Allison Matherly is the coordinator of digital engagement at Texas Tech University. She provides strategies for using social media to solve problems, encourage engagement, and build community. Her role involves managing 14 social media channels, creating engaging content, and monitoring conversations to identify opportunities and address issues. She discusses tools for social listening and gives examples of how brands like Applebee's and Texas Tech have effectively responded to challenges on social media.

1. Listen. Engage.
Build Relationships.
Allison Matherly
Coordinator of Digital Engagement
Texas Tech University
#PR3315
@allisonmatherly

2. Pop
Quiz!
Are You Addicted to Social Media?
● For each “yes,” give yourself three points.
● For each “maybe,” give yourself two points.
● For each “no,” give yourself zero points.
#PR3315
@allisonmatherly

3. ● You have a Facebook account.
Pop
Quiz!
● You have a Twitter account.
● You use hashtags in your email.
● You check in on Foursquare, everywhere you go!
● You follow a profile or have a profile for your pet.
● You like your own posts.
#PR3315
@allisonmatherly

4. ● You dream in 140 characters.
Pop
Quiz!
● It’s the first thing you do in the morning.
● You update your status while out with real people.
● You share everything.
● Klout becomes your social currency.
#PR3315
@allisonmatherly

5. ● You have more than 4 social media profiles.
Pop
Quiz!
● You’ve updated a social network with a picture of a
meal
● You’ve used the name of a social media channel as a
verb
#PR3315
@allisonmatherly

6. ● If you scored between 0 and 15, you are either a nonaddict, or perhaps a power user who has become
caught up in a few addict-like tendencies.
● If you scored between 16 and 30, you are on the verge
of a serious problem.
● If you scored between 31 and 45, you need to enter a
program that removes you from your electronic devices
for at least a week.
#PR3315
@allisonmatherly

7. What’s it all about?
● Listening to a conversation
● Engaging with stakeholders
● Building relationships
#PR3315
@allisonmatherly

8. 32%
Make that
of people
have no idea
companies
are listening
to them
38% of
Millennials
60%
want companies
to respond to
complaints
50%
say companies
should listen to
improve their
products
40%
think
listening
online
intrudes
privacy
#PR3315
@allisonmatherly

9. ● Strategies
The
Fabulous
Life of a
Social Media
Manager
●
●
●
●
Solving Problems
Encouraging
Congratulating
Community Management
#PR3315
@allisonmatherly

10. ● 14 Social Media Channels
The
Fabulous
Life of a
Social Media
Manager
●
●
●
●
Team of Interns
Staying Up on Trends & Learning
Creating Engagement
Communicating the Texas Tech Brand
○ #IAmARedRaider
● Measurement
● Monitoring
#PR3315
@allisonmatherly

11. #PR3315
@allisonmatherly
Day
to
Day

12. ●
●
●
●
●
●
Early and Late
Writing Content
Scheduling
Strategizing
Training
Assisting Other Departments
Day
to
Day
#PR3315
@allisonmatherly

13. #PR3315
@allisonmatherly
Day
to
Day

14. Essential
Skills
● Understand Audience
● Pick Channels
● Creating Strategies
● Promoting Key Messages
#PR3315
@allisonmatherly

15. Tools
to
Monitor
●
●
●
●
●
●
●
Hootsuite
Argyle Social
Radian6
Social Mention
Tweetdeck
Hashtracking
Topsy
#PR3315
@allisonmatherly

16. What
to Look
For
#
Keywords
@
#PR3315
@allisonmatherly

17. Dashboards
#PR3315
@allisonmatherly

18. ●
●
●
●
●
●
Identify conversations
Know audience
Monitoring
Look for points of pride
for a Client
Give customer service
Take Advantage of Opportunities
Catch Mistakes (Before They Happen)
#PR3315
@allisonmatherly

19. Opportunitie
s
#PR3315
@allisonmatherly

20. Opportunitie
s
#PR3315
@allisonmatherly

21. Opportunitie
s
#PR3315
@allisonmatherly

22. Opportunitie
s
#PR3315
@allisonmatherly

23. ...and
mistakes
#PR3315
@allisonmatherly

24. As Taylor
Swift
Would
Say
“I Knew You Were Trouble
When You Walked In...” or
maybe it was tweeted in!
IT’S A TRAAAAAP!
#PR3315
@allisonmatherly
Maybe
T.Swizzle
isn’t your
thing

25. Trolls
● There is nothing you
can say to satisfy
a troll
● Don’t feed them...
especially after
midnight...
#PR3315
@allisonmatherly

27. Real Life:
Amy’s
Baking
Company
#PR3315
@allisonmatherly

28. Real Life:
Amy’s
Baking
Company
#PR3315
@allisonmatherly

29. Real Life:
Applebees
By around 2 am, there were around 17,000
comments on Applebee’s original Facebook
status. Then began the most bewildering move
in corporate social media/public relations that I
have ever witnessed. At 2:53 am, the middle of
the night, whoever manages Applebee’s
Facebook page started making comments on
their status update. In response to the over
17,000 comments, the following statement
appeared — not as a new status update, but as
a comment on the status update.
#PR3315
@allisonmatherly

30. Real Life:
Applebees
Holy Facebook
Comment, Batman!
#PR3315
@allisonmatherly

31. Next up: Applebee’s starts repeatedly
tagging people in the middle of the night
and repeating their same comment over
and over… and over. It’s now about 3 am
in the morning:
Real Life:
Applebees
#PR3315
@allisonmatherly

32. Real Life:
Applebees
●
●
●
●
●
Hiding
Blocking
Deleting
Banning
Responding to Negativity
#PR3315
@allisonmatherly

33. Crisis
Comms
●
●
●
●
●
High-intensity
Fast
Passion-filled
Opinionated
Rapidly Evolving
#PR3315
@allisonmatherly

34. Real Life:
Mike
Leach
#PR3315
@allisonmatherly

35. Real Life:
Mike
Leach
#PR3315
@allisonmatherly

36. Real Life:
Mike
Leach
#PR3315
@allisonmatherly

37. Real Life:
Winter
Weather
#PR3315
@allisonmatherly

38. Real Life:
Winter
Weather
#PR3315
@allisonmatherly

39. ●
●
●
●
Personal Use
Manage Accounts for Others
Read!
Twitter Chats
○ #PRStudChat
○ #CMGRChat
○ #BlogChat
Ways to
Get Ahead
#PR3315
@allisonmatherly

40. Questions?
#PR3315
@allisonmatherly

41. @allisonmatherly
allison.matherly@ttu.edu

42. Sources
● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase,
2013
● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-socialmedia-meltdown-a-photo-essay/