Recapping ‘How Brands Respond to Facebook Attacks’ panel at SXSW 2011
The highlight of my 2011 SXSW Interactive experience was moderating a panel called “How Brands Respond to Facebook Attacks” on the final day of the conference, Tuesday, March 15.
I was joined by Buddy Media CEO Mike Lazerow, Dell senior consultant Laura P. Thomas, and Intel senior strategist Ekaterina Walter, for an hour-long discussion about the ongoing challenges brand marketers confront when managing and moderating Facebook Pages. Our panelists tackled topics and questions that included:
- The strategic planning and preparation needed to prepare for potential attacks before they happen
- Which team members on the brand side should respond to protest posts (hint: It’s not the intern)
- When to engage attackers and when to ignore them
- When, if ever, Facebook comments should be deleted or turned off
- The importance of a clearly-articulated Facebook moderation policy
- Whether Wall discussions can successfully be redirected to another area of the Page or to a corporate website
- How Dell manages customer complaints on Facebook
- How Intel responded to a coordinated attack on its Page in 2010
- Whether the Facebook platform could one day be used to bring down an entire company
Some 600 #FBAttacks tweets were published by attendees during the course of our discussion, and I’ve rounded up the most representative remarks and shared them as a Slidehsare presentation below. (If you’re not seeing the Slideshare presentation, click through to the original blog post).
