My presentation to #heweb17, how how to be an Ombudsman in social media, delivering better customer experiences to your audiences and better serving your institutional message at the same time.

1. THE OMBUDSMAN!
TERRIBLE SUPERHERO NAME. AWESOME THING
FOR YOUR AUDIENCES&YOUR INSTITUTION
MCS9
OCTOBER 10, 2017
Dave Tyler
@dtyler321

2. Some background
• Work at Rochester Institute of Technology
• I was a mild-mannered reporter. But not a
superhero
• Used to work at The College at Brockport

3. The guy in the suit?
He was a university president.

4. You are essentially
an ombudsman for
us.

5. Whatever your
drug of choice is,
keep using it.

6. You are essentially
an ombudsman for
us.

7. Ombudsman

8. Justlieombudsman

9. The history of
Ombudsman
• Newsrooms -notably the NY Times.
• Financial Institutions, Healthcare
• Governments : Canada, Australia,
• Has a measure of independence from the
agency or institution
• There are some in Higher Ed.

10. What an Ombudsman
Does
• The primary duty of the Ombudsman is to listen.
• Ensures that all parties are aware of their rights
and responsibilities regarding College policies and
procedures.
• The Ombudsperson does not participate in any
internal or external formal proceedings.
• Works to facilitate communication and assist
parties in reaching mutually acceptable agreement
in order to find fair and equitable resolutions to
conflicts or concerns.
• Apprises the administration of significant trends.
From Smith College

11. Skills an
Ombudsman has
• Communication and Problem-Solving Skills
• Decision Making:Strategic Thinking Skills
• Conflict Resolution Skills
• Organizational Knowledge and Networking
Skills
• Sensitivity to Diversity Issues
Jefferson University

12. More Ombudsman
Skills
• Integrity
• Dispute Resolution, Consultation and Referral
• Community Outreach and Education
• Policy Analysis and Feedback
Jefferson University

13. Margaret Sullivan
Had 3 Goals
• Have a two-way conversation
• Make her job much more digitally-oriented
• Treat her work as reported commentary

14. Any of this Ringing
a bell?

15. You Are already
a super hero!

16. Ombudsman

17. Build a Justice
League
• Students to help you understand things
• Your co-workers— the writers and marketers
• Faculty and Staff
• Cheat Code: Make one friend in as many offices
on campus as you can.

18. Data is Your Shield
• Go beyond likes, impressions and engagement
rates.
• Consider reporting the number of Facebook
messages your account received. The number of
questions.
• Cheat code: Share the Top X audience inquiries
you received during the month.
• Seek creative ways to layout the scope of your
problems with data

19. Build Your
Credibility
• Report your results on a micro-level
• Take five minutes to email the department who
helped you out: let them know what happened.
• Check back in with the inquiring party.

20. Like the Flash, Speed
Matters
• People want answers faster than a phone call
• Make a list of 10 frequently asked questions and develop
answers for them.
• Facebook’s saved replies are a handy tool, but be
personal.

21. Tell Your side of
the Story
• An ombudsman gets answers
• Conduct your own interviews
• Argue your case, don’t prosecute your
audience

22. This was one of his going
away columns
#Notmailingitin

23. When you
don’t do any
reporting…..
…stuff like this
happens.

24. Use Your Super
Hearing
• Be an active listener
• Take everyone at face value until they give you a
reason not to.
• That also means listen to what your bosses,
other departments are saying

26. –Frustrated Veteran trying to get his financial aid straightened out
“I Have been leaving messages for two
months.”

28. –Somewhat less frustrated Veteran student
“You Are the first person who listened.”

29. Do not be afraid to escalate
and to PUll a Door off its
Hinge
• Ask For Answers
• Ask Again
• And when necessary, be a
pain in the butt

30. Be an Advocate for
the Unheard
• Put yourself in your audience’s shoes— What would they
think?
• Literally change your perspective— do not sit in your
office.
• Cheat code: Change up your route to work one day a
week.

31. Be Constructive
• Use positive language
• Don’t talk down to your audience, even if they’re
talking down to you.
• Offer them solutions, offer them alternatives.

32. You can do this.

33. Go and Be Super

34. Thanks, Joe.
Joe Guy Allard is
awesome. Go check out
his work:
http://joeguyart.com/

35. Questions?
Comments?
Complaints?
@dtyler321, datmkt@rit.edu