Crisis Communications on the Social Web


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A primer on crisis pr for the social web by Now Is Gone Author Geoff Livingston.

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  • Crisis Communications on the Social Web

    1. 1. Crisis Communications for the Social Web October 28, 2008
    2. 2. Trust in Online <ul><li>41 percent trust Internet news according to (HarrisInteractive) </li></ul><ul><li>From Searchers: Do you trust your search engine with your information? No say 62% (hakia) </li></ul><ul><li>44% of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet) </li></ul><ul><li>Marketshare (ComScore): </li></ul><ul><ul><li>Google 61% </li></ul></ul><ul><ul><li>Yahoo 20% </li></ul></ul><ul><ul><li>Microsoft 8% </li></ul></ul>
    3. 3. 09 f9 11 02 Song by Keith Burgmun, License:
    4. 4. Not Only Do Posts Occur, They Create Conversations & Memes
    5. 5. Time Moves Quickly on the Internet
    6. 6. Crisis PR: Time Is of the Essence <ul><li>Traditional crisis tenets apply </li></ul><ul><li>Like crisis, messaging must not stray from facts </li></ul><ul><li>Timely reactions are critical to stymie crisis </li></ul><ul><li>Big blogs, social network users prompt immediate reaction </li></ul><ul><li>Never overpromise (coal miners)! </li></ul><ul><li>Even small blogs, social network users should be responded to w/in 24 hours </li></ul><ul><li>Media “crowdsources” stories from blogs, socnets </li></ul>
    7. 7. Influence As Pictured by Simon Collister
    8. 8. jetBlue Crisis
    9. 10. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
    10. 11. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
    11. 13. Have a Plan, Items in Place <ul><li>Worst case scenarios such as downed plane, terrorist attack, etc: </li></ul><ul><ul><li>Have messaging in place </li></ul></ul><ul><ul><li>Communication guidelines in place </li></ul></ul><ul><ul><li>In some cases, prepared statements </li></ul></ul><ul><li>Emotions involved get shared socially across the Internet, making it a community loss: It’s about them </li></ul><ul><li>Prepare to provide regular updates on a public schedule, even if there is no update </li></ul>
    12. 14. Advance Work <ul><li>Pre-select and train your social media team </li></ul><ul><li>Have an in-bound blogger relations contact </li></ul><ul><li>Make sure there are monitoring and fielding processes in place </li></ul><ul><li>Do the executives understand the immediacy of online? Preordained executive contacts necessary </li></ul><ul><li>Similarly, having legal buy-in beforehand is critical </li></ul>
    13. 15. Social Media Tools for Crisis <ul><li>Launching a blog before crisis </li></ul><ul><li>Blog dark site for major issues that involve human lives </li></ul><ul><li>Social network accounts: Facebook, Twitter, YouTube </li></ul><ul><li>Integrate social activities into traditional media room </li></ul>
    14. 16. CRITICAL: Don’t Forget to Be Human <ul><li>Yes, communicate facts, etc, but it is Social Media </li></ul><ul><ul><li>Genuine emotions </li></ul></ul><ul><ul><li>Authentic tone </li></ul></ul><ul><ul><li>Real conversations </li></ul></ul><ul><li>Transparency does not mean give away the house, dirty laundry </li></ul>Central Park Sheep Meadow by New York808 -
    15. 17. Admitting Fault <ul><li>Key to Dell Hell turnaround: Listening </li></ul><ul><li>Acknowledging </li></ul><ul><li>Doing something about it </li></ul><ul><li>If you can’t or shouldn’t fix it, acknowledge remarks </li></ul><ul><li>Use your social tools </li></ul><ul><li>Don’t apologize and do it again: Change! </li></ul>
    16. 18. Southwest Airlines Seating Policy
    17. 19. Dell Learns to Listen <ul><li>From Hell </li></ul><ul><li>To Heaven </li></ul>
    18. 20. Diacetyl Crisis Image by Sage -
    19. 21. Where the Wild Things Are
    20. 22. Negative Comments and Trolls <ul><li>Identify through search, previous incidents </li></ul><ul><li>Don’t answer every post </li></ul><ul><li>>20 authority are musts </li></ul><ul><li>Avoid attention seekers </li></ul><ul><li>Don’t feed the trolls! </li></ul><ul><li>Blog: State your facts, link back </li></ul>
    21. 23. Questions? <ul><li>Additional reading: </li></ul><ul><li>Contact: </li></ul><ul><li>Geoff Livingston </li></ul><ul><li>703-894-5460 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: geoffliving </li></ul>