2. Online Reviews
• Explains how the interaction went with a
company
• Usually rated 1-5 stars
• Positive & Negative feedback
• Check out company reviews
3. Positive Online Reviews
• Makes the company
look good
• Gain trust in the
company
• Reinforces what a
company does well
• Brings more
customers
4. Negative Online Reviews
• Negative reviews can
be turned around
• Can help to improve
company
• Respond as soon as
possible
• Thank consumers for
their feedback
5. Why leave a review?
• Good for the company
• Company can better understand what they
need to do
• Shows the companies
strengths/weaknesses
• People benefit from reading reviews
6. Should companies interact with
social media?
• Gain more loyal customers/clients
• Gain brand visibility through personal
interactions and discussions
• People would like responses regardless of
the issue
7. Loyalty in Customers
• Any business or company needs loyal
customers to grow
• Social media interaction is a huge help!
8. Brand Visibility
• “Even if they come to
you with a concern or
an issue, you’ll get
brand visibility and an
opportunity to show
off your ability to
quickly and effectively
correct problem.”
(DeMeres, 2014)
• There is good and
bad brand visibility
• Social media
interaction is an
example of good
brand visibility
9. People want responses
• On Twitter, 86% of individuals would have
preferred responses (Martiz Research,
2015)
• 51% do not expect an answer (Martiz
Research, 2015), this should be lower.
10. Summary
• Interactions on social media is great for
companies
• This helps breed loyal customers and give
better brand visibility
• It will give a more positive experience to
customers, clients or users
11. Social media has moved mountains
for both big and small companies
• Facebook alone reports 1 billion logins a
day, .06% of those logins are
compromised. (Jacarino, 2011)
• Most recently the better known companies
such as Burger King, Delta, Newsweek,
and the Associated Press have had their
social media accounts infiltrated.
12. Social Media Hacks
• Social media hacks can be detrimental to a
companies reputation.
• In February 2013, Burger King sent out some
very interesting tweets claiming that that Burger
King was sold to McDonalds because the
Whopper flopped and to search for a McDonalds
in a hood near you. Among other bizarre tweets,
Burger king tweeted employees were doing
drugs in the bathroom. After awhile it was
apparent that the twitter account for Burger king
had been hacked. Subsequently, McDonalds
tweeted that it had no part in the hackings.
13. Precautions and Preventions for
Companies
• Make a strong password
• Always login from a secure server
• Adopt a social media department where only a
few employees have the passwords
• SSO Programs (single sign on)
• Use password management solutions, if you
have many employees who must have access to
social media account
• Last Pass
• KeePass
14. What to do if your company has
been compromised
• Report the hacking to
the companies IT
department to try and
regain control of the
account
• Always contact the
social media platform
if they are infiltrated,
even if they get the
situation under control
on their own
• Launch an
independent
investigation after a
hack to make sure no
one on the inside is
responsible for the
hack
• In more serious
cases, homeland
security and the FBI
can get involved
15. From the perspective of Speedway
social media
• When it comes to security,
most brands operate under a
Crisis Management Plan.
Speedway is no exception.
Our team created a Social
Media Crisis Management
Plan prior to launching our
social accounts and it’s
something we utilize on a
regular basis whether we are
addressing trending customer
service concerns, HR issues,
or more serious matters,
including account infiltration
(hacking).
• The Crisis Management plan is
intended to address issues of
every scale and actually helps
you to identify whether or not
the issue has a chance of
becoming a true crisis. While I
can’t share our exact plan with
you, I can share the basic
outline of what the Crisis
Management Plan includes.
16. Speedway Crisis Management Plan
• Basic Definitions - Crises aren’t universal
so it’s important to define what a true crisis
is to you and your brand.
• Crisis Team Org Chart - Internal/External
Crisis Communications Flow outlining key
roles and communication responsibilities
in the event of a social media crisis.
17. Speedway Crisis Management Plan
Continued
• Social Crisis Engagement Criteria Qualitative
Considerations for Crisis Engagement
(prioritized by importance)
• Potential for Escalation/Issue Volatility
• Scope/Volume
• Frequency/Velocity
• Source Reach and Influence/Visibility
• Topic
• Satisfaction and Resolution
18. Speedway Crisis Management Plan
Continued
• Based on what you determine after considering
the criteria noted on the past slide, your team
then comes up with a strategy for response.
Typically a team effort, involving all of the key
stockholders ( HR issues consider thoughts of
HR Team, etc.)
• Credits to Shannon O’Shields (Speedway Social
Media Administrator)
19. References
• Condliffe, J. (2015) The 25 Most Popular Passwords of 2014: We're All Doomed. Retrieved June,
13, 2015 from http://gizmodo.com/the-25-most-popular-passwords-of-2014-were-all-doomed-
1680596951
• DeMers, J. (2014, September 9). How Negative Online Company Reviews Can Impact Your
Business And Recruiting.
• DeMeres, J. (2014, August 12). 7 Reasons You Need to Be Using Social Media As Your
Customer Service Portal, retrieved June 12, 2015
fromhttp://www.forbes.com/sites/jaysondemers/2014/08/12/7-reasons-you-need-to-be-using-
social-media-as-your-customer-service-portal/
• Holmes, R. (2013). How NOT to Have Your Social Media Accounts Hacked. Retrieved June, 11,
2015 from http://blog.hootsuite.com/ryanholmes-linkedin-social-media-security/
• Jaccarino, M. (2011). Facebook hack attacks strike 600,000 times per day, security firm reports.
Retrieved June, 13, 2015 from http://www.nydailynews.com/news/national/facebook-hack-
attacks-strike-600k-times-day-article-1.968681
• Larsen, J. (2011, September 1). Martiz Research and evolve24-Twitter Study. Retrieved June 12,
2015
fromhttp://www.maritzresearch.com/~/media/Files/MaritzResearch/e24/ExecutiveSummaryTwitter
Poll.ashx
• Stelter, B. (2011). Hackers Commandeer a Fox News Twitter Account. Retrieved June, 10, 2015.
from http://www.nytimes.com/2011/07/05/business/media/05fox.html?_r=0
Editor's Notes
Today, social media is a huge asset to a lot of businesses. With today’s society being technology savvy, a lot of different things are accomplished online. Since we are talking about company practices related to social media I wanted to address online reviews about a company and how it affects the company. An online review is done by customers who have had contact with a business or done business with a company. If the company has a social media page such a Facebook, the review can be left on there. People go to different Facebook pages or social media sites to look at companies and often look at reviews. A reviewer will often rate the company out of 5 stars. Along with this the reviewer can leave comments either positive of negative. When looking at reviews the potential customers are going to look to see how successful people were when doing business with the company. It is important to look at reviews to see how good of a company you may potentially deal with.
Nowadays, millions of people are online and look for companies to do business with. Obviously, positive reviews will look good for a company. A positive review will help people gain more trust in the company seeing if they have positive reviews. Reviews can help a person decide if they want to do business with a company or not. Positive reviews will reinforce what a company does well. If specifics are given in a positive review it will stand out to potential customers especially if they are looking for the same service. Lastly, a positive review will most likely bring more customers.
There are certain things that a company should do to deal with negative reviews. When a company sees negative reviews they may feel powerless, but they should not give up hope. They can still get the ball back in their court. First, you should ask your current employees as well as interview candidates to leave reviews. If your company suffers from a lot of negative reviews have your employees leave reviews which may increase your ratio of positive and negative reviews. It is good to get feedback no matter if it is positive or negative. If there are a lot of negative reviews it can be used to the company’s advantage to improve the company. Secondly, all interviews should be responded to, no matter if they are positive or negative. If the review that you are responding to is negative the company should respond as soon as possible. This way when job seekers are reading the reviews they will see if and when the business responds to them. One good way to respond to a negative review would be something along the lines of, “Your feedback is appreciated. We would love the opportunity to talk with you about your experience. Please contact the company at your convenience.”
“Sites like Glassdoor, Vault and CareerLeak give interview candidates and employees the unprecedented opportunity to share the inside scoop on what it’s really like to interview or work at a particular workplace; and this is leaving many employers feeling more than a little uncomfortable at the prospect of receiving public negative reviews.”(DeMers,2014) Online reviews are good for the company. It can help them better understand what they need to do to better their company. Also, it will show what the companies strengths. After doing business with a company make sure to leave a review on their website/social media accounts. People do benefit from looking at them.
Nowadays social media has become an asset that many companies or businesses can take advantage of to gain customers or promote their services and sales. One thing that comes with the territory however is comments on their homepages, positive or negative. Question is if companies should respond and interact with user
The answers is yes. Here’s why.
Number one: They can gain more loyal customers
People like it when companies respond to their issues and it can cause more people to come back due to the customers knowing that their problem will be responded to.
Number 2: They can gain brand visibility. Discussion can be shared on most social media pages and if this happens it can show to others that your company cares enough to be interactive with their customers.
Number 3: People just want responses. Regardless if it’s a positive question or negative complaint people do expect answers. So they should be given.
Customer loyalty is something almost any business or company strives for. Returning customers helps the growth of a company which can also cause customers to make recommendation to others creating a cycle. Interaction within social media is a huge help in this. If it shows the company cares enough about the question or issues people have it’s only natural that people will then have a positive opinion or outlook about a company or business.
Brand visibility is how people perceive your company or business. For example, if a company is known to not give refunds that is their brand visibility, to some not a very good one. Companies should want a good brand visibility and social media interactions helps with this. Jason, from the website Forbes puts it even if they come to you with a concern or issue you will get brand visibility an opportunity to show off your ability to quickly and effectively to correct the problem.
Studies have shown that people actually prefer interactions on social media. In the case of Twitter, 86% of individuals want responses to their complaints. Note that this is for complaints something many companies may not be comfortable addressing, but they should. 51% of individuals do not even expect an answer. What does this say exactly about businesses and companies of today? People should expect answers and they should be given.
To summarize, social interactions and social media can be great for companies. Not only does it show the company is trust worthy and prepared for any issues thrown at them, but it can help grow their customer base with more loyal and happier individuals. Good brand visibility is also gained through honest responses which assist in helping the company or business grow. It does take answering some questions or complaints though, but it’s definitely worth it. After all, as a user wouldn’t you want the same?
