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New Jersey Food Council Social Media Presentation
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New Jersey Food Council Social Media Presentation



Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market ...

Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.

Participants will learn:
• 6 Social Media Best Practices
• Online Reputation Risk Management and Tracking
• Ways to Identify Online Threats
• YouTube Videos and Safety Control
• Compliance Issues Using Social Media



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  • Firesheep is an extension developed by Eric Butler for the Firefox web browser. The extension uses a packet sniffer to intercept unencrypted cookies from certain websites (such as Facebook and Twitter) as the cookies are transmitted over networks, exploiting session hijacking vulnerabilities. It shows the discovered identities on a sidebar displayed in the browser, and allows the user to instantly take on the log-in credentials of the user by double-clicking on the victim's name.[2]The extension was created as a demonstration of the security risk to users of web sites that only encrypt the login process and not the cookie(s) created during the login process.[3] It has been warned that the use of the extension to capture login details without permission would violate wiretapping laws and/or computer security laws in some countries. Despite the security threat surrounding Firesheep, representatives for Mozilla Add-ons have stated that it would not use the browser's internal add-on blacklist to disable use of Firesheep, as the blacklist has only been used to disable spyware or add-ons which inadvertently create security vulnerabilities, as opposed to attack tools (which may legitimately be used to test the security of one's own systems).[4]Later a similar tool called Faceniff was released for Android mobile phones.[5]Interesting Firesheep story: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm

New Jersey Food Council Social Media Presentation Presentation Transcript

  • 1. Social Media – The Good, Bad and Ugly Presenter: Helen Levinson @helenlevinson
  • 2. Social Media FearsMost Common Reasons:• Lack of Knowledge• Brand Management• PR Concerns• Who Owns It?• It’s a Passing Fad
  • 3. Source Socialnomics.net – Eric Qualman
  • 4. Managing Your Brand
  • 5. Positive Exposure
  • 6. Goals• Strengthen Brand• Increase Visibility• Grow Community• Pay It ForwardResults• 167,000 Facebook Fans• 291,000 Votes• Donated $3 Million
  • 7. Negative Exposure
  • 8. Source - YouTube http://www.youtube.com/watch?v=5YGc4zOqozo
  • 9. Brand Protection• 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube.• 33% employed respondents say they never consider what their boss would think before posting materials online.• 61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t change what they are doing online.• 54% of employees say a company policy won’t change how they behave online.
  • 10. Risk Management & Compliance• 27% of executives regularly discuss how to best leverage social networks while mitigating risks.• 54% of CIOs said their firms do not allow employees to visit social networking sites for any reason while at work.
  • 11. Social Media Best Practices What Should I Know? • Corporate Guidelines • Personal vs. Corporate? • Employee & Customer Interaction • Damage Control • Etiquette • Guard Your Information
  • 12. Protecting Your ImageBest Practice No. 1:Establish CorporateGuidelines
  • 13. IBM and IntelIBM and Intel each established guidelines for theiremployees who participate in social media.These market leaders were essentially saying, “have at itout there on blogs, social networks, Twitter, etc. Butmake sure you know the company’s expectations.”These guidelines represent a milestone in large enterprises’comfort with social media.
  • 14. Intel Social Media Guidelines
  • 15. ConsequencesWhat happens with noguidelines in place?• PR Nightmares• Lawsuits• Loss of Time and Money
  • 16. Posting InformationBest Practice No. 2:Personal vs. Corporate
  • 17. Keep it personal …or keep it strictly business
  • 18. Keep It Off the Internet
  • 19. People InteractionBest Practice No. 3:Employee andCustomer Interaction
  • 20. Managing Negative Feedback
  • 21. Cover Your RiskBest Practice No. 4:Think “Damage Control”
  • 22. Domino’s ChallengeChallenge:Domino’s Pizza was faced with the challenge of re-establishing theirclients’ and investors’ trust• Discredit the content of the video and its producers• Respond fast and efficiently in order to stop the snowball effect• Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowest rates in the last 5 years.
  • 23. Domino’s SolutionSolution:• Utilize the same means of communication. Replied with a YouTube video message and created @dpzinfo an official Twitter account.• Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.• Showed enough pro-activity to investors to reach the highest share value in the last 6 months. During this time DPZ Reached up to 9.14 vs. 3.28 five months ago.
  • 24. Rules of EngagementBest Practice No. 5:Everyone Needs Etiquette
  • 25. Create Your RulesRules of Engagement: 1. Seek approval of customers 2. Answer questions / issues diligently 3. Add value 4. Create some excitement 5. If you screwed up, own up
  • 26. Stay In ControlBest Practice No. 6:Guard Your Information
  • 27. Are You Exposed?Exposure over 12 months:• Email number 1 threat • 35% leaked proprietary information• Blog Breaches • 25% data loss via blogs• Video Exposure • 21% disciplined employees• Friends or Foes? • 20% offenses made on Facebook & LinkedIn
  • 28. Listen, Monitor & TrackPopular Investigative Tools • Alerts • Blog Posts • Discussion Boards • Twitter • Facebook • IP Blocking & Web Cloaking • Auction Sites
  • 29. Alerts
  • 30. Google Alerts
  • 31. Bing Alerts
  • 32. Blog Posts
  • 33. Discussion Boards
  • 34. Twitter
  • 35. Facebook
  • 36. IP Blocking & Web Cloaking
  • 37. Sidejacking
  • 38. Auction Sites
  • 39. Monitor Your BrandMonitoring Tools: Social media provides a way to market yourself, your business, your products and services. Tools such as Radian 6, Sprout Social, and Socialmention help you monitor your brand.
  • 40. Remember…Be mindful of what you post.
  • 41. Warren Buffett once famously said…“It takes twenty years to build a reputation, and five minutes to ruin it.”
  • 42. Who, What, Where, Now?What are the Next Steps?Create a Social Media Plan • Define Goals • Update Company HandbookCreate Communication System • Create Response Teams • Offer Hotline / EmailMonitor & Measure • Adjust as Needed
  • 43. Questions
  • 44. Connect, Join, FollowConnect with Helen LevinsonLinkedIn: http://www.linkedin.com/in/helenlevinsonTwitter: @helenlevinsonConnect with Desert Rose DesignDRD Website: www.desertrose.netDRD Facebook: http://www.facebook.com/DesertRoseDesignDRD Twitter: http://twitter.com/DRDmarketingDRD LinkedIn:http://www.linkedin.com/groups?home=&gid=1846028