how to train your employees in social without losing your mind by lisa hoffmann, social fresh...

Social Media Training

for the Sane

Lisa Hoffmann, Duke Energy

Why?

Avoid a

CRISIS

http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare

“A social media policy that not only protects the company, but also encourages employee ownership.”

“Baseline process to reinforce the policy among rank-and-file employees.”

“Power outage at Bilas Estate last night due to blown transformer. Awoke to no power and two Duke Energy workers asleep in my backyard. Nice.”

Keep it simple

Employee Ambassador

Promoting a product

http://www.youtube.com/watch?v=6IPVfBz5FqE

Online spokesperson

Online spokesperson

TRANSPARENCY

disclosure

Online Spokespersons, Responding to Blog CoverageDISCOVERY

EVALUATE

RESPOND

WEB POSTINGSomeone has discovered a post about the

organization. Is it positive or balanced?

“TROLLS”Is this a site dedicated to bashing &

degrading others?

“RAGER”Is the posting a rant, rage, joke or satirical

in nature?

“MISGUIDED”Are there erroneous facts in the posting?

“UNHAPPY CUSTOMER”Is the posting a result of a negative

experience? YES

YES

YES

NO

NO

NO

NO

NO

MONITOR ONLYAvoid responding to specific posts,

monitor the site for relevant information & comments

FIX THE FACTSDo you wish to respond with factual

information directly on the blog’s comment board? Do you have enough

info to respond in real time? Note: focus on fixing facts. The goal isn’t to refute a story where we disagree with the story’s direction. (See Response Considerations)

RESTORATIONDo you wish to rectify the situation

and act upon a reasonable solution? Do you have the ability (or internal contacts) to rectify? (See Response

Considerations)

FINAL EVALUATIONWrite response for current circumstances

only. Will you respond?

AGREEMENTDo you wish to proactively share your story?

(See Response Considerations)

TRANSPARENCYDisclose your Duke Energy connection and post under

yourname@duke-energy.com.

SOURCINGCite your sources by

including hyperlinks, video, images or other

references. Info from third-parties will carry more weight than Duke info.

TIMELINESSTake time to create good

responses. Don’t rush. Immediate responses may appear defensive. Anything older than a day may lose

relevance.

TONERespond in a tone that reflects well on Duke

Energy. Consider the tone of the blog. Press release / marketing style responses

will be poorly received.

INFLUENCEConcentrate on the

most influential blogs related to

Duke Energy or the industry.

CONCURRENCE

You can concur with the post, let stand or provide a positive review. Do

you want to respond?

LET STANDLet the post stand

– no response.

YES

RESPONSE CONSIDERATIONS

NO

YES

YES YESYES

YES

(Adaptation of U.S. Air Force process.)

CONSULTConsult with the

Social Media Team if you want a

second opinion on your response.

http://www.flickr.com/photos/28075221@N00/3154057414

Community manager

Transparency and disclosure

Response decision tree

Password/IT security protocols

Photo/video copyright guidelines

Moderation

Governance

Based on policy/governance

- Boots on the ground- Employee ambassadors- Online spokespeople- Community managers

Make it Relevant

Stories stay with people

Solicit feedback

Please don’t…

The leaderinspires enthusiasm.”

- H. Gordon Selfridge, Sr.

“The boss inspires fear.

Lisa Hoffmann@LisaHoffmannlisa.hoffmann@duke-energy.comhttp://www.linkedin.com/in/lisahoffmann