Avoid Becoming Social Media Roadkill

Travis Murdock, vice president Edelman

Travis Murdock

Vice president at EdelmanPast president for PRSA Silicon Valley14 years PR and marketing experienceClients in technology and non-profit

organizations

Case Study: Killer Community

Situation: Start-up with a fast-growing community Small marketing and support team Company moves from free to paid service Community is outraged

Solution: Respond to each thread and conversation

in 15 minutes Identify dissatisfied members Invite them to join Community Board

Case Study: Pay for Play

Situation: Inadvertently offered to pay journalists

for Tweets Community responds negatively online

Solution: Executive promptly publishes apology Each influencer is contacted by

executive Team responds to each Tweet with

apology With 48 hours bloggers had updated

their stories with the apology

No Fake Friends

Social media is not a campaign, its your customer (blog)

Engagement takes yearsFight the urge to get fake

friendsRespond to every Tweet (

slides)◦ Loic Le Meur, CEO Seesmic

Public Engagement

“In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…”

Thomas Friedman

Employees

Consumers

Investors

Mainstream MediaDigital Media

Government

NGOs

Retailers

Talk

Top-Down

Conversation

Bottom-Up

Image credit: Edelman

Transparent Talking

Employees are your most credible source

Influencers are now your customers

Authentic Conversations

Build real fansListen carefullyDevelop a personality

Strength Training

Use social media◦Twitter◦Facebook

Create or curate content◦Share videos, blogs, photos ◦Curate the best of the web and share with

followers“When your content runs out, so does your

social media audience,” said Paul Dunay.

Travis Murdock

Contact:travis.murdock@edelman.comMobile - +1 650-740-6055Twitter -@travismurdockBlog - http://blog.travismurdock.comLinkedIn