Crisis communication in the social media age
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Crisis communication in the social media age

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Crisis communication in the social media age Crisis communication in the social media age Presentation Transcript

  • Learning the Nuts and Bolts of Crisis Management
  • Are We in Denial?• It’s not going to happen to me• If it happens it won’t be that bad• If it that’s bad, someone will rescue me
  • Here’s What Could Happen To You
  • Fundamentals of A Crisis Plan
  • Fundamentals of A Crisis Plan• Situational Awareness
  • Fundamentals of A Crisis Plan• Situational Awareness• Operations (Who’s In Charge, Who Says What)
  • Fundamentals of A Crisis Plan• Situational Awareness• Operations (Who’s In Charge, Who Says What)• Message Development
  • Fundamentals of A Crisis Plan• Situational Awareness• Operations (Who’s In Charge, Who Says What)• Message Development• Victim Management
  • Fundamentals of A Crisis Plan• Situational Awareness• Operations (Who’s In Charge, Who Says What)• Message Development• Victim Management• Rebuilding Trust
  • Crisis Communication Planning
  • Crisis Communication Planning
  • So Why Pay Attention To Social Media? It Can Start A Crisis!
  • Question: How Many Spokespeople Does Your Company Have?
  • Question: How Many Spokespeople Does Your Company Have? Answer: As Many Employees, Family Member,Friends, Suppliers, Colleagues, and Associates of Your Business...That’s How Many
  • FedEx Holiday PR Disaster• On December 2011, customer video on YouTube shows delivery guy throwing their computer monitor over fence• Grabbed more than 4.5 million views on YouTube• Company responds on social media issuing apologies to dissatisfied customer
  • FedEx Responds On Social Media
  • Lessons from BP Oil Spill
  • Why Social Media is Different Than Traditional PR
  • Social Media Puts “Public” Back In PR
  • Protecting Your Online Reputation
  • 1. Track Everything• Reputation Monitoring• Keyword Search
  • Types of Search Tools
  • • FriendFeed – searches through whatever social media sources its members have added.• Technorati – searches through the blogosphere, but not other social media.• Google Blog Search – also searches through the blogosphere.• BlogPulse – also searches through the blogosphere.• Twitter Search – provides results only from Twitter.• Kurrently-real time search engine for Facebook and Twitter• Dipity – searches through social media sites and displays the results against a timeline.
  • 2. Measure Everything
  • 3. Participate
  • Silence Isn’t Golden• These conversations are taking place with or without you, so ignoring them only eliminates you from the conversation and removes your company from the radar screens of the customer
  • Deputize!• Can’t Be Just You• Set Guidelines• Get Others to Engage
  • 4. Be Authentic
  • 4. Be Authentic• Don’t pay for good reviews
  • 4. Be Authentic• Don’t pay for good reviews• Don’t spin
  • 4. Be Authentic• Don’t pay for good reviews• Don’t spin• Don’t lie or cover-up
  • Be Authentic
  • 5. Listen
  • 6. Act Quickly
  • Things You Could Start Today
  • Training My Employees on Social Media
  • Corporate Social Media Expansion• 76% of companies DO NOT HAVE a clearly defined policy• 53% of business executives see corporate social media use increasing over the next 12 months
  • Commonly Used GuidelinesDoes Your Company Have These For Employees?
  • • Speaking on Behalf of Company
  • • Speaking on Behalf of Company• Information Employees Are NEVER allowed to share
  • • Speaking on Behalf of Company• Information Employees Are NEVER allowed to share• Online Behavior That Won’t Be Tolerated
  • • Speaking on Behalf of Company• Information Employees Are NEVER allowed to share• Online Behavior That Won’t Be Tolerated• Disclaimers Regarding Personal Opinions About Company
  • Workforce Training
  • • Not all employees have relationship with social media• Base training on their skills regarding web technology• Separate into groups
  • Digital Native• Have grown up with digital technology and social media is apart of daily lives• more on company’s goals and how to measure Training should focus less on technology and return
  • The Reluctant User• Know big social networks but haven’t adopted them into daily lives• Teach advanced usage of tools they are familiar with
  • The Digital Newbie• New to digital world and lack skills to navigate social media on their own• Teach them social networks your company deems important and educate on company’s goals