H&M Case Study Anne Klein Group

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  • 1. Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010
  • 2.
    • Why are social media important in a crisis?
      • A RARE opportunity to control your message
      • A means of rapidly responding
      • In a crisis, a window into your audiences’ reactions
        • May even give you a “heads up” about a crisis
  • 3.
    • Why are social media important in a crisis?
      • Quell brewing discontent
      • Mobilize potential ambassadors
      • When the news vans leave, share “soft” follow-up news
  • 4.
    • The story breaks …
      • Article in the The New York Times
      • Re-posted in many blogs, including consumer watchdog blogs
  • 5.
    • Gauging your audience
      • Audiences voice their opinions immediately
        • Article/blog comments
        • More than 10,000 “tweets”
        • Instant Facebook groups
      • Instantly measure the impact of the article
  • 6.
    • Responding rapidly
      • Nature abhors a vacuum …
      • Don’t let others fill the void
      • Demonstrate transparency
  • 7.
    • Controlling the message
      • Post updates that you control
      • Communicate with high-interest audiences that “matter”
  • 8.
    • Mobilizing advocates/defusing discontent
      • Respond to criticisms head on
      • Give your advocates what they need to carry the message further
  • 9.
    • When the dust settles …
      • Get back to business
  • 10.
    • Remember …
      • A social media strategy needs to be in place before a crisis occurs
      • The best way to learn about social media is by immersion
        • Start by monitoring, then test the waters