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Case Scenarios in Community Management Workshop


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Case Scenarios in Community Management Workshop

  1. 1. CaseStudiesworkshopWhat to dowhen…?Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.Swiss Knowledge Network with outposts in Boston . San Francisco . Shanghai and SingaporeJune 19, 2013
  2. 2. 2#higheredCHAgenda• Introduction to case scenario• Groups work on response /actions tobe taken• Discussion• Case scenario wrap-up
  3. 3. 3#higheredCHTechnical Note• Case scenarios are from institutions in theU.S.• Divide in groups of 5• Case scenarios may merit (or not) anaction / response—Your call!• Be ready to present & explain your decision
  4. 4. 4#higheredCHCase 1: Request for more informationPrepare your response (craft the exact tweetthat you would post) & tell us what level ofpriority would this have
  5. 5. 5#higheredCHCase 1: Request for more informationGroup responses
  6. 6. 6#higheredCHCase 1: Request for more informationDiscussion
  7. 7. 7#higheredCHCase 1: Curve ballWould youhavecontinued theconversation?
  8. 8. 8#higheredCHCase 2: Al Gore’s speech @ Stanford
  9. 9. 9#higheredCHCase 2: Al Gore’s speech @ Stanford
  10. 10. 10#higheredCHCase 2: Al Gore’s speech @ StanfordWhat would you do?Explain your decision
  11. 11. 11#higheredCHCase 2: Al Gore’s speech @ StanfordGroups present
  12. 12. 12#higheredCHCase 2: Al Gore’s speech @ StanfordNo action was ever taken by Stanford’ssocial media team.Wise or not?
  13. 13. 13#higheredCHCase 2: Al Gore’s speech @ StanfordIt has a pretty comprehensive commentpolicy…
  14. 14. 14#higheredCHCase 2: Al Gore’s speech @ StanfordMake sure you have a commenting policy tofall back onFine line between free speech vs. strongmoderation
  15. 15. 15#higheredCHCase 3: Mistakes Happen to the Best of Us!Email sentto alumni
  16. 16. 16#higheredCHCase 3: Mistakes Happen to the Best of Us!
  17. 17. 17#higheredCHCase 3: Mistakes Happen to the Best of Us!Prepare your response (exact tweet/post)Explain your decision
  18. 18. 18#higheredCHCase 3: Mistakes Happen to the Best of Us!
  19. 19. 19#higheredCHCase 3: Mistakes Happen to the Best of Us!DiscussionWas that response too informal? Just right?How would you have done it in Switzerland?
  20. 20. 20#higheredCHCase 4: A real Hassle
  21. 21. 21#higheredCHCase 4: A Real HassleYou don’t knowidentify of account—but it’s astudentHasinstitutionalized#fduproblems as ahashtagStudents follow &use # to complaintLegitimateproblems arebeing reported
  22. 22. 22#higheredCHCase 4: A Real HassleWhat do you do?Discuss & decide course of action
  23. 23. 23#higheredCHCase 4: A Real HassleGroups present
  24. 24. 24#higheredCHCase 4: A Real HassleWhat Farleigh Dickinson did (see last slides for full description)
  25. 25. 25#higheredCHCase 4: A real HassleWas this choice a good one?Pros vs. ConsIsolated incident vs. longer term issue
  26. 26. 26#higheredCH
  27. 27. 27#higheredCHSuggestionsDo you have the name & contact info foreveryone in your organization that handles asocial media account?Have you published commenting policies onyour Facebook page?Does your staff know what to do in a crisis(weather, security, etc.)?
  28. 28. 28#higheredCHCase 4: A Real Hassle1. When did @fduproblems pop up? @Fduproblems started inAugust/September of 2011.2. Did you have a twitter account then? We had a Twitter account longbefore then, but it was not actively managed for quite some time. I took overmanagement of the account in the middle of the Fall 2011 semester.3. Why is your twitter handle @FDUwhatsnew instead ofFairleighDickinsonU? I did not create the account --a colleague of mine inFDUs public relations office created it and he chose the handle. I believe thename was chosen because @fdu was taken already and @fairleighdickinsonuis too long (Twitter limits handles to 15 characters) and @fduwhatsnew is niceand upbeat.4. Did you create this handle to basically respond to the issues that werecoming up? Like I said, I did not create the account. My colleague created itoriginally to use a media relations tool. That turned out to be rather ineffectiveand I eventually came to manage the account. I decided to make it more of acommunity engagement tool rather than as a media relations tool. When I tookover management of the account, I quickly noticed @fduproblems tweets andbegan responding to them (just as I responded to other students complaintsand comments).
  29. 29. 29#higheredCHCase 4: A Real Hassle5. How did you convince management to let you try this out? I am fortunateto have a very enlightened director. She doesnt have a background in socialmedia management, but she does have quite a bit of experience in publicrelations and she understands how social media can be a useful tool forcommunity engagement--which is where PR as a discipline is moving towards.She trusts my abilities and has given me a very long leash with which tomanage FDUs Twitter account.I dont remember if I ever asked her about engaging with @fduproblems or if Ijust saw the situation and went ahead and did what I knew to be right from acommunity relations standpoint. Either way, I knew that she would support me inmy endeavor.
  30. 30. 30#higheredCHCase 4: A Real Hassle6. Did you manage this account yourself? Not quite sure that I understand thisquestion... I manage @fduwhatsnew myself. For the most part, I crafted the officialresponses to @fduproblems. Occasionally, the problems were severe enough thatI ran them up the ladder to my director or higher, but usually, the problems wereall fairly simple, garden variety things that I was able to handle.7. Was the student body aware of your responses? When I started managing@fduwhatsnew, it only had about 400 followers and @fduproblems had asomewhat comparable following. We grew fairly linearly together for the first fewmonths, until @fduwhatsnews growth began to quicken and far outpaced@fduproblems (today, @fduwhatsnew has roughly double the number of followersas @fduproblems).Because @fduproblems was such a popular account, the student body couldnthelp but be aware of my responses to @fduproblems. This is partly because@fduproblems often retweeted my tweets when I helped them and also because@fduproblems was more than just a single rogue account --it was a community.The individual behind the account popularized the #fduproblems hashtag andstudents used the tag just as much as they tweeted to @fduproblems. I monitoredthe chatter revolving around both @fduproblems and #fduproblems and reachedout to students whenever possible and appropriate.
  31. 31. 31#higheredCHCase 4: A Real Hassle8. Would you say that @fduproblems is somewhat under "control? It wasa wild ride at first, but I did gain the trust of the founder of @fduproblems andwe developed a working relationship built on mutual respect--I solved problemswhenever possible and didnt treat @fduproblems as a problem student, but asan opportunity to demonstrate excellent customer service. @Fduproblemsreciprocated by helping me spread messages during emergencies and alsoalerted me to other FDU parody accounts. @Fduproblems will never be fullyunder "control" since the account changes hands every year and each year Ihave to build a relationship with a new anonymous tweeter (see below).9. Did you ever find out the identity of the account holder? I have not. Thefounder graduated and passed the torch on to a second anonymous student.That second student has just graduated and I suspect I will have a new@fduproblems student to deal with in the fall.10. It seems he/shes graduating? Will u miss him/her? Did you feel youlearned more things because of him/her activity? @Fduproblems neverdies; she just changes, so I wont get a chance to miss her. I have learned a lotabout customer service and crisis management from working with@fduproblems.