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Listen. Engage.
Build Relationships.
Allison Matherly
Coordinator of Digital Engagement
Texas Tech University
#PR3315
@allisonmatherly
● 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!
● 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!
● 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!
What’s it all about?
● Listening to a conversation
● Engaging with stakeholders
● Building relationships
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
Tools
to
Monitor
● Hootsuite
● Argyle Social
● Radian6
● Social Mention
● Tweetdeck
● Hashtracking
● Topsy
What to
Look
For#
Keywords
@
Dash-
boards
● Identify conversations
● Know audience
● Look for points of pride
● Give customer service
● Take Advantage of Opportunities
● Catch Mistakes
Monitoring
for a Client
Opportunities
Opportunities
Opportunities
...and
mistakes
“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!
● There is nothing you
can say to satisfy
a troll
● Don’t feed them...
especially after
midnight...
Trolls
Listen. Engage. Build Relationships.
Real Life:
Amy’s
Baking
Company
Real Life:
Amy’s
Baking
Company
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.
Real Life:
Applebees
Holy Facebook
Comment, Batman!
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:
Real Life:
Applebees
● Hiding
● Blocking
● Deleting
● Banning
● Responding to Negativity
● High-intensity
● Fast
● Passion-filled
● Opinionated
● Rapidly Evolving
Crisis
Comms
Real Life:
Mike
Leach
Real Life:
Mike
Leach
Real Life:
Mike
Leach
Real Life:
Winter
Weather
Real Life:
Winter
Weather
Real Life:
Winter
Weather
● Early and Late
● Writing Content
● Scheduling
● Strategizing
● Training
● Assisting Other Departments
Day
to
Day
Day
to
Day
Day
to
Day
Questions?
allison.matherly@ttu.edu
@allisonmatherly
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/

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Listen. Engage. Build Relationships.