This is the presentation by Stephen Buckner (U.S. Census Bureau) made at the Work Session on the Communication of Statistics 2011 (organized by the United Nations Economic Commission for Europe). You can download all papers and presentations from the work session at http://live.unece.org/stats/documents/2011.06.dissemination.html

1. Dealing With Detractors on Your Social Media Properties June 29, 2011

2. The 2010 Census: A New Communications Challenge What’s New – Notable Launches Since 2000 2001 2006 2002 2005 2007 2003 2004 2008 2010 2009

6. Karl Rove, “Chris” most popular with 50k views

7. Director’s blog: Launch in 10/09

8. Destination for media, public employees

14. Make Sure Google Finds You First Flooding the Zone with Positive Social Media Road Tour blog posts daily updates for 13 vehicles Twitter accounts for each vehicle Images from the road posted on Facebook Images viewed thousands of times on Flickr Interactive map – multimedia content

15. Why Your Detractors Should Have a Voice on Your Platforms

17. Disarms critics

18. Builds trust among “lurkers” – watching how you respond

19. Many detractors are people looking for attention; your response can convert them to an advocate

20. Opportunity to correct misinformation

25. Optics: Government vs. private citizenBest practice: Let your community of advocates make your case for you. Grassroots response is a strong validation of your position.

28. Comment Policy: The Key to Successful Two-Way Social Media Your comment policy: Sets the rules for communications on your social media properties Makes clear how public comments will be moderated Once you have your comment policy in place, you can delete inappropriate posts with confidence

32. Unable to provoke a response, most detractors will quickly burn themselves out and move on