Reputation and Shame You can be defined by your worst moment Boyd Neil
Reputation and Shame You can be defined by your worst moment BoydNeil
2
“Youarenowdefinedbyyourveryworstmoment.Notonlythat,yourveryworstmomentismemorialized.
Eventhoughwe’reallvulnerable,[email protected]’safree-for-allwherepeopleandorganiza@onscanbecometargets,andtheydon’thavethepowertodefendthemselves.
Whensocialmediagetgoing,it’snotbalanced.It’salmostuniversally,‘Kill,kill,kill’”—EricDezenhall,quotedinTheGlobeandMail2015
Let’sbeclear...
Context The demos is social
Perspectives H+K Perspectives H+K
Canadians love social
+ TheoverwhelmingmajorityofCanadiansusesocialmediadaily(84%)
+ Women(60%)weremorelikelytobeac@veonsocialmediamul@ple@mesadaycomparedtomen(42%)
51%
33%
7%
3%
6%
Mul@ple@mesaday
Everyday
Onceaweek
Onceamonth
Never
[Q1] How often do you use social media (e.g., Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, etc.)?
Perspectives H+K Perspectives H+K
[Q2] How much of the news you consume comes from social media?
+ Women(44%)aretwiceaslikelytogetatleasthalfoftheirnewsfromsocialmediacomparedto22%ofmen.
+ Canadiansaged35andyoungergetmostoftheirnewsonsocialmedia(35%),morethananyotheragegroup
+ 43%ofCanadianswho
usesocialmediamul@ple@mesadaygetatleasthalfoftheirnewsonsocialmedia
19%
44%
13%
21%
3%
None
Someofit
Abouthalf
Mostofit
Allofit
A source of news
Perspectives H+K Perspectives H+K
[Q5] How often have you seen social media posts that “out” people?
+ MostCanadians(69%)haveseensocialmediapoststhat“out”peopleatleastonce
+ Women(76%)aremorelikelythanmen(60%)tohaveseensocialmediapoststhat“out”people
+ YoungerCanadiansaremorelikelytohaveseensocialmediapoststhat“out”people
20%
46%
19%
3%
Never
Onceinawhile
Oben
Allofthe@me
But aware of ‘outing’
Perspectives H+K Perspectives H+K
And aware of negatives
+ ThreequartersofCanadians(75%)seenega@vecommentsatleastsome@mes,tooben
+ ThemajorityofCanadianswhousesocialmediamul@ple@mesaday(82%)seenega@vecommentsatleastsome@mes,tooben
12%
46%
29%
6%
Never
Some@mes
Oben
Always
[Q3] How often do you see what you consider negative comments in your social media feeds?
Perspectives H+K Perspectives H+K
It changes our behaviour
+ NearlythreequartersofCanadianswhousesocialmediaatleastonceaday(73%)keepthemselvesfrompos@ngonsocialmediaatleastsome@mestoavoidbeingseennega@vely
27%
37%
19%
13%
Never
Some@mes
Oben
Allofthe@me
[Q4] How often have you kept yourself from posting something on social media out of worry that it could negatively affect the way other people see you?
Perspectives H+K Perspectives H+K
[Q8] Please indicate whether you agree or disagree with each of the following statements
+ TwothirdsofCanadiansaged55andolder(66%)agreethat“ou@ng”hurtstoomanyinnocentpeople,comparedto46%ofthoseaged35andyounger
+ Twooutofthreere@redCanadians(68%)agreethat“ou@ng”hurtstoomanyinnocentpeople,comparedto51%ofworkingCanadians
19%
35%
28%
29%
54%
37%
"Ou@ng”peopleonsocialmediahurtstoomanyinnocentpeople
Socialmediaisthebestwayforordinaryci@zenstofightbackagainstcorporateandgovernment
injus@ce
Disagree Neither Agree
We aren’t happy about it
People + Organizations Same drivers: Similar strategies
We seem to delight in the unhappiness of others . . .
“Nothingisfunnierthanunhappiness,Igrantyouthat.Yes,yes,it’sthemostcomicalthingintheworld.”
SamuelBecke?
Shaming takes many forms Tone deaf behavior — gotcha
Shaming takes many forms Just no restraint
Shaming takes many forms Structured ‘outing’
Shaming takes many forms It just gets to you sometimes
Shaming takes many forms No sensitivity filter
So . . . can we?
Perspectives H+K Perspectives H+K
[Q6] Which of the following statements about social media “outing” is closest to your point of view?
+ AlmosthalfofCanadians(47%)oppose“ou@ng”onsocialmediacomparedto20%ofthosewhosupportit
+ AthirdofCanadians(33%)saidtheyneithersupportnoroppose”ou@ng”onsocialmedia
+ MostCanadiansover55(55%)oppose“ou@ng”onsocialmedia
+ Mostre@redCanadians(58%)oppose“ou@ng”onsocialmedia
47%
20%
33%
Idon’tsupport“ou@ng”onsocialmediabecauseitisaformofvigilan@smthatgoesagainstbasicprinciplesofourjus@cesystem,suchas“weareinnocentun@lprovenguilty”and“therighttodueprocess”.
Isupport“ou@ng”onsocialmediabecauseitmostlyexposespeoplewhodeserveit,andwhomightotherwisegounno@cedandunpunished.
Neitheroftheabove
Many of us don’t like it
Not a good strategy to hide
Neither can we ‘regulate’ responsibility… Nor ‘socialize’ it out of people
Personally we can: Acknowledge Apologize Accept And sometimes simply refuse to be shamed
February 22, 2016
Companies need similar strategies
Sometimes . . .
Companies—ortheircommunitymanagers—doittothemselves
#hashtag #fail Trying to highjack a hashtag . . .what were they thinking?
Why do they do this shit?
Even emojis can be minefields Apple releases new ‘diverse’ emojis . . . what were they thinking?
But sometimes . . .
Companiesaretargetsforsocialac@vism
Activists use social to ‘shame’ . . . And use hyperbole and distortion
Perspectives H+K Perspectives H+K
+ MostCanadians(58%)requiremorecontextbeforetheydecidehowtoviewthecompany
+ Equalpropor@onsofCanadianssaidtheywouldviewthecompanynega@velyandsaidtheywouldn’tchangetheirviewofthecompany
14%
14%
58%
14%
Itwouldprobablynega@velyinfluencemyviewofthecompany
Itwouldprobablynotinfluencemyviewofthecompany
Itreallydependsonwhatthe“ou@ng”isabout
Idon’tknow
[Q7]WhichofthefollowingstatementsbestdescribeshowyouwouldreactifaseniorexecuHvefromacompanyyoudealwithwas“outed”onsocialmedia?
Benefit of the doubt?
Negative sentiment posted on social by a user that requires a reaction from the company
Social Media Issue
A negative social media issue that is amplified broadly and receives online and offline media attention
Social Media Crisis
Managingrisk
Social risk mitigation requires:
1. Listening
2. Knowing social ‘rules’
3. Not worrying too much about trolls
4. Understanding the social context
5. Being willing to make quick decisions
6. Being comfortable with chaos
7. Having patience to wait out the worst
8. Defining clear rules of engagement
Managing an assault
Timeliness
“Dance first. Think later. It’s the natural order.”
Samuel Beckett
Responsiveness (Listen and Inform)
“Words are all we have.” Samuel Beckett
Remove Offense
“Out, damn’d spot! Out, I say!—One; two: Why, then ‘tis time to do’t”
Macbeth, Shakespeare
Sincerity, Honesty, Apology
“The fool doth think he is wise, but the wise man knows himself to be a fool.”
As You Like It, Shakespeare
“Never ruin an apology with an excuse.”
Benjamin Franklin
Address Misinformation
“In the landscape of extinction, precision is next to godliness.”
Samuel Beckett
Commit to a fix
“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.”
Samuel Beckett
Be human
“The fault, dear Brutus, is not in our stars but in ourselves.”
Julius Caesar, Shakespeare
39
“Whoneedspoetrywhenyouhavemockery?NotTrumpandnotCruz,whoarebothproductsofthesetex@ng,twee@ng@mes,fluentinthesnarkandvitriolthatappealtoshortagen@onspansandfitin140-characteroutbursts.
—FrankBruni,“ObnoxiousnessistheNewCharisma”,NewYorkTimes,January9,2015
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