social media response training
DESCRIPTION
Social Media Response Training. Malissa Fritz, Weber Shandwick. EHV in 2011. Example of social media getting away from organization. Normal month: 11,000 During EHV: 37,000. EHV in 2011. Example of social media getting away from organization. 2000 horses at risk in 19 states - PowerPoint PPT PresentationTRANSCRIPT
Social Media Response TrainingMalissa Fritz, Weber Shandwick
• Example of social media getting away from organization
EHV in 2011• Normal
month: 11,000
• During EHV: 37,000
• Example of social media getting away from organization
EHV in 2011• 2000 horses at
risk in 19 states
• 243 exposed horse premises
• 90 laboratory confirmed cases
• Example of social media getting away from organization
EHV in 2011•400 cancelled
horse events
•Only part of the economic impact
• Minnesota Association of Equine Practitioners• University of Minnesota Equine Center • Large equine vet clinics
EHV in 2014
• Organizations used Twitter to spread the news
• The public used the platform to ask questions
EHV in 2014
FACT:Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.
Online Takes the Lead
Half of Americans get their news online, with
nearly 20% getting it on social mediaSource: The Pew Research Center for the People and the Press, Sept. 2012
Every second…2,200 tweets are posted
580 FB status updates24 minutes of video posted to YouTube
The New Speed of News
How do we get out in front of it?
It Starts with You
Industry Organizations
Government
Horse Owners
Media
Equine
Veterinarians
Third Party Experts
What Social Media Tool
Do You Use Most Often?
Most Used Social Media Platforms
Facebook Twitter
LinkedIn YouTube
Get engaged. Don’t wait.
Learn the platforms.
Practice.
Be ready.
Be Present. Be Active. Be Timely.
Crafting Responses• Identify your role and how you can help in crisis
• Don’t overreact or lose your temper
• Use personality when possible, but be careful and sensitive
• Let people know feedback is important to you
• Avoid stock responses
Repetition = Robot = Bad
• Empathy is critical
• Apologize when it’s your fault, but beware of legal implications
• Post public, personalized holding statement, if necessary
Crafting Responses
Don’t Delay Your Initial Response
Of consumers expect a
response within 30 minutes
Of consumers expect a
response within one hour
32% 42%30 1
Rule 3: Work Together as an Industry
Develop a Winning Plan
• Build a following
• Develop responses
• Monitor conversations
• Coordinate with stakeholders
• Create an emergency contact list
• Legal or moral restrictions
• Promotion or solicitation
• Profanity or disrespectful posts
• Criminal activity
• Inappropriate content
• Staff rules, confidentiality
• Response times
Building EDCC Community Rules
EDCC
EDCC
EDCCEDCC
EDCCOur Goal…
All roads lead to the EDCC
Alert
Select listening toolSelect person to monitor
The crisis…
EHV Suspected Horse Showing Symptoms at Local Horse Track
What we know…• Horse showing EHV-like symptoms• Test results not back yet• Horse quarantined to stall, barn not
under quarantine• Races have begun
EHV Suspected Horse Showing Symptoms at Local Horse Track
What are your first steps…•State or federal government•Private practice veterinarian•General ag or horse association•Animal health company•Academia or third party expert•EDCC
32
STEP 1: Monitor• Review social media channels
regularly
• Watch for trends or conversations that are picking up steam
Regularly review social media activity
Tools for All Budgets
ENTRY LEVEL INTERMEDIATE ADVANCEDReading through posts on social media sites and
setting up Google alerts
Using free or low-cost tools to
auto-identify specific organization
mentions
Investing in professional tools to auto-identify
and track mentions
GOOD
BETTER
BEST
No incident
Ignore
Delete
Acknowledge
Resolve directly
Escalation Required
Emergency
STEP 2: AnalyzeComplete a Situation Analysis
35
STEP 3: Prepare• If warranted, escalate the issue internally within the
organization
• It’s time to develop a response• Informational• Resolution• Empathetic• Can’t respond at this time
• Watch out for pitfalls and activists
• Beware of legal or regulatory requirements or restrictions
Develop appropriate response
36
STEP 4: Act• Take a deep breath and count to ten
• Could response be misinterpreted or make a situation worse?
• Ask for a second opinion
• Post public follow-up
• Continue to monitor
• Log everything and keep everyone updated
Final review and posting of the response
What’s happening on social media?
EHV Confirmed, News Release Distributed
• Be transparent• Be relevant • Be timely and
accurate in responses• Continuously monitor • Correct
misinformation• Practice
Remember…
Call Center Receives Report of EHV-suspect case
Details collected…• Horse owner believes her horse is
showing EHV-like symptoms based on signs she found online• Not connected to race track cases• No tests and no veterinarian contacted