How To Train Your Employees In Social Without Losing Your Mind by Lisa Hoffmann, Social Fresh...
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Social Media Training for the Sane Lisa Hoffmann, Duke Energy
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Transcript of How To Train Your Employees In Social Without Losing Your Mind by Lisa Hoffmann, Social Fresh...
Social Media Training
for the Sane
Lisa Hoffmann, Duke Energy
Why?
Avoid a
CRISIS
http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare
“A social media policy that not only protects the company, but also encourages employee ownership.”
“Baseline process to reinforce the policy among rank-and-file employees.”
“Power outage at Bilas Estate last night due to blown transformer. Awoke to no power and two Duke Energy workers asleep in my backyard. Nice.”
Keep it simple
Employee Ambassador
Promoting a product
http://www.youtube.com/watch?v=6IPVfBz5FqE
Online spokesperson
Online spokesperson
TRANSPARENCY
disclosure
Online Spokespersons, Responding to Blog CoverageDISCOVERY
EVALUATE
RESPOND
WEB POSTINGSomeone has discovered a post about the
organization. Is it positive or balanced?
“TROLLS”Is this a site dedicated to bashing &
degrading others?
“RAGER”Is the posting a rant, rage, joke or satirical
in nature?
“MISGUIDED”Are there erroneous facts in the posting?
“UNHAPPY CUSTOMER”Is the posting a result of a negative
experience? YES
YES
YES
NO
NO
NO
NO
NO
MONITOR ONLYAvoid responding to specific posts,
monitor the site for relevant information & comments
FIX THE FACTSDo you wish to respond with factual
information directly on the blog’s comment board? Do you have enough
info to respond in real time? Note: focus on fixing facts. The goal isn’t to refute a story where we disagree with the story’s direction. (See Response Considerations)
RESTORATIONDo you wish to rectify the situation
and act upon a reasonable solution? Do you have the ability (or internal contacts) to rectify? (See Response
Considerations)
FINAL EVALUATIONWrite response for current circumstances
only. Will you respond?
AGREEMENTDo you wish to proactively share your story?
(See Response Considerations)
TRANSPARENCYDisclose your Duke Energy connection and post under
SOURCINGCite your sources by
including hyperlinks, video, images or other
references. Info from third-parties will carry more weight than Duke info.
TIMELINESSTake time to create good
responses. Don’t rush. Immediate responses may appear defensive. Anything older than a day may lose
relevance.
TONERespond in a tone that reflects well on Duke
Energy. Consider the tone of the blog. Press release / marketing style responses
will be poorly received.
INFLUENCEConcentrate on the
most influential blogs related to
Duke Energy or the industry.
CONCURRENCE
You can concur with the post, let stand or provide a positive review. Do
you want to respond?
LET STANDLet the post stand
– no response.
YES
RESPONSE CONSIDERATIONS
NO
YES
YES YESYES
YES
(Adaptation of U.S. Air Force process.)
CONSULTConsult with the
Social Media Team if you want a
second opinion on your response.
http://www.flickr.com/photos/28075221@N00/3154057414
Community manager
Transparency and disclosure
Response decision tree
Password/IT security protocols
Photo/video copyright guidelines
Moderation
Governance
Based on policy/governance
- Boots on the ground- Employee ambassadors- Online spokespeople- Community managers
Make it Relevant
Stories stay with people
Solicit feedback
Please don’t…
The leaderinspires enthusiasm.”
- H. Gordon Selfridge, Sr.
“The boss inspires fear.
Lisa [email protected]@duke-energy.comhttp://www.linkedin.com/in/lisahoffmann
