Reputation Management


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Strategy behind social media and reputation management to avoid an on-line social media communication crisis.

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Reputation Management

  1. 1. Columbus Social Media Network May 12, 2009 Reputation Management: Social Media & Public Relations Non-Profit Small Business
  2. 2. Building A Strong On-line Brand <ul><li>Open to Change </li></ul><ul><li>Focus </li></ul><ul><li>Comprehend </li></ul><ul><li>Proactive </li></ul><ul><li>Presence </li></ul><ul><li>Reactive </li></ul><ul><li>Take Action </li></ul>
  3. 3. Open to Change <ul><li>With the social media boom non-profits and small businesses have to be open and accept social media as a vital means of public relations </li></ul><ul><li>Leave comfort zone of traditional media – print, TV, radio and incorporate the web </li></ul>
  4. 4. Focus <ul><li>With little extra time and the slew of social media choices non-profits, and new businesses, feel overwhelmed and don’t know where to start. </li></ul><ul><li>To start, KEEP IT SIMPLE </li></ul>
  5. 5. Comprehend <ul><li>Understand how each works and their benefits: </li></ul>Follow media, supporters, customers, other similar tweeters Friend media, supporters, customers other like groups, create page Connect with donors, board, volunteers, customers & peer groups Builds personal connection, RSS feeds, Twitterfeed, Comments Visual message, PSAs, commercials, embed on web site
  6. 6. Proactive <ul><li>Before profiles and pages are created non-profits and small businesses must: </li></ul><ul><ul><ul><li>Have brand strength </li></ul></ul></ul><ul><ul><ul><li>Clear messaging </li></ul></ul></ul><ul><ul><ul><li>Social media point person </li></ul></ul></ul><ul><li>The first steps in reputation management should be: </li></ul><ul><ul><ul><li>Create Key Messages – messaging should be controlled yet friendly </li></ul></ul></ul><ul><ul><ul><li>Strategize What Will Be Discussed </li></ul></ul></ul><ul><ul><ul><li>Set Tone With Visuals and Values </li></ul></ul></ul><ul><ul><ul><li>Include Social Media Steps In Crisis Communication Plan </li></ul></ul></ul>
  7. 7. Presence <ul><li>Creating An On-line Presence Builds Relationships, Authority and Confidence </li></ul><ul><li>Concentrate On Awareness </li></ul><ul><ul><ul><li>Promote Events </li></ul></ul></ul><ul><ul><ul><li>Outreach </li></ul></ul></ul><ul><ul><ul><li>Human Interest Stories </li></ul></ul></ul><ul><ul><ul><li>Resources </li></ul></ul></ul>
  8. 8. <ul><li>Should Negative Comments Arise Don’t Panic : </li></ul><ul><ul><ul><li>Depending on Statement You Might Not Want To Do Anything </li></ul></ul></ul><ul><ul><ul><li>Depending on Severity You Might Want to Assemble Crisis Team </li></ul></ul></ul><ul><ul><ul><li>Figure Out Who The Source Of The Attack Is, Where It Is Coming From, And How Widespread It Is </li></ul></ul></ul>Reactive <ul><li>Be Aware and Monitor What is Being Said About Your Brand: </li></ul><ul><ul><ul><li>Google Alerts </li></ul></ul></ul><ul><ul><ul><li>Google Reader </li></ul></ul></ul><ul><ul><ul><li>Twitter Search </li></ul></ul></ul><ul><ul><ul><li>Blog Comments </li></ul></ul></ul>
  9. 9. Take Action <ul><ul><li>Stay Controlled and Confident </li></ul></ul><ul><ul><li>Don’t Make A Broad Statement </li></ul></ul><ul><ul><ul><li>Make your statement on the social media channel(s) in which it came from. That way you are not creating more attention to other who may not have heard </li></ul></ul></ul><ul><ul><li>Create An Honest Response As Soon As Possible </li></ul></ul><ul><ul><ul><li>Even if you need to respond by saying you are looking into the situation and will get back with more information as soon as it become available </li></ul></ul></ul><ul><li>Keep Tone Upbeat and Professional </li></ul><ul><li>Show Organization Cares About Fixing Situation </li></ul>
  10. 10. Four “Gets” <ul><li>The playing field is just a little different but the same quick crisis communication tips for traditional media apply to social media: </li></ul><ul><ul><ul><li>Get It Right – Communicate Correct Information </li></ul></ul></ul><ul><ul><ul><li>Get It Quick – Communicate Promptly To Key Audience </li></ul></ul></ul><ul><ul><ul><li>Get It Out – Communicate Your Positive Key Messages </li></ul></ul></ul><ul><ul><ul><li>Get It Over With – Resolve Situation As Quickly As Possible </li></ul></ul></ul>
  11. 11. Brand Identity, Profiles, Reputation Managed Social Media = Greater PR and Awareness <ul><li>It’s About Management </li></ul>
  12. 12. Michele Savoldi <ul><li>740.816.3251 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>In-Kind Connection </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>columbus imPRessions </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>