Issue Management in an Age of Social Media

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This presentation was given by Paul Almond, Head of Digital Communications, at the PR Week Forum, 12 July, 2011. It covers issue management in an age of social media with the first half looking at the bigger picture and the second half looking at some specific issues which we have faced at the BBC.

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  • Social Media is bringing seismic changes fundamentally changing the way we live, the way we communicate and the way brands manage their reputation. It presents a huge opportunity to build buzz, excitement and audience engagement but your brand’s reputation can be damaged or broken in moments. What impact has social media had – particularly on how we manage reputation? And what are we at the BBC doing about it?
  • Three key things have changed: What we talk about, who we talk to and how we talk has changed.
  • So how does this impact communications? Firstly, social media is not replacing traditional media. The two work side by side - but it is changing communications. It ’s no longer just a few journalists you need to focus on as Social Media allows anybody to break a story or steer a discussion. Social media plays into the mainstream media every day as the last week or so has shown. And both fuels and responds to traditional media coverage as a central part of the flow of information.
  • So, it’s important to understand your online audience and how it work. This is a well established online principle that some of you will be familiar with - the 1-9-90 Principle. The idea is simple: in social groups, some people actively participate more than others. At the top, 1% of users are “creators. ”Next down, 9% of users are “editors”, or participants. And finally 90% of users are the “audience” or spectators.
  • So what does all this mean for the BBC? The BBC has always been social and it has always embraced audience feedback and ideas.
  • Today, the BBC has significant activity across social media.
  • For each of these key production areas, there are accountability blogs, where senior executives can explain what’s going on, what they are doing and why.
  • So, just to summarise in closing some of the key learnings from these three examples ..
  • Issue Management in an Age of Social Media

    1. Paul Almond Head of Digital Communications ISSUE MANAGEMENT IN AN AGE OF SOCIAL MEDIA
    2. CHANGING THE WAY WE LIVE
    3. CHANGING OUR WORLD
    4. CHANGING THE NATURE OF COMMUNICATION
    5. ONLINE COMMUNITIES AND INFLUENCERS
    6. WHAT IT MEANS FOR THE BBC
    7. But what does this mean for the BBC? THE BBC ACROSS SOCIAL MEDIA
    8. ACCOUNTABILITY BLOGS • <ul><ul><li>• </li></ul></ul>TV Sport Editors Radio The Editors BBC Internet ABOUT THE BBC
    9. BLOG NETWORK
    10. OPPORTUNITIES TO ENGAGE <ul><li>Build stronger relationships </li></ul><ul><li>Tell better stories </li></ul><ul><li>Drive reach </li></ul><ul><li>Increase openness </li></ul>
    11. SOCIAL MEDIA IN CAMPAIGNS
    12. SOCIAL MEDIA IN CAMPAIGNS
    13. SOCIAL MEDIA CHALLENGES
    14. t t t WHEN ISSUES ARISE
    15. ACKNOWLEDGE QUICKLY
    16. ENGAGE INFLUENCERS WITH UPDATES
    17. PLAN & CO-ORDINATE ONLINE COMMUNICATIONS
    18. LOOK TO TURN ISSUES ..
    19. .. INTO OPPORTUNITIES
    20. Look to turn issues into opportunities Plan, co-ordinate and centralise online communications Acknowledge issues quickly and engage influencers with updates SUMMARY
    21. Paul Almond Head of Digital Communications @PabloAlmondo ISSUE MANAGEMENT IN AN AGE OF SOCIAL MEDIA

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