Class Page 1 of 16

Activities
(Student)

BSBCRT301 –
Develop and
extend critical and
creative thinking
skills

SIRXOSM007
Manage risk to organizational reputation in an
online selling

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 SIRXOSM007 - Manage risk to organisational reputation in an online setting
Question 1: What are social media sites?

Social media sites are online platforms that facilitate the creation, sharing, and exchange of user-
generated content, ideas, and information among individuals and groups. These platforms enable
users to connect with others, interact, and engage in various forms of communication such as
text, images, videos, and audio.

Some common features of social media sites include:

1. Profiles: Users typically create personal profiles that contain information about themselves,
such as their name, age, interests, and photos.

2. Connections: Users can connect with other users by sending friend requests, following profiles,
or adding contacts.

3. Posts: Users can create and share content such as text posts, photos, videos, links, and status
updates.

4. Engagement: Social media platforms allow users to like, comment on, and share each other's
posts, facilitating interaction and communication.

5. Privacy settings: Users can often control who can see their posts and information through
privacy settings.

Examples of popular social media sites include Facebook, Twitter, Instagram, LinkedIn, Snapchat,
TikTok, and Pinterest. Each platform may have its own unique features and focus, catering to
different types of content and audiences.

Question 2: List three (3) characteristics of a social media crisis.

Social media crises can take many different shapes, but they usually have a few things in
common:

Quick spread of unfavourable information: One sign of a social media crisis is the quick
distribution of unfavourable information within and outside of the platform. Because social
media is viral, harmful content can spread quickly and quickly reach a large audience.
Because of its quick spread, the crisis may become more difficult for organizations to
contain and manage.
High levels of public interest and participation: Social media crises can prompt a great deal
of user interest and participation, including comments, shares, and reactions. The impact of
the crisis is amplified by the increased visibility and scrutiny, as users publicly voice their
opinions, concerns, and criticisms. The crisis may be exacerbated by this greater
involvement, which would damage the organization's credibility and reputation.

Controlling the narrative can be difficult for organizations in a social media crisis, as they
may find it difficult to successfully alter public opinion. It can be difficult to deliver
accurate information and address stakeholders' concerns when negative content, rumours,
and disinformation obscure official responses and messages. As the organisation tries to

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 rebuild confidence and trust in the public, this loss of control might make the crisis worse
and make it last longer.

Question 3: List some instances of best social media monitoring tools.

Many people consider a few social media monitoring tools to be among the finest because
of their extensive feature sets, intuitive user interfaces, and potent analytics capabilities.
These are a handful:

Hootsuite: With its extensive monitoring features, Hootsuite is a well-known social media
management software. Users can plan posts, interact with followers, keep an eye on several
social media platforms, and review performance data. Hootsuite is a useful tool for
companies of all sizes because of its real-time data and customisable dashboards.
Buffer: Another excellent social media management tool that offers scheduling, analytics,
and monitoring capabilities is Buffer. Through the ability to monitor mentions, comments,
and engagement on many social media networks, users can stay informed and quickly
respond to interactions with their audience.

Sprout Social: Sprout Social is renowned for its feature-rich social media management
tools and user-friendly design. With its monitoring features, customers can keep tabs on
hashtags, keywords, and brand mentions on various social media platforms. Additionally,
Sprout Social offers comprehensive analytics and reporting to assist companies in gauging
the success of their social media initiatives.
Brandwatch: Brandwatch is a potent social listening tool that lets users keep an eye on
sentiment, trends, and conversations on social media and the internet. Its sophisticated
analytics and data visualisation features enable companies to learn important details about
the tastes and habits of their target market.
Mention: Mention is a social media monitoring platform that offers in-the-moment
notifications for hashtags, keywords, and brand mentions on the internet and on social
media. It helps organizations stay informed and proactive in their social media strategy by
providing capabilities like influencer tracking, competition research, and sentiment
analysis.

Question 4: Explain core characteristics of good social media managers.

The following fundamental qualities of successful social media managers allow them to
successfully navigate the dynamic and quick-paced world of social media:

strategy Thinking: An effective social media manager can create a strategy social media
plan to help the organisation achieve its larger goals by understanding its aims and
objectives. They have the ability to pinpoint target markets, create pertinent content, and
select the best channels for meaningful user interaction.
Creativity is necessary to stand out in the cluttered digital landscape of social media, which
is fundamentally visual and dynamic. An effective social media manager can use creativity
to create eye-catching images, compelling content, and ground-breaking campaigns that
connect with users and increase interaction.

Good Communication Skills: Since social media managers are frequently the public face of
their companies on social media, they must have excellent communication skills. They

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 should be skilled in crafting concise, captivating text, promptly answering messages and
comments, and interacting politely and expertly with users.
Adaptability: New platforms, features, and trends appear on social media on a regular
basis. In order to stay ahead of the curve and maintain the organization's social media
presence relevant and successful, a competent social media manager is flexible and open to
change. They can pick up new skills and tools fast.
Analytical Skills: Effective social media management requires data-driven decision-
making. Competent social media managers can assess campaign success, pinpoint areas for
development, and make necessary adjustments to optimise outcomes over time by
analysing metrics and insights.
Organisational Skills: From content development and scheduling to community
administration and analytics tracking, social media managers frequently juggle a variety of
jobs and responsibilities. To efficiently manage workflows, meet deadlines, and guarantee
that every facet of the social media strategy is implemented, strong organisational abilities
are important.
Focus on the Customer: Social media is all about connecting with people and fostering
relationships. An effective social media manager prioritises the needs and interests of their
followers by soliciting input, resolving issues, and offering helpful tools and material to
improve the user experience.
By embracing these basic characteristics, social media managers can effectively negotiate
the intricacies of the digital ecosystem, develop meaningful connections with their
audience, and drive great outcomes for their organization.

Question 5: Prepare a list of tools that just facilitate with social listening and monitoring process.

The following is a list of tools designed with social listening and monitoring in mind:

Brandwatch: Brandwatch is a potent social listening tool that lets users track trends, keep
an eye on mentions, and evaluate sentiment on the web and in social media.
Mention: Mention tracks brand mentions, hashtags, and keywords in real time on news
websites, blogs, forums, and social media platforms.

Talkwalker: Talkwalker provides social listening and analytics solutions for monitoring
trends, sentiment analysis, and brand mention tracking across blogs, news websites, social
media platforms, and other online sources.
Sprout Social: With Sprout Social's social listening features, customers can watch
keywords, keep an eye on brand mentions, and evaluate sentiment on a variety of social
media platforms.
Hootsuite: Hootsuite provides social media monitoring features, such as the ability to
detect keywords, keep an eye on brand mentions, and interact with users on various
platforms.
Falcon.io: This platform facilitates social listening and monitoring by tracking brand
mentions, sentiment analysis, and conversation monitoring across social media channels.
Sysomos: Sysomos provides social listening and monitoring tools that let users watch
mentions of their brands, evaluate user sentiment, and keep an eye on trends on social
media and other online platforms.
Keyhole: Track hashtags, keywords, and brand mentions on social media and the internet
with Keyhole's social listening and monitoring tools.
BuzzSumo: BuzzSumo provides social listening tools for tracking brand mentions, keeping
an eye on content trends, and examining interaction on various social media channels.

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 Crimson Hexagon (now part of Brandwatch): Crimson Hexagon provides social listening
and analytics solutions to detect sentiment, keep tabs on brand mentions, and examine
discussions on social media and other online platforms.
With the use of these tools, companies and organizations may keep an eye on their online
presence, follow discussions about their name, goods, or services, and obtain insightful
data to guide their social media strategy and decision-making.

Question 6: What is social media analytics?

The process of gathering, evaluating, and interpreting data from social media platforms in
order to draw conclusions and guide decision-making is known as "social media analytics."
In order to gauge the success of marketing efforts, assess the efficacy of social media
initiatives, and comprehend audience behaviour, it entails monitoring a variety of metrics
and performance indicators.

There are many different metrics and data points that are included in social media
analytics, such as:

Engagement: Indicators of user interaction with the material include likes, comments,
shares, retweets, and mentions.
Reach and Impressions: These metrics calculate the quantity of individuals who have
viewed a post or advertisement, offering valuable information about the content's exposure
and possible viewership.
Follower Growth: Monitoring the increase in followers or subscribers over time can be
useful in determining how well engagement and content tactics work to draw in and hold
on to a given audience.
The percentage of people that click on a link or call-to-action inside a post or
advertisement is known as the click-through rate (CTR), and it provides insight into the
content's effectiveness and degree of interest.
Sentiment analysis: Understanding audience attitudes and opinions of a brand or topic can
be gained by examining the sentiment of user comments, mentions, and interactions.
Audience Demographics: Knowing the audience's age, gender, geography, interests, and
behaviours can help you better target and engage different sectors of the population with
content.
Conversion Metrics: Monitoring conversions from social media activity, such as website
visits, sign-ups, purchases, or other desired actions, is helpful in determining how social
media efforts are impacting company objectives and return on investment (ROI).
Competitive Analysis: Keeping an eye on rivals' social media presence and performance
indicators yields benchmarking information and points up areas for development or unique
selling point.
Platforms and tools for social media analytics automate the gathering and examination of
data from a range of social media platforms, offering dashboards, reports, and
visualisations to show trends, patterns, and insights. Businesses and organizations can
improve their social media strategy, make well-informed decisions, and accomplish greater
results in terms of engagement, brand awareness, and commercial objectives by utilising
social media analytics.

Question 7: What is google analytics?

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 Google provides website traffic tracking and reporting through its web analytics service,
Google Analytics. It offers insightful information on user behaviour on websites, which
aids in audience analysis, campaign efficacy evaluation, and online presence optimisation
for website owners and marketers.

Among Google Analytics's primary features are:

Website Traffic Analysis: A multitude of measures, such as visits, pageviews, sessions, and
unique visitors, are tracked by Google Analytics in relation to website traffic. It offers
details on the origins of the traffic, including paid advertising, social media, organic search,
direct traffic, and referral sources.
Audience Insights: Google Analytics provides comprehensive reports on demographics and
interests that shed light on the traits and actions of website users, such as age, gender,
location, hobbies, and devices utilised. By using this data, marketers and content creators
can more effectively target particular audience segments.
Google Analytics keeps track of user behaviour on websites, such as the pages visited, the
amount of time spent on each page, the bounce rate, and the conversion actions that users
do. It assists in determining content engagement levels, popular pages, and possible areas
for website navigation and user experience enhancements.
Conversion tracking: With Google Analytics, website owners may create objectives and
monitor desired behaviours like form submissions, purchases, downloads, and other
actions. It offers conversion monitoring data that demonstrate how well website
optimisation and marketing initiatives work to get intended results.
E-commerce monitoring: Google Analytics offers sophisticated e-commerce monitoring
features for e-commerce websites, giving users access to information about sales, product
performance, transactional details, and purchasing patterns. Businesses can use it to better
understand consumer buying habits and optimise their online store to increase conversion
rates.
Real-Time Reporting: Users can track website activities in real-time, such as active users,
traffic sources, and content engagement, with Google Analytics' real-time reporting
features. It offers quick insights into the results of marketing initiatives, occasions, or
website modifications.
Businesses, marketers, website owners, and developers frequently use Google Analytics to
monitor and evaluate the performance of their websites, enhance user experience, and
optimise marketing campaigns. There are premium and free versions available, with the
free version having sufficient analytics features for the majority of small to medium-sized
websites.

Question 8: List some ways to positively respond to negative feedback or comments.

It's critical to respond positively and constructively to criticism or comments on social

media in order to preserve your brand's reputation and build strong bonds with your
audience. The following are some efficient ways to reply:

Acknowledge the Feedback: To begin, thank the individual who brought the feedback or
comment to your notice. Resolving their problems demonstrates to them that you are
paying attention and value their input.
Offer an Apology and Show Empathy: Express regret for any trouble or dissatisfaction that
the individual may have had, especially if the criticism is true or if they had a bad

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 experience. Show that you are concerned about their worries by expressing empathy and
compassion for their viewpoint.

Assume Responsibility and Ownership: Assume accountability and ownership for any
errors or problems that have arisen. Refrain from assigning blame or offering justifications.
Being accountable demonstrates your dedication to fixing the problem and making things
better.
Provide a Solution or Resolution: Provide a solution or resolution to meet the person's
issues, depending on the type of feedback you received. This could entail giving a refund,
exchanging a product, giving a discount, or making the necessary corrections. Take the
initiative to develop a solution that meets the person's needs and demonstrates your
dedication to their fulfilment.
Keep the Conversation Private: Tell the person to get in touch with you privately via email
or direct messaging if the feedback needs more discussion or resolution. This enables you
to discuss the matter in private and more intimately, away from prying eyes.
Retain Professionalism and Courtesy: Always react in a professional and polite manner,
regardless of the tone or content of the critical comments. Refrain from arguing or getting
defensive because doing so could make the matter worse. Maintain composure, civility,
and calmness in all of your dealings.
After responding to the unfavourable comments, get in touch with the person again to
make sure the problem has been handled to their satisfaction. Follow up with them again to
find out if they have any further questions or comments. Following up demonstrates your
commitment to providing excellent customer service and your appreciation for their
feedback.

Question 9: List different types of customer responses.

Responses from customers might differ greatly based on the circumstances, background,
and personal preferences. The following are a few categories of client feedback:

Positive Reaction: When a customer is pleased with a good, service, or encounter, they
may react favourably. Expressions of thanks, praises, praise, and referrals to others are
examples of positive reactions.
Negative Response: On the other hand, if a consumer is unhappy, let down, or exasperated
with a good, service, or encounter, they could react badly. Refund or reimbursement
demands, criticism, complaints, and unhappiness are examples of negative responses.
Constructive Feedback: Some clients may offer suggestions that businesses can use to
enhance their offerings in terms of goods, services, or operational procedures. Rather than
just voicing displeasure, constructive criticism frequently focuses on areas for change and
is actionable, explicit, and thorough.
Emotional Reaction: When interacting with a firm, customers may react emotionally and
communicate their sentiments. Emotional reactions can be anything from rage, frustration,
and disappointment to joy, excitement, and enthusiasm.
Customers may occasionally give a neutral answer that doesn't convey any significant
positive or negative emotions. A lack of strong feelings or emotional commitment to the
good, service, or experience may be indicated by neutral replies.
Indirect Response: Rather of directly expressing their views or sentiments, customers may
give indirect reactions by their behaviours, actions, or non-verbal cues. Returning an item,
stopping a service, or giving up on a purchase are examples of indirect responses.

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 Silent Response: Rarely, clients may decide to remain silent out of indifference or a desire
to stay out of dispute or confrontation. It might be difficult for organizations to understand
and handle silent answers in an effective manner.
Businesses may improve their ability to predict, evaluate, and react to customer feedback
and interactions in a way that promotes positive connections and raises customer
satisfaction by having a greater understanding of the many sorts of responses from
customers.

Question 10: How can you communicate effectively with your customers?

In order to resolve issues, foster goodwill, and deliver top-notch customer service, effective
communication with clients is crucial. The following are some essential techniques for
productive customer communication:

Active Listening: Pay close attention to the worries, enquiries, and comments made by
your clients. Asking clarifying questions, showing empathy and understanding, and paying
attention to what they are saying are all examples of active listening.
Be Alert: React as soon as possible to messages, feedback, and questions from customers.
In order to promptly address their needs and concerns, try to respond in a way that is both
helpful and timely.

Employ Concise and Clear Language: Speak in a clear, succinct manner that is
understandable to your audience. Steer clear of jargon, technical phrases, and too
complicated wording that could turn off or confuse clients.
Customise Your Communication: Address each consumer by name, take note of their
unique needs and preferences, and adjust your message to suit their needs. Customisation
gives clients a sense of worth and comprehension.
Be Understanding and Empathetic: Be sensitive and empathetic towards the worries,
annoyances, and experiences of your clients. Even if there isn't an immediate solution,
acknowledge their emotions and give them a sense of validation for their worries.
Offer Guidance and Support: Offer practical solutions and assistance to help customers
resolve their issues or achieve their goals. Be proactive in offering assistance and going
above and beyond to meet their needs.
Maintain Professionalism and Courtesy: Maintain a professional and courteous demeanor
in all customer interactions, even when faced with difficult or challenging situations. Avoid
becoming defensive, argumentative, or dismissive.
Follow Up: Follow up with clients after resolving their issues or inquiries to guarantee their
satisfaction and handle any other concerns they may have. Following up indicates your
dedication to customer care and helps create trust and loyalty.
Seek Feedback: Encourage customers to submit feedback on their experiences with your
product or service, and use this feedback to find areas for improvement and make required
adjustments.
Use several Communication Channels: Offer several communication channels for
customers to reach out to you, such as phone, email, live chat, social media, or self-service
choices. Offer smooth, dependable assistance through all channels.
Through the use of these techniques, organizations may foster strong customer
relationships, communicate with customers efficiently, and provide excellent customer
experiences.

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 Question 11: List some ways to reduce customer service response time.

Improving client satisfaction and prompt assistance require shorter response times from
customer care. Here are a few practical strategies for obtaining quicker reaction times:

Use chatbots or automated responses to respond to consumer enquiries and give prompt
answers to frequently asked concerns or problems. While waiting for a human agent to
react, automated answers can help control consumer expectations and offer prompt
support.
Make Use of Help Desk Software Invest in helpdesk software that monitors response
times, assigns tickets to agents, and simplifies client enquiries. Helpdesk software helps
agents address problems more quickly by automating ticket routeing, giving priority to
urgent enquiries, and giving them access to pertinent data.

Establish Clearly Defined Service Level Agreements (SLAs): Clearly define service level
agreements (SLAs) that specify the desired response times for various kinds of questions or
support channels. Customers should be informed of these SLAs in order to control their
expectations and show that you are dedicated to providing prompt service.
Put Omnichannel Support into Practice: Provide assistance via a variety of channels,
including social media, live chat, email, phone, and self-service choices. By implementing
omnichannel support, clients can communicate via the channels of their choice and get
prompt responses on any platform.
Set Priorities for Tickets: Rank consumer enquiries according to their urgency, complexity,
or current state. Identify high-priority concerns that need to be addressed right away and
make sure they are by using ticket tagging or categorisation.
Train and Empower Agents: Provide comprehensive training to customer support agents to
equip them with the skills, expertise, and resources to resolve inquiries efficiently.
Empower agents to make quick decisions and escalate situations when necessary to
minimize reaction delays.
Streamline internal procedures and workflows to cut out pointless stages and minimise
bottlenecks in the customer service process. This will optimise workflows. Determine
which inefficiencies are causing the reaction times to lag and take appropriate action.
Provide Options for Self-Service: Offer self-service resources like knowledge bases, FAQs,
and tutorials so that clients may resolve common problems or enquiries on their own. Self-
service alternatives can cut down on the number of questions and free up agents' time to
work on more difficult problems.
Track and Examine Performance: To find opportunities for improvement, keep an eye on
response times, ticket volumes, and customer satisfaction data on a regular basis. To find
trends, patterns, and places where response times might be streamlined, analyse
performance data.
Invest in Scalable Solutions: Make an investment in scalable customer support systems that
can handle increasing amounts of queries without compromising service quality or
response times. As your company grows, scalable solutions can maintain constant
performance and adjust to changing needs.
Businesses can effectively lower response times for customer service, increase
productivity, and improve the overall customer experience by putting these techniques into
practice.

Question 12: How can you handle impatient behaviour of your customers?

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 The following techniques can be used to deal with impatient clients:

Remain Calm and Patient: Remain serene and calm even in the face of anger or
dissatisfaction from the consumer. De-escalating the issue and giving the consumer
confidence that their problems are being taken seriously can be accomplished by
responding patiently and understandingly.
Recognise Their Emotions: Acknowledge the customer's frustration and impatience by
validating their feelings. Sayings like "I apologise for the inconvenience" or "I understand
that you're feeling frustrated" can demonstrate empathy.

Listen Carefully: Engage in active listening by giving the customer's problems your whole
attention and allowing them to fully express themselves. Encourage them to express their
viewpoints and refrain from interrupting or discounting their worries.
Show Empathy and Apologise: Show the customer that you understand their predicament
and are sorry for any trouble or annoyance that they may be feeling. Expressing genuine
regret helps alleviate stress and demonstrate to the client your dedication to finding a
solution.
Have Reasonable Expectations: Give the consumer realistic timeframes for when you will
address their concerns and be upfront about the procedures you will take to do so.
Controlling the client's expectations can aid in averting more annoyance and frustration.
Provide Remedies or Swaps: Provide workable options or solutions to resolve the
customer's problem as soon as you can. Offer options that correspond with their tastes and
needs, and extend help at the earliest opportunity.
Remain Professional and Upbeat: Maintain a positive and professional demeanour
throughout the interaction, even if the customer's impatience lingers. Avoid being
defensive or taking the customer's actions personally, and focus on finding a resolution to
their issue.
Refer to Self-Service Options: If appropriate, send the client to self-service resources like
online guides, FAQs, or tutorials so they can look up the answers to their queries or take
care of their problems on their own. Encouraging the client to assist themselves can help
reduce frustration and impatience.
After the customer's issue has been resolved, get in touch with them again to find out if
they are happy with the solution and to address any unanswered questions. Following up
can aid in reestablishing loyalty and trust with customers and shows your dedication to
their pleasure.
Request Input: Invite the client to share their thoughts on the experience and suggestions
for improvement. Utilise their input to pinpoint areas in need of development and make the
necessary adjustments to avoid reoccurring problems.

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 Question 13: List some important things to include while creating complaints handling policy for your
business.

Creating a comprehensive complaints handling policy is essential for addressing customer

concerns effectively and maintaining customer satisfaction. Here are some important elements to
include in a complaints handling policy for your business:

Purpose and Scope: Clearly define the purpose and scope of the complaints handling policy,
including which types of complaints it covers, who is responsible for handling complaints, and the
objectives of the policy.
Definition of a Complaint: Provide a clear definition of what constitutes a complaint, including
specific examples of issues or concerns that customers may raise.
Complaints Handling Process: Outline the step-by-step process for handling complaints, from
initial receipt to resolution and follow-up. Specify how complaints will be logged, prioritized,
investigated, and resolved within a reasonable timeframe.
Responsibilities and Roles: Clearly define the roles and responsibilities of employees involved in
the complaints handling process, including frontline staff, customer service representatives,
managers, and any other relevant parties. Clarify who is responsible for acknowledging,
investigating, and resolving complaints, as well as any escalation procedures.
Communication Channels: Specify the communication channels through which customers can
submit complaints, such as phone, email, online forms, or in-person. Provide clear instructions on
how customers can access the complaints handling process and whom to contact for assistance.
Timelines and Targets: Establish realistic timelines and targets for responding to and resolving
complaints. Define service level agreements (SLAs) for acknowledging complaints, investigating
issues, providing updates to customers, and reaching resolutions within specified timeframes.
Confidentiality and Privacy: Ensure that customer complaints are handled with confidentiality and
respect for privacy. Outline procedures for handling sensitive information and protecting
customer data in accordance with relevant privacy regulations.
Recording and Reporting: Establish procedures for recording and documenting complaints,
including relevant details such as the nature of the complaint, customer information, actions
taken, and outcomes. Implement reporting mechanisms to track complaint trends, identify
recurring issues, and measure performance against targets.
Customer Feedback and Follow-Up: Outline procedures for gathering feedback from customers
about their complaints handling experience and using this feedback to improve processes and
services. Establish protocols for following up with customers after their complaints have been
resolved to ensure satisfaction and address any remaining concerns.
Continuous Improvement: Emphasize the importance of continuous improvement in the
complaints handling process. Encourage employees to identify opportunities for improvement,
share best practices, and participate in training and development to enhance their skills in
managing customer complaints effectively.

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 Class Activities:
Activity 1:
Social media is ruling the world of advertisements. In this activity, you are supposed to manage risk to
organisational reputation in an online setting. Use the space given below and answer the following
questions:

 What are some main risks associated with social media and online presence?
 Identify main advantages and disadvantages of having efficient social media crisis
management.
 Who are the main stakeholders involved in accomplishment of this task?

Main Risks Associated with Social Media and Online Presence:

Reputation Damage: Negative comments, reviews, or posts on social media can tarnish a company's
reputation and credibility, leading to loss of trust among customers and stakeholders.
Viral Misinformation: False or misleading information about the organization spread rapidly on social
media platforms, causing confusion, panic, and reputational harm.
Customer Complaints Escalation: Social media provides a public platform for customers to voice their
complaints and frustrations, which, if mishandled, can escalate into full-blown crises and damage the
company's reputation.
Data Breaches and Privacy Concerns: Mishandling of customer data or security breaches on social
media platforms can result in privacy violations, regulatory penalties, and reputational damage.
Brand Hijacking: Unauthorized individuals or competitors may impersonate the company on social
media, spreading misinformation or damaging content under the guise of the organization's identity.
Main Advantages and Disadvantages of Efficient Social Media Crisis Management:

Advantages:

Reputation Protection: Efficient crisis management can help mitigate the impact of negative incidents
on the organization's reputation, limiting reputational damage and restoring trust among
stakeholders.
Quick Response: With a well-prepared crisis management plan, the organization can respond
promptly to crises as they arise, minimizing their duration and impact on the brand.
Stakeholder Engagement: Effective crisis management provides an opportunity to engage with
stakeholders, address their concerns, and demonstrate transparency and accountability, thereby
rebuilding trust and loyalty.
Disadvantages:

Resource Intensive: Implementing an efficient crisis management strategy requires significant

resources, including time, manpower, and financial investment, which may strain organizational
resources.
Negative Publicity: Despite efforts to manage the crisis, the organization may still face negative
publicity and ongoing media scrutiny, which can prolong the crisis and damage the brand's reputation
further.
Reactive Approach: Crisis management often involves a reactive approach to addressing issues as
they arise, rather than proactively preventing them, which may lead to a perception of incompetence
or unpreparedness.
Main Stakeholders Involved in Accomplishment of this Task:

Senior Management: Responsible for setting the tone and direction of crisis management efforts,
allocating resources, and making key decisions during a crisis.

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 Public Relations and Communications Team: Tasked with crafting messaging, managing media
relations, and communicating with stakeholders to mitigate reputational damage and restore trust.
Legal and Compliance Team: Ensures that crisis responses adhere to legal and regulatory
requirements, minimizes legal risks, and protects the organization's interests.
Customer Service Team: Handles customer inquiries, complaints, and feedback on social media
platforms, providing timely and empathetic responses to address concerns and maintain customer
satisfaction.
Social Media Managers: Monitor social media platforms for potential crises, engage with
stakeholders, and coordinate response efforts to mitigate reputational damage and restore trust in
the organization.
By effectively managing risks associated with social media and online presence, organizations can
protect their reputation, maintain stakeholder trust, and minimize the impact of crises on their
business operations.

Activity 2:
in this activity you are required to establish processes for monitoring customer commentary, feedback
and criticism. You can use the space given below to answer the following questions:

 Identify methods to monitor audience performance.

 What kind of best social media monitoring tools will you use to accomplish this task?
 Who is responsible for monitoring customer commentary?

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 Methods to Monitor Audience Performance:

Social Media Listening Tools: Utilize social media monitoring tools to track brand mentions, keywords,
and hashtags across various social media platforms. These tools can help you monitor audience
sentiment, engagement levels, and trends related to your brand.
Website Analytics: Use website analytics tools such as Google Analytics to track user behavior, traffic
sources, and conversion metrics on your website. Analyzing website data can provide insights into
audience demographics, interests, and preferences.
Surveys and Feedback Forms: Implement surveys, feedback forms, or customer satisfaction surveys
to collect direct feedback from customers. These methods allow you to gather qualitative insights into
customer opinions, preferences, and satisfaction levels.
Online Reviews and Ratings: Monitor online review platforms, such as Yelp, Google Reviews, or
industry-specific review sites, to track customer reviews and ratings. Pay attention to both positive
and negative reviews to identify areas for improvement and address customer concerns.
Social Media Engagement Metrics: Track engagement metrics on social media platforms, including
likes, comments, shares, and mentions. Analyzing engagement data can help you understand which
types of content resonate with your audience and drive interaction.
Best Social Media Monitoring Tools:

Hootsuite: Hootsuite is a comprehensive social media management platform that offers social
listening features to monitor brand mentions, track keywords, and analyze sentiment across multiple
social media channels.
Sprout Social: Sprout Social provides social media monitoring tools to track brand mentions, analyze
sentiment, and monitor conversations across various social media platforms.
Brandwatch: Brandwatch is a powerful social listening tool that offers advanced analytics and data
visualization capabilities to track brand mentions, analyze sentiment, and monitor trends across social
media platforms and the web.
Mention: Mention is a real-time social media monitoring tool that allows you to track brand mentions,
monitor keywords, and analyze sentiment across social media channels, news sites, blogs, and forums.
Buffer: Buffer offers social media management and analytics tools, including social listening features
to monitor brand mentions, track keywords, and analyze engagement across multiple social media
platforms.
Responsibility for Monitoring Customer Commentary:

The responsibility for monitoring customer commentary typically falls under the purview of the social
media team or customer service team within the organization. However, depending on the size and
structure of the organization, other departments such as marketing, public relations, or product
development may also be involved in monitoring customer commentary and feedback. It's essential
to establish clear roles and responsibilities and ensure effective communication and collaboration
among team members to monitor customer commentary effectively.

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 Activity 3:
In this activity, you are required to discuss various strategies to improve your social listening and
monitoring process.

Here are various strategies to enhance your social listening and monitoring process:

Define Clear Objectives: Clearly define your goals and objectives for social listening and monitoring.
Determine what insights you hope to gain, such as understanding customer sentiment, identifying
emerging trends, or monitoring competitor activity.
Select Relevant Keywords and Topics: Choose relevant keywords, hashtags, and topics to monitor
based on your objectives. Include brand mentions, industry terms, product names, competitor names,
and relevant hashtags to ensure you capture a comprehensive range of conversations.
Utilize Advanced Filters and Boolean Search: Take advantage of advanced filters and Boolean search
operators in social media monitoring tools to refine your search queries and filter out irrelevant noise.
This helps focus on the most relevant conversations and improve the accuracy of your monitoring
process.
Monitor Multiple Channels: Monitor conversations across various social media platforms, including
Twitter, Facebook, Instagram, LinkedIn, YouTube, forums, blogs, news sites, and review platforms.
Each platform offers unique insights into audience behavior and preferences.
Monitor in Real-Time: Set up real-time alerts and notifications to monitor brand mentions and relevant
conversations as they happen. This allows you to respond promptly to emerging issues, engage with
customers in real-time, and capitalize on opportunities as they arise.
Segment and Analyze Data: Segment your social listening data based on different criteria, such as
demographics, location, sentiment, and engagement level. Analyze the data to identify patterns,
trends, and insights that can inform your marketing strategies and decision-making processes.
Engage with Your Audience: Actively engage with your audience by responding to comments,
mentions, and messages in a timely and personalized manner. Engaging with your audience not only
strengthens relationships but also provides opportunities to gather feedback and insights directly from
customers.
Monitor Competitor Activity: Keep tabs on competitor activity and industry trends by monitoring their
social media presence, content strategy, and engagement metrics. Analyze their strengths and
weaknesses to identify opportunities for differentiation and improvement.
Integrate Social Listening with Other Data Sources: Integrate social listening data with other sources
of customer data, such as CRM systems, website analytics, and customer feedback surveys. Combining
data from multiple sources provides a more comprehensive view of customer behavior and
preferences.
Continuous Learning and Adaptation: Stay informed about changes in social media platforms, industry
trends, and consumer behavior. Continuously evaluate and adapt your social listening and monitoring
strategies to ensure they remain effective and aligned with your business goals.
By implementing these strategies, you can enhance your social listening and monitoring process, gain
valuable insights, and better understand your audience, industry, and competitive landscape.

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 Activities 1-3
Answer may vary but student must address the questions according to the following resources:

 Learner Guide
 PowerPoint presentation
 Self-study Guide
 Live Training sessions and discussions with trainers/assessors

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