This document summarizes a webinar on proactive reputation management using social media. The webinar covered listening strategically on social media to identify fans and critics, developing response systems, and using engagement to build community and manage organizational reputation. It provided examples like the American Red Cross' response to Hurricane Katrina and strategies nonprofits can use to monitor conversations, respond to issues, and turn critics into allies.
2. Proac&ve Reputa&on
Management
Listening, A=rac6ng Fans, and Conver6ng
Cri6cs with Social Media
April 21, 2010
3. About the Presenter
That’s me!
Nonprofit: former execu6ve
director, community organizer, etc.
Strategic perspec&ve: business
consultant, campaign director, etc.
It’s all about strategy for me.
B.A. Emory University
M.B.A. Bar Ilan University
17. Listening = Relevancy
A lot of people gave via SMS for
Haiti…
But the Haitians also used that
number to text information
about their situation, too.
Lesson learned: ARC has to
separate out discussions during
crisis to be relevant and most
helpful
30. Buy related domain
names
Claim all relevant
social media names,
including Twi=er!
Be Prepared
Start blogging now
Set up Listening
Posts
Website content
must be shareable
40. Hurricane Katrina hit.
People began talking.
The ARC wasn’t listening.
First reac6on: Defensive
Second reac6on:
Be where they are talking.
Add a transparency level.
Created listening systems. Tracked influencers.
Documented conversa6ons and men6ons.