listen. engage. build relationships
DESCRIPTION
A presentation for current Public Relations students about using social media for a brand and/or client.TRANSCRIPT
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?
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/