Social Media Damage Control


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This is a presentation from Dan Elder of CenTex Social Media by Topsarge,, on pitfalls of social media for businesses who use social media, and possible ways to avert disaster.

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Social Media Damage Control

  1. 1.<br />Social Media Damage Control<br />Dan Elder, CKMP<br />New Media Advisor<br /><br />
  2. 2. Dealing with Negativity<br />“We attempted to eat at the restaurant on 12/30/10. We waited a total of two hours and were finally told that they were out of nearly every entree and “would we consider sampling what they had left?” When they couldn’t confirm how long it would take to get “tastings,” we left NEVER TO RETURN TO THIS HORRIBLE PLACE — And the owner came up to us to say it was a “bad night” He was arrogant and didn’t apologize or offer us the opportunity to return comped or discounted. AVOID THIS RESTAURANT.” –Alex C.<br />
  3. 3. Monitor <br />Smile <br />Respond <br />Acknowledge <br />Affirm <br />Contrast <br />Appreciate <br />Seven Steps to Keep your Cool<br />And Respond<br />
  4. 4. Case Study: Nestle<br />Nestle: Don’t use an altered version of the company’s logo as your profile pic, or your comments will be deleted. <br />Community: Don’t tell us what to do, Big Brother! <br />Nestle: The logo is our intellectual property. This is our page, we set the rules. You don’t like it? There’s the door.<br />
  5. 5. Nestle: “Social media: as you can see we’re learning as we go. Thanks for the comments.”<br />Today, there are many altered Nestle logos on the company’s Facebook page. And Nestle has changed its’ corporate statement:<br />The squabble went on for weeks. People were already upset with Nestle’s business practices, but this situation shows how quickly it can escalate in a venue like social media. <br />Facebook Fight<br />Nestle’s Facebook page quickly filled up with complaints. Some users changed their profile pictures and altered Nestle’s logo. That’s when the company fired back.<br />Palm Oil Controversy<br />Nestle’s palm oil supplier – Sinar Mas – has been repeatedly accused of illegal deforestation.<br />
  6. 6. Courtesy American Society of Civil Engineers<br />
  7. 7. Case Study: The Gap<br />Negative backlash: user-generated logo contests; a parody Twitter account; a Crap Logo Yourself website.<br />
  8. 8. Chrysler, Mar 10, 2011<br />Scenario<br />
  9. 9. Red Cross<br />
  10. 10. Five reasons why a decision flow-chart makes sense<br />Scalability – Staff can be brought into the social media workflow quicker with simple directions.<br />Consistency - A simple response policy means that you’ll more likely respond as one voice, instead of many disjointed voices.<br />Alignment - You can ensure that tactical responses on social media aligns with your over-arching business goals.<br />Speed - The quicker foot-soldiers understand protocol, the quicker comments get responded to.<br />Smarts - Granting the ability for staff to make decision on how to respond means that legal council can spend time on genuine legal issues.<br />
  11. 11. Courtesy Chicago Metro YMCA<br />
  12. 12. Blog Posting Assessment Tool<br />U.S. Air Force<br />
  13. 13. How to React<br />Respond within 24 hours: <br />Analyze the problem: <br />Set the right tone: <br />Be visible:<br />Don’t censor negative comments:<br />
  14. 14. Questions<br />Visit for details on how we can help you with your social media strategy. <br /><br /><br />Social Media Damage Control<br />Thank You<br />@dandotelder<br /><br />Dan Elder, CKMP<br />New Media Advisor<br /><br /><br /><br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />