Badvocates: Crisis Management and Trolling for Social Change

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  Learn the 4 types of Social Media complainers and how they have different motives and needs. Also gain insight into how to resolve crises issues effectively while minimizing the risk to your brand.
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  • 1. BADVOCATES:TROLLING FOR SOCIAL GOOD Anna O’Brien @annaobrien March 2012
  • 2. Crises will always happen…Because they are part of humannature
  • 3. What is a Meme?Meme: An idea that spreads from person to person within acommunity.A meme acts as a unit for carrying ideas, which can betransmitted from one mind to another through communication.Memes self-replicate, mutate and respond to selective pressure
  • 4. Social Media Crisis is Like a VirusA meme is essentially a mind virus.Like a virus, a crisis can beunpredictable, evolve and become adominate force quickly andunexpectedly.If the crisis “mutates” it becomesstrong and more resistant to socialmedia “antibiodics.”
  • 5. What Does Social Media Mutation Look Like?
  • 6. People Are Fundamentally Self-InterestedPeople make decisions based on whatis in their best interestThe overall group dynamic may effectthe decision making process, but inunexpected waysUnderstand what motivates anindividual’s actions and you will beable to understand how to bestrespond to them
  • 7. Herd Theory: Crisis and the MassesWhen people act together as a groupthey can act without planned directionEach group member reduces the riskto themselves by sticking as close asthey can to the group mentalityWhile this looks like a group moving inmass, it’s actually a collection of self-serving individuals
  • 8. Why should you care?The global average loss from social media gaffes for business is £2.72 million.
  • 9. But what causesthese crises?
  • 10. Disgruntled Employees
  • 11. Confidential Information Leaks
  • 12. General Misunderstanding
  • 13. Stupid Decisions
  • 14. But 76% of these crises couldhave been averted with ‘proper’social media investment
  • 15. The Best Offence, Is Defence
  • 16. Educate Your Employees
  • 17. Pay Attention to Online Discussion
  • 18. Plan Ahead For A Crisis
  • 19. Most importantly understand thetypes of common complainers…And prevent them fromescalating into crises
  • 20. THE COMMON COMPLAINER CUBE Logical Badvocates Fame Seekers Attention Solution Focused Focused Free Loaders Trolls Illogical
  • 21. It’s all about me• Driven by attention, Fame seekers will prolong a problem as long as possible.• Individuals, organizations and causes can be Fame Seekers• Engagement is often malicious; every action made by the brand will be exploited and twisted in the Fame Fame Seekers Seekers favor
  • 22. How To Deal With Fame Seekers1. Understand the consumer dialogue surrounding the incident; is it actually about your brand?2. If at fault, issue a statement and personally contact the individual and make all efforts to resolve the situation; if possible play into their needs and make them the star of the resolution3. Release a public statement on all channels; avoiding any arguments not related to the initial issue4. Rely on advocates and media to manage the conversation further5. Monitor the conversation and determine if an issue escalates and becomes backed by Badvocates
  • 23. Fame Seekers: A Case Study
  • 24. It’s all about the lols• Driven by amusement, a trolls sole goal is to get a rise out of a brand or organization• A troll is usually an individual and more often then not there is no reason to interact with a brand• The discussion is likely to be illogical and humorous in nature, rather than Trolls malicious
  • 25. How to Deal With Trolls1. Find the root cause of conversation ( this might be challenging)2. Respond to the root issue, but do not engage in the argument3. If possible and on brand, join in on the humor4. Move on from the issue, focusing too much brand attention will encourage more trolling
  • 26. Trolls: A Case Study
  • 27. It’s all about free stuff• Free Loaders want free stuff and often will make hallow threats in attempts to achieve their goal• You should assume that any exception you make for a free loader will be immediately communicated to every and all voucher sites• The freeloader will be more informed Free Loaders about your organization than you are. Be prepared.
  • 28. How To Deal With Free Loaders1. Understand the consumer argument2. Apologize if necessary3. Decide if activity warrants some type of reimbursement; do not break standard company policy4. Contact and resolve out of social media channels5. Comment on original issue if necessary, once the problem has been resolved
  • 29. Free Loaders: A Case Study
  • 30. It’s all about respect• Badvocates don’t’ hate the brand, they hate the way they’ve been treated.• These individuals often see themselves as vigilantes for the consumer and feel they are complaining for the greater good.• Badvocates will not be content with a Badvocates resolution to their issue alone; they prefer to see how a brand will change its practices as a result
  • 31. How To Deal With Badvocates1. Be quick to respond; “He who talks first, wins”2. Explain the thinking behind the original action and apologize3. Show how your company plans to correct the issue and what steps you are taking to prevent similar mistakes in the future4. Apologize again, and continue to listen and respond to the conversation
  • 32. Badvocates: A Case Study
  • 33. Thank You!
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