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Social Web + Data Breaches = Reputation Risk
1. Social Web + Data Breaches =
Reputation Risk
Boyd Neil
National Practice Leader
Social Media and Digital Communications
boyd.neil@hkstrategies.com
September 13, 2012
2.
3. ‘There won’t be a significant event in the future that
won’t involve public participation… Social media
(is) the sociological equivalent of climate change.’
Retired Admiral Thad Allen
4. 4
New voices
Two-way channels Providing organizations
empowered through
creating opportunities with means to directly
digital challenging
for dialogue yet to be touch most important
traditional media
fully exploited audiences
primacy
Reputation & risk
Mobile technologies
management models
moving us into new
impacted: speed,
areas still not fully
transparency,
understood
inaccuracy
21. 21
“[Brands suffering data leaks]
should email people, post on
Twitter, Facebook and
address their customers
where they are - you
shouldn‟t have to let people
do a Google search or find
out through word of mouth.”
• Alys Woodward,
research director at
market intelligence firm
IDC Europe
22. Ten principles for managing 22
data breach communication on
the social web
1. Use the social web dammit (and
ignore the sarcasm/humour)
2. Drive internally for timely
notification (1-2 hours)
3. Provide interim security advice
(„change password immediately‟)
4. Be transparent about the scope
and consequences of the data
breach (when known)
5. Coordinate internal protocols for
multi-platform communications
(Twitter, Facebook, YouTube,
etc.)
23. Ten principles for managing 23
data breach communication on
the social web
6. Use #hashtags related to
incident so your information is
there within frame used to
share news
(Twitter/Facebook)
7. Use multiple media formats
(visuals + video + text) to
extent possible . . . facilitates
sharing
8. Reply to social web dialogue
+ questions with „confident
humility‟
9. Commit to fixing your firewall
10. Get ready now for the social
web part of the hack dammit
Coordinated protocols for multi-platform communications is essential given need to manage web and satellite platforms (Twitter, Facebook, YouTube, Flickr etc.)Decision should be taken early to leverage #hashtags related to incident, or to avoidMainstream media served as primary catalysts of content given lack of first-person stories (e.g. affected citizens)Distributed global corporations must have a plan in place to efficiently and seamlessly transition issue sites/content from local to Corporate/global as need requires and if issue escalatesUse of multiple media formats (visuals and video + text) essentialFor a global firm, determining which language in which to communicate via social will be important
Social web programs are infinitely more measurable than many other public relations programs, and the measurement that can be made is of substantially more value to understanding who has been affected by our programs, how their behaviour may have changed and how to improve the program and reshape the mix of assets being used
Social web programs are infinitely more measurable than many other public relations programs, and the measurement that can be made is of substantially more value to understanding who has been affected by our programs, how their behaviour may have changed and how to improve the program and reshape the mix of assets being used