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Social Media and Reputation Management | Junior League of Bakersfield
1. What You Don’t Know
About Social Media
Can Hurt You:
Strategy & Reputation
Kerry Rego
4/21/15
2. What Happens in Vegas…
…doesn’t stay there, thanks to social media.
3. what is social
Social media use
web-based technologies
to transform & broadcast
media monologues
into social media
dialogues.
4. Benefits & Relevance of Using
Social Media Marketing
1. Enhance Branding & Awareness
2. Protect Your Reputation
3. Enhance Public Relations
4. Build Community
5. Enhance Customer Service
6. Facilitate Research & Development
7. Drive Sales & Leads
5. •Facebook 1.39b MAU
•Twitter 500m tweets/day
•YouTube 6b hrs watched/m
•LinkedIn 347m members
•Google+ 300m MAU
•Instagram 200m MAU
Why is Social Media Important?
Logos courtesy of Aquaticus
6. Where Do You Start?
• Goal
• Audience Mockup
• Tools
• Routine
• Measure
• Adjust
• Persist
8. • WHO is the audience?
• WHAT is their preference?
• WHEN do they want to hear?
• WHERE are they?
• WHY are you there?
Market Research or 5 W’s
I like Pew Internet Research,
Mashable, Comscore, and Hubspot as resources.
25. Measuring Success
•Create metric report
•Track month over month
•Not all metrics are created equal
•Interpretation and adjustment
•How do the #s match goals?
•It’s not always #s
•Learn to tell the story of the #s
26. Set up a Crisis Plan
•Plan procedure
•Document
•Mock exercise
•Train
27. Need a Social Media Policy?
•Add internet tools
•Communicate with staff
•Train for best practices
•Update legal wording
28. Obstacles
• Lack of Time
• Lack of Manpower/Resources
• Lack of Training &
Knowledge
• Can’t Measure
• Decision Makers don’t get it
• Blank Page Syndrome
• Negativity
32. What is Reputation Management?
“The practice of understanding or influencing
an individual or business brand. It was
originally coined as a public relations term, but
advancement in computing, the internet, and
Social Media made it primarily an issue of
search results.”
-Wikipedia
35. First Page of Search Results
Data by
Compete, Jacob Nielsen, Optify
Image courtesy
InternetReputationManagement.com
85% never get
off the first
page!
Internet
Reputation
Management
40. Consumers changed their minds about a
recommended purchase based solely on negative
information they found online.
- 2011 Cone Online Influence Trend Tracker
4 out of 5
41. • You provide terrible service
• You are bad at your job
• You are overpriced
• They would never return and
encourage others not to use
your services
• Your product is defective
What They Will Say
About You
42.
43. How to Deal with Negativity
•How do you deal with it normally?
•Listen, respond, react
•Your character shines through
•All service providers have unhappy
customers
•Editorial control, settings
•Don’t erase negative posts!
•Control is only an illusion
46. High Ranking Social Media
• Facebook Pages
• LinkedIn Personal Profiles
• Twitter
• Google Local/Places
• Google +
• Directories
• Blogs
• Pinterest
• Slideshare
• YouTube
47. Action Items
• Perform a vanity search
• Own your name
• Monitor your name
• List your org/business
• Address negative content
• Crisis planning
• Create policy
• Post your own content