1. Surviving the Storm: Practical Messaging & Communication

2. Before the clouds move in Build your shelter: Have a presence and a policy before you have a problem o Web presence o Establish your presence so the negative comments will not own the first search result o Social media profiles and actively maintained blogs do well in search results

3. Before the clouds move in o Manage risks with a realistic policy o Attacks can originate within Make a simple social media & confidentiality policy part of new staff and volunteer training o Discuss as part of ongoing education o Include both policies for those who may represent the organization officially and constructive tips for personal social media use (i.e. “Don’t be stupid.”)

4. Forecasting the storm

5. o Online conversations move quickly and unanswered criticism can spread o Keep an eye on the forecast by monitoring your organization’s reputation o Without a budget, listening to the conversation must be someone’s ongoing priority Prioritize: Twitter, Facebook, Yelp… Basic: Google Alerts, blog search o Paid services

6. Monitoring: HootSuite dashboard

7. Weathering the deluge o Respond quickly o A quick response can diffuse the situation and even get more mileage for your organization o Responding onsite shows your message in line with the negative review when it’s shown in search results o Identify the exceptions o Consider the source: Will a retort boost the profile of an otherwise latent thread? o Consider the number of followers, search prominence

8. Crafting your response o When you own the forum o Establish a comment policy and apply it evenly o Deleting vs. answering comments

9. Crafting your response o Content hosted elsewhere o Be familiar with comment policies o Ethics of anonymous responses o Move the conversation off-site o Other voices at your disposal: Take advantage of the “fans” who are willing to come to the organization’s defense

10. Comment Policies

11. Contact information Twitter: @RichmondSPCA @PR4_4legs www.facebook.com/RichmondSPCA