Your SlideShare is downloading. ×
5 steps to creating a social media crisis response process
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

5 steps to creating a social media crisis response process

534
views

Published on

Social media crises have broken careers of politicians, embarrassed news organizations and criticized corporations. Even if you have a social media crisis plan, have you also invested in an internal …

Social media crises have broken careers of politicians, embarrassed news organizations and criticized corporations. Even if you have a social media crisis plan, have you also invested in an internal infrastructure that will support ongoing and sustained issues and crisis management of social media along with the rest of your communications initiatives?

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
534
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. © Heather Read Page 1 of 2Social Media Management@heatherread5 Steps to Creating a Social Media Crisis Response Process07/18/2011Originally published at PRSA Philadelphiaby Heather ReadIn recent weeks, social media crises have broken careers of politicians, embarrassed news organizationsand criticized corporations. Even if you have a social media crisis plan, have you also invested in aninternal infrastructure that will support ongoing and sustained issues and crisis management of socialmedia along with the rest of your communications initiatives? While not an exhaustive list, the five stepsbelow can help you chart out a path to implement a crisis response structure that will complement yourexisting social media efforts.1. Operate from a solid foundationBefore you send your first tweet from a proactive campaign, you should have an internal policy thatgoverns both employee use of social media and how business units request to establish accounts. It’simportant that the process also keep track of the registered social media accounts just like any otherbusiness asset. You should know the names of the accounts, the account owner, and who has access tothe password. Having a central process for approvals and registration can also expedite the registrationof new accounts in a crisis situation.If possible, consider a centralized engagement tool where you can provision employee or agency accesswith specific permissions, so the broader team does not run the risk of compromising a password.Central engagement tools also have the added benefit of team collaboration to better source andapprove content quickly in a crisis, and manage time shifts so you have 24/7 coverage. They can alsoprovide a central archive of your published content for your legal team’s use.A centralized monitoring framework is also important so you can define regular metrics that will betriggers for crisis response. You may wish to use shifts in conversation topics, tonality or simply spikes inthe volume of a particular conversation as your trigger point for action. Having a template for the formatof monitoring reports and standardized alerts will also help you effectively process issues that requireresponse.In an ideal world your monitoring and engagement solution will work together to make your monitoringresults immediately actionable.2. Focus on teamworkThe Altimeter Group has done an excellent job of outlining the main business models of how socialmedia is managed. The “centralized” and “hub-and-spoke” models are the most pervasive, indicative ofthe stages of development of social media strategy within most organizations. You should use these
  • 2. © Heather Read Page 2 of 2Social Media Management@heatherreaddefinitions to interpret your own structure, so you can understand how your teams should functionacross the business and design the appropriate workflow. Establish clear roles for monitoring, strategy,engagement, approval, and measurement. Make sure that in a crisis everyone knows what these rolesare expected to do and assign the right individual to service each role on your crisis team. Don’t forgetto develop a bench of staff that can fulfill these roles when your lead staff are on another assignment orotherwise unavailable. To do so, invest in training your proactive marketing and PR staff and have a staffaugmentation plan with your outside agency or other functions within the business.3. Have a process that supports speedEven with the right team and process, you can still be caught helpless in a crisis if you don’t know how toprocess and react to information. Establish an escalation process that anticipates the level of severity ofvarious scenarios that you will regularly come across, and then align each level to your traditionalbusiness response. With each level, define your trigger points, anticipate what teams will need to beactivated and how quickly they should be assembled. It may also help you expedite the escalationprocess if you have a “triage” team of internal social media experts and/or business stakeholders thatcan work with the monitoring team to filter and flag posts based on content, influence rank and/or riskto the business.4. Invest in scenario planningIntroduce social media implications into your regular crisis scenario planning. As part of that process,help your crisis teams to understand how to define the audience and match the message to the channel.Once you move into the action planning phase, keep it simple – brainstorm response plans according toa low, middle and high states (e.g.: “low” may be < 100 shares of a news story – indicating you will onlymonitor the situation – whereas “high” may be 500 unique negative comments that you must respondto on your Twitter accounts). Make sure your team picks an engagement model (are you only providingcorrective or factual information, or are you seeking a two-way dialogue?), defines flexible trigger pointsthat move you between your scenario cases, and establishes the approval process with specificindividuals appointed to serve in each defined role discussed in step 3.5. Don’t forget the metricsFinally, don’t forget that you need to be clear on what success looks like. By responding to a crisis insocial media are you seeking to shift the tonality of a conversation? Change perception of a targetaudience? Or simply share your point of view? Define metrics about keyword phrase dominance andsentiment to measure the qualitative impact, but also use click through rate (CTR) data, likes, shares,follower growth, and audience size to interpret the effect you’ve had on the crisis situation.

×