This document discusses crisis communications strategies in the age of social media. It recommends that institutions: 1) Conduct a SWOT analysis to understand their online strengths, weaknesses, opportunities, and threats; 2) Fill any gaps in skills or staff needed to effectively manage their online reputation; 3) Become proficient with relevant social media tools and platforms; and 4) Develop a plan to proactively monitor and respond to discussions about the institution online. The goal is to improve reputation management and crisis response in a networked world where information spreads rapidly.

1. 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

3. 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

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

5. Disintermediation Eliminating the middleman

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

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

8. So what?

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

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

11. 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

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

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

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

20. Twitter - 500,000 ‘microbloggers’

21. 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

22. Social networks: Catalysts for activism?

23. Social networks: Catalysts for activism?

24. Social networks: Catalysts for activism?

25. An example close to home

26. An example close to home

27. ‘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?’

28. ‘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

29. Other online reactions

30. Other online reactions

33. 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

47. What’s your del.icio.us reputation

50. Don’t overlook these sites CampusDirt.com

51. Don’t overlook these sites StudentsReview.com

55. Dalhousie University’s response

58. Blogging about controversial issues