Any brand approaching social media from a purely rational perspective is going to get in trouble. Social media is an emotional place and if you're not ready for that, especially if there's a crisis, you have a problem. The talk is on YouTube here: http://youtu.be/mGzC_qQI_4Q

1. Is your brand too
rational for social media?
Steven Lewis - Taleist

2. Steven Lewis
Digital media strategist
Social media trainer
20 years’ experience in journalism and PR
(Esquire, Financial Times, GQ)
Speaking | Training | Strategy
taleist.com.au

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17. Easy organising
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29 October 2011
Qantas

18. Easy organising
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Qantas

19. Easy organising
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Qantas

20. Easy organising
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Qantas

21. Easy organising
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Qantas

22. Easy organising
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Qantas

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25. The maths
The average Facebook user has 130 friends
1/3 of those friends will see what that person posts
taleist.com.au

26. x 130/3 = 2,403,440
taleist.com.au

27. The rules
See the wave before it breaks!
Identify the big voices (preferably
in advance)!
Think about the medium!
Rational argument might not be
the best approach
taleist.com.au

28. The questions
What tools do you have?!
Do you understand how they
work?!
Have you identified the big
voices?!
Who will be on the team?
taleist.com.au

29. 403,440 views
Have the lawyers and the communicators talked?
taleist.com.au

30. 403,440 views
Have the lawyers and the communicators talked?
Have they rehearsed?
taleist.com.au

31. 403,440 views
2,403,440 views
Positive or negative impression?
In less than 24 hours
taleist.com.au
Have they rehearsed?