Futureye Real solutions to real dilemmas

Social media can seem like a chaotic, hostile medium that allows anyone to say whatever they like about your brand. How do you best engage in this complex space? Should you participate at all?

Futureye helps our clients develop SocialQ - the ability to protect and enhance your social licence to operate through smart engagement in social media. 

SocialQ leverages our extensive experience in social licence to operate consulting to help our clients navigate and draw meaning from the noise of social media. Our services help you to understand the drivers and see the direction of changes in community expectations and outrage. We can give insight into the impacts and reach of social media conversations and influencers.

Our services help you decide what you should respond to and what you can leave alone, who is most important to engage with and what matters to them. We ensure that if you do decide to act in social media then these actions will be effective in protecting your social licence to operate and reducing your risks.

We provide social media-based tools that harness public opinion and accelerate the development of instruments to build your social licence to operate. An example of our tools is the WikiCurve.

Some of our SocialQ Services include:

• Key messages map - identifies the themes that emerge from the social media comments across all channels (Facebook, Twitter, Wikipedia, blogs) and locations.
• Media flow-through – tracks how issues that appear in traditional media grow and evolve in social media, which in turn influences coverage in traditional media. This provides a measure of the power that social media has to shift broader public perceptions and shape policy risk.
• Reach – shows the geographic and population reach and frequency of social media conversations
• Influencer profiles - identifies the most active and influential participants in conversations and looks at the links between them – what are their key messages, how active are they, do they appear to collaborate and how much do they share/promote each other’s content?
• Expectations profile – a synthesis of the information gathered that provides insight into the development of stakeholder expectations with respect to key issues that can impact on your risk environment. 
• Outrage assessment – identifies existing and emerging outrage factors in the messages with the greatest impact and from the most influential people. From this assessment we can provide a clear view of the communication approaches and messages that are likely to mitigate outrage as opposed to those that will inflame it.
• Connections – there are active and passive connections in social media. It is important to engage in both kinds of connection and to track them.
• Community evolution – tracks how the web of interactions between the company and key influencers evolves over time. It also gives insight into how – if at all – the key messages are shifting in response to external events, mass media exposure and other factors.
• Comment and share – promote and amplify things that other people say by supporting those who are making well-reasoned and sensible points. In this stage we also begin to provide opinions and ideas that support our key messages via commenting on other people’s content.
• Monitor responses and dialogue - once you start a conversation it is important to maintain it and help guide the direction in which it evolves. You can't control the message, but if you keep track of things you can have an influence on it.
• Message playbook – key messages are developed based on the previous stage assessments and broader messaging. These messages are refined and targeted at particular influencers, groups or social media properties. Messages are posted as blog comments, wall posts on Facebook, group posts in LinkedIn and Tweets (via Twitter).

Please contact Jeremy Samuel, Director of Social Media on +61 3 8636 1111 jeremys@futureye.com.