Social media for reputation management, trust, and crisis management
During each weekly #smmeasure chat, we discuss questions and debate over some of the best practices for measuring social media. Because the medium is so new, no one has all the right answers yet. We saw that last week when I took over for Nick Shin, Marketwire’s social media specialist. We decided to look into the ideas of trust and reputation management via social media. While the questions led to some lively debate, we came up with no definitive answers. I would highly recommend that you read through the entire transcript to see all the great ideas that were shared. Here’s some of the chat that went on:
#smmeasure chat #10 recap
Q1: One of the popular reasons to use social media is reputation management (http://bit.ly/9FHaCu), but how do you measure it?
- @evanhamilton: You can’t control reputation, but if you’re part of the conversation you can at least help guide it.
- @ken_rosen: For me, as an early step, do the things I *want* get repeated
- @gprzyklenk: Reputation management: I’m thinking ratio of positive/negative mentions, trended over time is a good start.
- @addy_dren: Positive vs. negative sentiment and the difference pre and post a brand’s social strategy takes place
- @grmeyer: Online reputation? Combine objective measures (followers, activity) w/subjective – would you want to talk to them?
- @iamChuckHarris: One of the things I look for in conversation quality. Pos VS Neg. What do people say about me/brand?
- @KaryD: Need to start w/ solid benchmarks. One metric is sentiment, but you need to understand the limitations.
- @Jaxx09: You have to employ some form of content and tone analysis I think. There are many definitions and ways to view these
- @Symscio: Meaning lies in knowing *why* something is positive or negative. Need to dig deeper
- mongoosemetrics: Look at reach following sentiment, i.e. reach on negative and reach on positive.
Q2: Define trust in social media; is there a way to measure it?
- @BrianGroth: RE trust in social media: It’s your fans/customers you need to trust, and vise versa, not the technology or medium
- @gprzyklenk: Trust is imparting enough credibility to be able to act/buy/do something on someone else’s recommendation
- @addy_dren: Trust in social media is the same as offline: How much do customers trust your brand and products to deliver what you promise
- @KaryD: Customer & prospect satisfaction surveys might be one way to measure trust, but that’s wider than just social media.
- @buona_vita: Trust is important, if you create a SM blunder, it goes viral, your credibility is significantly hurt
- @AnthonyZanfini: I haven’t seen a measure for trust. Its about being authentic, true to your brand and delivering on the values.
- @danperezfilms: Beg to differ, your customers need to trust *you* first. SM content helps create that trust…or not
- @addy_dren: Don’t think you can measure trust in SM (besides algorithms) and get accurate info. SM is just a part of the mix
- @hust0058: I guess it is more about building trust first rather than measuring. That seems too “human” to measure
- @40deuce: everyone’s talking about building trust, not measuring it. Is it even possible to measure trust in SM?
- @ana_adi: I think trust online is more difficult to define if you speak social media for anything else than consumer/business
- @ambercleveland: consistency is the key to earning my trust via soc. media. I like to know what I can count on from person/brand
- @hust0058: My trust is built the same online as it is offline, based on actions
- @ana_adi: it has to do with credible information, quick response, quality service, perception of sincerity and fair business
- @brightmatrix:Sounds to me like measurement of sentiment, trust, etc all go back to same premise: use a suite of tools & brain
- @jasonarican: So then… how do you measure it? I don’t know that you can, not directly at least.
- @danperezfilms: Here’s a simple way to measure trust: People are buying your product. Yes?
- @ambercleveland: I dont think there is a “perfect” answer for Q2 b/c each person trusts based on dif. criteria
- @40deuce: looks like Q2 isn’t going to have a real answer… but at least it leaves lots of room for good debate
Q3: What are some key tools and techniques to help manage a crisis more effectively?
- @buona_vita: Address it Right away and make a plan, then execute
- @JPedde: The Usual Platforms. A solid plan.
- @dbbradle: Pre-planning is so important. Brands almost need to have a crisis mode switch on their website.
- @addy_dren: Have a crisis management plan for different scenarios like in the old days and be prepared for anything
- @BeverlyMacy: Re crises management – plans should already be in place and the social channel should match CM KPIs – no?
- @gprzyklenk: Key to crisis management is good communication, planning, and cohesion/teamwork.
- @AnthonyZanfini: Practice it like a fire drill. Review past events every 3 months to learn what to do better.
- @40deuce: All PR practitioners will tell you that you should have a crisis plan in place way before you actually have a crisis
- @ambercleveland: Plan advance strategies for crisis mgmt. Review freq. Cover all channels you use for broadcasting & monitoring
- @ambercleveland: there are many more channels and the amplification factor is greater – preparedness is key
- @addy_dren: It is also important to monitor 24/7/365. Can’t afford not to pay attention on the weekends
Q4: What are some guidelines you might use to prepare and respond using social media during a crisis?
- @gprzyklenk: Knowing and communicating the facts as you know them is important, nothing worse than spreading speculation
- @ana_adi: plans are good on paper but crises never follow your plan. train ppl based on goals relevant to their level/job not actions
- @ambercleveland: See how each dept can play a role in crisis mgmt. When there is a crisis, it’s important to have all-hands on deck
- @buona_vita: A4: Make sure the team is on the same page with the plan
- @jgombita: Crisis communication needs to be shared by all relevant depts. But PR should *lead*
- @AnthonyZanfini: Acknowledge quickly you’re at least looking into it. Nothing worse than being quiet and convo spirals until you answer
- @ana_adi: crisis comms prep have a pattern – establish core messages, establish crisis team, set communication schedule + preferred medium
- @gprzyklenk: I’m hearing this: the point is to have a plan so there isn’t panic, don’t need to stick with it 100%
- @ana_adi:I doubt there’s a plan that can foresee everything. teams need to act when the reality makes plan obsolete
Interesting links shared
- @brightmatrix: Semi-Supervised Recognition of Sarcastic Sentences in Online Product Reviews-http://ow.ly/2Mpnc (PDF)
- @addy_dren: This was a good post by @thebrandbuilder on Facebook Crisis Management. Tons of helpful info http://ow.ly/2Mq75
A special thanks to Garry (@gprzyklenk) for helping out in Nick’s absence.
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