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Folke LemaitreFounder & CEOhttp://twitter.com/folke
How to survive aSocial Media Crisis
What is Engagor?
Monitor your brand across the web
Talk with your customers on any social network
Measure your results
Create detailed Social Media reports
Powerful, yet easy to use
EnterpriseB2C
All-in-one social media monitoring, analytics and management tool
Billions of conversations each day
Consumers use social media every day. Do You?
The Social Consumer is king
How do you talk to a king?
• Do your homework learn, learn, learn!
1. Build your personal Social Identity
2. Prepare for war3. Survive a war4. Adapt your strategy
Get started with Social Media
• Create a personal Twitter account– Follow influential people– Gather a following– Talk– Tweet often, but don’t overdo it
• Understand Social Media dynamics
Now you’re ready to get started on that social media crisis plan
How do you talk to a king?
• As a Guru?
How do you talk to a king?
• Vanity metrics are fun, but not a goal
• Treat others as your equal
• Remember that you are not the King
How do you talk to a king?SOCIAL MEDIA…OM NOM NOM
* BEEEEEPTWEEEEEET
How do you talk to a king?SOCIAL MEDIA…OM NOM NOM
* BEEEEEPTWEEEEEET
• Automation is great! But keep the human touch
• Never send automatic messages
• Answer to people
How do you talk to a king?
Be HumanBe PersonalBe Professional
Prepare for War
Be Prepared
• Crisis can strike any time– During the day if you’re lucky– During the night, weekend if you’re not so lucky
• When crisis strikes you better be prepared– This is not the time to start thinking about a social
media crisis plan
Start Listening
• Monitor your brand, competitors, industry
• Monitor key people in your company, including yourself
• Monitor generic list of negative keywords– For example: mentions of “health claim” in
Belgium (for Consumer Goods)
Get to know your audience
Get to know your audience
Get to know your audience
Get to know your audience
Get to know your audience
Get to know your audience
Detect early: negative mentions from influencers on Twitter
Detect early: Surge in negativity
Detect early: surge in mentions
Prepare when you know a crisis will hit
• Setup very broad keyword topics– For example, if you expect a mass layoff
• Use saved searches for further filtering
Prepare for quick response
• Setup Quick Searches– List of influencers– Sort incoming mentions by authority– Filter on most pending issues first– …
• Setup a crisis response team for afterhours
Surviving a War
Admit there is a problem
• Admit there’s an issue (don’t wait too long) on your website or blog on your social channels
• Keep your calm at all times• Answer correctly• Don’t be harsh
BUT: don’t feed the trolls
Update regularly, even when there are no updates
No news Bad newsBad news Good newsGood news No news
• Don’t leave your customers in the dark• Be as transparent as possible
Be Responsive
• Answer as much and as fast as possible
• Prioritize on influencers, key issues, …
• DON’T delete/hide posts on Facebook
• Communicate beyond Facebook & Twitter
Adapt your Strategy
Analyze Your Data
Learn and Adapt
• Adapt your strategy• Be even better prepared• How can we do better next time?
TL;DR• Consumer is King• Understand Social Media dynamics• Start listening and be prepared• Be transparent and responsive• Learn from your mistakes
• Start your free Engagor trial today! ;-)
[email protected]://twitter.com/folke
Why 200+ customers worldwide choose Engagor
200+ customers worldwide
