This document provides guidance on developing a social media first-aid kit. It discusses introducing yourself on social media, learning about the dynamics and power of social media, and understanding both the positives and negatives. Case studies are presented on social media incidents at Horizon Realty, Nestle, and Ford. The document advises having a plan, building supporters, and monitoring social media while being truthful, polite, and correcting misinformation. Resources for social media monitoring are also provided.

1. By chrismyers
@myersca
Social Media First-Aid Kit

2. + Name
+ Affiliation
+ Comfort level, experience
+ Learning interest
Introductions

3. + Social media dynamics
+ Positives and negatives
+ Famous (infamous) emergencies
+ Tools to track social media
+ How to respond
You will learn

4. + Official advice
+ Not a replacement a policy
that should be developed with
unit and institutional support
What this is not

5. Social media

6. + Definition
+ Translation
+ Power of numbers
+ Grassroots
Social Media

7. + Good and bad
+ Double edge sword
+ Positives and negatives are
archived and searchable
Social Media

8. Driving a big dump truck
http://www.flickr.com/photos/thegeoffmeister/3925442880/

9. Case studies

10. + Moldy Tweet
+ Sent to about 20 users
+ Global consequences as word spread
Case study: Horizon Realty

11. + Palm oil protest by
Greenpeace
+ Tried to get video pulled
+ Facebook users threatened
+ Alienated supporters
+ Eventually came around
Case study: Nestle

12. + The Ranger Station
+ Threatened fine and
confiscation of domain
+ Blog owner asked users take action
+ Proactive response
+ Re-tweets
Case study: Ford

13. Emergency treatment

14. + Ok to not rush in to
social media
+ Start off on the right foot
+ Have a plan and get buy in from
unit, constantly update
+ Build supporters
+ Awareness
Have a strong base

15. + Thick skin
+ Be authentic and truthful
+ Be polite and correct incorrect information
+ Monitor what is being said
On thin ice?

16. + Delete*
+ Criticize
*unless justified
Don’t

17. + TweetDeck
+ SocialMention
+ Google alerts
+ Hootsuite
+ Twitter RSS
+ Subscription services
Monitor

18. + U-M resources
+ Jordan Miller –
jordanml umich
@_jordanmiller_
+ Colleagues – Yammer, Facebook
+ Google
You are not alone

19. http://ow.ly/aOVQ8
Resources

20. Wrap-up & Questions