avoid becoming social media roadkill
DESCRIPTION
Avoid Becoming Social Media Roadkill: Top Ways to Combat Negative Word of Mouth. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics. Presented by Travis MurdockTRANSCRIPT
Avoid Becoming Social Media Roadkill
Travis Murdock, vice president Edelman
Travis Murdock
Vice president at EdelmanPast president for PRSA Silicon Valley14 years PR and marketing experienceClients in technology and non-profit
organizations
Case Study: Killer Community
Situation: Start-up with a fast-growing community Small marketing and support team Company moves from free to paid service Community is outraged
Solution: Respond to each thread and conversation
in 15 minutes Identify dissatisfied members Invite them to join Community Board
Case Study: Pay for Play
Situation: Inadvertently offered to pay journalists
for Tweets Community responds negatively online
Solution: Executive promptly publishes apology Each influencer is contacted by
executive Team responds to each Tweet with
apology With 48 hours bloggers had updated
their stories with the apology
No Fake Friends
Social media is not a campaign, its your customer (blog)
Engagement takes yearsFight the urge to get fake
friendsRespond to every Tweet (
slides)◦ Loic Le Meur, CEO Seesmic
Public Engagement
“In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…”
Thomas Friedman
Employees
Consumers
Investors
Mainstream MediaDigital Media
Government
NGOs
Retailers
Talk
Top-Down
Conversation
Bottom-Up
Image credit: Edelman
Transparent Talking
Employees are your most credible source
Influencers are now your customers
Authentic Conversations
Build real fansListen carefullyDevelop a personality
Strength Training
Use social media◦Twitter◦Facebook
Create or curate content◦Share videos, blogs, photos ◦Curate the best of the web and share with
followers“When your content runs out, so does your
social media audience,” said Paul Dunay.
Travis Murdock
Contact:[email protected] - +1 650-740-6055Twitter -@travismurdockBlog - http://blog.travismurdock.comLinkedIn