All in Moderation Community Care and Response Through Social Media - - PowerPoint PPT Presentation

All in Moderation

Community Care and Response Through Social Media

Bart Hipple

Assistant Director University of Maryland Dining Services bhipple@umd.edu

Cara Fleck Plewinski

Assistant Director for Marketing and Communications Department of Transportation Services fleckc@umd.edu

Danielle Tarr

Social Media Manager Strategic Communications dtarr3@umd.edu

The Power of Listening

Monitoring

• Check notifications, mentions

and messages

• Determine responses to

questions

• Identify frequently asked

questions and prepare responses in advance

• Develop preemptive messaging

Listening

• Track relevant keywords and

hashtags and monitor sentiment

• Identify influencers in relevant

conversations

• Identify opportunities for

engagement

• Escalate negative conversation

for potential action

Asking for Help

• Establish:

○ Who will monitor messages? ○ What messages can that person answer independently? ○ What responses would need further review?

• Develop process to escalate urgent messages as needed
• Does your unit have a centralized social media presence, or many different

accounts? How will that affect your response processes?

Moderation: Community Guidelines

brand.umd.edu/socialmedia.html

When to Reply and When to Let it Go!

Reply if…

• You can provide a solution or direction.
• You believe the conversation will be

constructive. Let it go if…

• You’ve tried and they won’t accept your

help.

Prepping Your Reply

• Confirm the person is affiliated with and/or

referring to the University of Maryland.

• Be empathetic.

○ “...that’s not what we like to hear.” ○ “...we’re sorry this happened.”

• If mentioning another unit, coordinate.
• Provide direction or a solution.

Public vs. Private Response

Public if…

• Others will benefit from your reply.
• You have a simple response.
• Your reply will end the conversation.

Public vs. Private Response

Private if…

• Feedback pertains to an individual

circumstance.

• You need to collect confidential info

and/or many details. Private responses can still become public!

When it Gets Complicated

Some questions/comments worth addressing publicly might require complicated explanations.

• Consider the platform.
• See if others answer for you.
• Answer broadly, then redirect to

customer service or relevant resource online.

Questions?