When something goes awry, having structure in place makes a difference…
TSA blog response to recent online storm Original post on popular blog Same day response by TSA on their blog
Things to consider in developing guidelines Internal: What are the rules of engagement for employees? How will you operationalize with various departments? External: How will you engage with various members of the public? Feedback loops: How will you incorporate and distill feedback? What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)
Listen / Learn Find out what people think about, care about, talk about Learn what you are doing right and wrong Discover new ideas Where are people talking? What do they think about you? Are there stories you didn’t know about?
Engage Figure out what you have to add that brings value Find the people internally who are passionate and let them connect Embrace the chaos Internalize feedback Experiment & think integration You aren’t IN control, but you still HAVE some control
Transform Evolution isn’t static. “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations” – Sandy Carter, VP Software Groups, IBM
Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards
Measure your efforts How is all this engagement and direct interaction treating you? Is it all just buzz and chatter or is it driving the bottom line? Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.
At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?
Where you can find me Website: www.teehanlax.comEmail: firstname.lastname@example.orgBlog: http://3i.wildfirestrategy.comTwitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremerFacebook: www.facebook.com/tamerakSusCamp: www.sustainabilitycamp.org… and a myriad of other places!