What are people saying
Listening to what people are saying about you online
is vital for engagement and for protecting your
reputation. But with constant real-time interactions
happening across a plethora of channels, where do
This session will show you some manageable, cost-
effective ways to listen and respond to what people
are saying about you online.
Listening is always step 1 when it comes
to putting a plan into action.
Listening, monitoring, and reporting are obligatory cogs
in the social media machine.
Gathering intelligence to inspire meaningful and
actionable social programs is, on the other hand,
Brian Solis, 2010 in VentureBeat
While many organisations monitor conversations
related to keywords or respond simply to those
who invite participation, the real potential of social
media runs far deeper.
This is the chance to leapfrog conversations by
learning what it takes to lead them and then
embodying the position you wish to gain.
1. One person/team should monitor what the outside world
2. Another person/team should get news out via the
quickest channels available
3. Clearing what you want to say publicly with the
lawyers/internally is always more time-consuming than the
comms team thinks it should be – so get the teams
physically close to each other to speed things up
4. A news vacuum in a crisis will be filled with
unsubstantiated speculation – which you want to avoid (see
steps 1 – 3).
Forrester’s “hub and spoke” model for social media
management bears an uncanny resemblance to a
textbook crisis comms team – with people from
customer service, PR, corporate comms, legal, HR,
marketing and operations all represented.
1. Do you have a blog template and subdomain ready to add on to your own
site – with a very accessible CMS ready for real-time updates where people
are most likely to look?
2. Do you own your own social media channels and have all those logins to
hand, so that the crisis team can instantly commandeer all the channels
available to decide which are the best to use?
3. Do you know how to stop all other commercial, especially social media,
4. Do you have people in the core team who can use social media effectively?
Chris Reed, Managing Partner, Brew
7 golden rules for listening online
1. Set up your listening toolkit
2. Make sure you have time to listen
3. Make sure you have time to respond
4. Take a deep breath before responding to criticism, be thick skinned
5. Welcome constructive criticism and be open
6. Be friendly and authentic when you reply
7. Measure the effectiveness of your comms
Carry on the conversation...
Jonathan Waddingham Vikki Chowney