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SMC Lesson 8 2020

The document discusses essential strategies for continued social media success, including being adaptive to platform changes, understanding governance and ethics, establishing employee guidelines and social media policies, creating a crisis communication plan, developing an employee advocacy plan, and addressing risks like sharing confidential information. It provides examples of social media crises and emphasizes the importance of preparation, response, and recovery for an effective crisis plan.

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Huy Hoàng Phan
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52 views77 pages

SMC Lesson 8 2020

The document discusses essential strategies for continued social media success, including being adaptive to platform changes, understanding governance and ethics, establishing employee guidelines and social media policies, creating a crisis communication plan, developing an employee advocacy plan, and addressing risks like sharing confidential information. It provides examples of social media crises and emphasizes the importance of preparation, response, and recovery for an effective crisis plan.

Uploaded by

Huy Hoàng Phan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Essentials for

Continued Success
in Social Media
Why social media
doesn’t stop here
Social media is
always changing.
These changes can result
in both challenges or
opportunities for your
business. We have to be
adaptive and responsive to
the changes each platform
makes.
Governance, risk
and ethics:
Understanding both the
risks associated with
posting on social media
and what is aligned with
the legal and ethical
principles of the profession
are two important, and
sometimes overlooked,
areas.
Employee guidelines
and social
media policies:
While each company’s leadership
can have different views of social
media, you should have a plan in
place for how social media should
be used by employees.
A crisis
communication plan:
Social media professionals need to
be prepared for the moments when
something might go wrong. Having
a plan in place on what to do
before, during, and after a crisis on
social media is critical to a brand’s
reputation.
An employee
advocacy plan:
You may have employees who are
active on social media who are
influential and can advocate on
behalf of the company with the
communities they represent on
social media.
Governance, risk
and social media
Social media is not just about selfies and viral videos.
In 2018, Italian fashion
brand Dolce &
Gabbana released a
racially insensitive and
misogynistic ad
showing a Chinese
woman trying to eat
Italian food
with chopsticks.
The biggest risk that a company faces is the sharing of
confidential information.
Sometimes, the
most damage to
an organization
can originate
from the inside.
in 2013, the
Houston Rockets
fired their social
media manager for
tweeting an
inappropriate
message to the
Dallas Mavericks
during one of their
games.
There was a lot of
conversation on social
media related to the
#MeToo movement
which chronicled
sexual harassment and
treatment of women
in Hollywood.
Every person,
with a touch of a
button and a
connection to
wifi, can be a
media outlet.
You can handle
challenges by
having a plan in
place to manage
and prepare for a
range of situations.
SOCIAL MEDIA POLICY
Outlines how an organization and its employees
should conduct themselves on social media.
A social media policy helps protect the reputation of the brand
by providing guidelines and best practices for employees.
A code of ethics gives
your company guidelines
to help shape the overall
behavior and actions of
employees interacting
online.
Ask yourself the following questions to gauge
employee awareness of social media issues:
• Are employees aware of the fact that while their profiles may be
set to “private,” they are really not private?

• Do employees know the risks associated with what they post


online and how it might be perceived by others? Do they know
how it might impact the brand?

• Are employees aware of which third party apps are collecting


information about them?

• What are some of the biggest challenges employees feel they


have to be aware of when it comes to social media?
Social media policies safeguard organizations
against legal and security risks.
Work with legal to develop training sessions
for employees on the legal implications of:

• Terms of service agreements

• Disclosure of information such as copyrighted content or


sharing of trade secrets

• Privacy, bullying and cyber attacks

• Risk of false rumors and information


By understanding
what should and
should not happen,
employees can feel
empowered to take
the appropriate
action in making sure
they are addressing
each situation in a
professional and
ethical manner.
Having guidelines for employees helps establish a consistent
and sustainable brand voice for employees to consider in their
social media use.
Include these key components in your social
media policy:
• Who your company spokespeople are
• How you will address customer complaints
• How you will handle PR inquiries
• Guidelines for stock and investor relations
• How you will address copyright infringement
• Social media do’s and don’ts
• How to respond in conflict situations
• What employees can and can’t share in social media
• How employees can protect their own privacy
• Compliance expectations and rules
Educate employees
on the importance
of having a social
media for all team
members within the
organization.
Reward employees who are shining stars
and doing the right things on social media.
Social media brand policy examples
Putting a crisis
communication
plan in place
CRISIS
Events that either cause harm or the potential for
harm to an individual or organization.
A crisis encompasses
not only the actual event
but also the process or
time leading from an
event including the
subsequent perceptions
of the crisis by various
stakeholders.
Texas A&M Professor, Tim Coombs, who is one of the leading
researchers and scholars in crisis communications, says social
media crises are somewhat like “zombies” in nature
compared to traditional crises.
A social media crisis is an incident or
triggering event that:

• Happens in social media on a particular platform


• Rapidly spreads from person to person
• Spreads virally to become a traditional news story
Examples of social media crises:
• Cyber attacks and hacking
• Advocates calling for boycotts
• Live video covering a crisis
• Fake news and rumors
• Employees going rogue
• Trend-jacking during a sensitive situation
• Widespread public outrage to a post
When a social media crisis happens,
don’t panic!
“There are differences between what an issue is,
and what a crisis is. If it is a crisis, you need to
own it and take responsibility for your actions.”
– Melissa Agnes, Crisis Ready
Your social media crisis plan should:

• Outline all the steps needed to take during a crisis


• Describe who should be involved
• When the team should respond in social media
• Prepared statements
• The plan of action if a crisis escalates.
There are three different stages to
a crisis:

• Preparation (pre-crisis)

• Response (crisis)

• Recovery (post-crisis)
Preparation comes in many forms, like:

• Investing in a proactive monitoring system


• Training your team members in crisis
communication
• Creating a message map for responses, and
statements for each situation
• Building healthy and interactive relationships
with key parties
In the response stage, a social media
manager and their team has to:
• React quickly, compassionately, with authoritative, clear words
and actions
• Understand the emotions being shared on social media
• Pay attention to feedback, comments, sentiment, and false
information that could be spreading
• Integrate social media messages to the appropriate medium
and audience
• Monitor and integrate comments into crisis plan strategy
• Provide statements to audiences to take certain actions
(embracing self-efficacy)
Once the crisis has been resolved and
addressed, the recovery stage begins:

• Evaluate the overall sentiment of the messages


• Determine the overall response in the media and
with key audiences
• Analyze the data to see what lessons to take away
• Evaluate team members and response strategies
from crisis
• Determine best practices and lessons learned
CRISIS PLAN
Should be developed using a mixture of executive team
members and it should explore various scenarios, risks,
and take into account stakeholder reactions.
Must have components for your crisis plan:

• A team of executive personnel from legal, investor


relations, management and communications groups.
• Brainstorm all of the potential issues and risk scenarios.
• Create prepared statements.
• Outline key risks and their level of severity and
responsibility.
• Determine which stakeholder will be notified at what risk
level.
• Create internal contact lists and the departments to be
involved.
• Alert stakeholders using the risk-levels you’ve pre-set.
60 min
The amount of time in which you should respond to a
situation that needs an apology.
In this crisis, the
team responded
promptly and
discussed the ways
in which they would
address future
situations of this
nature in the future.
Facebook
and Uber are
examples of
companies
that didn’t
manage crisis
well.
Uber’s CEO eventually left the company, and Mark Zuckerberg
had to testify to Congress.
Be Empathetic to the Current Landscape

• A crisis is not the time to post promoted posts or


newsjack a crisis situation

• Research WHY certain trends are trending

• Understand the context so you do not get yourself


into a bigger crisis
DiGiorno’s waded into
a serious conversation
about survivors of
domestic violence by
not looking at the
origins of the
#WhyIStayed hashtag,
posting that people
stayed because of the
pizza, which of course,
did not go over well.
Tips for handling social media during a crisis

• Pause scheduled social media posts.


• Pause paid ads on social media channels.
• Pause marketing emails.
• Assess the planned blogging and campaign
schedule for appropriateness.
• Create a blog post addressing the situation as
needed.
• Provide talking points for executives as needed.
Tips for handling social media during a crisis
(continued)

• Check all content for relevant references that could


be perceived as offensive or rude in light of the
event.
• Cancel any planned product updates or changes.
• Create a plan for employee communications.
• Communicate issues with customer support via
social media.
• Consider creating a flowchart of action. Make sure
you disseminate your plan to internal stakeholders.
Most social
media crises can
be prevented.
If a mistake happens, own it and take responsibility.
Never say
“No comment.”
Don’t engage in
a flame war.
Don’t blame the intern.
Understand the role of
the spokesperson and
key players involved.
Use your best
influencers and
advocates.
Preparation is the name of the game.
Building an Employee
Advocacy Program
8x
The amount of engagement that content shared by employees
receives over content shared by brand channels.

SOURCE: Sociabble
If you have a strong culture,
employees can be your best
advocates and best asset for
sharing your story and being an
authority about the brand for
external audiences.
Employee advocacy programs
are powerful sources of
word-of-mouth marketing.
3x
The amount that employees are trusted over a company’s CEO.

SOURCE: Edelman
Employees embody trust and authenticity in a way that a paid
spokesperson cannot do for a brand.
Brand advocacy
helps businesses
drive active
employee
participation,
leveraging their
knowledge to
generate and
distribute content.
Employee-generated
content also represents
an incredibly effective
way to reinforce
company culture and
values, showing how
these concepts
practically translate into
real behaviors and
campaigns promoted
by the people who run
the company.
Executive buy-in and support
is necessary for an effective
employee advocacy program
to flourish.
Create a
starter team.
Educate and
provide guidelines
to your employees.
Give employees
the tools to create
and distribute
content easily.
Acknowledge and reward
employees who are seeing results of their actions.
Expand to include
more employees.
Employees need
to know what
incentives
will be offered for
participating in
social media on
behalf of a brand.
Give praise and
celebrate
successes!
How are you measuring
success and ROI?
Thank you

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