Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.
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8. What were covering today
WHY HOW PITFALLS
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9. Skeptical & vocal customers/stakeholders
Transparency & accountability demands
Service quality expectations
Speed & control
Intermediaries
Gen Y
Challenging communications environment
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10. Raise awareness
Drive/change behaviour
Drive transactions
Forge consensus
Enhance/protect reputation
A wealth of opportunities
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11. Government use of social media
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12. 1. Listen, listen, listen
2. Focus on those that matter
3. Forge long-term relationships
4. Show, dont tell
5. Provide context
6. Actively solicit feedback
7. Create sense of ownership
7 principles for online engagement
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21. Beware the pitfalls
Rhetoric not matching reality
Pushing too hard
Not listening
Not managing expectations
Not framing discussions properly
Poor moderation
Unprepared for risks
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22. Assessing online reputation risks
MODERATE
High likelihood,
low impact
SEVERE
High likelihood,
high impact
LOW
Low likelihood,
low impact
HIGH
Low likelihood,
high impact
-Likelihoodofissue/risk+
- Impact of issue/risk +
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23. Responding to online comments
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24. Recap
1. Listen, listen, listen
2. Focus on those that matter
3. Show, dont tell
4. Provide context
5. Actively solicit feedback
6. Create sense of ownership
7. Forge long-term relationships
8. Beware the pitfalls and manage the risks.
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