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Social Media Policies, Proceduresand Governance
Nikki Van Dusen, MAPresident, NikComm Inc. @nikkivandusen
#iMedia2015 Breakout Sessions
@nikkivandusen #iMedia2015
Issues. I have them. I solve them. (sometimes i’ve caused them)
University of Alberta
Government of Alberta
EPCOR
Now … on call issues management (NikComm)
33
@nikkivandusen #iMedia2015
Supporters and Detractors Part 2
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Reduce risk caused:
The organization
Employees
Your audience
Risk Mitigation Governance Toolkit
35
Externally
Internally{
@nikkivandusen #iMedia2015
Reduce risk caused:
The organization
Employees
Your audience
Risk Mitigation Governance Toolkit
36
Externally
Internally{
@nikkivandusen #iMedia2015
Things will go wrong Think “when,” not “if.”
image via
@nikkivandusen #iMedia2015
Issue vs. “Crisis”Definitions & Categories
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MisinformationMistakeOrganizational Crisis
Types of Issues
Misinformation: Someone else is wrong Mistake: you’re wrong Organizational Crisis: impending or actual harm to people, property, public
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Pages someone else controlsPages you controlWhere they occur
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Reducing External Risk: Your “arsenal”
Plans, systems, tools, messages
Participation guidelines
Technological checks & balances
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The general who wins the battle makes many [plans] ... before the battle is fought. The general who loses makes but few [plans] beforehand.
The Art of Social Media War
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@nikkivandusen #iMedia2015
Planning
Marketing or communication plan
Procedures
Support & approval systems
Messages
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Positive Interactions
A good reputation is not something you earn when you need it
You need to be implementing a proactive marketing/comms plan
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Monitoring & Response
Have systems & procedures in place
Interaction Assessment Flowchart
Response matrix
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@nikkivandusen #iMedia2015
Simple issues messaging & response matrix
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Interaction Response PrioritySpecific
Response Consideration
Additional Assets Additional Approvals
Highly negative and untrue (possibly slanderous)
Immediate (but after quick strategic assessment)
Correct misinformation
Link to reference content that supports response
Record entry
Mgmt & Exec
Possible involvement of legal
Critical but wrong Quick
Gently correct misinformationCommenter should not feel embarrassed
Link to reference content that supports response
None
Question about services QuickResponse should address question simply and directly
Service provider contactLink to relevant information on our website
None (provide courtesy follow-up to service provider if consult wasn’t necessary)
@nikkivandusen #iMedia2015
Your accounts & websites
Keep the response local unless:
someone else jumps channels
Use your own blog as a base
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“Bring them back to your place”
Be able to publish your own side.
Break your own news.
HARO.
Your primary audience is still reached.
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Dark sites & Pages
Pre-made sites or pages for crisis situations
Kept un-published until needed
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The Art of Social Media War
For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.
“
“”
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When the mistake is yours …
Be transparent
Apologize for errors
Explain deletions
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Be transparent
Disclose mistakes.
Indicate edits that change the meaning with:
“Update” & [UPDATED]
“Correction”
[EDIT]
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Apologize for errors
Friendly, self-deprecating tone
Actually apologize
Say what you’ll change
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You have one chance to get it right. Make it count.
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president'. #nbcpolitics
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president'. #nbcpolitics
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president'. #nbcpolitics
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
@nikkivandusen #iMedia2015
Apologies Severity of error will dictate how you have to apologize.
@nikkivandusen #iMedia2015
Explain deletions
Deleting is generally bad
If you must delete say why
Comment policy violation
“Twuck-up”
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@nikkivandusen #iMedia2015
Reducing risk from your audience
Manage expectations
Have rules for participating
“”
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Let technology help
reCAPTCHA
ref=“nofollow”
spam filters
moderation
“”
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@nikkivandusen #iMedia2015
The Art of Social Media War
He who knows when he can fight and when he cannot will be victorious.
“”
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Identifying a troll
Methodology
Tone
Prior behaviour
Actions of others
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Dealing with trolls
Try to be nice.
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If trolling persists
Ignore the troll
Restate your position
Give the troll an offline out
Deliberately misinterpret*
Delete comments†
Ban the troll§
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Final questions?
Contact me:@nikkivandusenca.linkedin.com/nikkivandusenfacebook.com/nikcommincnikcomm.ca
I’z hiding from teh social media ...
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