Persons managing TSD social media accounts must consider the fact that social media is a 24/7 communications environment that must be monitored as well as engaged.
Monitoring
Please note that services such as Facebook and Twitter offer alerts that can inform you when a person has mentioned you, tweeted at you, or posted to your Facebook page. If you are in charge of a School-associated account it is advised that you set up these alerts so that you may be aware of what’s being posted to your page.
An example of the need for monitoring can be found in the case of Qantas Airlines, who has come under fire multiple times in the past for content posted by others. In one case, a commenter posted inappropriate imagery that was then seen by a young child who had visited the brand’s public Facebook page. In another, the company was criticized after a rash of racist commentary appeared on their public Facebook page following a controversial company policy change.
TSD social media account managers should be checking their social media accounts at a minimum of once (1) a day and are encouraged to set up alert systems and monitor their accounts with more frequency so that situations such as the ones described above can be addressed quickly and effectively.
Communication
Account managers will often receive questions or may even note general feedback that does not solicit a response. Managers are encouraged to respond in a timely and appropriate manner and to always keep in mind that social media involves a conversation with your audience. You must remember that your voice reflects on the School and conversations must, therefore, be cordial, and managers must exercise restraint when faced with negative commentary.