@cloudspark#dsum13

In our quest to stand
out, becreative, gain attention andbe responsive – well, dumbthings happen.

@cloudspark #dsum13EXHIBIT A – THE
BAD IDEA

@cloudspark #dsum13EXHIBIT B – THE
BAD RESPONSE

@cloudspark #dsum13EXHIBIT C – THE
HACKED ACCOUNT

@cloudspark #dsum13EXHIBIT D – THE
WRONG ACCOUNT

@cloudspark #dsum13EXHIBIT E – THE
NON-RESPONSE

@cloudspark #dsum13EXHIBIT F – THE
‘INNOCENT’ MISTAKE

For every chance there is
toengage with the public, there isan equal chance for itto go wrong… really wrong.

@cloudspark #dsum13

@cloudspark #dsum13

@cloudspark #dsum13

@cloudspark #dsum133 KEY QUESTIONS1. What
if our products/services spark too much criticism?2. What if our employees are not social media savvy?3. What if our competitors take advantage of this?

@cloudspark #dsum132 KINDS OF NEGATIVITY1.
Comments or content on social networks- Easily addressed, no long-term impact- If not addressed, can scale to an ‘issue’2. Online reputation ‘bombs’- Affects reputation and sales long term- Can severely damage a business and scales quickly

@cloudspark #dsum131 SCALE OF HOW
BAD IS IT?Negative reviews, commentsNegative visual contentNegative media coverageFake accountsNewsjackingHate sites

@cloudspark #dsum131 BE WELL-RESPECTED

@cloudspark #dsum132 BE RADICALLY TRANSPARENTAllow
all employees to talk about products/services publicly*Establish 1:1 communication channelsAsk for feedbackDon’t hide from criticism, address it publicly*unless you trade under SEC regulations

@cloudspark #dsum133 MONITOR WHAT THEY’RE
SAYING AND SHARING

@cloudspark #dsum134 REACT QUICKLY AND
POLITELY

@cloudspark #dsum135 ADDRESS CRITICISM HEAD-ONACTACKNOWLEDGEAPOLOGIZE‘I
WISH’

@cloudspark #dsum136 OWN YOUR GOOGLE/BING/SEARCH
PAGE 1

@cloudspark #dsum137 ATTACK ILLEGITIMATE ATTACKERS

@cloudspark #dsum138 LEARN FROM YOUR
MISTAKES

@cloudspark #dsum139 MAKE MONITORING MATTERGo
beyond the 101 of monitoring – don’t just put it on autopilotAssure you’re monitoring visual/audible as well as textIncorporate monitoring reports into marketing conversations,decisions on a regular basis

@cloudspark #dsum1310 ASK FOR HELP

@cloudspark #dsum13thank you.

jenny-rebecca schmitt@cloudsparkjschmitt@cloudspark.com