When Social Gets Scary

Brandon Carter - @bscarter#SMCSLC

How Not to Do It

Provo Craft

1. Get your side out there2. Take them seriously3. Let them have their say4. Empower your community5. Let it fizzle

The Rules Don’t Exist

Disinhibitionism - lack of restraint manifested in several ways, including disregard for social conventions, impulsivity, and poor risk assessment.

What is a crisis?

● Depends on the brand○ Big biz: Angry mob○ SMB: One mad person

Crisis Triggers

● Unresolved customer service issue● Product/brand changes● Rogue employees

Does your brand promise match your brand delivery?

Bad Customer Service Starts Fires

● 50% of consumers complain via social● Only 62% of issues are addressed

○ Up from 5% in 2011● 71% of consumers who experience a quick

and effective brand response on social media are likely to recommend that brand to others

Dealing With It

1. Have a plan2. Know when it happens

a. IFTTT.comb. Hootsuite

3. Respond quickly4. Take It Offline5. Fix It

Deal with Trolls

Some brands can get away with things others can’t

Thanks!

@bscarterfacebook.com/brandonscarter

When Social Gets Scary - Brandon Carter