HOW TO MANAGE YOUR
BRAND REPUTATION ON SOCIAL
Presented by Nicole Carlone Losi
KENT STATE UNIVERSITY
source: GIPHY
AGENDA
STRUCTURE STRATEGY
EXAMPLES Q&A
STRUCTURE
INTERNAL FRAMEWORK
MEDIA RELATIONS
• Media relations/comm. lead:
• Work with executive office and police (as needed) to coordinate
• Social lead:
• Oversee and plan social/digital content
• Craft messaging
• Manage internal social community
• Customer service/monitoring point:
• Craft and adjust responses
• Monitor
• FAQ point
• Media relations/editor
• Writing, editing, prepping call center, etc.
as needed
WEB TEAM
• Crisis is co-lead with Director of Web Services
• Develop web content:
• FAQs
• Messaging hub web page
• Craft content as needed
• Distribute communications:
• Text
• Website
• FlashLine
Web Team Assistant VP of
Strategic Content
Director of Media Relations
Flash Communications Coordinator
Team of Students
Director of Content Strategy
Senior Writers
Marketing Writer
Magazine Curator Director of Digital
Content (ME!)
Social Media
Community Manager Team of Students
CRISIS COMMUNICATIONS FRAMEWORK
ORGANIZATIONAL COMMAND STRUCTURE
• Determine your chain of command
• Determine how to best structure your team
• Consider creating a social media command center
• Social lead
• Content/community manager
• Monitoring lead
• Data analyst
• Utilize your internal community to disseminate consistent messaging across all brand accounts
SOCIAL MEDIA ACTION COMMITTEE
CENTRAL SOCIAL
SOCIAL MEDIA USER GROUP
SUPPORT & GUIDANCE
• Help your internal users who may be asking:
• What messages should we share?
• How should we respond?
• What platforms?
• What can/can’t we say?
• Should we respond?
• Establish resources for your internal users:
• Set up regular meetings/calls so they can hear from you directly
• Provide them with templates if possible
• Set up/share Google Sheet with “canned” responses
• Create a Google Doc with ALL social posts from university
• Create how-tos (ex: Facebook live) when needed
source: GIPHY
SOCIAL MEDIA ASSETS
• Develop a social media policy and/or guidelines
• Manage social media assets in a secure manner
• Regular password updates
• Store passwords in secure location
• Know who your admins are on all brand accounts
• Regular crisis planning and practice
• Review existing templates and materials (crisis deliverables)
• Add new potential crises to planning documentation
• Debrief and store detailed after-action reports
• Define your levels of crisis and have protocols for each
• Train internal community on their role in a crisis
STRATEGY
LISTENING PLAN & TACTICS
• The importance of listening/monitoring
• Navigate a crisis
• Identify a crisis before it becomes an issue
• Create proactive keyword searches
• Tactics to determine when you’re in a crisis
• Monitor sentiment and mentions
• Search locations on Snapchat
• Search brand hashtags on Instagram
• Determine the right listening tool
• Paid vs. free
• How listening streams are structured
• Modify keyword searches
• Determine what is important before choosing a tool
• Determine access
RESPONSE STRATEGY
• Every response will be different
• Have a defined crisis protocol, if possible
• Determine the level of each crisis
• Prepare templated responses in advance
• Hold crisis drills / rehearse!
• Dark sites
• Tips:
• You do not have to respond to every single tweet or inquiry; pin your tweet instead
• When the statement is too long, post to website and direct traffic to the URL
source: THRILLIST
COLLABORATION ACROSS TEAMS
WEB
SOCIAL
MEDIA
CONTENT
CREATIVE
=
STAY SHINY!
• Amplify good news in various formats and across channels
• Implement a good customer service plan
• Engage with your community and influencers/ambassadors when applicable
source: GIPHY
BRAND AMBASSADORS
Social media or industry
influencers
Leadership/c-suite
Other internal brand ambassadors
(i.e. students)
EXTERNAL
INTERNAL
REAL LIFE EXAMPLES
POKEMON GO GONE WRONG
• Student photoshopped Kent State’s office of student conduct web page indicating that students who play
Pokemon Go on campus will be expelled and tweeted it
• Web page/tweet went viral
POKEMON GO GONE WRONG
MESSAGING
• Responded quickly via university channels
• Coordinated with Student Affairs and media relations
• Developed a fun graphic for the next day to further combat this rumor
MONITORING
• Listened across channels
• Corrected the misinformation and addressed the rumor
MANAGING
• Provided internal social community with
information to release via their channels if they received inquiries
POKEMON GO GONE WRONG
“SHREDDING APPLICATIONS”
• Someone not affiliated with Kent State tweeted about shredding applications of conservatives
• Tweeter changed Twitter name to “Kent State Admissions Office”
• Tweeter told people she was recently promoted and had a long day ahead of her
• People believed her and her tweet began to go viral
“SHREDDING APPLICATIONS”
“SHREDDING
APPLICATIONS”
MESSAGING
• Coordinated with media relations and leadership
• Reported account
• Quote retweeted with statement
MONITORING
• Listened across channels (for over a month)
• Corrected the misinformation and addressed the rumor
MANAGING
• Provided internal social community with information to release via their accounts
RECYCLING RUMORS
• On Earth Day, student tweeted false information about recycling efforts on campus
• Her tweets started to gain some
traction/spark questions from other students
RECYCLING RUMORS
MESSAGING
• Coordinated with media relations and Office of Sustainability to form a response
• Responded quickly and drove her to a web page that housed all the appropriate information
MONITORING
• Corrected the misinformation and addressed the rumor
• Listened for additional chatter MANAGING
• Continued pushing sustainability/recycling/Earth Month content even after the issue was resolved
• Provided internal social community with information to release via their channels if they received inquiries
“We ourselves feel that what we are doing is just a drop in the ocean. But
the ocean would be less because of that missing drop.”
–Mother Teresa
Q&A
www.kent.edu
