It’s hard to keep up with the latest comments, criticism or even compliments about your brand. It’s even harder to spot simmering online crises or quell rapid-fire social media attacks. Learn how to quickly pinpoint—and react to—potential problems when every second counts. You’ll finish armed with the latest management protocols, social media monitoring tools, rapid-response procedures and a refreshing “ASAP” mindset you can use to protect and promote your brand on social media.
Noon–1 p.m. Central time
Session 1: Social media strategy
Create a responsive social strategy on a shoestring budget
Even in today’s hypersocial world, some organizations still don’t take the time to create a winning social media strategy that keeps them one step ahead of brand threats and opportunities. It can be a struggle to be successful when you’ve got no plan, no budget, no dedicated resources and no technology to support you. This session will show you how to create a plan that prepares you to react to negative comments or posts on the fly. You'll discover what a strong, reactive social media strategy looks like—and how it can help you take timely stands on breaking national issues and news.
- How to craft a responsive social media strategy with a limited budget
- How to ensure your strategy aligns with your organization's mission
- How to spot, prepare and react to angry customers—before they erupt
- How to take stands on controversial topics already driving social buzz
- How to know what qualifies as an online crisis—and what doesn't
- Which responders to activate when bad news breaks—and how they should engage on social media
Heather Garcia-Meza is a marketing strategist and former VP of marketing at Vendini.
Michelle Killebrew is CMO at Nomiku
1:15–2:15 p.m. Central time
Session 2: Social media listening and monitoring
Proving ROI and protecting online reputation in real time
A PR crisis can spread on social media like wildfire. To stay on top of a potentially reputation-damaging situation, you need to monitor and measure what people are saying online in real time. Join this session to take your social media listening to the next level. You’ll learn not only how track and prove ROI for your social media efforts, but also how to spot threats and opportunities as they develop. You'll also learn how your monitoring efforts can—and should—guide your organization's social media responses to breaking news, simmering crises and sudden brush fires.
- The best low-cost real-time social media listening and monitoring tools
- How social listening can help you identify patterns, track sentiment, analyze individual comments, identify influencers and view overall themes that are driving results
- How social media disasters threaten profits
- How social measurement can help you rebuild and repair your brand’s reputation
- Quick tricks to monitor social media for emerging threats or opportunities
- Deciphering the data: How to determine the scale of your problem and interpret results so you can squash crises quickly
- Mistakes to avoid: Best and worst practices from recent PR blunders
Laura Wilson is senior director of digital engagement and social media at Georgetown University.
2:30–3:30 p.m. Central time
Session 3: Real-time reacting
Create a strategy to respond to crises and find opportunities in real time
If you’ve followed the news at all this year, you’ve likely seen a story about an airline—and it probably hasn’t been a positive one. Now more than ever, especially in the airline industry, we’re seeing the need for a real-time social strategy. Whether it’s responding to a crisis or a viral video, or finding opportunities to engage with customers in the moment, Adam Hernandez will show you how to develop and execute a real-time reactive strategy on social media.
- Preparedness: How to set up a framework ahead of time for responding to a crisis
- Listening: How to identify and prepare for possible crisis situations as they arise
- Communication: How to get all major stakeholders in the same conversation in the same place
- Unification: How to ensure your reaction to the crisis is consistent across all channels
- Resolution: What to do when the dust settles—and how to know when it has
Adam Hernandez is a social business specialist at Southwest Airlines.