A presentation for current Public Relations students about using social media for a brand and/or client.

1. Listen. Engage.
Build Relationships.
Allison Matherly
Coordinator of Digital Engagement
Texas Tech University
#PR3315
@allisonmatherly

2. ● For each “yes,” give yourself three points.
● For each “maybe,” give yourself two points.
● For each “no,” give yourself zero points.
Are You Addicted to Social Media?
Pop
Quiz!

3. ● You have a Facebook account.
● You have a Twitter account.
● You use hashtags in your email.
● You check in on Foursquare, everywhere you go!
● You follow or have a profile for your pet.
● You like your own posts.
Pop
Quiz!

4. ● You dream in 140 characters.
● It’s the first thing you do in the morning.
● You update your status while out with real people.
● You share everything.
● Klout becomes your social currency.
Pop
Quiz!

5. What’s it all about?
● Listening to a conversation
● Engaging with stakeholders
● Building relationships

6. 32%
of people
have no idea
companies
are listening
to them
Make that
38% of
Millennials
40%
think
listening
online
intrudes
privacy
50%
say companies
should listen to
improve their
products
60%
want companies
to respond to
complaints

7. Tools
to
Monitor
● Hootsuite
● Argyle Social
● Radian6
● Social Mention
● Tweetdeck
● Hashtracking
● Topsy

8. What to
Look
For#
Keywords
@

9. Dash-
boards

10. ● Identify conversations
● Know audience
● Look for points of pride
● Give customer service
● Take Advantage of Opportunities
● Catch Mistakes
Monitoring
for a Client

11. Opportunities

12. Opportunities

13. Opportunities

14. ...and
mistakes

15. “I Knew You Were Trouble
When You Walked In...” or
maybe it was tweeted in!
As Taylor
Swift
Would
Say
Maybe T.
Swizzle
isn’t your
thing
IT’S A TRAAAAAP!

16. ● There is nothing you
can say to satisfy
a troll
● Don’t feed them...
especially after
midnight...
Trolls

18. Real Life:
Amy’s
Baking
Company

19. Real Life:
Amy’s
Baking
Company

20. Real Life:
Applebees
By around 2 am, there were around 17,000
comments on Applebee’s original Facebook
status. Then began the most bewildering move
in corporate social media/public relations that I
have ever witnessed. At 2:53 am, the middle of
the night, whoever manages Applebee’s
Facebook page started making comments on
their status update. In response to the over
17,000 comments, the following statement
appeared — not as a new status update, but as
a comment on the status update.

21. Real Life:
Applebees
Holy Facebook
Comment, Batman!

22. Real Life:
Applebees
Next up: Applebee’s starts repeatedly
tagging people in the middle of the night
and repeating their same comment over
and over… and over. It’s now about 3 am
in the morning:

23. Real Life:
Applebees
● Hiding
● Blocking
● Deleting
● Banning
● Responding to Negativity

24. ● High-intensity
● Fast
● Passion-filled
● Opinionated
● Rapidly Evolving
Crisis
Comms

25. Real Life:
Mike
Leach

26. Real Life:
Mike
Leach

27. Real Life:
Mike
Leach

28. Real Life:
Winter
Weather

29. Real Life:
Winter
Weather

30. Real Life:
Winter
Weather

31. ● Early and Late
● Writing Content
● Scheduling
● Strategizing
● Training
● Assisting Other Departments
Day
to
Day

32. Day
to
Day

33. Day
to
Day

34. Questions?

35. allison.matherly@ttu.edu
@allisonmatherly

36. Sources
● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase,
2013
● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-
media-meltdown-a-photo-essay/