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Chandler Epp
@chandlerepp
Drew Hawkins
@drewhawkins
#SoCon14
# S o C o n 1 4
W H E N I T H I T S T H E F A N
Now what?
@drewhawkins @chandlerepp#SoCon14
E VA L U AT E C R I S I S
W h a t ’ s t h e s t o r y ?
PR problems are often
management problems gone public.
M O N I T O R O N L I N E
C O N V E R S AT I O N
W h a t ’ s t h e d a m a g e ?
Crisis management is like gambling,
and we don’t always get it right.
9
D E T E R M I N E R E S P O N S E
All crises amount to
choosing the “least bad”
from a series of bad options.
@drewhawkins @chandlerepp#SoCon14
All crises amount to
choosing the “least bad”
from a series of bad options.
R E A L I Z E T H AT: Details will come out.
R E A L I Z E T H AT: Leaders will be more visible.
R E A L I Z E T H AT: Opponents will relish in
signs of scandal.
R E A L I Z E T H AT: Correcting incorrect info
won’t solve a PR crisis.
R E A L I Z E T H AT: Sometimes no response is
the best response.
I D E N T I F Y C H A N N E L S
What audiences?
In what order?
By what means?
I D E N T I F Y C H A N N E L S
20
C R A F T M E S S A G E
Stature sends signals.
@drewhawkins @chandlerepp#SoCon14
Stature sends signals.
#6 - Review
• Review again.
• Then publish.
• A wisdom test trumps all tests. (it’s own slide)!
• What’s the wisest thing ...
A wisdom test trumps all tests.
If you have to explain it, you’ll never
be able to explain it to everyone.
28
S TA R V E
T H E B E A S T
C A S E S T U D Y
T H E I S S U E
T H E
R E S P O N S E
S TA R V I N G
T H E
B E A S T ?
C A S E S T U D Y
W H AT H A P P E N E D ?
T H E R E S P O N S E
37
M O N I T O R
A F T E R S H O C K S
A C K N O W L E D G E T H E
S I T U AT I O N
Where should you acknowledge fault?
!
How are we doing now?
Evaluate crisis.
Monitor online conversation.
Determine response.
Identify channels.
Craft message.
Review. Review again. ...
I t h a p p e n s .
@drewhawkins @chandlerepp#SoCon14
# S o C o n 1 4
Q U E S T I O N S ?
S T U P I D - P R O O F
Y O U R S O C I A L
CAN PREVENT A
SOCIAL MEDIA
CRISIS
45
Photo credit: Brintam / Foter.com / CC BY-NC
M INIMI ZE
P OT EN TIA L
D A M A G E
When “It” Hits The Fan!
3 P.M. @ #SoCon14!
@drewhawkins!
@chandlerepp!
When "It" Hits The Fan: Social Media Crisis Management
When "It" Hits The Fan: Social Media Crisis Management
When "It" Hits The Fan: Social Media Crisis Management
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When "It" Hits The Fan: Social Media Crisis Management

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Oh, crap. Your brand’s getting dumped on. Digital crises can happen to anyone, but only the best of brands are armed and ready to respond
effectively. What do you do when an offline crisis blows up on Twitter? What about when your social team posts something to Facebook that they shouldn’t have? DeMoss’ Drew Hawkins and Chandler Epp share the steps your brand must take to minimize damage and reveal how asking the right questions makes all the difference when ‘it’ hits the fan.

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Transcript of "When "It" Hits The Fan: Social Media Crisis Management"

  1. 1. Chandler Epp @chandlerepp Drew Hawkins @drewhawkins #SoCon14
  2. 2. # S o C o n 1 4 W H E N I T H I T S T H E F A N
  3. 3. Now what? @drewhawkins @chandlerepp#SoCon14
  4. 4. E VA L U AT E C R I S I S W h a t ’ s t h e s t o r y ?
  5. 5. PR problems are often management problems gone public.
  6. 6. M O N I T O R O N L I N E C O N V E R S AT I O N W h a t ’ s t h e d a m a g e ?
  7. 7. Crisis management is like gambling, and we don’t always get it right.
  8. 8. 9 D E T E R M I N E R E S P O N S E
  9. 9. All crises amount to choosing the “least bad” from a series of bad options.
  10. 10. @drewhawkins @chandlerepp#SoCon14
  11. 11. All crises amount to choosing the “least bad” from a series of bad options.
  12. 12. R E A L I Z E T H AT: Details will come out.
  13. 13. R E A L I Z E T H AT: Leaders will be more visible.
  14. 14. R E A L I Z E T H AT: Opponents will relish in signs of scandal.
  15. 15. R E A L I Z E T H AT: Correcting incorrect info won’t solve a PR crisis.
  16. 16. R E A L I Z E T H AT: Sometimes no response is the best response.
  17. 17. I D E N T I F Y C H A N N E L S
  18. 18. What audiences? In what order? By what means? I D E N T I F Y C H A N N E L S
  19. 19. 20 C R A F T M E S S A G E
  20. 20. Stature sends signals.
  21. 21. @drewhawkins @chandlerepp#SoCon14
  22. 22. Stature sends signals.
  23. 23. #6 - Review • Review again. • Then publish. • A wisdom test trumps all tests. (it’s own slide)! • What’s the wisest thing to do? • Notice we did not say “a legal test” or a “moral” test or any other standard. • Don’t fool yourself into thinking “because I can, I should.” • If it could be perceived incorrectly or negatively, it fails the test. • If you have to explain it - you’ll never be able to explain it. R E V I E W R e v i e w a g a i n . T h e n p u b l i s h .
  24. 24. A wisdom test trumps all tests.
  25. 25. If you have to explain it, you’ll never be able to explain it to everyone.
  26. 26. 28 S TA R V E T H E B E A S T
  27. 27. C A S E S T U D Y
  28. 28. T H E I S S U E
  29. 29. T H E R E S P O N S E
  30. 30. S TA R V I N G T H E B E A S T ?
  31. 31. C A S E S T U D Y
  32. 32. W H AT H A P P E N E D ?
  33. 33. T H E R E S P O N S E
  34. 34. 37 M O N I T O R A F T E R S H O C K S
  35. 35. A C K N O W L E D G E T H E S I T U AT I O N
  36. 36. Where should you acknowledge fault? ! How are we doing now?
  37. 37. Evaluate crisis. Monitor online conversation. Determine response. Identify channels. Craft message. Review. Review again. Then publish. Starve the beast. Monitor aftershocks. Acknowledge the situation. R E C A P
  38. 38. I t h a p p e n s .
  39. 39. @drewhawkins @chandlerepp#SoCon14
  40. 40. # S o C o n 1 4 Q U E S T I O N S ?
  41. 41. S T U P I D - P R O O F Y O U R S O C I A L CAN PREVENT A SOCIAL MEDIA CRISIS
  42. 42. 45 Photo credit: Brintam / Foter.com / CC BY-NC M INIMI ZE P OT EN TIA L D A M A G E
  43. 43. When “It” Hits The Fan! 3 P.M. @ #SoCon14! @drewhawkins! @chandlerepp!
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