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How to Survive a Social media Crisis
1. How to survive a
Social Media Crisis
Folke Lemaitre
Founder & CEO
http://twitter.com/folke
2. What is Engagor?
All-in-one social media monitoring, Enterprise
analytics and management tool B2C
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
5. How do you talk to a king?
• Do your homework learn, learn, learn!
1. Build your personal Social Identity
2. Prepare for war
3. Survive a war
4. Adapt your strategy
6. 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
8. 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
9. How do you talk to a king?
SOCIAL MEDIA…
OM NOM NOM
* BEEEEEP
TWEEEEEET
10. How do you talk to a king?
SOCIAL MEDIA…
OM NOM NOM
* BEEEEEP
TWEEEEEET
• Automation is great! But
keep the human touch
• Never send automatic
messages
• Answer to people
11. How do you talk to a king?
Be Human
Be Personal
Be Professional
13. 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
14. 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)
24. 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
25. 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
27. Admit there is a problem
• Admit there’s an issue (don’t wait too long)
on your website or blog
on your social channels
28. • Keep your calm at all times
• Answer correctly
• Don’t be harsh
BUT: don’t feed the trolls
29. Update regularly, even when there are no updates
No news Bad news
Bad news Good news
Good news No news
• Don’t leave your customers in the dark
• Be as transparent as possible
30. 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
33. Learn and Adapt
• Adapt your strategy
• Be even better prepared
• How can we do better next time?
34. • Consumer is King
TL;DR •
•
Understand Social Media dynamics
Start listening and be prepared
• Be transparent and responsive
• Learn from your mistakes
• Start your free Engagor trial today! ;-)
folke@engagor.com
http://twitter.com/folke