Listen, Seek & Engage: Cultivating Your Network with Social Media
Listen. Engage. Build Relationships.
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Transcript of Listen. Engage. Build Relationships.
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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!
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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 or have a profile for your pet.
● You like your own posts.
Pop Quiz!
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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!
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What’s it all about?
● Listening to a conversation
● Engaging with stakeholders
● Building relationships
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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
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Tools to
Monitor
● Hootsuite
● Argyle Social
● Radian6
● Social Mention
● Tweetdeck
● Hashtracking
● Topsy
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What to Look For#
Keywords
@
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Dash-boards
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● Identify conversations
● Know audience
● Look for points of pride
● Give customer service
● Take Advantage of Opportunities
● Catch Mistakes
Monitoring for a Client
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Opportunities
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Opportunities
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Opportunities
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...and mistakes
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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!
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● There is nothing you can say to satisfy a troll
● Don’t feed them...especially after midnight...
Trolls
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Real Life: Amy’s Baking
Company
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Real Life: Amy’s Baking
Company
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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.
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Real Life: Applebees
Holy Facebook Comment, Batman!
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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:
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Real Life: Applebees
● Hiding
● Blocking
● Deleting
● Banning
● Responding to Negativity
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● High-intensity
● Fast
● Passion-filled
● Opinionated
● Rapidly Evolving
CrisisComms
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Real Life: Mike
Leach
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Real Life: Mike
Leach
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Real Life: Mike
Leach
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Real Life: Winter
Weather
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Real Life: Winter
Weather
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Real Life: Winter
Weather
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● Early and Late
● Writing Content
● Scheduling
● Strategizing
● Training
● Assisting Other Departments
Day to
Day
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Day to
Day
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Day to
Day
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Questions?
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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/