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Strategic Services Global Trend Round Up: 25th July 2024
Discover the latest TikTok trends and world events on this week's trend report!ViewsSign in to react to this postCommentsCMAD Resources You Can Use
January 24th will soon be upon us, and with it, the ever-awesome CMAD. As community managers, we’re always on and immersed in the communities we moderate. The threat of burnout is real, and so is the need for time to rest, recover, and (most of all) put ourselves and our health first. That’s what makes Community Manager Advancement Day so important - because while these practices should happen daily, it’s important for us as a group to focus on advancing ourselves first and foremost. In recognition of the amazing work you do day-in and day-out with your own communities, we at Khoros have once again gathered up-to-date resources you can use - today, right now - to advance yourself. Use them to grow your community management skills, while giving yourself some inner peace and calm. Getting Started Read the Community Manager Burnout blog, with some time-management tips that every social media and community manager should know. Our Favorite Strategy Guides & How-Tos The High Cost of Low Agent Retention + NEW AUDIBLE VERSION [Podcast] Becoming a Leader of Organizational Change Khoros Expert Opinion on Change Management Starting Out on the Community Journey Unlocking Community Engagement Planning for the Future & Growth of Your Community Inspiration & Case Studies How the SAP Concur community team used customer input to pivot fast How we use Khoros Bot to increase leads and community registrations How Jawwy doubled digital care volume, cut costs, and raised CSAT 4 Examples of Great Online Communities and What Makes Them Work 4 brands who drive real value with their online communities Taking Care of Yourself How to avoid burnout as an “always-on” community manager Avoiding holiday burnout for community managers I'm a social media marketer — Here's how I avoid burnout Brands and Mental Health: How to show authentic advocacy online Industry News & Insights Strategic Services Weekly Trend Report Reviewing Foundations (Atlas Login Required) Community Learning Articles Training Videos Social Media Learning Articles Training Videos Finally, if you get a moment, don’t forget to check out the latest articles from the CMX team, who are putting together their own resources for CMAD. Is anything missing from this list? Please let us know, and share your favorite CMAD resources below.ViewsSign in to react to this postCommentsHow to Proceed with your Brand: US Capitol Crisis
Unimaginable. Unprecedented. Unbelievable. Those are the words still reeling through many of our minds as we think back to the events that took place yesterday. As we try to come to terms with the chaos, we are left wondering what, if anything, should be done across social media and digital channels. Should paid advertising resume? Should a statement be issued? Should organic content still be paused? It’s safe to say that we haven’t re-entered a “business as usual” approach. At this time, it’s incredibly important to monitor conversations that are unfolding on and outside of your owned channels. Sensitivities are high and the likelihood of content being misinterpreted and/or misconstrued is just as high. Given the current climate, we would recommend continuing to pause organic and paid content through the end of the day and then taking a day-by-day approach to evaluate whether or not it makes sense to resume publishing. Knowing that the rest of the month could bring about more sensitivities, it’s important to consider your brand’s place in this conversation — if any. Below are a few things you can do now to adjust your strategy and plan for the future: Understand responses to other brand posts Evaluate how messaging reinforces your brand mission and purpose Leverage social listening to inform your content and response strategy Assess when paid advertising makes sense Establish a moderation rubric Brand engagement and reactions from consumers Over the past 24 hours, there have been several brands that have posted statements about the crisis that took place in Washington D.C., calling for a peaceful transition of power and denouncing the violence experienced at the US Capitol. Generating mostly negative replies, consumers have accused brands of being inauthentic, mentioning “No statements like this, past few years though? #hypocrites,” as well as opportunistic “How do I cancel my card? What happened in DC was disgusting... but so is corporate America looking to capitalize on it.” Additionally, consumers are calling out brands that have the ability to do something about it: “So you’re going to pull PAC money from the lawmakers who enabled this, right? Because I don’t think anyone still has an appetite for performative tweets when you have the power to actually do something.” Before publishing a statement, consider how the message ties into your brand values. While brands may feel pressure to condemn the events at the US Capitol yesterday, the country is still processing and tensions are high. Being quick to publish a statement across your owned social channels may come across as reactive and inauthentic to your community; especially if this is the first time that your brand is entering the political arena. If publishing a statement is something that you are strongly considering, we recommend ensuring that: Your brand was directly mentioned as a part of the events, specifically in the news cycle. Your brand was actively involved in encouraging Americans to participate in the 2020 Election. Your brand actively participates in political conversations and/or social justice issues and has done so consistently. You are prepared for any and all negative comments, how to handle them, and which internal stakeholders need to be involved in decision making. Continue to monitor conversation and take content day-by-day over the next two weeks leading up to the inauguration. Make sure that you have the right listening protocols and queries in place so that you can best understand how audiences are feeling. This will enable you to make more informed decisions in real-time regarding your content approach. A sample search string in Khoros Intelligence to help you identify ANY connection of your brand name with the events from yesterday to perform crisis management response if necessary: (“brand name” OR @”brand name”) AND (capital OR capitol OR DC OR “occupy the” OR “storm the capitol” OR evacuation OR lockdown OR “lock down” OR “under attack” OR ((DC OR washington) AND riots OR terrorists OR protesters OR protestors OR occupy OR occupied OR evacuate OR evacuating OR evacuated OR “Locked down” OR lockdown OR “lock down” OR “only 13” OR “even Twitter” OR “twitter for 12” OR “delete his account” OR deletehisaccount OR “stop the steal” OR stopthesteal)) If you do decide to resume publishing, we recommend setting up queries within Khoros Intelligence or a listening platform to understand if any of your content is generating negative reactions among community members outside of your owned channels. Remember, just because it isn’t happening on your owned channels doesn’t mean it isn’t happening. It’s better to err on the side of caution. For your owned channels, we recommend creating Tags in Khoros Care or Labels in Khoros Marketing to appropriately categorize content. You can learn more about how to do that here. Continue to hold on paid advertising for US audiences through the end of the week. At this time, the brand risk associated with continuing to run paid ads is high as ads can come across as inappropriate while the majority of social conversation is centered elsewhere. Continuing to pause paid advertising will help to clear the way for consumers to easily access news information in their feeds. Review all national and global campaigns and pause all paid efforts across all social channels for US audiences until it is determined that brand risk has subsided and social conversation has calmed. Evaluate public reception and sentiment regarding company actions or statements prior to resuming paid advertising. Prior to resuming paid advertising review all post copy and creative to ensure the content is not tone deaf or insensitive to the current social climate. Before resuming moderation, establish a moderation rubric that clearly establishes engagement protocols and tone of voice. As consumers continue to process the events of yesterday, frustrations and emotions will be high. Creating a moderation rubric for community managers, moderators, and service representatives can help mitigate brand risk and ensure that internal stakeholders have oversight of ongoing moderation practices. Ensure that teams who engage with customers are equipped with clear guidelines that define if,when, and how they should be engaging with customers. If your brand has chosen to make a statement about the event, consider drafting FAQs for community managers and service representatives to utilize in moderation. Establish a clear direction for tone of voice. While your brand may typically have a light-hearted or carefree tone, consumers may not respond to that tone well in the current climate. Continue to monitor community sentiment to determine if and when it’s appropriate to shift back to brand love engagements. Please reach out to your Khoros point of contact with any additional questions or concerns.ViewsSign in to react to this postCommentsManaging your brand during a crisis
As we’ve learned over the past year, a crisis can occur at any time. Being prepared for a crisis, be it political, social, public health-related, or something else we can’t imagine yet, is essential. Your brand will be stressed no matter what -it's best to eliminate the stress you can control, rather than come at it flat-footed. While below are some helpful tips, it’s critical to take a day-by-day, or even hour-by-hour approach, and evaluate what next steps make the most sense for your brand as events continue to develop. We recommend consulting your internal legal team to discuss any risks with communications. For more resources or additional advice, don’t hesitate to reach out to your primary Khoros point of contact. Below are our best practices for managing your brand during a crisis. Review owned content within Khoros Marketing Keep a pulse on the conversation using Khoros Intelligence Connect with your service teams and automate processes in Khoros Care Evaluate communication methods in your Khoros Community Involve the right stakeholders Helpful links throughout Atlas regarding Crisis Management and Khoros Review Owned Content within Khoros Marketing Review all content and adjust or pause as needed. Be mindful of what copy and creative is included within your content as certain words and images can easily be misinterpreted or triggering depending on the current climate. To pause publishing in Khoros Marketing, follow the steps below: Click Company Settings at the top right of the Marketing main window. The Company Settings settings view opens. Select Pause Publishing from the left-hand menu. Click the Pause Publishing button. In the table of initiatives, click the pause icon or activate icon for the initiative that you want to pause or resume. Alternately, click Pause All Publishing to stop all publishing or Resume All Publishing to resume all publishing. Note: Posts that are scheduled to be published during a pause period will be moved to a “Failed to Publish” status at their scheduled publish time. To publish a “failed” post, you must resume publishing for the initiative and then manually reschedule the post. When initiatives are paused, moderation activities remain enabled. You can still reply to and comment on incoming posts. Keep a pulse on conversation in Khoros Intelligence Note: For more information on what you can do in Intelligence, see this article. For a template you can use to update internal stakeholders on conversations surfaced using Intelligence, see this article. Be mindful and stay up-to-date on the current climate. Ensure that you are current on the most recent developments and that you’re pivoting your content and engagement strategy accordingly. Maintain a consistent pulse of key conversation trends on social through proactive and robust social listening, as well as evaluating how competitors are reacting and responding. For example: A sample search string in Khoros Intelligence regarding the incidents at the Capitol could include: (“brand name” OR @”brand name”) AND (capitol OR capital OR DC OR "occupy the" OR "storm the capitol" OR “storm the capital” OR evacuation OR lockdown OR "lock down" OR "under attack") Connect with your service teams and automate processes in Khoros Care Create tags with crisis-specific keywords to categorize and track inbound volume. Automate this process using tags in Khoros Care. Once the tag is applied, care agents can quickly and easily filter their queues to review associated comments and take action or escalate where necessary. When a situation is still developing, adjust priority to ensure associated inbound volume is reviewed by your team. Once a Khoros Care tag is applied to open conversations, create a new priority rule that includes the tag. This workflow will ensure agents review sensitive conversations first. Prioritize your service queues. During a crisis or a sensitive situation, your care and service teams are mission critical. They are the front lines and your eyes and ears for your communities. Make sure they are prepared with the resources they need and aren’t drafting responses in the moment. At this time, we recommend pausing any brand love or regular responses as they can come across as insensitive. As care teams have the best pulse of what your audience is saying, it’s important that they’re sharing a consistent drum beat of feedback and community updates to key stakeholders as well. Use chatbots and automation to provide quick support. As crises develop, make sure any chatbots on your websites or social channels are updated with prevalent information. Prioritize this information in your bot workflows to ensure that chatbot messaging is aligned with any broader brand perspectives being shared. If your team doesn’t currently leverage bots, but is experiencing higher conversations and needs than normal, implement automation workflows to help guide customers with less sensitive issues to pre-existing resources. This will help lessen the load on support agents and ensure that sensitive conversations are being handled quickly. Evaluate communication methods in your Khoros Community To help community members focus on mission-critical information, temporarily pause notification emails to community members by opening a support ticket. Members will still receive user registration, password reset, and email update notifications. If your brand needs to rapidly communicate information and also coordinate customer feedback, it can be a good idea to create a special group hub in your community for this temporary purpose. It is then easy to invite all the appropriate people from your team as well as any vocal or heavily impacted customers and partners. One of the best ways to build trust and strengthen relationships is to be a reliable source of information. For additional information, visit this blog on other ways to use the Communities product in a crisis. Involve the right stakeholders Designate one representative from appropriate teams (e.g. brand marketing, legal, PR/comms, Ops, etc) to form a social media safety net. Not every member will be part of day to day operations, like legal, ops, but it’s important to reach out to them proactively for outgoing content, customer responses, and other activities that are sensitive in nature. In the worst case scenario where you have a crisis, you’ll know who your responders are. Given that a crisis can change quickly, it’s important to remain nimble and flexible. Communication and collaboration are essential. Finally, remember to check in with your teams as they’re navigating the stressors of a crisis. Ensuring they have the resources they need and the space to step away will help keep morale high and lines of communication open. And after any crisis event, consider holding debriefing sessions with your crisis committee to identify what actions and communications worked well, and what your organization can improve upon for the future. Helpful links throughout Atlas regarding Crisis Management and Khoros Care Crisis Unfolding? Here are the steps to take. Managing contests and crises with Response Crisis Management in Khoros Care Servicing Customers in the Face of Crisis [FAQ] Using Khoros Care in a Public Health Crisis Monitoring and Reporting during a crisis for Community Management in the Inbox Practical Strategies To Handle Volume Spikes and Restricted Capacity Playbook: Using Khoros Care in a Public Health Crisis Simple Welcome Responses Khoros Care Lucene Rule for COVID-19 Khoros Care Mobile App Marketing Crisis monitoring within Intelligence? Leveraging Khoros Intelligence to Monitor COVID-19 Using Intelligence to Learn about the Black Lives Matter Social Conversations and Your Brand Six Steps to Intelligence Mastery: Step 4 - Notifications & Digests Intelligence: Crisis management Configure notifications Brandwatch + Marketing Overview Create an unscheduled message Synthesio + Marketing Overview Community Community Product Coaching Session: Crisis Management Best Practices Best Practices for Community Management in a Crisis Khoros Community and Manage View: Crisis Scale The Value of Knowing Your Community’s Value How to Modify Community Moderation in the Covid-19 Crisis Combining Intelligence and Community for Better Engagement Other resources for Community Management in a Crisis Embedding Livestreaming in a Community Presenting community requirements/evaluation criteria to internal stakeholders Helping Clients Remain Productive Sentiment tracking and tweaking Planning Ahead During A CrisisViewsSign in to react to this postComments
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