Casevi Crisis Comm

Crisis communications in a networked world CASE District VI Conference || Jan. 14, 2007 || Denver Andrew Careaga || Director of Communications Missouri University of Science and Technology [email_address] || www.mst.edu

Reputation management online
how social media can affect your institution’s reputation
better monitor online discussions about your institution
refine your crisis communications plan to address online issues
improve management of your institution’s online reputation
be prepared to enter the online “conversation” about your institution

Lessons from Virginia Tech Spike in web traffic Page views Source: Michael Dame, director of web services, Virginia Tech, “ From the Inside Out: Lessons Learned in Crisis Web Communications After the Virginia Tech Tragedy,” HigherEdExperts.com webinar, July 10, 2007 687% 1,019,966 129,544 % change April 16, 2007 Avg. Monday 1087% 2,294,687 193,258 % change April 16, 2007 Avg. Monday

‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )

Disintermediation Eliminating the middleman

‘ Don’t tase me, bro!’ 2,238,930 views 27,599 comments

‘ Can’t tase this’ 1,008,097 views 2,596 comments

So what?

Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

The rise of citizen journalism OhMyNews.com Every Citizen Is A Reporter 47,000 registered citizen reporters more than 2,500 stories a day 600,000 daily readers

Citizen journalism: StumbleUpon Founded 2001 2006 membership: 1 million 2007 membership: 4 million May 2007: Purchased by eBay for $75 million

Blogs as news sources
October 2006
12 blogs in top 100 most linked-to news and information sites
December 2006
22 blogs in top 100 most linked-to news and information sites

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )

Traditional media: losing ground – and credibility
72% of adults dissatisfied with the quality of American journalism today
55% said bloggers are important to the future of American journalism 74% said citizen journalism will play a vital role Source: We Media/Zogby Interactive survey, reported in Advertising Age, “Who blogs? Odds are marketers have no idea,” June 4, 2007 ( www.adage.com/digital/article?article_id =116998 )

Social media: gaining ground – and credibility
78% of online consumers spend more than 10 minutes reading consumer-generated reviews before buying
90% of Internet users “moderately” or “highly” trust information from online acquaintances 4% “highly” trust information from vendors or advertisers Source: PowerReviews and Faves.com research, reported by Elisabeth A. Sullivan in “Be Sociable,” Marketing News , Jan. 15, 2008

Twitter - 500,000 ‘microbloggers’

Online video: we like to watch Source: comScore Media Metrix 7.2 billion 136 million Sept. 2007 2.5 billion 123 million Jan. 2007 Videos watched Viewers Online video stats

Social networks: Catalysts for activism?

An example close to home

‘Sudden jihad syndrome’ ‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’

‘Sudden jihad syndrome’ ‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show

Other online reactions

How to prepare? 4 steps
SWOT analysis
Fill in the gaps
Get tech-savvy
Get tech-ready

Step 1: start with a SWOT
Strengths might include…accessible, easily updated website
Weaknesses might include…no ability to send mass text messages, no experience creating podcasts, no concept of blogging
Opportunities …enlist cyber-savvy student assistants for blogging, podcasting
Threats …local disgruntled alumnus is also an influential blogger (Do you know who the bloggers are in your community?)

Web-ready SWOT analysis: Missouri S&T Local paper’s open forum online Local colunnist/blogger Students’ user-generated video on YouTube Blogging platform for emergencies IT bloggers can assist Incorp social media into plan Get to know local soc media Explore Facebook culture Threats Opportunities CMS issues Mass notif system new, untested Crisis plan doesn’t take social media into account Not familiar w/ local bloggers Not Facebook-savvy Solid crisis comm experience Experienced bloggers One savvy podcaster Monitoring social media Good IT relations Good media relations Weaknesses Strengths

Step 2: fill in the gaps
New skill sets for reputation management in the online world:
Comfort with technology
Conversational, honest communication
Team-building and collaboration
Have the right people on your crisis communications team (IT, alumni relations, student representatives)
Collaborate with your IT staff
Learn from students

Step 3: get tech-savvy
Blog discussions: Technorati, BlogPulse, Alexa
Microblogging: Twitter
Video: YouTube, Blinkx
Photos/images: Flickr
Social bookmarks: Digg, del.icio.us
Social networks: Facebook, MySpace, LinkedIn
Wikipedia

Have you met your Wikipedia editor?
Here’s ours:

Step 4: get tech-ready
Create a plan to monitor your online reputation
Prepare to respond – or not
Use web 2.0 tools to reach key audiences

Monitoring online reputation
Monitor keywords
Google News Alerts
Google Blog Alerts
Technorati
BlogPulse
del.icio.us
Digg
Flickr
YouTube
Google Video
Join the Wikipedia editorial team

What’s your del.icio.us reputation

Don’t overlook these sites CampusDirt.com

Don’t overlook these sites StudentsReview.com

Responding to online media
Do nothing
Respond on initiating vehicle
Respond on your site or at large
Respond traditionally
Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007

Dalhousie University’s response

Measuring online reputation
Outcomes : affecting behavior, relationships
traffic
relationships
Outtakes : social capital, social networking measures
what ‘networks’ are connected?
comments and commentary
ability to disseminate info quickly/accurately/widely/narrowly
Output : How many people are paying attention?
rankings/authority (Technorati)
conversation index (comments/post)
Analysis : Look at trends over time

Getting your story out
Email
most traditional
Your website
blog format is useful
RSS for updates, republishing
Correct misinformation
Wikipedia
video to YouTube
images to Flickr
Create and post relevant podcasts

Blogging about controversial issues

Get the right tools and people
Can you quickly post information on the website and make it readily accessible?
Do you have RSS feeds, email lists, etc.?
Who is on your crisis communications team?
Include key IT staff, alumni relations staff, athletics staff, radio station staff
Get buy-in from above

In summary
Determine your strengths, weaknesses, opportunities, threats
Fill the gaps
Get tech-savvy
Get tech-ready
Create a plan for monitoring online activity
Be prepared to respond quickly to misinformation

Casevi Crisis Comm

by Andrew Careaga on Jan 15, 2008

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Casevi Crisis Comm — Presentation Transcript