Social Media Rules of Engagement : Why Your Online Narrative Is the Best Weapon During a Crisis.
Nicole. Matejic
Bok Engelsk 2015 · Electronic books.
| Omfang | 1 online resource (235 pages)
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| Utgave | 1st ed.
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| Opplysninger | Intro -- Social Media Rules of Engagement -- Contents -- About the author -- Author note -- Preface -- PART I Rules of engagement -- 1 Social media crisis communications: a seismic shift in the risk profile -- Communications born again, but the fundamentals still apply -- It's all about narrative -- Optimus Prime: are you conditioning your audience for sales or LOLs? -- 2 Ready, aim … misfire: why you must be social media data savvy -- The social media iceberg -- From marketeers to info ops: this will blow your pixels off -- The narrative in your numbers: what story is your social data telling you? -- Why social numbers don't always add up to Klout, influence, votes, dollars, sales and raving fans -- 3 The hurt locker: getting inside is easy -- escaping an art -- The information vacuum: why going AWOL on social media isn't an option -- From battlefield to boardroom - the threat posed by information vacuums -- Say something! Just not anything … -- Overexposed: why trashing your brand has never been easier -- Hashtag horror! Why things go terribly wrong -- 4 Mission recon: why knowing your audience is critical to success -- Mission: getting to know your target audience -- Recon: pin it, IG it, tumble it … -- Mission: audience segmentation -- Psychosocial considerations -- Mission: audience sentiment analysis -- 5 Classified: is your enemy an adversary or an opportunity? -- Social warfare: why it's not just the military's problem -- Brand you: social media jihad collateral damage -- Is your organisation at risk? -- Where to source information and support for crisis communications planning -- How to communicate during a critical incident or terrorist attack -- Full-spectrum dominance … oh and social media -- 6 Socially transmitted disasters (STDs): The Clap (#PRFail) is now more contagious than ever -- Sex Ed 101: the birds, the bees … and Snapchat.. - 11 The social grapevine: why seeing shouldn't always be believing on social media -- Information verification -- Sex, lies and rocket launchers -- Hijacked! Coincidence? Unlikely -- Newsjacking -- Journalism: now just a profession that you used to know -- 12 From battlefield to boardroom: the art of social media influence -- Battlefield to boardroom: why social media needs to be part of your communications arsenal -- Only the victors write history … oh and Wikipedia -- Don't you know who I am? Why influence is the currency of the future -- PART II The plan is to have a plan before you need a plan -- Divine risk mitigation -- Why plan for risk? -- Creating a culture of social media risk awareness -- Human factors -- What to plan for -- Risk registers -- The crisis communicator's go-bag -- Building your ark -- That dirty S word: strategy -- Building your crew -- Planning for the flood -- Drills and skills -- Navigation -- Followship -- Team systems -- What happens when the team is the cause of the crisis? -- Communication -- Endurance -- After the flood -- #PayItForward -- Index -- Advert -- EULA.. - The Clap: are you at risk? -- Organisational and individual apathy -- Data blindness -- Risk-taking behaviour -- Coitus interruptus: not an effective method of Clap control -- Practise safe social media - it's all about using protection -- People -- Technology -- Corporate governance -- Click-jacking - not as pleasurable as it sounds -- 7 Target acquired: social engineering and what it means for you and your organisation -- Stalkerbook … I mean Facebook -- Socialveillance: who is watching you online and why you should care -- Sneaking in that Trojan Horse -- The Trojan Horse: epic fail -- White collar blue: espionage and hacking is a corporate problem too -- 8 Social media information operations: much more than military propaganda -- Why influence is key to mission success from battlefield to boardroom -- The influence equation -- Propaganda in your pocket - influence in everyday life -- Tinker, tailor, soldier … social media spy -- Hearts and minds: are you on the communications offensive? -- The men who stare at goats: the power of social media conspiracy theories -- A rumour of war: the art of social media counter-public-relations -- Urban legend -- 9 Lie to me: why you can't fool your social media audience -- IRL (in real life): the human factor -- Social media profiling: far from a game of cyber cops and robbers -- Life in the hive: global social activism and why you should take note -- 10 Lessons from an inferno: how to be a #SocialFirefighter® -- The niche -- The social smoke detector -- Subjective vs objective -- Kit up: the tools and skills you need to fight social media fires -- Build a newsroom -- Breaking bad: the art of selling your own scandal -- Internal crisis communications comes first -- The public mea culpa -- The media -- Crisis over: getting back to business as usual -- Crisis in command.. - Avoid becoming a #PRFail with a solid social media strategy Social Media Rules of Engagement guides you in the development of a bullet-proof social media strategy. You can manage any crisis effectively by having a plan before you actually need one-and by understanding and influencing your audience with military precision. This original, engaging, and informative text with case studies from the coalface offers you the tools you need to avoid scandal and media crises, and to learn how to leverage social media, big data, and influence in your communications strategies. Social media has established itself as a critical part of any external communications strategy-but the very nature of social media leads to crises that organisations are not always prepared to face. To execute an effective social media strategy, you need to build influence, while leveraging the data that supports a targeted approach. This innovative guide focuses on how to create a holistic social media strategy, and how to defend your organization from social media crisis. Develop a risk management strategy that protects your social media interactions around the clock Avoid common mistakes by reading case studies of business faux pas-and learning exactly what not to do in a crisis Cultivate influence both in the boardroom and on the information battlefield by defining your story and knowing your audience segments Leverage digital interactivity features to enrich the content in the book Social Media Rules of Engagement is an integral resource to guide your social strategy toward success.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9780730322276
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