Listen, Seek & Engage: Cultivating Your Network with Social Media
Listen. Engage. Build Relationships. Spring 2014
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Listen. Engage. Build Relationships.
Allison MatherlyCoordinator of Digital Engagement
Texas Tech University
#PR3315@allisonmatherly
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● For each “yes,” give yourself three points.
● For each “maybe,” give yourself two points.
● For each “no,” give yourself zero points.
Are You Addicted to Social Media?
Pop Quiz!
#PR3315@allisonmatherly
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● You have a Facebook account.
● You have a Twitter account.
● You use hashtags in your email.
● You check in on Foursquare, everywhere you go!
● You follow a profile or have a profile for your pet.
● You like your own posts.
Pop Quiz!
#PR3315@allisonmatherly
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● You dream in 140 characters.
● It’s the first thing you do in the morning.
● You update your status while out with real people.
● You share everything.
● Klout becomes your social currency.
Pop Quiz!
#PR3315@allisonmatherly
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● You have more than 4 social media profiles.
● You’ve updated a social network with a picture of a meal
● You’ve used the name of a social media channel as a verb
Pop Quiz!
#PR3315@allisonmatherly
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● If you scored between 0 and 15, you are either a non-addict, or perhaps a power user who has become caught up in a few addict-like tendencies.
● If you scored between 16 and 30, you are on the verge of a serious problem.
● If you scored between 31 and 45, you need to enter a program that removes you from your electronic devices for at least a week.
#PR3315@allisonmatherly
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What’s it all about?
● Listening to a conversation ● Engaging with stakeholders● Building relationships
#PR3315@allisonmatherly
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32%of people
have no idea companies
are listening to them
Make that
38% of Millennials
40% think
listening online
intrudes privacy
50% say companies should listen to improve their
products
60% want companies
to respond to complaints
#PR3315@allisonmatherly
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The Fabulous Life of a
Social Media Manager
● Strategies
● Solving Problems● Encouraging● Congratulating● Community Management
#PR3315@allisonmatherly
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The Fabulous Life of a
Social Media Manager
● 14 Social Media Channels
● Team of Interns● Staying Up on Trends & Learning● Creating Engagement● Communicating the Texas Tech Brand
○ #IAmARedRaider● Measurement
● Monitoring
#PR3315@allisonmatherly
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Day to
Day#PR3315
@allisonmatherly
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● Early and Late ● Writing Content● Scheduling● Strategizing● Training● Assisting Other Departments
Day to
Day
#PR3315@allisonmatherly
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Day to
Day#PR3315
@allisonmatherly
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● Understand Audience● Pick Channels
● Creating Strategies● Promoting Key Messages
Essential Skills
#PR3315@allisonmatherly
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Tools to
Monitor
● Hootsuite● Argyle Social● Radian6● Social Mention● Tweetdeck● Hashtracking● Topsy
#PR3315@allisonmatherly
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What to Look
For#Keywords
@#PR3315
@allisonmatherly
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Dash-boards
#PR3315@allisonmatherly
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● Identify conversations● Know audience● Look for points of pride● Give customer service ● Take Advantage of Opportunities● Catch Mistakes (Before They Happen)
Monitoring for a Client
#PR3315@allisonmatherly
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Opportunities
#PR3315@allisonmatherly
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Opportunities
#PR3315@allisonmatherly
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Opportunities
#PR3315@allisonmatherly
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Opportunities
#PR3315@allisonmatherly
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...and mistakes
#PR3315@allisonmatherly
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“I Knew You Were Trouble When You Walked In...” or maybe it was tweeted in!
As Taylor Swift
Would Say
Maybe T.Swizzle isn’t your
thing
IT’S A TRAAAAAP!
#PR3315@allisonmatherly
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● There is nothing you can say to satisfy a troll
● Don’t feed them...especially after midnight...
Trolls
#PR3315@allisonmatherly
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Real Life: Amy’s Baking
Company
#PR3315@allisonmatherly
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Real Life: Amy’s Baking
Company
#PR3315@allisonmatherly
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Real Life: Applebees
By around 2 am, there were around 17,000 comments on Applebee’s original Facebook status. Then began the most bewildering move in corporate social media/public relations that I have ever witnessed. At 2:53 am, the middle of the night, whoever manages Applebee’s Facebook page started making comments on their status update. In response to the over 17,000 comments, the following statement appeared — not as a new status update, but as a comment on the status update.
#PR3315@allisonmatherly
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Real Life: Applebees
Holy Facebook Comment, Batman! #PR3315
@allisonmatherly
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Real Life: Applebees
Next up: Applebee’s starts repeatedly tagging people in the middle of the night and repeating their same comment over and over… and over. It’s now about 3 am in the morning:
#PR3315@allisonmatherly
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Real Life: Applebees
● Hiding● Blocking● Deleting● Banning● Responding to Negativity
#PR3315@allisonmatherly
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● High-intensity● Fast● Passion-filled● Opinionated● Rapidly Evolving
CrisisComms
#PR3315@allisonmatherly
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Real Life: Mike
Leach
#PR3315@allisonmatherly
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Real Life: Mike
Leach
#PR3315@allisonmatherly
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Real Life: Mike
Leach
#PR3315@allisonmatherly
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Real Life: Winter
Weather
#PR3315@allisonmatherly
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Real Life: Winter
Weather
#PR3315@allisonmatherly
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Ways to Get Ahead
● Personal Use● Manage Accounts for Others● Read!● Twitter Chats
○ #PRStudChat○ #CMGRChat○ #BlogChat
#PR3315@allisonmatherly
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Questions?
#PR3315@allisonmatherly
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Sources
● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase, 2013
● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-media-meltdown-a-photo-essay/