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Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
Using Social Media During an Emergency
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Using Social Media During an Emergency

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Presenting for Contingency Planners of Ohio's Joint Regions Meeting 6/19/13

Presenting for Contingency Planners of Ohio's Joint Regions Meeting 6/19/13

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  • 1. USING SOCIAL MEDIA DURING AN EMERGENCYBy Holly Solomon, Expand Socially, LLC
  • 2. Agenda  •  Social  Media  Informa0on  •  Challenges  &  Examples  in  Social  Media  for  Businesses  •  Planning  /  Ques0ons  to  ask  your  teams  •  Monitoring  •  Using  Social  Media  To  Get  Messages  Out  USING  SOCIAL  MEDIA  DURING  AN  EMERGENCY  
  • 3. SOCIAL  MEDIA  CURRENT  STATISTICS  
  • 4. SOCIAL  MEDIA  CURRENT  STATISTICS  
  • 5. -­‐  Improve  Customer  Rela0onships:  Customers  want  to  have  conversa0ons  with  the  brands  they  buy  from  -­‐  Increase  Media  Coverage  -­‐  Tell  your  story/Rumor  control  -­‐  Funnel  people  to  helpful  resources  -­‐  Influence  Sales:  Network  with  prospects  through  exis0ng  customers-­‐  AOract  new  clients  -­‐  Communicate  with  a  larger  audience    The  greatest  barrier  to  success  in  social  media  outreach  is  a  lack  of  knowledge.*      B2B  communica6on  is  changing…don’t  be  the  last  to  connect.    Get  informed,  get  involved,  get  SOCIAL!  Source:  Falkow,  Sally.  Social  Media  Overview      WHY  BUSINESSES  SHOULD  CARE  ABOUT  SOCIAL  MEDIA  
  • 6. •  Product  info    •  Promo0ons  or  special  offers    •  Offer  feedback      •  Influence  product  direc0on  •  News  related  to  the  company  •  Tips  and  advice  •  Informa0on  that  is  easily  accessible  •  Info  they  engage  with  that  they  can  share  with  their  followers    The  key  to  unlocking  social  media  value,  is  aligning  your  viewers  needs/wants  with  your  business  goals!    WHAT  DO  CUSTOMERS  WANT  TO  HEAR  ON  SOCIAL  SITES?  
  • 7. “Social  media  listening,  also  known  as  social  media  monitoring,  is  the  process  of  iden6fying  and  assessing  what  is  being  said  about  a  company,  individual,  product  or  brand  on  the  Internet.”    “In  a  large  enterprise,  social  media  monitoring  tools  can  mine  text  for  specific  keywords  on  social  networking  websites  and  blogs  and  in  discussion  forums  and  other  social  media.  Essen6ally,  monitoring  soGware  transposes  specific  words  or  phrases  in  unstructured  data  into  numerical  values  which  are  linked  to  structured  data  in  a  database  so  that  data  can  be  analyzed  with  tradi6onal  data  mining  techniques.”      Source:  SearchCRM    WHAT  IS  SOCIAL  MEDIA  MONITORING/LISTENING?  
  • 8. •  Many  companies  prohibit  use  of  social  media  in  the  workplace  •  Employees  or  customers  sharing  nega0ve  feedback  publically  •  Too  many  hands  in  the  social  media  pot  in  an  enterprise  •  GeUng  organiza0onal  commitment  •  Social  Media  Policies  &  procedures  are  struggling  to  keep  up  •  Lack  of  informa0on  at  corporate  levels  to  jus0fy  the  cost  in  social  media  •  Companies  are  not  seeing  yet  the  various  advantages  of  the  data  offered  from  social  media  •  The  nature  of  social  media  has  built  up  expecta0ons  for  a  speedy  response  from  organiza0ons  GENERAL  CHALLENGES  IN  USING  SOCIAL  MEDIA  FOR  BUSINESSES  
  • 9. •  Crea0ng  a  micro-­‐site  was  important”  via  Lessons  From  Joplin  Mercy  Hospital  •  AEP  Ohio  uses  a  known  TwiOer  hashtag  #ohwx  to  share  relevant  informa0on  about  storms  &  any  power  outages  in  their  updates.  Allows  tweet  to  get  seen  by  people  who  are  not  following  them,  but  looking  for  updates  related  to  the  storm.  •  Mayo  Clinic  has  a  Facebook  Page  for  employees;  They  also  have  a  video  on  YouTube  for  “New  Employee  Orienta0on”  that  shares  social  media  guidelines  and  best  prac0ces  for  their  employees.  hOp://youtu.be/pjocDhlicJs    SOCIAL  MEDIA  USE  IN  ENTERPRISES  
  • 10. •  With  phone  lines  shut  down,  family  and  friends  reach  out  to  those  in  Boston  through  social  media.  The  MassachuseNs  Emergency  Management  Agency  tweeted  out  helpful  informa0on  for  people  affected.  hOp://youtu.be/xSNtRNXDhXU  ;  @MassEMA:  To  find  people:  1)  Mayors  hotline  617-­‐635-­‐4500.  2)  Red  Cross  Safe  and    Well  (1800REDCROSS  or  online)  3)  Google  Person  Finder  TRY  ALL  3  •  Boston  Logan  Airport  tweeted:  “Logan  is  open  and  opera6ng  under  heightened  security.  Please  check  with  your  airline  on  flight  status.”  SOCIAL  MEDIA  USE  IN  ENTERPRISES  
  • 11. Maintaining  an  ac0ve  online  presence  and  use  plaporms  to  allow  customers  to  comment  is  a  great  way  to  develop  posi0ve  rela0onships  with  your  customers.    Email  isnt  the  best  way  to  get  in  touch  with  people  in  an  emergency.    Encourage  all  clients  and  employees  to  “Like”  your  Facebook  page  to  enable  them  to  see  info  more  easily    You  can  post  to  some  sites  with  a  text  message  when  you  are  not  connected  to  the  internet.        SOCIAL  MEDIA  ADVICE  FOR  BUSINESSES  
  • 12. Planning:  •  Plaporms  •  Type  of  Content  •  Consistency  •  Accountability  •  Insurance    Managing  Feedback  :  •  How  are  you  monitoring?  •  Who  is  responsible  for  responding?  •  How  are  they  responding?  •  What  0meline  are  they  responding  in?  PLANNING  
  • 13. •  What/how  are  you  monitoring  the  social  world?  •  Who  is  responsible  for  pushing  out  messages  related  to  emergencies?  •  Do  we  have  a  social  media  calendar?  •  What  0meline  are  they  responding  in?  •  What  is  the  current  process  when  nega0ve  feedback  is  posted?  •  Is  there  currently  an  inventory  of  the  various  social  accounts  we  have?  And  does  this  include  any  leaders  in  the  organiza0on?  •  Do  we  do  all  the  social  pos0ng/content  crea0on  in-­‐house?  QUESTIONS  TO  ASK  YOUR  MARKETING  TEAMS  
  • 14.  •  50  Top  Tools  for  Social  Media  Monitoring,  Analy0cs,  and  Management  by  Pam  Dyer,  hOp://ow.ly/m9Yq8    •  HootSuite:  Manage  your  social  updates  and  create  custom  reports  to  show  relevant  informa0on.  (Free/Paid)  •  Radian6:  track  campaign  ROI;  Gauge  audience  reac0on  and  adjust  tac0cs  in  real-­‐0me.  (Paid)  •  Sproutsocial:  Schedule  and  monitor  your  social  media  efforts.  ($39-­‐99)  HOW  IS  YOUR  COMPANY  MONITORING  TODAY?  
  • 15. •  Google  Alerts-­‐  Free:  Get  email  updates  of  the  latest  relevant  google  search  based  on  your  queries  •  Google  Analy0cs-­‐  Free:  Track  hits  from  social  media  accounts  to  specific  links  •  HootSuite-­‐  Free/Paid:  Manage  your  social  updates  and  create  custom  reports  to  show  relevant  informa0on  •  Klout-­‐  Free:  Tool  that  shows  you  how  you  influence  others  with  your  social  plaporms  •  Twitalyzer-­‐  Paid:    Deep  dive  into  your  twiOer  metrics  (demographic  data  &  other  analy0cs)  •  TweetStats.com-­‐  Free:  Get  an  analysis  on  use  of  best  0me  to  tweet  •  PinAlerts-­‐  Free:  Get  email  no0fica0ons  when  new  pins  are  uploaded  with  your  links  to  Pinterest  •  Bit.ly  and  Ow.ly-­‐  Free:  Create  short  URLs  for  links  on  posts/tweets;  See  sta0s0cs  on  clicks.      MONITORING  TOOLS  I  USE  MOST  
  • 16. You  asked,  we  are  answering……    Employees  through  Facebook  in  an  emergency:  •  Facebook  Employee  Fan  Page  •  Facebook  Private  Group  for  Employees    Customers  through  Social  Media  in  an  emergency:  •  Facebook  Company  Page  or  Facebook  Private  Group  •  LinkedIn  Company  Page  •  LinkedIn  Private  Group  •  TwiOer    General  Public/Media:  •  Share  a  Facebook  status  update  from  your  page/group  you  own  to  a  different  group  (news/media)  to  get  seen  more  •  Highlight  a  status  update  on  Facebook  so  it  shows  up  on  the  top  when  relevant  •  Tweet  the  informa0on  and  men0on  news  company  so  they  will  retweet  it  or  share  it  on  Facebook  USING  SOCIAL  MEDIA  TO  GET  MESSAGES  OUT  
  • 17. Facebook  Page  Benefits:  •  “Like”  a  Page/Place  to  get  updates  from  that  organiza0on.  •  Can  post  wall  posts,  photos,  videos,  and  blog  posts.  •  Pages  are  more  searchable.  •  Links  to  your  website;  Serves  as  gateway  to  business.  •  Can  send  updates  to  your  followers  or  specific  followers.    Facebook  Group  Benefits:  •  Pos0ng  messages  to  the  group  (emailed  and  on  the  site  0meline).  •  Posts  can  be  private.  •  Can  be  created  by  anyone  interested  in  promo0ng  around  a  specific  cause  or  interest.    LinkedIn  Group  Benefits:  •  Can  make  group  private  or  open  •  Group  Managers  can  send  out  updates  whenever  they  want  •  Group  Managers  can  choose  one  message  a  week  to  be  pushed  out  more  so  via  a  member’s  email  if  the  member’s  seUngs  allow  it  (default)  BENEFITS  OF  SOCIAL  PLATFORM  OPTIONS  
  • 18. Holly  Solomon  Expand  Socially  (614)440-­‐7988  holly@expandsocially.com  www.expandsocially.com    Do  you  have  ques0ons?  QUESTIONS?  
  • 19. •  hOp://www.sm4em.org:  Social  Media  4  Emergency  Management,  “Lessons  From  Joplin  Mercy  Hospital”  •  hOp://blogs.hbr.org/hbr/hbreditors/2013/04/communica0ng_with_employees_during.html:  Harvard  Business  Review,  “What  We’ve  Learned  About  Communica0ng  with  Employees  in  an  Emergency”  •  hOp://preparednesstoday.blogspot.com/2010/03/h1n1-­‐pandemic-­‐preparedness-­‐crisis.html:  Emergency  Preparedness  Today,  Pandemic  Preparedness  &  Crisis  Management  in  the  Media  Age  •  hOp://www.flexiblesystems.com/blog/how-­‐to-­‐use-­‐social-­‐media-­‐to-­‐keep-­‐in-­‐touch-­‐with-­‐clients-­‐and-­‐employees-­‐during-­‐an-­‐emergency/,  Flexible  Systems,  How  to  Use  Social  Media  to  Keep  in  Touch  with  Clients  and  Employees  During  an  Emergency  •  hOp://mashable.com/2012/10/29/facebook-­‐twiOer-­‐sms/,  Mashable,  How  to  Use  Facebook  and  TwiOer  Without  the  Internet  •  hOp://searchcrm.techtarget.com/defini0on/Social-­‐media-­‐monitoring,  SearchCRM,  Social  Media  Listening  •  hOp://mashable.com/2011/02/11/social-­‐media-­‐in-­‐emergencies/,  Mashable,  Social  Media  in  Emergencies  RESOURCES  

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