Issues Management in a Web 2.0 World: The art of social media war
•Download as PPT, PDF•
1 like•832 views
Don't just react on social media. You can plan to deal with opportunities and threats as they arise for your organization. Sun Tzu has some pointers for us! Slides for MacEwan University course in PR & Digital Media.
More Related Content
Similar to Issues Management in a Web 2.0 World: The art of social media war
Similar to Issues Management in a Web 2.0 World: The art of social media war (20)
More from NikComm Inc.
More from NikComm Inc. (8)
Recently uploaded
Recently uploaded (19)
Issues Management in a Web 2.0 World: The art of social media war
- 1. Reactive Strategies For digital content plans
- 2. Planning & strategies A bit of a review
- 3. Strategies Proactive Social content strategy Social Marketing Reactive News-jacking & opportunity-surfing Issues management
- 4. The Art of Social Media War “ And therefore those skilled in war bring the enemy to the field of battle and are not brought there by him. ”
- 5. The Social Newsroom Bring them back to your place
- 6. The morals? Be able to publish your own news. Break your own news. HARO. Your primary audience comes first.
- 7. The Art of Social Media War “ Opportunities multiply as they are seized. ”
- 8. News-jacking Injecting your message into breaking news to generate media coverage
- 9. How to news-jack Monitor for topics Research breaking stories quickly but carefully Write your post Publish & share it
- 10. Opportunity-Surfing Being ready to cover breaking news in your organization
- 11. The Art of Social Media War “ The general who wins the battle makes many [plans] ... before the battle is fought. The general who loses makes but few [plans] beforehand. ”
- 12. Issues Management Things will go wrong.
- 13. Definitions & Categories Issue vs. “Crisis”
- 14. Types of Issues Misinformation someone else is wrong Mistake you’re wrong Organizational Crisis impending or actual harm to people, property, public
- 15. Where they occur Pages you control Pages someone else controls
- 16. Your “arsenal” Planning Positive interactions Monitoring Your accounts & website(s)
- 17. Planning Policies Procedures Messages & content
- 18. Positive Interactions A good reputation is not something you earn when you need it You need proactive strategies
- 19. Monitoring Have systems & procedures in place Interaction Assessment Flowchart
- 21. Your accounts & websites Keep the response local unless: someone else jumps channels Twitter
- 22. The Art of Social Media War “ Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt. ”
- 23. Risk Assessment Analysing what could go wrong and how much damage it could do
- 24. Message Decks Background Q&As or key messages Social messaging Web & blog content
- 25. Your Team Lawyer Media relations Security Privacy person Upper management HR
- 26. Dark sites & Pages Pre-made sites or pages for crisis situations Kept un-published until needed
- 27. Issues Messaging What to say when you’d like to say @#$!
- 28. The Art of Social Media War “ For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill. ”
- 29. 4T2P
- 31. 4T2P Transparency Tone Timing Third-Party Profile Privacy
- 33. Netiquette Be transparent Apologize for errors Explain deletions
- 34. Be transparent Indicate edits that change the meaning with: “Update” & [UPDATED] “Correction” [EDIT]
- 35. Apologize for errors Friendly, self-deprecating tone Actually apologize Say what you’ll change
- 36. Explain deletions Deleting is generally bad If you must delete say why Comment policy violation “Twuck-up”
- 37. The Art of Social Media War “ In making tactical dispositions, the highest pitch you can attain is to conceal them. ”
- 38. Back Channels Use them Investigate your players Contact offline Be public with responses Why?
- 39. The Art of Social Media War “ He who knows when he can fight and when he cannot will be victorious. ”
- 40. Trolls
- 41. Identifying a troll Methodology Tone Prior behaviour Actions of others
- 42. Dealing with trolls Try to be nice.
- 43. If trolling persists Ignore the troll Restate your position Give the troll an offline out Deliberately misinterpret* Delete comments† Ban the troll§
Editor's Notes
- What does reactive mean to you? Negative connotation? Frenetic?
- Yesterday, we tackled social content strategy. Today, we’re looking at reactive strategies. Reactive isn’t always negative, as we’ll see. Additionally, we can take care of some of the freneticism of reactive strategies with … PLANNING! Think of it as the Art of War for social media.
- Discuss: readings and how to news-jack ethically.
- Just like surfing: A lot of work, perfect timing, and having the agility to catch the wave Having photographers/videographers on call; or having your own equipment Mobilize quickly; can have far-reaching payoffs: B-roll for media or organizational videos Can be turned into social content of all kinds
- image via
- Tendency to be hyperbolic. Let’s be rational about it.
- The first 2 are a review from Monday: comment policies, official use procedures, employee guidelines, etc. Messages and content we started with last night’s assignment.
- Yesterday!
- Handout
- You can’t argue in 140 characters.
- Have a team, plans, and messages in place so you can go, go, go.
- Have a list of people you can call when shit goes bad.
- All-caps brackets is for headings/page titles
- Correcting the Record handout
- Working behind the scenes
- Sometimes, you just have to walk away.
- Methodology: Attacks the person or organization, not the behaviourTone: Angry, agressive, won’t back downPrior behaviour: Look at their other posts. Trolls tend to be angry everywhere, not just on your page. Actions of others: If the community is ignoring or poking, probably a troll.
- People can skip this step. Organizations shouldn’t. Even if someone is acting trollish, they may still have a point, and you might have done something wrong. Give them the benefit of the doubt—you’ll have a bigger issue on your hands if you assume troll and are wrong.
- *Misinterpreting is risky and will depend on the organization’s comfort and profile. †Deleting requires transparency. §Banning should be a last resort and could be temporary. Also, let your stakeholder team know (security, IT, legal).