Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

Using Social Media for Crisis Communication #ashtag

Types of Crises

self-provoked crisis

self-provoked crisis smoldering crisis

self-provoked crisis smoldering crisis malicious attack

self-provoked crisis smoldering crisis organized attack malicious attack

Natural Disaster unpredictable but known risk

lack of information ?

lack of information + short decision time ?

lack of information + short decision time = ? lots of uncertainty

lack of information + short decision time Public motivated to reduce uncertainty = ? lots of uncertainty Uncertainty avoidance leads to increased info seeking Response in ﬁrst 24 hrs determines success Need for good crisis communication

“ Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community. All that’s required to ignite a negative ﬁrestorm is a spark from a single voice or an organized congregation. - Brian Solis “

Crisis Communication 101 • Put the public ﬁrst • Take responsibility for solving the problem • Be honest • Monitor news coverage & telephone inquiries • Never say “No comment” • Provide a constant ﬂow of info • Communicate with key publics • Be accessible

Call centers can’t handle that many requests: Need for alternative communication method

5 Cs of effective crisis comm. • Concern • Clarity • Control • Conﬁdence • Competence

Defense Offense (accomodating)

Defense Offense (accomodating) • Attack accuser • Deny crisis • Excuse

Defense Offense (accomodating) • Attack accuser • Ingratiation: appease • Deny crisis • Corrective action • Excuse • Full apology

How are airlines dealing with this crisis Work in pairs • Pick one airline • Check their social media sites

Video message from CEO & President

Q&A tab added to Facebook page

Proactive post

No #ashtag hashtag

#ashtag hashtag caught on Not all airlines used #ashtag though

Keeping publics updated even when there is no new info

Minimizing responsibility for crisis - putting it in perspective

Shifting blame?

How stranded travelers are using Social Media to Cope #getmehome #roadshare #putmeup

#getmehome

Crowdsharing rides home

#putmeup

Aggregation Live blog on Tnooz: Included ofﬁcial Twitter accounts from a string of airlines and other organisations

Facebook group for stranded travelers

Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew

http://socialmediaprclass.blogspot.com	316
http://communicationinterne.wordpress.com	313
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http://www.hostelmedia.com	38
http://paper.li	36
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http://nakedtokyo.typepad.com	23
http://agenziediviaggioturismo.blogspot.com	21
http://www.sobrefranquicias.com	17
http://www.olafmolenaar.com	15
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https://communicationinterne.wordpress.com	12
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http://selfishmemes.tumblr.com	2
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http://socialmediaprclass.blogspot.it	2
http://socialmediaprclass.blogspot.co.uk	2
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http://translate.googleusercontent.com	1
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http://martijnbaten.posterous.com	1
http://safe.tumblr.com	1
http://www.accountancyvisie.blogspot.com	1
http://www.taaza.com	1
http://tatarciuc.blogspot.com	1
http://rominusea.blogspot.com	1

Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

by Corinne Weisgerber on Apr 20, 2010

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Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption — Presentation Transcript