Surviving the Storm: Practical Messaging & Communication
description
Transcript of Surviving the Storm: Practical Messaging & Communication
![Page 1: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/1.jpg)
Surviving the Storm: Practical Messaging & Communication
![Page 2: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/2.jpg)
Before the clouds move in
Build your shelter: Have a presence and a policy before you have a problem
o Web presenceo Establish your presence so the
negative comments will not own the first search result
o Social media profiles and actively maintained blogs do well in search results
![Page 3: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/3.jpg)
Before the clouds move ino Manage risks with a realistic
policyo Attacks can originate within
Make a simple social media & confidentiality policy part of new staff and volunteer training
o Discuss as part of ongoing education
o Include both policies for those who may represent the organization officially and constructive tips for personal social media use (i.e. “Don’t be stupid.”)
![Page 4: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/4.jpg)
Forecasting the storm
![Page 5: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/5.jpg)
Forecasting the storm
o Online conversations move quickly and unanswered criticism can spread
o Keep an eye on the forecast by monitoring your organization’s reputationo Without a budget, listening to the conversation
must be someone’s ongoing priorityPrioritize: Twitter, Facebook, Yelp…Basic: Google Alerts, blog search
o Paid services
![Page 6: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/6.jpg)
Monitoring: HootSuite dashboard
![Page 7: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/7.jpg)
Weathering the deluge
o Respond quicklyo A quick response can diffuse the situation and even get more
mileage for your organization o Responding onsite shows your message in line with the negative
review when it’s shown in search resultso Identify the exceptions
o Consider the source: Will a retort boost the profile of an otherwise latent thread?
o Consider the number of followers, search prominence
![Page 8: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/8.jpg)
Crafting your response
o When you own the forumo Establish a comment policy and apply it evenlyo Deleting vs. answering comments
![Page 9: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/9.jpg)
Crafting your response
o Content hosted elsewhereo Be familiar with comment policieso Ethics of anonymous responses o Move the conversation off-site
o Other voices at your disposal: Take advantage of the “fans” who are willing to come to
the organization’s defense
![Page 10: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/10.jpg)
Comment Policies
![Page 11: Surviving the Storm: Practical Messaging & Communication](https://reader035.fdocuments.us/reader035/viewer/2022081512/56816766550346895ddc4ac2/html5/thumbnails/11.jpg)
Contact information
Twitter: @RichmondSPCA@PR4_4legs
www.facebook.com/RichmondSPCA