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Fanning social media wildfires: What organizations do wrong (and right)
The document discusses best and worst practices for organizations using social media, highlighting lessons learned from various case studies. It emphasizes the importance of having a clear strategy, responding timely, and understanding the audience to avoid negative outcomes. Examples include United Airlines' poor response to a customer complaint and the Red Cross's effective management of a rogue tweet.
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Fanning social media wildfires: What organizations do wrong (and right)
- 1. Fanning social mediawildfires: What organizations do wrong (and right) Alli Soule, SAS
- 2. Alli Soule –2010 MA Graduate
- 3. Social media aswe know it Construct public/semi-public profile Articulate a list of users with whom a connection is shared View/traverse that list of connections and those made by Social networking platforms (FB, Myspace) Blogs Video & photo sharing communities (YT, Flickr) Microblogs (Twitter) Web forums (bulletin boards, user forums) How it is defined:1 Common types:2 1 Boyd & Ellison, 2007 2 Agichtein et al., 2008
- 4. Who is online? Source: Pew Research Center’s Internet& American Life Project Survey Sept. 2005 to May 2010.
- 5.
- 6. (Hint: Don’t dothis!) Source: The Anti-Social Media (@TheAntiMedi a)
- 7. Before you join… Have a plan: Who is our audience? And does it make sense for us to join a social network given that audience? What are our goals of getting on a social network? Does this align with our brand / mission? What content will populate the sites? Who is going to manage that content? How are we going to measure what we find?
- 8. United Breaks GuitarsSong 1
- 9. United Breaks Guitars Canadian musician Dave Carroll has guitar broken on United Airlines (UA) flight After a nine-month span, UA refuses to pay him damages Carroll promises the last representative that he will write three songs to put on YouTube End result = UA is screwed
- 10. Good move Presenceon social networks and did respond some on Twitter Did the right things (apologized, offered remuneration, responded) … too late Did not fully understand / use SM presences Waited too long to respond / reactive Had clues months in advance and did not prepare Bad move
- 11. The Ranger StationFire Jim Oakes ran a 10- year-old fan site called “The Ranger Station” He received cease- and-desist letter from Ford Motor Company on 12.9.08 He posted the news on his site; other Ford enthusiasts went nuts Word got to Scott Monty at Ford
- 12. Good move Keptfollowers informed, even without a resolution Asked for retweets Communicated openly and replied to individuals Stayed vigilant Ford’s legal team sending out a cease-and-desist letter to established fansite without warning Scott Monty Bad move
- 13. Red Cross’ BeerSummit Rogue tweet sent out on Red Cross’ Twitter feed Turns out to be an employee blunder Tweet taken down after one hour in middle of night Clever responses from Red Cross, Dogfish
- 14.
- 15. Good move Tookdown tweet within an hour, in middle of the night Social media director responsive to media Addresses the incident with good humor on Twitter and in traditional channels Gave neophyte access to @RedCross feed Bad move
- 16. Nikon and BlogHer(mom bloggers) Nikon hosts cocktail event at blogger’s conference When asked by two female bloggers if their children could come, Nikon advised ‘no’ Blogger jokingly tweets #nikonhatesbabies, both blog about not being able to bring kids to event Nikon railed for insensitivity, being out of touch on Twitter and in blog comments Nikon immediately contacts bloggers, asks for online apology and explanation, which is given
- 17. Good move Nikongoes straight to the source and fast Asks for explanation via same methods of the initial message Influencers in attendance reported positive experiences Nikon should have anticipated kids in attendance, given BlogHer audience Considered alternate venue / child care? Bad move
- 18. McD’s not lovin’it @Ragan Ragan communications conference in Vancouver McDonalds, among others, to present Shortly into presentation, protest – captured on video Hashtag hijacking & PETA’s response Ragan’s response McDonald’s response
- 19. Good move Regandoesn’t give protesters what they want: a tussle On Regan’s Facebook page, official blog immediately In this case McD’s chooses not to respond Not screening attendees? Bad move
- 20. • Timing • RedCross example • Medium • Nikon example • Message • Ranger Station/Ford example Take-away points
- 21. Feel free tocontact me via email alli.soule@gmail.com or on Twitter @allisoule Questions?
Editor's Notes
- #4 71% of online adults now use video-sharing sites (July 2011, Pew) 52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace and 6% of LinkedIn users do the same. Facebook dominates the SNS space in this survey: 92% of SNS users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter. (July 2011, Pew) Fully 25% of online AfroAmericans use Twitter at least occasionally, with 11% using daily. (2011) Increasing for Latinos as well
- #5 Graph: the percentage of adults using social media networking sites by age group. http://www.pewinternet.org/Reports/2010/Older-Adults-and-Social-Media/Report.aspx 52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace and 6% of LinkedIn users do the same. Facebook dominates the SNS space in this survey: 92% of SNS users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter. (July 2011, Pew) Fully 25% of online AfroAmericans use Twitter at least occasionally, with 11% using daily. (2011) Increasing for Latinos as well 71% of online adults now use video-sharing sites (July 2011, Pew)
- #6 Adding more strength to viral content is the research on word-of-mouth advertising that maintains that consumer-to-consumer communication outweighs advertiser-to-consumer communication in the modern age (Godin, 2001). Furthermore, Smith, Coyle, Lightfoot, and Scott, (2007) found that influence is not exclusive and is actually shared by most people, a finding which contrasts with conventional wisdom claiming that influence is not widespread and information is circulated by a few high-profile individuals. Their findings translated into a study on online influence and the power of the everyman to effectively disseminate information to a wide audience.
- #7 All companies and organizations are NOT created equally! The federal government will not have the same rules and perceptions as Pedigree dog food or Zappos. Just like Southwest Airlines has a completely different vibe than say, Delta.
- #11 In December 2008, Monty woke up to a number of Twitter alerts criticizing Ford for attempting to shut down a 10-year-old fan site, TheRangerStation.com (Needleman, 2009). Overnight, the company received roughly 1,000 complaints through e-mail, and by morning the news was already circulating among other Ford fan sites, blogs and Twitter. At precisely 7:29 a.m., Monty tweeted that he was checking into the matter and continued to update his account throughout the day regarding the progress of his inquiry (Ploof, 2008). Knowing that he could not spread his messages alone, he asked his followers to retweet specific messages and also used a hashtag to help aggregate and track conversations about the Ranger Station. One tweet retweeted by 19 followers reached 13,400 additional users, and another message that 25 followers retweeted reached 21,000 additional people on Twitter. As it turned out, a request for $5,000 and cease-and-desist letter from Ford’s legal team to Jim Oakes, the owner of The Ranger Station, sparked the debate. However, Monty was able to renegotiate the terms of the letter, communicate the new options to Oakes, and arrange for the fan site to remain live. Twenty-two hours, 26 minutes, and 138 tweets later, the problem was defused and outlined in real time on Twitter for the online audience to follow.
- #16 “We are an organization that deals with life-changing disasters and this wasn’t one of them,” says Harman. “It was just a little mistake.”
- #17 Nikon’s first year at BlogHer BlogHer’s conference is both very baby-friendly and inclusive. Very progressive The conference offers a lactation lounge and childcare, and last year one of the panelists breastfed while speaking on her panel.
- #18 Spoke to mom bloggers face-to-face to resolve issue Nikon contends that it was an event not just for Mom’s but for people interested in photography, cameras and Nikon