listen. engage. build relationships

Listen. Engage. Build Relationships.

Allison MatherlyCoordinator of Digital Engagement

Texas Tech University

#PR3315@allisonmatherly

● For each “yes,” give yourself three points.

● For each “maybe,” give yourself two points.

● For each “no,” give yourself zero points.

Are You Addicted to Social Media?

Pop Quiz!

● You have a Facebook account.

● You have a Twitter account.

● You use hashtags in your email.

● You check in on Foursquare, everywhere you go!

● You follow or have a profile for your pet.

● You like your own posts.

Pop Quiz!

● You dream in 140 characters.

● It’s the first thing you do in the morning.

● You update your status while out with real people.

● You share everything.

● Klout becomes your social currency.

Pop Quiz!

What’s it all about?

● Listening to a conversation

● Engaging with stakeholders

● Building relationships

32%of people

have no idea companies

are listening to them

Make that

38% of Millennials

40% think

listening online

intrudes privacy

50% say companies should listen to improve their

products

60% want companies

to respond to complaints

Tools to

Monitor

● Hootsuite

● Argyle Social

● Radian6

● Social Mention

● Tweetdeck

● Hashtracking

● Topsy

What to Look For#

Keywords

@

Dash-boards

● Identify conversations

● Know audience

● Look for points of pride

● Give customer service

● Take Advantage of Opportunities

● Catch Mistakes

Monitoring for a Client

Opportunities

Opportunities

Opportunities

...and mistakes

“I Knew You Were Trouble When You Walked In...” or maybe it was tweeted in!

As Taylor Swift

Would Say

Maybe T.Swizzle

isn’t your thing

IT’S A TRAAAAAP!

● There is nothing you can say to satisfy a troll

● Don’t feed them...especially after midnight...

Trolls

Real Life: Amy’s Baking

Company

Real Life: Amy’s Baking

Company

Real Life: Applebees

By around 2 am, there were around 17,000 comments on Applebee’s original Facebook status. Then began the most bewildering move in corporate social media/public relations that I have ever witnessed. At 2:53 am, the middle of the night, whoever manages Applebee’s Facebook page started making comments on their status update. In response to the over 17,000 comments, the following statement appeared — not as a new status update, but as a comment on the status update.

Real Life: Applebees

Holy Facebook Comment, Batman!

Real Life: Applebees

Next up: Applebee’s starts repeatedly tagging people in the middle of the night and repeating their same comment over and over… and over. It’s now about 3 am in the morning:

Real Life: Applebees

● Hiding

● Blocking

● Deleting

● Banning

● Responding to Negativity

● High-intensity

● Fast

● Passion-filled

● Opinionated

● Rapidly Evolving

CrisisComms

Real Life: Mike

Leach

Real Life: Mike

Leach

Real Life: Mike

Leach

Real Life: Winter

Weather

Real Life: Winter

Weather

Real Life: Winter

Weather

● Early and Late

● Writing Content

● Scheduling

● Strategizing

● Training

● Assisting Other Departments

Day to

Day

Day to

Day

Day to

Day

Questions?

allison.matherly@ttu.edu

@allisonmatherly

Sources● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase,

2013● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-

media-meltdown-a-photo-essay/