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Social media rules of engagement : why your online narrative is the best weapon during a crisis /
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 w...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Milton, Qld. :
John Wiley and Sons Australia, Ltd,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- 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 fans3 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 segmentationPsychosocial 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 SnapchatThe 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 failWhite 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.