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We’ll have the transcript for you in the AM and will be back next week, same time, same place. G’night! #commschat

@jgombita Like! It works. I’ve done the process myself… #commschat

FYI #commschat: Power Byte: Utilitarian Influence — Scaling and Managing PR 2.0 Expectations [@IkePigott Interview] http://t.co/MNm6cnBBEy

Almost time to call it a night on #commschat. Many thanks to @jaycoopertweets for his insight and direction tonight. And to all who tweeted!

@jaycoopertweets @jgombita some orgs still wary of SM but staff can be brand advocates. #commschat

@CommsChat most imp thing? Get senior buyin aka have social be part of biz strat. Have customer 1st attitude & social will follow #commschat

Absolutely – but listen first in order to determine what advocacy, content and engagement is appropriate @jaycoopertweets #commschat

@CommsChat Don’t treat social as a broadcast channel, develop & tailor content & approach that engages your audience #commschat

@jaycoopertweets talked to comms friend who works at UN/finds himself time-stretched re: social. “Find out what you can GIVE UP!” #commschat

@Caanz Start with listening, but don’t be fooled that just by listening you win. Advocay, engagement, content all as important #commschat

@jgombita or add social KPIs into job roles…it certainly has increased efficiency at #socbiz companies such as Toyota UK or IBM #commschat

Most important thing to do when using social is listen, then use context and understanding gained to build good relationships #commschat

“@StephenBeynon: @businessgp getting a bit deep there:) #commschat” <- Like to finish with a flourish 😉

@businessgp I agree. To my last point, anybody within an organisation should pick up the (social) ball and run with it. #commschat #socbiz

Integrating social into overall comms strategy def. takes up resources. But perhaps there’s some (paper) channel you can cut back #commschat

@businessgp getting a bit deep there:) #commschat

@CommsChat …but there isn’t really ownership of content. Sales people use the phone different to those in accounts. #commschat

Just a few min left of #commschat. Maybe some last thoughts on most impt thing to do when using social as part of comms strategy? #commschat

Effective digital strategy – including social – underpins communications strategy that in turn supports organisation objectives #commschat

Marketing is not a function. It is the way a business thinks and behaves. #CommsChat

@jaycoopertweets agree completely. As do my colleagues. #commschat

Make social part of the whole – it is not a siloed channel and must be part of entire relationship building strategy. #commschat

@StephenBeynon …I see that social should be viewed in the same fashion, thus be less panicky when emps get out wrong #commschat

Looks like great #commschat tonight guys

@pecangirl @ikepigott you have to remember to include the #commschat hashtag …. c @stackieb @CommsChat

@jaycoopertweets exactly. #commschat

RT @jaycoopertweets: @CommsChat stop using social media as a channel and start embedding across the WHOLE of the business #commschat #socbiz

@jennysolomons well themed. #commschat

@StephenBeynon How many employees at BG have been fired this year for misusing the phone or talking out of turn down the pub…? #commschat

@jaycoopertweets who should take ownership of social? Or should any one team/person? #commschat

Nice! RT @ikepigott Those moments of emotional power are a great opportunity to forge a lasting customer bond. #CommsChat

Social media, a bit like the weather: if it’s likely to be stormy, make sure you’re wearing something waterproof! #commschat

@CommsChat stop using social media as a channel and start embedding across the WHOLE of the business #commschat #socbiz

@CommsChat companies need to get comfortable with more people tweeting and not mind too much when people make mistakes. #commschat

@CommsChat It’s about being where your audience is and knowing why you’re there, who you’re talking to and what you’re saying #commschat

MT @jaycoopertweets: orgs have to BE social and not DO social. Doing social = fear of the platform, fear of the conversation #commschat

RT @GinaBo: T’is exactly why I miss working for him! RT @Polpeo: Really interesting to see @StephenBeynon, MD of British Gas,on #commschat …

RT @jaycoopertweets: @businessgp refer to my earlier answer – wait, see whether advocates have responded on your behalf #commschat

RT @StephenBeynon: @kate_cooper absolutely definitely yes. #commschat We felt we had a duty.

@businessgp refer to my earlier answer – wait, see whether advocates have responded on your behalf #commschat

Final topic: What can companies do improve their comms strategies in order to integrate social more effectively? #commschat

RT @businessgp: Too often we misjudge how quickly we need to respond in #SoMe so place unnecessary pressure on ourselves. #CommsChat

@adamrubins or part of your overall biz strategy. Must align with biz KPIs, otherwise it is sunk. Comms strategies do this well. #commschat

With the ability to reach so many people, companies have to have a method to the madness w/ that much power. #commschat

@CommsChat @jaycoopertweets meaning that social WAS part of the comms mix #commschat

.@jaycoopertweets agree – and I think that lots of organisations have a long way to go to get there, part in public/third sector #commschat

@CommsChat an opportunity to listen and engage with your consumer. Its ultimately part of your communications strategy #commschat

A4 Having a communications strategy with clear objectives is THE critical stepping stone to a #SoMe plan. #CommsChat

@CommsChat …there should be a biz strategy that puts customers first. In many cases, that is being social #commschat #socbiz

@jaycoopertweets Yes, gone are the days of “we must do social” Should just be part of comms mix, #AskBG proves that to an extent #commschat

@CommsChat 1st, there shouldn’t be a social media strategy… #commschat

T’is exactly why I miss working for him! RT @Polpeo: Really interesting to see @StephenBeynon, MD of British Gas,on #commschat tonight.

RT @jaycoopertweets: @CommsChat sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

.@CommsChat groundwork has to be laid a long time before to create trust. Too late to expect them to once the crisis hits #commschat

@stackieb ultimately orgs have to BE social and not DO social. Doing social = fear of the platform, fear of the conversation #commschat

@CommsChat there would have to be a trust and sense of pride in the relationship for them to advocate for you. Or pro quid pro. #commschat

@CommsChat @StephenBeynon yes dont only go in for the campaign engagement. It has to be a long term symbiotic relationship #commschat

@jaycoopertweets @CommsChat not sure that helps in this situation. Almost nobody (as a %) who tweeted understands the facts. #commschat

T4: Why is having a social media strategy important to a business? #commschat

Following #commschat tonight for first time, really interesting, particularly with British Gas pitching in to talk about their Twitter Q&A

@StephenBeynon interesting and was there a scenario plan for the hastag being hijacked or was this unexpected? #commschat

Too often we misjudge how quickly we need to respond in #SoMe so place unnecessary pressure on ourselves. #CommsChat

.@jaycoopertweets @CommsChat absolutely – but so many orgs create so much fear that employees are afraid to speak up online #commschat

@StephenBeynon @CommsChat was going to say the same thing! And not just in a crisis. How do you get v happy clients to speak up?! #commschat

@jgombita @alabamapower true for many orgs. That’s helpful for IC and IR, knowing where your people are having convos already #commschat

@CommsChat @StephenBeynon establish & maintain a long-term relationship with influencers and advocates. #commschat

.@CommsChat @alabamapower accommodates the way that people WANT to receive information. A small percentage is thru social media. #Commschat

RT @StephenBeynon: @kate_cooper absolutely definitely yes. #commschat We felt we had a duty.

@kate_cooper absolutely definitely yes. #commschat We felt we had a duty.

@StephenBeynon @CommsChat Were people really empowered? It’s when conversation doesn’t follow the script that issues can occur. #commschat

@StephenBeynon was it a conscious decision to conduct the Q&A the same day as news broke of the price hike? #commschat

@CommsChat let me know if you find out 🙂 #commschat

@CommsChat do not underestimate the power of employees being advocates online #commschat #socbiz

RT @businessgp: A3 If you don’t have a cohesive strategy you can’t unite departments behind it. #CommsChat

How do you get stakeholders from other orgs, politics, etc to speak up during crisis in your favour #commschat

A3 If you don’t have a cohesive strategy you can’t unite departments behind it. #CommsChat

@CommsChat we had out Twitter team sitting in the middle of our HQ in Staines, right next to senior execs and PR etc. #commschat

@CommsChat @jaycoopertweets i would say internal yes and externally you would focus on an advocate influencer and detractor map #commschat

RT @jaycoopertweets: @CommsChat sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

@CommsChat sometimes your key stakeholders or advocates are within your own building! #commschat #socbiz

@jgombita Hi Judy, what did they do that was noteworthy #commschat

@CommsChat T3 also, conduct a crisis drill where you practice responding to different scenarios #commschat #socbiz

@jaycoopertweets Is that for stakeholders internally and externally? #commschat

Devoted an entire #socialPR column @CommsChat to @ikepigott and his work at @alabamapower. They are ace with social media/storms. #CommsChat

@CommsChat T3 design a stakeholder map identifying key important individuals who will push the agenda forward #commschat #socbiz

@Polpeo I meant shsh 🙂 #commschat

@eiradioshow @jaycoopertweets Or to turn your audience against you irrationally #commschat

@jaycoopertweets absolutely. Sadly in crisis some industries have few friends. #commschat

@CommsChat @kathleen_jones8 if you haven’t built up advocates, you are fighting a losing battle #commschat

@jaycoopertweets Great point. Don’t panic. You don’t want to turn defensive and reactionary. #commschat

Sometimes best approaching is to listen and respond appropriately later. Patience really is a virtue. #CommsChat

T3: How do you create an effective multi-departmental strategy to respond and manage events like this? #commschat Case studies anyone?

RT @Polpeo: Really interesting to see @StephenBeynon, the MD of British Gas, talking about #SocialMediaCrisis on #commschat tonight.

@kathleen_jones8 absolutely right. #commschat

@businessgp yes, but again think about advocates. In BG’s case, there were a lack of advocates to step in and help #commschat

Really interesting to see @StephenBeynon, the MD of British Gas, talking about #SocialMediaCrisis on #commschat tonight.

@kathleen_jones8 Especially if they’re already feeling upset or angry toward a brand #commschat

.@CommsChat absolutely – social in a crisis will always be hard. High emotions, limitations of channels, but better to be there #commschat

@Huttonite and vital to manage those expectations otherwise customers will expect something that’s not viable to run #commschat

people can be a lot more vicious when hiding behind a computer, too. rather than saying things person-to-person #commschat

@adamrubins listening is only the half of it, Yes, start with listening but at some point you must engage #commschat

Like all charged situations it’s always better to listen, consider, then respond in #SoMe situations. #CommsChat

@BrittanyGolob2 get the KPIs & metrics in place – but plan for how to manage an escalation in the situation from an amber warning #commschat

Difficult to use social in highly charged emotive situations when reason & rational thought stretched on both sides. #CommsChat

@laragilchrist @CommsChat And having a presence / profile increases expectations of engagement. Disappointing when only broadcast #commschat

@CommsChat the more conversation you drive, the more you can listen. There is no greater tool within social than listening #commschat

@jaycoopertweets @CommsChat Do you mean what constitutes a crisis? #commschat

@CommsChat it depends on your goal. All businesses that sell to the consumer should have a relationship with their consumer #commschat

Threshold email alerts which tell stakeholders from multiple depts when volume/sentiment of mentions reach critical point #commschat #socbiz

@laragilchrist Hey Lara, don’t forget the #commschat tag if you want to take part in the conversation!

@kate_cooper bet it does. Lot of similarity there. #commschat

Is it difficult to use social in a crisis when your sector is one that is already hard to communicate in, like utilities? #commschat

@StephenBeynon Ive worked with Toyota around their recalls which presents some interesting challenges #socbiz #commschat

.@jaycoopertweets Must be a percentage, not a firm number as it differs per company, right? #commschat

@StephenBeynon @CommsChat You can’t always predict behaviour / response, though. These spaces are still evolving #commschat

@CommsChat In whatever your industry is, what constitutes a high enough volume of mentions to be cause for concern? #commschat #socbiz

@StephenBeynon I am sure that is true. Few understand green levy etc. I think timing of tackling is so critical that’s all. #commschat

@jaycoopertweets so do I. Difficult when you have such personal abuse etc. though. #commschat

@CommsChat have a definition of different levels of social media crisis. #commschat #socbiz

@StephenBeynon I’d be curious to know what how that would be possible. If there’s a test strategy out there. #commschat

@businessgp there’s so little understanding of the facts in this area. #commschat

RT @Maxim_PR: Got to admire @stephenbeynon for joining tonight’s #commschat

@eiradioshow don’t think so. Not completely sure though. #commschat

Hi @StephenBeynon there may also be times where it’s better to just accept sentiment rather than justify own position? #CommsChat

@laragilchrist @CommsChat Esp. if orgs look responsive in these spaces, or there is an active community ready to offer advice #commschat

@StephenBeynon we advocate a WHOLE COMPANY approach to reputation mgt where you activate multiple depts http://t.co/jd4H2aGCqY #commschat

Got to admire @stephenbeynon for joining tonight’s #commschat

@jaycoopertweets it didn’t seem to lack it internally. Bert is a very senior guy. He knows Twitter. He had support. #commschat

@StephenBeynon Did you do anything to test the waters before you launched the hashtag? #commschat

So crisis happens, T2 deals with what you can do about it: How do you develop an appropriate crisis management plan? #commschat

@CommsChat When something a company does adversely affects the majority of its customers, it’s best not to invite comment. #commschat

@StephenBeynon what sprang to mind was a lack of cohesion within BG, pure and simple. #commschat #socbiz

@CommsChat second: we should have used a personal account rather than BG. People less inclined to be abusive to a real person. #commschat

The key is being flexible to what appears in front of you, not trying to control what appears. #commschat

Sorry all, Tweetchat fai. @stephenbeynon, thanks for joining discussion. Do you think customers took advantage of your oppenness? #commschat

@laragilchrist true. Online live chat and call back requests are also popular #commschat

Limited understanding of power of social media re reputation, not knowing how to respond, limited or no social media function #commschat

@laragilchrist yes, it is well known that O2 respond faster on social channels than over the phone. Look at #giffgaff. #commschat

@CommsChat first: we shouldn’t have used a hashtag. No need for it. It acts as a lightening rod and helps weak journalism. #commschat

@adamrubins sometimes you should wait a couple of ours before reacting – your advocates may jump to your defence #commschat #socbiz

@CommsChat many customers are turning to FB and Twitter instead of using email/phone as they are more likely to get instant reply #commschat

@CommsChat after talking to loads of people in different companies, I’d say we’d do 2 things differently next time. #commschat

@somecallme_Jem agreed, look at our Halford’s vs Wiggle article which covers just that. http://t.co/vaw37P1HBM #commschat #socbiz

@CommsChat we felt we had an absolute duty to make ourselves available. #commschat

.@jaycoopertweets A la ‘I shop at Waitrose because’ #commschat

@adamrubins don’t forget there are benefits. Your customers are there, you need a presence. But do it joined up! #commschat

@CommsChat the pitfalls are further damage to your reputation. Large organisations lose sight of the importance of the customer #commschat

@CommsChat customers can hijack the openness to vent their frustration with your organisation #commschat

@CommsChat if you don’t respond to customers then your effectively pushing them into the arms of your competitors #commschat

“@jaycoopertweets: @businessgp or that the biz strategy is completely different to the social strategy #commschat” <- so true

@CommsChat a fundamental mis-understanding of the use/importance of social. In a crisis it’s best to react, not invite criticism #commschat

You should be aware there will be opposition and hijackers and have a strategy in place for when it goes south. #commschat @CommsChat

@CommsChat lack of understanding of what it REALLY takes to engage socially with customers. A bit of box ticking mentality here #commschat

What are the pitfalls of doing something like #AskBG or even not responding effectively to customers on social? #commschat

How to Craft a Tagline That Works http://t.co/65umNbmwVx #business #marketing #commschat via @grotraffic @Beverly_Davis

It seems like a good idea at the time; a “quick” way to gain awareness and followers. #commsChat @CommsChat

RT @jaycoopertweets @businessgp or that the biz strategy is completely different to the social strategy#commschat

@businessgp or that the biz strategy is completely different to the social strategy #commschat

Why do we think an org would do something like invite people to chat via Twitter, w/o having appropriate mechanisms internally? #commschat

The 2nd barrier is a lack of sponsorship from senior management team #commschat #socbiz

A1 There is general no overarching comms strategy so social sits in it’s own world. #commschat

I think often social is not given enough flexibility/authority to make its own decisions in a crisis or not #commschat

A1 Organisationally traditional businesses try to control social media so lose authenticity. #commschat

The 1st barrier is that operating as departmental silos where one hand doesn’t know what the other is doing #commschat #socbiz

Yo yo yo as they say at Christmas time 😉 #commschat

T1:What common strategic and organisational barriers prevent companies effectively responding to social media crisis like #AskBG? #commschat

Our first topic is topical to something on everyone’s mind now that the seasons have officially changed: energy #commschat

Good evening here from blustery Sussex #commschat. Thrilled to be here.

Tonight will be all about social strategy (or lack thereof) so have your questions, thoughts and opinions at the ready #commschat