Social Media in a Corporate Context Manchester 2010 - Robin Grant, We Are Social

Social media tsunami Surviving the deluge

We help brands social media

Nestle Social media attacks = #FAIL

The trigger

Adding fuel to the fire

All over in 48 hours (almost)

Impacting the share price

Two months later

Eurostar Social media attacks = WIN!

We woke up one Saturday morning

And the tsunami hit

Once we started responding

As the week went on

Crisis comms Some rules of thumb for social media

Be prepared
Get a real-time listening & responding programme set-up and running:
Monitoring software
Training programme
Robust triage process
Rules of engagement
Tone of voice guidelines
Workflow management

Be prepared
Integrate social media into overall crisis plan
Make sure all social media channels operate in sync
Have a conversation platform ready (e.g. blog) that can be updated instantaneously

When the tsunami hits
Track what people are saying
Get an initial response live ASAP
Use this to respond /outreach with
Buy paid search ads & ‘Promoted Tweets’ to link to it

Managing the aftermath
Collate questions
Answer them as fast as you can as FAQs
Tell people what you are doing to fix the situation (CEO video)
Keep paid search ads & Promoted Tweets up to date

Thanks For further conversation http://wearesocial.net

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Social Media in a Corporate Context Manchester 2010 - Robin Grant, We Are Social

by Felicity Stewart on Oct 22, 2010

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Social Media in a Corporate Context Manchester 2010 - Robin Grant, We Are Social — Presentation Transcript