How can you avoid becoming the next big #PRFail?
The way we consume information has fundamentally changed, and now there are more people listening than ever.
Social Media Rules of Engagement gives you the tools you need to avoid scandal, manage a crisis, influence audience response and take ownership of your online narrative. The success of your organisation could depend on it. Through first–hand experience, leading social media crisis communicator Nicole Matejic demonstrates how to save yourself and your organisation from disaster.
Social Media Rules of Engagement shows you:
- how to plan for a social media crisis before it happens
- what to do, and not do, in crisis communications
- how to make big social media data work for you
- why social media influence is the currency of the future.
Whether you work in the private or public sector, in military strategic communications, information operations, public affairs, crisis and issues management or corporate affairs, this book shows you how to manage your social media presence so your #PRFail doesn′t manage you.
Author note xi
Part I: Rules of engagement 1
1 Social media crisis communications: a seismic shift in the risk profile 3
2 Ready, aim misfire: why you must be social media data savvy 13
3 The hurt locker: getting inside is easy; escaping an art 27
4 Mission recon: why knowing your audience is critical to success 45
5 Classified: is your enemy an adversary or an opportunity? 55
6 Socially transmitted disasters (STDs): The Clap (#PRFail) is now more contagious than ever 71
7 Target acquired: social engineering and what it means for you and your organisation 89
8 Social media information operations: much more than military propaganda 97
9 Lie to me: why you can t fool your social media audience 113
10 Lessons from an inferno: how to be a #SocialFirefighter® 123
11 The social grapevine: why seeing shouldn t always be believing on social media 139
12 From battlefield to boardroom: the art of social media influence 149
Part II: The plan is to have a plan before you need a plan 159