{"id":7424,"date":"2015-07-01T05:18:13","date_gmt":"2015-07-01T10:18:13","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=7424"},"modified":"2025-06-17T13:44:19","modified_gmt":"2025-06-17T18:44:19","slug":"rocking-real-time-community-management-with-lissa-duty","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/rocking-real-time-community-management-with-lissa-duty\/","title":{"rendered":"ROCKING Real-Time Brand Management at #RocksDigital"},"content":{"rendered":"<p><a href=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\" size-medium wp-image-7583 alignright\" src=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151-300x300.jpg\" alt=\"Lissa Duty Rocks Digital 2015\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151-300x300.jpg 300w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151-150x150.jpg 150w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151-75x75.jpg 75w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2015\/07\/Lissa-Duty-Rocks-Digital-20151.jpg 600w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>Ignoring social media and review sites is brand suicide &#8211; we&#8217;ve seen it over and over (a quick search for &#8220;Play Dough Extruder Scandal&#8221; will give you a prime example of what happens when you don&#8217;t\u00a0 handle things). Lissa Duty gave us some real talk about Real-Time Brand Management at the Rocks Digital Marketing Conference.<\/p>\n<h2>Brand Management in Response to Conflict or Crisis on Social Media<\/h2>\n<p>A GREAT response to potential controversy is embodied in Groupon\u2019s \u201c<a href=\"https:\/\/www.facebook.com\/Groupon.US\/photos\/a.10150549641330821.427266.60004615820\/10153109542805821\/\" target=\"_blank\" rel=\"noopener\">banana bunker<\/a>\u201d example &#8211; they were prepared for the feedback they were going to get and had someone ready and posting clever responses (seriously&#8230;. read the comments &#8211; Pure Gold!).<\/p>\n<p><span class=\"callout\">So, how should you and your brand deal with potential conflict or an &#8220;already-in-progress&#8221; crisis?<\/span><\/p>\n<ul>\n<li>Create a response<\/li>\n<li>Draft potential scenarios<\/li>\n<li>Get ahead of the negative complaints<\/li>\n<li>Create a digital marketing campaign to dominate keyword searches<\/li>\n<\/ul>\n<h3>Brand Management Before a Crisis Arises<\/h3>\n<p>Better yet, before an incident arises &#8211; Have a DEFINED SOCIAL PROCESS<\/p>\n<ul>\n<li>Research your brand and document all the online accounts related to it<\/li>\n<li>Work to gain access\/claim all of your accounts<\/li>\n<li>Optimize accounts for brand consistency<\/li>\n<li>Clearly define who can register new accounts<\/li>\n<\/ul>\n<p><strong><span class=\"callout\">Managing the Process<\/span><\/strong><\/p>\n<ul>\n<li>Create a schedule for monitoring and responding to brand accounts<\/li>\n<li>Social media account access needs to be centralized<\/li>\n<li>Define who is responsible for monitoring and how often<\/li>\n<li>Define company expectations regarding employee participation on social media<\/li>\n<\/ul>\n<p><strong><span class=\"callout\">Have an Aligned Marketing\/Social Strategy<\/span><\/strong><\/p>\n<ul>\n<li>Define project goals and disseminated to all involved teams<\/li>\n<li>Marketing team works in conjunction with social team<\/li>\n<li>POC responsible for ensuring marketing objectives are aligned across platforms<\/li>\n<\/ul>\n<p><strong><span class=\"callout\">Have Consistent Messaging<\/span><\/strong><\/p>\n<ul>\n<li>Support responses should match across platforms<\/li>\n<li>Website FAQs and online answers consistent<\/li>\n<li>Social and customer service teams need to know what is on the website<\/li>\n<li>Inconsistent answers are a negative customer experience<\/li>\n<\/ul>\n<p><strong><span class=\"callout\">Keep an Eye on Content Sources<\/span><\/strong><\/p>\n<ul>\n<li>Have pre-approved content to share on social media<\/li>\n<li>Designate 3<sup>rd<\/sup> party websites that are approved for posting on social media<\/li>\n<li>Use keyword searches<\/li>\n<\/ul>\n<p><strong><span class=\"callout\">Have a Response Strategy for Both Positive and Negative Responses<\/span><\/strong><\/p>\n<ul>\n<li>Don\u2019t ignore negative feedback<\/li>\n<li>Have an escalation procedure with a POC name and contact information<\/li>\n<li>Make sure account alerts are being emailed to a social media account that is being monitored<\/li>\n<\/ul>\n<p><strong>Bottom line: Have a plan for managing your brand, make sure everyone in your organization is aware of the plan and stick to the plan!<\/strong><\/p>\n<p><em><strong>Do you have stories of how a brand has handled a crisis well or badly?\u00a0 Share it with us below.<\/strong><\/em><\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=ROCKING+Real-Time+Brand+Management+by+%40LissaDuty+%23RocksDigital+2015+%23SMDay&#038;url=https:\/\/www.rocksdigital.com\/rocking-real-time-community-management-with-lissa-duty\/' target='_blank'>ROCKING Real-Time Brand Management by @LissaDuty #RocksDigital 2015 #SMDay<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=ROCKING+Real-Time+Brand+Management+by+%40LissaDuty+%23RocksDigital+2015+%23SMDay&#038;url=https:\/\/www.rocksdigital.com\/rocking-real-time-community-management-with-lissa-duty\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p>To learn more about <a href=\"https:\/\/www.rocksdigital.com\/lissa-duty-community-management\/\">Lissa Duty<\/a>, who is also a co-founder of the event, you can read her full bio on Rocks Digital.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ignoring social media and review sites is brand suicide &#8211; we&#8217;ve seen it over and over (a quick search for &#8220;Play Dough Extruder Scandal&#8221; will give you a prime example of what happens when you don&#8217;t\u00a0 handle things). Lissa Duty gave us some real talk about Real-Time Brand Management at the Rocks Digital Marketing Conference. [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":42752,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[434],"tags":[336,118],"class_list":["post-7424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-live-blogs-rocks-digital-2015","tag-brand-management","tag-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ROCKING Real-Time Brand Management<\/title>\n<meta name=\"description\" content=\"Master real-time brand management with strategies from Rocks Digital. Prepare for crises and optimize your online presence. Call (214) 989-7549 today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rocksdigital.com\/rocking-real-time-community-management-with-lissa-duty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROCKING Real-Time Brand Management at #RocksDigital | Rocks Digital\" \/>\n<meta property=\"og:description\" content=\"Master real-time brand management with strategies from Rocks Digital. Prepare for crises and optimize your online presence. 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