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Social Media Comment Response Protocol

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Responses and comments are common on the Internet, yet, some responses are not always positive or are reflective of the facts. …

Responses and comments are common on the Internet, yet, some responses are not always positive or are reflective of the facts.

This protocol is a guide to responding to comments for higher education.

Shaun Holloway developed this protocol that is modeled after and partially credited to many government documents like the United States Air Force's social media protocol.

http://www.srholloway.com

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  • 1. Social Media Comment and Response Protocol
    Comment or Posting
    On organization own website/network or a post on another site.
    Is it a positive posting?
    Monitor Only
    Avoid responding to specific post and people; monitor the site for relevant information and comments.
    Evaluate
    YES
    NO
    “Trolls”
    Is this a site dedicated to degrading or ridiculing others?
    Concurrence
    A factual and well cited response or opinion, which may or may not agree, yet the post is not negative.
    Organizationcan concur with the post, let it stand, or provide a positive review.
    Does Organization respond?
    YES
    Fix the Facts
    Respond with factual information directly in the comment space.
    (See the five possible responses below.)
    NO
    “Web Rage”
    Is the posting a rant, rage, joke, or ridicule in nature?
    NO
    YES
    “Misguided”
    Are there erroneous facts or statements in the posting?
    Restoration
    Rectify the situation, respond and act upon a reasonable solution.
    (See the five possible responses below.)
    YES
    NO
    “Unhappy Stakeholder”
    Is the posting a result of a negative experience?
    NO
    YES
    NO
    Share Success
    Proactively share the story and/or additional information.
    Final Evaluation
    Base response on present circumstances, site influence, and stakeholder prominence.
    Will Organizationrespond?
    Let Post Stand
    No response given.
    NO
    NO
    YES
    YES
    YES
    Response Options & Combinations
    Transparency
    Disclose information and any affiliation to Organization
    Sourcing
    Provide citations, links, etc to credible sources for accuracy
    Timeliness
    Take time to create good responses from a good point of view
    Tone
    Respond in a tone that reflects on the high standards/quality
    Influence
    Focus on the most influential sites related to the industry

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