How to prepare for social media crisis

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How to prepare for social media crisis

  1. 1. Jonathan Hemus, June 2013
  2. 2. US Airways Hudson River Crash
  3. 3. Good Relations, December, 2012Many organisations are unprepared
  4. 4. The consequences of being unpreparedNatWest endured asocial media backlashwhen it failed to solve atechnical problem ORcommunicate effectivelywith its customers
  5. 5. The benefits of being prepared
  6. 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. 7. Develop, communicate and embed a socialmedia policy
  8. 8. Re-consider your reputational risk assessment1 2 3 542345LIKELIHOOD OF RISK
  9. 9. Implement online media monitoring
  10. 10. Create an online crisis communication hub
  11. 11. Develop a process and resources tomount an online response
  12. 12. Be prepared!
  13. 13. Be prepared!
  14. 14. Develop processes and resources tomount an online response
  15. 15. Develop processes and resources tomount an online response
  16. 16. Develop skills to mount an onlineresponse
  17. 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. 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. 19. Jonathan Hemus, June 2013

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