10:15 — Cale Johnson introduces Converseon’s Lindsay Lebresco.
10:16 – Lindsay kicks off her session on how and when to respond in the social media space. This is a big topic and very important for brands to understand today. First and foremost, you have to listen. If you don’t listen, you won’t know what people are saying.
10:17 – What you should be looking at:
1. Brand sentiments
2. Who’s talking? Are they part of the community?
3. What is the context of what’s being said?
4. Community discussions: what are the key topics of interest for the larger community?
5. What are the trends & hot topics?
10:20 — Who should be engaging:
1. Identify your core team.
2. You have to properly train them.
3. You have to point them in the right direction. Give them additional resources to read. They should always be learning.
4. Support them with resources.
10:22 — What you should say:
1. Add value — come bearing gifts.
2. Be honest — admit fault where appropriate.
3. Human stuff — anything that makes you relatable & personable.
10:23 — What you should remember when responding:
1. Set expectations. It’s important to set limits.
2. Keep in mind appropriateness.
3. Review bloggers and thank them.
4. Become part of the community.
5. Remember: social moves faster than corporate.
10:25 — Where should you respond:
1. Where did the comment happen?
2. Understand the venue.
3. Respond in public.
4. Take it offline if it’s legally sensitive.
5. Remember that private isn’t always private.
6. How will you speak in this space?
7. Use honesty & transparency.
8. Speak personally — have a human voice.
9. Don’t use a corporate voice. Everyone hates the man!
10. The best framework is to follow the WOMMA Code of Ethics.
Why are we doing this? Every successful business is built on one satisfied consumer at a time.
10:30 — Final thoughts from Lindsay:
1. Respect the venue.
2. Expect everything to be public.
3. Speed is of the essence.
4. Openness and transparency key.
5. Never conceal who you are.
6. Do you homework.
7. Identify an engager.
8. Nothing builds credibility like action.
9. Gather internal resources now.
David: I think brands learning how and when to respond is a critical issue for many brands. In a world of “Twitter-speed,” brands can use the tips from Lindsay to come up with better strategies for engaging in an authentic and relevant way.
Love this live coverage? It’s all thanks to the fantastically fantastic blogging of David Polinchock.
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