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United Nations Economic Commission for Europe
Geneva, Switzerland
Stephen L. Buckner, Center for New Media & PromotionsU.S. Census Bureau
Dealing With Detractors on Your Social Media Properties
June 29, 2011
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2001 200420032002 2005 2006 2007 2008 20102009
The 2010 Census: A New Communications ChallengeWhat’s New – Notable Launches Since 2000
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Social Media Objectives for 2010 Census
1) Reach unattached mobiles
These highly mobile, single renters, including college students, gather much of their information through social media. A traditionally HTC group.
2) Reach everyone
About 80 percent of our Facebook fans are 25 and older
3) Facilitate a national dialogue
• Boost transparency• Boost participation (answer questions/correct misinformation)
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• Launched 1/4/10• Launched 1/4/10
• Over 350 videos posted• Karl Rove, “Chris” most
popular with 50k views
- Director’s Blog- Road Tour Blog
• Director’s blog: Launch in 10/09• Destination for media, public employees
• Census photo warehouse for Road Tour, Census in Schools and other pictures from the field
Social Media Platforms
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Detractors Attacking From Their Own Platforms
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Flooding the Zone with Positive Social Media
Images from the road posted on Facebook
Road Tour blog posts daily updates for 13 vehicles
Twitter accounts for each vehicle
Images viewed thousands of times on Flickr
Interactive map – multimedia content
Make Sure Google Finds You First
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Why Your Detractors Should Have a Voice on Your Platforms
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Build a Community of Advocates
• Create an environment of honesty and transparency
Disarms critics Builds trust among “lurkers” – watching how you respond Many detractors are people looking for attention; your
response can convert them to an advocate
• Opportunity to correct misinformation
Advocates will rise to your defense
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Monitor Sentiment
• Negative comments may provide first indication of developing issues
• Gives you a chance to plan comprehensive response
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Position as a Credible Source
• Honest and open discussion builds makes you a leading source for information.
• Online reputation can enhance your ability to manage issues and crises through social media
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When to Respond to Detractors: Considerations
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Elevating Your Adversary
Best practice: Let your community of advocates make your case for you. Grassroots response is a strong validation of your position.
• Response gives legitimacy: You risk elevating your detractor and diminishing yourself.
• Optics: Government vs. private citizen
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Facebook Functionality
• Your Facebook wall is only seen by new visitors
• Move contentious discussions from your Wall to your Discussion Board. Those interested in a serious discussion will follow.
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The Importance of a Comment Policy
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Comment Policy: The Key to Successful Two-Way Social Media
Your comment policy:
1) Sets the rules for communications on your social media properties
2) Makes clear how public comments will be moderated
Once you have your comment policy in place, you can delete inappropriate posts with confidence
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Comment Policy: Social Media Team Review
• Ensure comment is being processed fairly, consistently
• When you do moderate out a comment, take opportunity to repost Comment Policy
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Case Studies: Pesky Posters
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Ignore (or Moderate Out)
• Don’t feed the trolls
• Unable to provoke a response, most detractors will quickly burn themselves out and move on
• Posts or comments in violation of your comment policy should be removed immediately
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Let Your Community of Advocates Respond
Successful community self-policing: The story of A.W.
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When to Respond
• Persistent poster, not in violation of comment policy
• Authoritative reply from your agency required – complexity of question is beyond scope of knowledge of your community of advocates
The story of G.T.
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Questions?
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