Avoid Becoming Social Media Roadkill: Top Ways to Combat Negative Word of Mouth. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics. Presented by Travis Murdock

1. Avoid Becoming Social Media Roadkill Travis Murdock, vice president Edelman

2. Vice president at Edelman Past president for PRSA Silicon Valley 14 years PR and marketing experience Clients in technology and non-profit organizations Travis Murdock

3. Case Study: Killer Community Situation: Start-up with a fast-growing community Small marketing and support team Company moves from free to paid service Community is outraged Solution: Respond to each thread and conversation in 15 minutes Identify dissatisfied members Invite them to join Community Board

4. Case Study: Pay for Play Situation: Inadvertently offered to pay journalists for Tweets Community responds negatively online Solution: Executive promptly publishes apology Each influencer is contacted by executive Team responds to each Tweet with apology With 48 hours bloggers had updated their stories with the apology

5. No Fake Friends Social media is not a campaign, its your customer (blog) Engagement takes years Fight the urge to get fake friends Respond to every Tweet (slides) Loic Le Meur, CEO Seesmic

7. Public Engagement “In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…” Thomas Friedman

8. Top-Down Government Employees NGOs Investors Conversation Talk Consumers Retailers Mainstream Media Digital Media Bottom-Up Image credit: Edelman

9. Transparent Talking Employees are your most credible source Influencers are now your customers

10. Authentic Conversations Build real fans Listen carefully Develop a personality

11. Strength Training Use social media Twitter Facebook Create or curate content Share videos, blogs, photos Curate the best of the web and share with followers “When your content runs out, so does your social media audience,” said Paul Dunay.

12. Travis Murdock Contact: travis.murdock@edelman.com Mobile - +1 650-740-6055 Twitter -@travismurdock Blog - http://blog.travismurdock.com LinkedIn