We Win When We Invest In Our People

Bobby Bones said something at Conclave 43 last month in Minneapolis, prompting a lot of questions over reading social media comments.

It's at the very end where Bobby admits he no longer looks at Facebook comments.

Not only was Rod Phillips, SVPP iHeart Media, who moderated the session, happy to hear it, so was I.

Here's why - in Bobby's own words:

"Social media gives everyone a voice that never had a voice - so they want to show now they finally have a voice, and sometimes by finally having a voice, they go over the top."

It can be a tough world out there.

And even though we know it's the culmination of intangibles - like acknowledgment - that build important and memorable brands, some of us (including me) are not equipped to manage randoms unleashing cynical stuff - no matter how much you tell us to grow thick skin.

This is where strong leadership steps in.

If we're going to expect (and rightfully so) talent to use social to elevate the essence of our brands - we recognize not all talent should be reading the comments, and we have a plan of action to ensure acknowledgment still happens - just by other team members.

It's on us to watch out for our people, and create quality social media management.

Identify (Lunchroom) Monitors

Minus the hair nets, who on the team is better suited to break the number one rule of the Internet and actually read the comments so we're offering customer service to the 99% who are genuine?

This is not a job for everyone.

Consider Motive

Because we can't read tone in text - questions and comments can often feel worse than intended. Don't mistake "innocent by-standers" with the actual dirty, angry creature that lives in a dark place.

Spot The Troll

In order to differentiate valid frustration and attempted disruption, remember trolling is hopeful intimidation; needing to feel more important than they do in their real lives.

No Need For Speed

Avoid saying something in the heat of the moment. Think it through.

Handle With Tact

You have choices. "Hide" their comment and/or "mute" them. If you engage - the goal should be to take offline.

Choose Words Wisely

And if you're able to get a "private" email exchange - people feel power by screen grabbing email replies; assume your email will be shared publically.

Most people are decent - don't let the 1% distract from doing good socially.

Someone needs to read the comments; create a plan.

Make sure we're working smarter in the space, and taking care of one another.

L to R: J-Si Chavez, Kidd Kraddick In The Morning; DeDe McGuire, DeDe In The Morning; Bobby Bones, The Bobby Bones Show; Michele Tafoya, Tom Barnard Show; Rod Phillips, SVPP iHeart Media. Photo credit: @MandyJOnAir

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