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Social Media Response Training

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

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Social Media Response Training

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  1. Social Media Response Training Malissa Fritz, Weber Shandwick

  2. EHV in 2011 • Example of social media getting away from organization • Normal month: 11,000 • During EHV: 37,000

  3. EHV in 2011 • Example of social media getting away from organization • 2000 horses at risk in 19 states • 243 exposed horse premises • 90 laboratory confirmed cases

  4. EHV in 2011 • Example of social media getting away from organization • 400 cancelled horse events • Only part of the economic impact

  5. EHV in 2014 • Minnesota Association of Equine Practitioners • University of Minnesota Equine Center • Large equine vet clinics

  6. EHV in 2014 • Organizations used Twitter to spread the news • The public used the platform to ask questions

  7. FACT: Social media has revolutionizedthe way organizations must approach media relations, stakeholder relations and reputation management.

  8. Online Takes the Lead Half of Americans get their news online, with nearly 20% getting it on social media Source: The Pew Research Center for the People and the Press, Sept. 2012

  9. The New Speed of News Every second… 2,200 tweets are posted 580 FB status updates 24 minutes of video posted to YouTube

  10. How do we get out in front of it?

  11. It Starts with You Horse Owners Industry Organizations Equine Veterinarians Government Third Party Experts Media

  12. What Social Media Tool Do You Use Most Often?

  13. Most Used Social Media Platforms Facebook Twitter YouTube LinkedIn

  14. Get engaged. Don’t wait. Learn the platforms. Practice. Be ready.

  15. Rule 1: Be social

  16. Be Present. Be Active. Be Timely.

  17. Rule 2: Share Your Story

  18. 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

  19. Repetition = Robot = Bad

  20. Crafting Responses • Empathy is critical • Apologize when it’s your fault, but beware of legal implications • Post public, personalized holding statement, if necessary

  21. Don’t Delay Your Initial Response 30 1 32% 42% Of consumers expect a response within 30 minutes Of consumers expect a response within one hour

  22. Rule 3: Work Together as an Industry

  23. Develop a Winning Plan • Build a following • Develop responses • Monitor conversations • Coordinate with stakeholders • Create an emergency contact list

  24. Building EDCC Community Rules • Legal or moral restrictions • Promotion or solicitation • Profanity or disrespectful posts • Criminal activity • Inappropriate content • Staff rules, confidentiality • Response times

  25. Our Goal…All roads lead to the EDCC EDCC EDCC EDCC EDCC EDCC

  26. Alert The crisis… Select listening tool Select person to monitor

  27. 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

  28. 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

  29. STEP 1: Monitor Regularly review social media activity • Review social media channels regularly • Watch for trends or conversations that are picking up steam

  30. Tools for All Budgets BETTER BEST GOOD ADVANCED ENTRY LEVEL INTERMEDIATE Reading through posts on social media sites and setting up Google alerts Investing in professional tools to auto-identify and track mentions Using free or low-cost tools to auto-identify specific organization mentions

  31. STEP 2: Analyze Complete a Situation Analysis No incident Ignore Delete Acknowledge Resolve directly Escalation Required Emergency

  32. STEP 3: Prepare Develop appropriate response • 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

  33. STEP 4: Act Final review and posting of the response • 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

  34. What’s happening on social media?

  35. EHVConfirmed, News Release Distributed

  36. Remember… • Be transparent • Be relevant • Be timely and accurate in responses • Continuously monitor • Correct misinformation • Practice

  37. 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

  38. Relax… The Crisis is Over

  39. Thank you!

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