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H&M Case Study   Anne Klein Group
 

H&M Case Study Anne Klein Group

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    H&M Case Study   Anne Klein Group H&M Case Study Anne Klein Group Presentation Transcript

    • Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010
      • 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
      • Why are social media important in a crisis?
        • Quell brewing discontent
        • Mobilize potential ambassadors
        • When the news vans leave, share “soft” follow-up news
      • The story breaks …
        • Article in the The New York Times
        • Re-posted in many blogs, including consumer watchdog blogs
      • 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
      • Responding rapidly
        • Nature abhors a vacuum …
        • Don’t let others fill the void
        • Demonstrate transparency
      • Controlling the message
        • Post updates that you control
        • Communicate with high-interest audiences that “matter”
      • Mobilizing advocates/defusing discontent
        • Respond to criticisms head on
        • Give your advocates what they need to carry the message further
      • When the dust settles …
        • Get back to business
      • 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