USING SOCIAL MEDIA DURING AN EMERGENCYBy Holly Solomon, Expand Socially, LLC
Agenda • Social Media Informa0on • Challenges & Examples in Social Media for Businesses • Planning / Ques0ons to ask your teams • Monitoring • Using Social Media To Get Messages Out USING SOCIAL MEDIA DURING AN EMERGENCY
-‐ Improve Customer Rela0onships: Customers want to have conversa0ons with the brands they buy from -‐ Increase Media Coverage -‐ Tell your story/Rumor control -‐ Funnel people to helpful resources -‐ Inﬂuence Sales: Network with prospects through exis0ng customers-‐ AOract new clients -‐ Communicate with a larger audience The greatest barrier to success in social media outreach is a lack of knowledge.* B2B communica6on is changing…don’t be the last to connect. Get informed, get involved, get SOCIAL! Source: Falkow, Sally. Social Media Overview WHY BUSINESSES SHOULD CARE ABOUT SOCIAL MEDIA
• Product info • Promo0ons or special oﬀers • Oﬀer feedback • Inﬂuence product direc0on • News related to the company • Tips and advice • Informa0on that is easily accessible • Info they engage with that they can share with their followers The key to unlocking social media value, is aligning your viewers needs/wants with your business goals! WHAT DO CUSTOMERS WANT TO HEAR ON SOCIAL SITES?
“Social media listening, also known as social media monitoring, is the process of iden6fying and assessing what is being said about a company, individual, product or brand on the Internet.” “In a large enterprise, social media monitoring tools can mine text for speciﬁc keywords on social networking websites and blogs and in discussion forums and other social media. Essen6ally, monitoring soGware transposes speciﬁc words or phrases in unstructured data into numerical values which are linked to structured data in a database so that data can be analyzed with tradi6onal data mining techniques.” Source: SearchCRM WHAT IS SOCIAL MEDIA MONITORING/LISTENING?
• Many companies prohibit use of social media in the workplace • Employees or customers sharing nega0ve feedback publically • Too many hands in the social media pot in an enterprise • GeUng organiza0onal commitment • Social Media Policies & procedures are struggling to keep up • Lack of informa0on at corporate levels to jus0fy the cost in social media • Companies are not seeing yet the various advantages of the data oﬀered from social media • The nature of social media has built up expecta0ons for a speedy response from organiza0ons GENERAL CHALLENGES IN USING SOCIAL MEDIA FOR BUSINESSES
• Crea0ng a micro-‐site was important” via Lessons From Joplin Mercy Hospital • AEP Ohio uses a known TwiOer hashtag #ohwx to share relevant informa0on about storms & any power outages in their updates. Allows tweet to get seen by people who are not following them, but looking for updates related to the storm. • Mayo Clinic has a Facebook Page for employees; They also have a video on YouTube for “New Employee Orienta0on” that shares social media guidelines and best prac0ces for their employees. hOp://youtu.be/pjocDhlicJs SOCIAL MEDIA USE IN ENTERPRISES
• With phone lines shut down, family and friends reach out to those in Boston through social media. The MassachuseNs Emergency Management Agency tweeted out helpful informa0on for people aﬀected. hOp://youtu.be/xSNtRNXDhXU ; @MassEMA: To ﬁnd people: 1) Mayors hotline 617-‐635-‐4500. 2) Red Cross Safe and Well (1800REDCROSS or online) 3) Google Person Finder TRY ALL 3 • Boston Logan Airport tweeted: “Logan is open and opera6ng under heightened security. Please check with your airline on ﬂight status.” SOCIAL MEDIA USE IN ENTERPRISES
Maintaining an ac0ve online presence and use plaporms to allow customers to comment is a great way to develop posi0ve rela0onships with your customers. Email isnt the best way to get in touch with people in an emergency. Encourage all clients and employees to “Like” your Facebook page to enable them to see info more easily You can post to some sites with a text message when you are not connected to the internet. SOCIAL MEDIA ADVICE FOR BUSINESSES
Planning: • Plaporms • Type of Content • Consistency • Accountability • Insurance Managing Feedback : • How are you monitoring? • Who is responsible for responding? • How are they responding? • What 0meline are they responding in? PLANNING
• What/how are you monitoring the social world? • Who is responsible for pushing out messages related to emergencies? • Do we have a social media calendar? • What 0meline are they responding in? • What is the current process when nega0ve feedback is posted? • Is there currently an inventory of the various social accounts we have? And does this include any leaders in the organiza0on? • Do we do all the social pos0ng/content crea0on in-‐house? QUESTIONS TO ASK YOUR MARKETING TEAMS
• 50 Top Tools for Social Media Monitoring, Analy0cs, and Management by Pam Dyer, hOp://ow.ly/m9Yq8 • HootSuite: Manage your social updates and create custom reports to show relevant informa0on. (Free/Paid) • Radian6: track campaign ROI; Gauge audience reac0on and adjust tac0cs in real-‐0me. (Paid) • Sproutsocial: Schedule and monitor your social media eﬀorts. ($39-‐99) HOW IS YOUR COMPANY MONITORING TODAY?
• Google Alerts-‐ Free: Get email updates of the latest relevant google search based on your queries • Google Analy0cs-‐ Free: Track hits from social media accounts to speciﬁc links • HootSuite-‐ Free/Paid: Manage your social updates and create custom reports to show relevant informa0on • Klout-‐ Free: Tool that shows you how you inﬂuence others with your social plaporms • Twitalyzer-‐ Paid: Deep dive into your twiOer metrics (demographic data & other analy0cs) • TweetStats.com-‐ Free: Get an analysis on use of best 0me to tweet • PinAlerts-‐ Free: Get email no0ﬁca0ons when new pins are uploaded with your links to Pinterest • Bit.ly and Ow.ly-‐ Free: Create short URLs for links on posts/tweets; See sta0s0cs on clicks. MONITORING TOOLS I USE MOST
You asked, we are answering…… Employees through Facebook in an emergency: • Facebook Employee Fan Page • Facebook Private Group for Employees Customers through Social Media in an emergency: • Facebook Company Page or Facebook Private Group • LinkedIn Company Page • LinkedIn Private Group • TwiOer General Public/Media: • Share a Facebook status update from your page/group you own to a diﬀerent group (news/media) to get seen more • Highlight a status update on Facebook so it shows up on the top when relevant • Tweet the informa0on and men0on news company so they will retweet it or share it on Facebook USING SOCIAL MEDIA TO GET MESSAGES OUT
Facebook Page Beneﬁts: • “Like” a Page/Place to get updates from that organiza0on. • Can post wall posts, photos, videos, and blog posts. • Pages are more searchable. • Links to your website; Serves as gateway to business. • Can send updates to your followers or speciﬁc followers. Facebook Group Beneﬁts: • Pos0ng messages to the group (emailed and on the site 0meline). • Posts can be private. • Can be created by anyone interested in promo0ng around a speciﬁc cause or interest. LinkedIn Group Beneﬁts: • Can make group private or open • Group Managers can send out updates whenever they want • Group Managers can choose one message a week to be pushed out more so via a member’s email if the member’s seUngs allow it (default) BENEFITS OF SOCIAL PLATFORM OPTIONS
Holly Solomon Expand Socially (614)440-‐7988 email@example.com www.expandsocially.com Do you have ques0ons? QUESTIONS?
• hOp://www.sm4em.org: Social Media 4 Emergency Management, “Lessons From Joplin Mercy Hospital” • hOp://blogs.hbr.org/hbr/hbreditors/2013/04/communica0ng_with_employees_during.html: Harvard Business Review, “What We’ve Learned About Communica0ng with Employees in an Emergency” • hOp://preparednesstoday.blogspot.com/2010/03/h1n1-‐pandemic-‐preparedness-‐crisis.html: Emergency Preparedness Today, Pandemic Preparedness & Crisis Management in the Media Age • hOp://www.ﬂexiblesystems.com/blog/how-‐to-‐use-‐social-‐media-‐to-‐keep-‐in-‐touch-‐with-‐clients-‐and-‐employees-‐during-‐an-‐emergency/, Flexible Systems, How to Use Social Media to Keep in Touch with Clients and Employees During an Emergency • hOp://mashable.com/2012/10/29/facebook-‐twiOer-‐sms/, Mashable, How to Use Facebook and TwiOer Without the Internet • hOp://searchcrm.techtarget.com/deﬁni0on/Social-‐media-‐monitoring, SearchCRM, Social Media Listening • hOp://mashable.com/2011/02/11/social-‐media-‐in-‐emergencies/, Mashable, Social Media in Emergencies RESOURCES