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How to prepare for social media crisis
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How to prepare for social media crisis

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  • 1. Jonathan Hemus, June 2013
  • 2. US Airways Hudson River Crash
  • 3. Good Relations, December, 2012Many organisations are unprepared
  • 4. The consequences of being unpreparedNatWest endured asocial media backlashwhen it failed to solve atechnical problem ORcommunicate effectivelywith its customers
  • 5. The benefits of being prepared
  • 6. Embracing social media in your crisis planning• Develop, communicate & embed a social media policy• Re-consider your reputational risk assessment• Implement online media monitoring• Create a crisis communication hub• Develop a process to mount an online response• Develop skills to mount an online response
  • 7. Develop, communicate and embed a socialmedia policy
  • 8. Re-consider your reputational risk assessment1 2 3 542345LIKELIHOOD OF RISK
  • 9. Implement online media monitoring
  • 10. Create an online crisis communication hub
  • 11. Develop a process and resources tomount an online response
  • 12. Be prepared!
  • 13. Be prepared!
  • 14. Develop processes and resources tomount an online response
  • 15. Develop processes and resources tomount an online response
  • 16. Develop skills to mount an onlineresponse
  • 17. 10 principles for handling a social media crisis1. Calibrate your response - determine seriousness of incident/issue2. Agree communication strategy and messages3. Acknowledge the issue quickly4. Update regularly5. Drive people to a central online hub6. Take control, show you care, demonstrate action7. Communicate context8. Tone of voice is crucial – talk like human beings!9. Interact with people where appropriate10. Be authentic to the brand and your values
  • 18. Your objective – protect PetsPeople’s reputationTechnical points:Save statements and plans as “DRAFT” until you havecompleted them; then “PUBLISH” themSave work regularly; when crisis points pop up, click “close”rather than “view” to avoid losing unsaved workOne person per team working on statements or plans
  • 19. Jonathan Hemus, June 2013

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