting Don’t take it personally. Always be respectful but don’t be Afraid to show some personality. BREATHE. Get up and take a walk before you respond.
  12. 12. If you find yourself in a Twitterstorm •Listen to the what — and to the who. • It's OK to say, "We don't know.“ • Address the crowd where it's gathered. • Tone matters. • Explain how you'll address the specific issue • Talk about what you’ll do to prevent it from happening again Transparency & open communication Have a company policy – you may think its common sense… it’s not! It’s not new. Just add social media to it. php?note_id=102600213661 Crisis Communications
  13. 13. NEVER post something you wouldn’t want on the front page of the New York Times! (Or something you wouldn’t want your mother or boss to see!) My advice to employees
  14. 14. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: LinkedIn: Twitter: @cariegrls Blog:
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