Published on March 20, 2014
Social PR Therapy How to deal with tough situations. Melissa Fach @SEOAware
About Me • B.A. and M.A. – Psychology & Mental Health • Owner of SEO Aware, LLC • Associate on Community Team at Moz • Writer • Twitter Addict • Volunteer with Big Cats • Survived Raising a Teenager @SEOAware
My Tasks at Moz • East Coast – 7ish – 12:30 • Tasks: – Answer Questions – Manage Customer Service Issues – Help – Meet Needs – Watch, Observe – Handling Nightmares (recent DDoS attack) – Protect Moz
Dealing w/Tough Social Situations • Look at things therapeutically. • Know your audience. • Focus on the people and the brand. • Define your outlook. • Be prepared for difficulty. • Have plans in place. • Community planning. • Self preservation. @SEOAware
Moz Social #’s • Twitter - 290,000+ followers • Facebook - 148,000+ fans • Google+ - 90,000+ @SEOAware
Who reaches out to Moz? • Customers - pay for tools. • Readers/Researchers • Many like the brand and just want to interact. • Some people have heard of Moz for the first time. • Some are angry, some are rude, & some don’t like us. They are all treated the same way, with respect. @SEOAware
Melissa’s Social Basics
But first some truth….. I am a geek and… @SEOAware
I am a defender. Mama bear syndrome! Hardest thing for me to learn… I am not a defender on social. I am there to take feedback with a smile.
Therapy 101 First thing we were taught in counseling classes: • Make the person speaking to you comfortable. • Say or do NOTHING that could push them away. • Your first shot could be your last. Seriously applies to social media management. @SEOAware
Set Guidelines for Yourself Use psychology & care when speaking on social. • What professional standards would you abide by? • What do you want the person to walk away with? • How do you avoid causing harm? • How would you want to be treated? • How can you make them a brand advocate? @SEOAware
Social Media Management Must be focused on what is best for the person reaching out to the brand. • What you need or want doesn’t matter. • What you feel doesn’t matter… • The person reaching out to you matters. (rude or not) @SEOAware
My Outlook at Moz People are paying for the use of our tools. When something goes down they have every right to be upset. They DESERVE & are owed an appropriate & respectful response! My job is to help them. @SEOAware
Want to be good at Social Media? Your Job - see every person that reaches out as: • Important • Valuable You have to: • Be understanding • Be objective • Take nothing personally While you work you are the brand! @SEOAware
• React in a positive way and show you are eager to help. • Try to find a way to meet their needs. • 95% of the time the upset person is no longer upset. Why? Someone actually cared about their feelings. Customers just want someone to care about their concerns and validate their feelings. @SEOAware Dealing with Angry People
For the 5% That Stay Angry You are being watched! • Try to steer it offline – email or DM. #respond • If they refuse remember that you are representing a brand. • Do the best you can & reach out to your team. @SEOAware
Example Person tweeted: “Raised a query with @moz on 25th November and they still haven't bothered to refund the $960 they owe #worstcustomerservice” My response “Can you DM me your email address so I can check into this for you?” Something didn’t sound right, not Moz like. I took it offline…later found out the real story…people on Twitter won’t though – get it offline fast! @SEOAware
Part of your job is to protect the brand. Stay focused on this! If the brand is focused on what is best for the customer you work for a good company. @SEOAware
Stressful Events Are a Given
YOU MUST BE PREPARED! - Planning - Community - Team - Be well physically and mentally - Knowing your audience is a must to succeed. @SEOAware
More Truth 1. I am not a “Stay Calm” kind of person. 2. In fact, I am extremely high-strung. 3. There are times when I get really stressed. 4. You will get stressed too and it is okay. 5. What is not okay? Letting your stress show.
Crisis Management Made Easier To really be able to handle a real crisis you need plans in place. • At Moz there are teams for every possible issue. • There are guides for what to do in different situations. • Everyone is eager to help each other! This is my backup! These teams & plans are my safety net. @SEOAware
Crisis Management Made Easier • To manage a large brand on social effectively you have to have plans in place, especially in a crisis. • Plans, tools and teams - you need them like you need a good computer and wifi. • Anticipate the worst and plan for it ahead of time. • Reflect and learn from the hard times. @SEOAware
Let’s Look at Examples @SEOAware
Tools Issues or Completely Down • A tool goes down…there are 1,000 tweets about it. • I panic a bit and then stuff it. • Half of those tweets are angry. Everyone needs a response. • The right Moz team needs to be notified. • People need and want updates, often. • Strive to meet their needs. • Validate their feelings as much as possible. • I try to protect Moz. @SEOAware
Feb 26, DDoS Attack Moz was completely down! Site and tools! • People use content for research! • Tools for work! • I seriously freaked- my job was to help people and protect Moz. • Knew we were being attacked, but we couldn’t announce it yet. • KNOWING THE AUDIENCE WELL HELPED ME KNOW WHAT TO DO NEXT!!! @SEOAware
Step 1 – Notify the community @SEOAware
Step 2 – Distraction I underestimated the response… @SEOAware
Step 2 – Distraction continues… @SEOAware
While Distracting… Keep observing! What are people saying? What do they need? People kept asking about updates. Mentioned health.moz.com… @SEOAware
Behind the Scenes People got up out of bed to help! Thanks Jen Lopez! The team checked & changed social sharing schedules. One email thread was 76 messages long. <- WE ALL WATCHED Moz interacted with other companies experiencing same attack. Social never stopped.
Response From the Community • Supportive • Empathetic • Angry for us • Kind Interesting – what we try to do for our community they gave back during our crisis. @SEOAware
r Remember when I said people will be watching?
The Next Day… @SEOAware
Week later, I see this tweet….and clicked @SEOAware
Decide Now Do you want to be a successful case study? Or do you want to be in a PR nightmare article or presentation? @SEOAware
Community Creating a “feeling” and a path. Moz excels at this!
What Do You Want? ***What you give you will often receive. What kind of community do you want? Moz figured out what they wanted….
TAGFEE Code reflects core values at Moz. T - Transparent A – Authentic G – Generous F – Fun E – Empathetic E – Exceptional We give this, our community gives it back! @SEOAware
Moz Community Knows What to Expect So we CANNOT deviate from our core values. The core values are a guide to how we handle everything – it is expected. This truly makes tasks and interactions easier for everyone involved. @SEOAware
FYI, Transparency is Really Hard No skirting around issues. The truth is what it is and sometimes it sucks. • When you tell one “lie” it often leads to others. • Lies always come out. • Trust in companies is lost. • PR nightmares ensue… @SEOAware
Self Preservation Critical if you want to be an effective handling social.
Self Preservation • Again, social isn’t easy. • It can be emotionally draining. • Therapists are taught to notice when they are getting burnt out. • You need to watch for burn out, recognize it and recoup.
The Power of Team I don’t think you can handle a large brand WELL without a team. - Support - Back up – I am often clueless! - Managing shifts - Sickness – Appointments - Someone that understands @SEOAware
Give Moz the Credit on This One • Moz has a system for hiring at Moz. http://slidesha.re/1mYgFyD • Like-minded individuals with very similar core values. • Team that believes in & wants the same things = a strong team. • Strong teams do better jobs. @SEOAware
Moz Cares About Their Staff So what do they get? A team of people ready to do anything to protect Moz and its reputation. Businesses, you have to treat your social team really well! @SEOAware
Self Preservation cont. Eat well, hydrate and start your day off with a little goofiness. When you represent a large brand you must try to be at your best. • Turn that frown upside down. • It is better to take a day off then take risks on social media. • Lean on your team! • We ALL have bad days. @SEOAware
Recap – Avoid Nightmares! Brands - Focus on creating a strong team with similar values. - Be focused on what is best for the team. - Create guidelines and plans to make things easier. - Have core values that everyone can follow. - What kind of audience do you want? Social Folks - Know your strengths & weaknesses. - Create guidelines & an outlook of your own. - Be prepared. - Know who your audience is. - Focus on self preservation! @SEOAware
Thanks for coming! Melissa Fach @SEOAware Presentation at Slideshare.net/MelissaFach/ @SEOAware
Image Credits Slide 1 Hulk - http://bit.ly/1hDAitM Slide 3 Iron Man http://bit.ly/1jKWHWJ Slide 4 Superman http://bit.ly/1fU66KK Slide7 Thor http://bit.ly/1cvS2Tk Slide 8 Wolverine http://bit.ly/1ltAuPV Slide 16 Thor http://bit.ly/1mPfd4L Slide 19 Loki http://bit.ly/1mYkIL6 Slide 21 Iron Patriot http://bit.ly/1ddaH9U Slide 32 Iron Man http://bit.ly/1jKWHWJ Slide 34 Superman http://bit.ly/1fbJeSz Slide 39 Superman http://bit.ly/1hUXB0X Slide 40 Professor X http://bit.ly/ORfup8 Slide 43 Wolverine http://bit.ly/NkRM3C Slide 45 Iron Man http://bit.ly/1cvSLUr Thor Happy http://bit.ly/1fAVWud Thor Sad http://bit.ly/NkS9uT
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