This document discusses advanced communication strategies and tools for social media. It outlines both the risks and benefits of social media engagement. It emphasizes the importance of truth, trust, transparency, and accountability in social media interactions. Case studies are presented regarding brand hijacking and employee errors on social media platforms at large companies.

1. advanced communication strategies and tools
Company XYZ
social media
Lee Hopkins
Adelaide, 11th Feb 2011

2. http://www.youtube.com/watch?v=gQ0wFqNfu7A

4. Risks
Benefits
Case studies

5. Brand hijacking
The ‘lunatic fringe’
Negative comments
Crisis: no way to respond
Employee error (Vodafone, KC)

6. Branding
Goodwill
Lead generation
Customer service
Engagement with audiences

7. 3Ts + A = Social Media Ethos
Truth
Trust
Transparency
Accountability

8. What if
they don’t
love me?

14. http://www.youtube.com/watch?v=ypmfs3z8esI

15. "This afternoon an employee posted an
obscene message from the official Vodafone
UK Twitter profile.
The employee has been suspended
immediately and we have started an internal
investigation. This was not a hack and we
apologise for any offence the tweet may have
caused."

17. http://www.youtube.com/watch?v=xwgYqIZUtZ0

18. Kiss
Find your lovers
Start small
Take a pulse
Refine

19. !@#! Conclusions
3T&A
• Truth, Trust, Transparency &
communication Accountability
universe:
• The Internet
Black Swan • 9/11
moments in
• PC
history
• Harry Potter

20. When it comes to a
social media strategy,
like most companies
we’re building the
bicycle while we ride it
@3MJane