Presentation on theme: "Social Media Response Training Malissa Fritz, Weber Shandwick."— Presentation transcript:
Social Media Response Training Malissa Fritz, Weber Shandwick
Example of social media getting away from organization EHV in 2011 Normal month: 11,000 During EHV: 37,000
Example of social media getting away from organization EHV in horses at risk in 19 states 243 exposed horse premises 90 laboratory confirmed cases
Example of social media getting away from organization EHV in cancelled horse events Only part of the economic impact
Minnesota Association of Equine Practitioners University of Minnesota Equine Center Large equine vet clinics EHV in 2014
Organizations used Twitter to spread the news The public used the platform to ask questions EHV in 2014
FACT: Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.
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
Every second… 2,200 tweets are posted 580 FB status updates 24 minutes of video posted to YouTube The New Speed of News
How do we get out in front of it?
It Starts with You Industry Organizations Government Horse Owners Media Equine Veterinarians Third Party Experts
What Social Media Tool Do You Use Most Often?
Most Used Social Media Platforms Facebook Twitter LinkedIn YouTube
Get engaged. Dont wait. Learn the platforms. Practice. Be ready.
Rule 1: Be social
Be Present. Be Active. Be Timely.
Rule 2: Share Your Story
Crafting Responses Identify your role and how you can help in crisis Dont 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
Repetition = Robot = Bad
Empathy is critical Apologize when its your fault, but beware of legal implications Post public, personalized holding statement, if necessary Crafting Responses
Dont Delay Your Initial Response Of consumers expect a response within 30 minutes Of consumers expect a response within one hour 32%42%
Rule 3: Work Together as an Industry
Develop a Winning Plan Build a following Develop responses Monitor conversations Coordinate with stakeholders Create an emergency contact list
Legal or moral restrictions Promotion or solicitation Profanity or disrespectful posts Criminal activity Inappropriate content Staff rules, confidentiality Response times Building EDCC Community Rules
EDCC EDCC EDCC EDCC EDCC Our Goal… All roads lead to the EDCC
Alert Select listening tool Select person to monitor The crisis…
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
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
32 STEP 1: Monitor Review social media channels regularly Watch for trends or conversations that are picking up steam Regularly review social media activity
Tools for All Budgets ENTRY LEVELINTERMEDIATE ADVANCED Reading through posts on social media sites and setting up Google alerts Using free or low-cost tools to auto-identify specific organization mentions Investing in professional tools to auto-identify and track mentions GOODBETTERBEST
No incident Ignore Delete Acknowledge Resolve directly Escalation Required Emergency STEP 2: Analyze Complete a Situation Analysis
35 STEP 3: Prepare If warranted, escalate the issue internally within the organization Its time to develop a response Informational Resolution Empathetic Cant respond at this time Watch out for pitfalls and activists Beware of legal or regulatory requirements or restrictions Develop appropriate response
36 STEP 4: Act 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 Final review and posting of the response
Whats happening on social media?
EHV Confirmed, News Release Distributed
Be transparent Be relevant Be timely and accurate in responses Continuously monitor Correct misinformation Practice Remember…
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