Listen. Engage. Build Relationships. Spring 2014
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Allison Matherly is the coordinator of digital engagement at Texas Tech University. She provides strategies for using social media to solve problems, encourage engagement, and build community. Her role involves managing 14 social media channels, creating engaging content, and monitoring conversations to identify opportunities and address issues. She discusses tools for social listening and gives examples of how brands like Applebee's and Texas Tech have effectively responded to challenges on social media.
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Listen. Engage. Build Relationships. Spring 2014
- 1. Listen. Engage. Build Relationships. Allison Matherly Coordinator of Digital Engagement Texas Tech University #PR3315 @allisonmatherly
- 2. Pop Quiz! Are You Addicted to Social Media? ● For each “yes,” give yourself three points. ● For each “maybe,” give yourself two points. ● For each “no,” give yourself zero points. #PR3315 @allisonmatherly
- 3. â—Ź You have a Facebook account. Pop Quiz! â—Ź You have a Twitter account. â—Ź You use hashtags in your email. â—Ź You check in on Foursquare, everywhere you go! â—Ź You follow a profile or have a profile for your pet. â—Ź You like your own posts. #PR3315 @allisonmatherly
- 4. ● You dream in 140 characters. Pop Quiz! ● It’s the first thing you do in the morning. ● You update your status while out with real people. ● You share everything. ● Klout becomes your social currency. #PR3315 @allisonmatherly
- 5. ● You have more than 4 social media profiles. Pop Quiz! ● You’ve updated a social network with a picture of a meal ● You’ve used the name of a social media channel as a verb #PR3315 @allisonmatherly
- 6. â—Ź If you scored between 0 and 15, you are either a nonaddict, or perhaps a power user who has become caught up in a few addict-like tendencies. â—Ź If you scored between 16 and 30, you are on the verge of a serious problem. â—Ź If you scored between 31 and 45, you need to enter a program that removes you from your electronic devices for at least a week. #PR3315 @allisonmatherly
- 7. What’s it all about? ● Listening to a conversation ● Engaging with stakeholders ● Building relationships #PR3315 @allisonmatherly
- 8. 32% Make that of people have no idea companies are listening to them 38% of Millennials 60% want companies to respond to complaints 50% say companies should listen to improve their products 40% think listening online intrudes privacy #PR3315 @allisonmatherly
- 9. â—Ź Strategies The Fabulous Life of a Social Media Manager â—Ź â—Ź â—Ź â—Ź Solving Problems Encouraging Congratulating Community Management #PR3315 @allisonmatherly
- 10. â—Ź 14 Social Media Channels The Fabulous Life of a Social Media Manager â—Ź â—Ź â—Ź â—Ź Team of Interns Staying Up on Trends & Learning Creating Engagement Communicating the Texas Tech Brand â—‹ #IAmARedRaider â—Ź Measurement â—Ź Monitoring #PR3315 @allisonmatherly
- 12. â—Ź â—Ź â—Ź â—Ź â—Ź â—Ź Early and Late Writing Content Scheduling Strategizing Training Assisting Other Departments Day to Day #PR3315 @allisonmatherly
- 14. Essential Skills â—Ź Understand Audience â—Ź Pick Channels â—Ź Creating Strategies â—Ź Promoting Key Messages #PR3315 @allisonmatherly
- 18. â—Ź â—Ź â—Ź â—Ź â—Ź â—Ź Identify conversations Know audience Monitoring Look for points of pride for a Client Give customer service Take Advantage of Opportunities Catch Mistakes (Before They Happen) #PR3315 @allisonmatherly
- 24. As Taylor Swift Would Say “I Knew You Were Trouble When You Walked In...” or maybe it was tweeted in! IT’S A TRAAAAAP! #PR3315 @allisonmatherly Maybe T.Swizzle isn’t your thing
- 25. Trolls ● There is nothing you can say to satisfy a troll ● Don’t feed them... especially after midnight... #PR3315 @allisonmatherly
- 29. Real Life: Applebees By around 2 am, there were around 17,000 comments on Applebee’s original Facebook status. Then began the most bewildering move in corporate social media/public relations that I have ever witnessed. At 2:53 am, the middle of the night, whoever manages Applebee’s Facebook page started making comments on their status update. In response to the over 17,000 comments, the following statement appeared — not as a new status update, but as a comment on the status update. #PR3315 @allisonmatherly
- 30. Real Life: Applebees Holy Facebook Comment, Batman! #PR3315 @allisonmatherly
- 31. Next up: Applebee’s starts repeatedly tagging people in the middle of the night and repeating their same comment over and over… and over. It’s now about 3 am in the morning: Real Life: Applebees #PR3315 @allisonmatherly
- 32. Real Life: Applebees â—Ź â—Ź â—Ź â—Ź â—Ź Hiding Blocking Deleting Banning Responding to Negativity #PR3315 @allisonmatherly
- 39. â—Ź â—Ź â—Ź â—Ź Personal Use Manage Accounts for Others Read! Twitter Chats â—‹ #PRStudChat â—‹ #CMGRChat â—‹ #BlogChat Ways to Get Ahead #PR3315 @allisonmatherly
- 42. Sources ● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase, 2013 ● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-socialmedia-meltdown-a-photo-essay/