social media crisis management

30

October

2013

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It happens more often that sites get hacked. Although this seems as a disaster at first sight, it could be of great importance and advantage for firms to actually invest time and money in social media crisis management. Online brands and companies are given the opportunity to learn from this due to highly visible fallout from experience of others. The same happened to Buffer, which was hacked this weekend. This resulted in a huge Saturday afternoon crisis.

”I wouldn’t say it was a positive experience for Buffer, but I will say this: it turned out okay. Not awesome, but okay. That’s about the best you can hope for when hackers cause an interruption in service for your customers that lasts several hours”: as the CEO said.

Within no time, Buffer responded to each mention or comment they got online through social network sites such as: their blog, Facebook page, Twitter page, through the media, to make sure that customers were fully informed. It was a good example of how crisis management works. It needs to be fast and efficient. Every employee started to inform customers by phone, or on social network sites. It bonded the whole team within the company.

Most companies start panicking when they are being hacked. However, they should not, because it can happen to any company at any time. The most made mistakes when it comes to crisis management:

  • Failing to understand your customer base and the risks inherent to social promotion even at the most basic level, as in McDonald’s disastrous #McDStories campaign.
  • Attempting to gloss over problematic issues by refusing to discuss them in social channels, as Lululemon demonstrated during their see-through pants crisis.
  • Failing to communicate openly and honestly with users in a timely manner—see Sony’s four-day silence on their April, 2011 hacking.
  • Planning to fail by failing to plan, as was demonstrated by HMV execs, who had no process in place to remove access when employees took over their Twitter as they were being fired.
  • Panicking and removing the brand from the conversation (which will inevitably go on without you); see the City of Regina Police Department’s social meltdown after an officer killed a dog in a backyard. The flurry of social hate was “unmanageable,” so they shut their Facebook Page down completely… for 5 months.

There are a lot of ways to managed the team, processes and partners to reduce the impact of the interruption and even reinforce their core values to customers, all without going up in social flames, such as Buffer did.

 Source: http://searchenginewatch.com/article/2303237/Buffers-Response-to-Hacking-A-Study-in-Social-Media-Crisis-Management

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Big brother is watching you

27

October

2013

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A few weeks ago, I came across an article in the dutch newspaper. It was about a man who was arrested after having sent a text message to his dad with the word: BOMB. The son, wanted to go to a soccer game with his dad (Fortuna-MVV). Beneath, the whatsapp conversation between the father and his son:

 Son: dad do you have time to come to the soccer game with me?

Dad: Nice, I’m gonna join you! Hope that they will not throw a bomb! Haha

(dad was referring to a bomb incident that happened last year during the same soccer game).

Son: Please behave dad, ofc they won’t. I have made my own bomb haha

Dad: Joking

 10 minutes later.. the police rings the door bell. 4 tough police men with guns enter their home: ”We are going to arrest you..”

After this incident was published in the newspaper, a huge commotion through the country started. Was the police reading all whatsapp messages? What were their goals? Were they defiling privacy rules? Politicians in the country came to the conclusion that this was a typical example of how the right of the state is aforementioned the right of the citizen.

The next day, the Dutch police explained that they indeed derive information from whatsapp messages and that they filter certain words in all whatsapp messages throughout the country, ”for the sake of the Dutch citizen”, as they argued.

The boy explained that it was just a joke and that he and his dad had been afraid last year when a big bomb was thrown onto the field. So that he just sent a message to his dad saying that he made the bomb himself. He said that these were the only 4 sentences where they were talking about the bomb. They have furthermore never talked about it again. Directly afterwards, the police came to his home. The ministry of justice claims that they are not, a so-called, big brother and that they do not derive information unthinkingly. However, the debate has already been started about whether this is going to far or whether this is protection of Dutch citizens.

Source: http://www.nrc.nl/nieuws/2013/10/09/leest-de-politie-mee-met-whatsapp-berichten-d66-stelt-kamervragen

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Homework assignment – Social influence and diffusion

9

October

2013

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After having read all the given articles for this week about social influence and diffusion, I decided to focus on social influence particularly. I found some interesting articles related to the topic. According to Huzar, social influence raises skepticism about whether the information of influential individuals is meaningful and whether it is possible to build models of influence. Referring to the research of Watts, it is not the most influential people, but the people who are easy to influence. Another research shows that roughly 48% of the transfers (information, social or work related), occur among direct online friends, the remainder occur between users that are not friends (Basky, 2009). All of these researches have given new insights in the field of social phenomena and show that your social influence extends way beyond your personal connections.

The two tools that I chose related to this topic, are CrowdBooster and MywebCareer. Both programs are useful tools in measuring your social influence on social network sites. Crowdbooster is a social media statistical program that determines which of your online posts on Facebook, Twitter, LinkedIn and Google+ receive the most interaction and influence among your visitors and it shows your top viewers, commenters and retweeters.

The other tool that I discussed: MywebCareer, analyzes data from Twitter, Facebook, LinkedIn, Quora, web results and from stock markets, to determine one’s personal influential career score. This score is calculated by means of your social media presence and the size of your network. It is a really good tool to create a general picture of your influence within your professional network.

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Should children be protected from social media?

25

September

2013

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Kids as innocent as they are, often have no idea what consequences their social media posts can have. The pictures and status updates they post online, can often get them into trouble. Last year, the Saint Augustine’s college in North Carolina refused to allow a student to participate in its graduation ceremonies due to bad behavior on Facebook. The question that remains is: what can we do about such behavior online? In California, the state happens to have the answer: they want to create a law which gives the youth the legal right to scrub away their online discretions. This law should let children under 18 erase their section compels like: status updates, tweets, pictures and other material.

This raises questions to me such as: if children can delete it from their social media profiles, will it also be deleted from the huge social media databases? Another question which comes up to me and many other critics is: how do social media sites know if a person is really under 18? This means that social media sties need to dig deeper in people’s personal lives. It needs to be sought out my social media websites whether someone is living in a country with such laws. Children will maybe even create profiles where they pretend to already be 18 years old. Although, I cannot deny that it is good that the government is keeping an eye on the social media pressure, I think that there should be better ways to make children and the youth aware of the dangers of social media.

One initiative has been a new concept called: ”speak now: regret later?” which was a congress on the 23rd of September 2013, for the youth between 16 and 25 years old, where a specialized panel discussed how young people can best represent themselves online. The panel also discussed the benefits and pitfalls of social media for young people and their future careers. The organizers of this congress came up with the idea to start a worldwide campaign to teach children as young as 8 to 10 years old at school about social media. Together with proper education from the parents, I think that this has more impact than laws. It’s the teachers, the parents and all people who are in contact with children who have to make children aware of the possible risks they take in using social media.

The majority of the young people who came to the congress said that they had learnt a lot more about social media. Most of them adapted their privacy settings and self-censored accordingly. As someone in a previous blog post wrote: it is more about a mindset change. However, I do think that this in a lot of times is only the case for adults. In my opinion, children and a lot of young people are still very vulnerable for advertisements as well as pressure from the social media websites.

Don’t get me wrong; I do not want to prohibit children to go onto social media websites. Social media has brought so many good things to children as well. I just think that there should be a bit more control and education towards children about the dangers. And as Wolfe Robinson one of the organizers of the congress said:

“My heart bleeds for this generation growing up with their baby photos being posted online by their parents; they are born digital and the rest of their lives will be documented across social media. I fully support the idea for a right to be forgotten, for us not to be judged on comments we made in our youth, but I understand this is probably an unrealistic expectation.”

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sources:                                                                         www.nytimes.com/2013/09/20/technology/bill-provides-reset-button-for-youngsters-online-posts.html?_r=0                                                                                                                              http://www.indexoncensorship.org/2013/09/need-education-social-media/

 

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