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Today’s Reality: Managing & Monitoring Campus Crises through Social Media

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When a crisis occurs on a campus with more than 50,000 students, having the right social listening tools and alerts in place is essential. Shawna will take you through the biggest crisis she has experienced and how she and her colleagues managed real-time posts and messaging around an on-campus attack which threatened the safety of students, faculty, staff and visitors.

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Today’s Reality: Managing & Monitoring Campus Crises through Social Media

  1. 1. MAY 8, 2017Ensuring Student Safety THROUGH SOCIAL INTELLIGENCE
  2. 2. Raise your hand if you’re both
  3. 3. • Ohio State & Brandwatch partnership • Day of: Campus incident • Dashboards & insights used • Key learnings & post-incident crisis procedure • Q & A Plan of action • Pre-campus incident crisis monitoring
  4. 4. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 Ohio State & Brandwatch partnership
  5. 5. Ohio State has over 800 ‘official’ social media accounts for different colleges, offices and departments • Crisis detections & management • Reputation & brand management • Brand channel strategy & management • Content strategy • Community management workflows: Hootsuite + Brandwatch WHY WE USE BRANDWATCH
  6. 6. HOW WE USE BRANDWATCH Crisis detection & management Reputation & brand management Brand channel strategy & management Content Strategy Community management workflows
  7. 7. MONITORING ACROSS MANY SOCIAL ACCOUNTS
  8. 8. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 Pre-campus incident crisis monitoring
  9. 9. ISSUES MONITORING
  10. 10. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 NOVEMBER 28, 2017 The day Our focus Initial actions
  11. 11. We were alerted of the situation on campus via the Buckeye Alert emergency notification system THE NOTIFICATION To do this we will:
  12. 12. OUR FOCUS DURING CRISES SAFETY BRAND MANAGEMENT • Arming the Communications teams with all information possible • Updates on volume of conversation • Analysis on the spread and growth of conversation • Insights around the sentiment of the conversation • Spread of misinformation – staying ahead of what is being said about the university • Monitoring questions and drafting responses where needed • Analyzing images, videos and news mentions for new information • Addressing the students and Ohio State family on news updates as they’re confirmed
  13. 13. INITIAL STEPS 1. Notify all social account managers to halt outgoing posts 2. Audit our current Queries 3. Set up any new Queries, Segmentation or unique Alerts necessary based on confirmed information 4. Filter Queries by location where applicable
  14. 14. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 Insights from this Campus Incident
  15. 15. • Estimate impressions • Monitor intensity of conversation • Gauge general sentiment
  16. 16. • Estimate impressions • Monitor intensity of conversation • Gauge general sentiment
  17. 17. • Gauge impressions • Monitor spread of conversation • Brand management moving forward
  18. 18. WHY • Track spread of information • What countries are picking up the news the most? • Looking forward …
  19. 19. • Aid any public statements • Inform future statements • Weed out news sharing vs opinions and questions
  20. 20. • Easily and quickly gauge which conversations are growing, which are fading
  21. 21. • See if we missed any hot topics • Provide leadership with a quick look at key topics
  22. 22. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 Key learnings MARKETING FORUM l 04 APRIL 2017
  23. 23. LEARNINGS & OPPORTUNITIES • Create a social specific crisis protocol, share that across teams, and employ it when necessary • Understand the information and metrics that are needed to aid other teams within the organization during the time of crisis • Frequency of analysis and updates • Types of insights and reports • Who needs to receive what information • Set up alerts and signals before an incident occurs • Update signals and alerts as new issues arise
  24. 24. SET UP ALERTS AND SIGNALS
  25. 25. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016 Questions? My contact information: Shawna Polivka Polivka.17@osu.edu

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