Proactively using social media throughout a crisis Stephen Thompson - Head of Digital, University of Sheffield Crisis Comms 2017 @ratamahattass
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Proactively using social media throughout a crisisStephen Thompson - Head of Digital, University of Sheffield
Crisis Comms 2017
@ratamahattass
Topics
How is social media developing
How can you use social media to manage and mitigate the effects of a crisis
Questions & discussion
How is social media developing?
Source: http://wearesocial.com/blog/2017/01/digital-in-2017-global-overview
Source: http://wearesocial.com/blog/2017/01/digital-in-2017-global-overview
The emerging social platforms are more ‘visual’ and / or ‘dark’
Source: Mary Meeker http://www.kpcb.com/blog/2016-internet-trends-report
Source: Mary Meeker http://www.kpcb.com/blog/2016-internet-trends-report
Rise of fake news
Source: https://upload.wikimedia.org/wikipedia/commons/1/1c/Graphic_on_Fake_News_by_VOA.jpg
Mitigating the risk
● Highlight skepticism and a link to an alternative source
● Recent twitter safety rollouts○ stopping the creation of new abusive
accounts:○ introducing safer search results:○ collapsing potentially abusive or
low-quality Tweets:
Sources: Reddit skepticism, FB updates, Twitter updates
● Facebook updates to trending topics○ features a publisher headline below
each topic name○ An improved system to determine
what is trending, ○ Everyone in the same region will see
the same topics● Google
○ send feedback○ kicking many off adsense network
and targeting companies
Echo Chambers
Posts themselves are the news and sources of content
Source: http://www.independent.co.uk/life-style/gadgets-and-tech/news/tiny-hands-twitter-search-donald-trump-account-tweets-recommend-us-president-white-house-a7547056.html
Sources:http://www.dailymail.co.uk/news/article-3524030/Hedgehog-recovering-thugs-cut-spines-SCISSORS-dump-kitchen-student-halls-Sheffield-University.htmlhttp://www.independent.co.uk/student/news/warwick-university-investigates-racist-banana-incident-in-student-halls-a6970086.html
Managing and mitigating the effects of a crisis
The CARe principle still applies but one size does not fit all
Quick tips - graphic quotes, twitter cards and FB open graph
Quick tips - [1/3], [2/3], [3/3]
Quick tips
Access if they’re a troll
Signpost
Curate from trusted and relevant sources
Relate article and media statement. Sample tweet
Source: https://upload.wikimedia.org/wikipedia/commons/6/65/Hi_Speed_Internet_Neon_Sign_Minneapolis_4573842992.jpg
Response fundamentals
● Pre-plan
● Internal & remote communication
● Keep listening
Listening
Listening
Basic
● Linear / streams● Keywords● Users
Listening
Advanced
● Location● Network analysis● Frequency ● Image recognition● Livestreaming● Influencers
Location tools such as echosec and geofeedia
Network analysis from tools such as nodexl
Influencer analysis from tools such as Pulsar
Listening & response fundamentals
● Pre-plan
● Assess each platform and user
● Listen in a variety of ways and places and keep doing it
Just for fun...
Questions and discussion
Should you broadcast live?
Should we use messenger platforms for comms in a crisis?
What platforms are you monitoring and posting on?
What tools are you using?
The endStephen Thompson - Head of Digital Engagement, University of Sheffield
@Ratamahattass
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