8 Steps to Manage a Social Media Crisis

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This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his …

This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.

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  • 1. The most importantpresentation you’llprobably never need. 8 Steps to Managing a Social Media Crisis
  • 2. Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.comwww.socialpros.com
  • 3. 3 Characteristics of aSocial Media Crisis:Information AsymmetryDecisive Change From the NormMaterial Business Impact
  • 4. 1Acknowledge
  • 5. First response from company should be “we know”Slows the flood of “hey company, did you know?”messages.Do this immediately, even if you have littleadditional information at the time.
  • 6. 2Fight Social Media FireWith Social Media Water
  • 7. Respond first wherever the crisis brokeThen respond in all other venuesIt’s imperative that you have established socialpresences on all outposts, even if you don’troutinely use them.Are you ready for a Pinterest crisis? (it couldhappen)Do you have a list of all blogs and blog authors thatcover your category?
  • 8. 11,000 Facebook Shares Should Not Trigger YouTube Video
  • 9. Can you get an apology video from your CEO online in 4 hours?
  • 10. 3Be Sorry
  • 11. Mike TysonMichael Jordan Fastest Way to BeBill Clinton Forgiven is to beRichard Nixon Truly Sorry.TylenolExxonTiger WoodsLindsay Lohan
  • 12. This isn’t a big call, this is a historycall. And I kicked the !&%$ out of it.There’s nobody that feels worsethan I do. I take pride in this joband I kicked the !&%$ out of thatcall and I took a perfect gameaway from that kid over there.
  • 13. 4Create a Crisis FAQ
  • 14. Much easier todirect people to anupdated crisis FAQ,then to answerevery question viaTwitter, Facebook,blog comment, andbeyond.
  • 15. Acknowledgement of issueDetails about occurrencePhotos or videos, if availableHow the company found outWho was alerted, and howSpecific actions takenReal or potential effectsSteps taken to prevent future occurrenceContact information for real people at the company
  • 16. Enable Subscription to Your Crisis FAQ Email RSS SMS “ ”
  • 17. 5Build a Pressure Relief Valve
  • 18. People want to ventThe BEST case scenario is that they do so on avenue you manage and controlIt is imperative that you proactively open achannel for dialog (even negative)If you do not, other venues that you do not controlwill serve that roleAlso keeps most conversations in a single place –easier to trackEarly warning detection for new crisis dimensionsGives customers a place to come to your defense(sometimes)
  • 19. 6Know When to Take it Offline
  • 20. It’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you viaemail or phoneGives them an optionYou’re see as extending that optionRule of 3: Never send a third reply. At that point,take it offline
  • 21. 7Arm Your Army
  • 22. The “official” channel is irrelevantYour employees’ occupation is listed on their socialprofilesCall centers are for suckers, people will reach outto any/all employees for answersYou must have a mechanism for keeping allemployees informed during a crisisEmail?SMS?Internal, private blog?Yammer (or similar)?
  • 23. For Kashi crisis info, will customers wait for “official”response, or contact one of the 5,985 employees onLinkedin?
  • 24. 8Learn Your Lessons
  • 25. Document every element of the crisisMake copies of all tweets, status updates, YouTubecomments, blog comments, etc.Make copies of all emailsAnalyze website traffic patternsAnalyze search dataWhich venue came first, and when?
  • 26. How did internal notification work?How did response work?Did specific customers rise to your defense? (thankthem)Were your employees informed?How did the online impact interact with offlinecoverage?
  • 27. Case Study
  • 28. Saturday afternoon email snafu, sending 10+emails to each customerCommunity manager noticed spike in TwittermentionsContacted supervisor at home, and internal emailteamInitially, answered with “yes, we know”Saturday customer support staffing was light,creating long hold times and email response times
  • 29. Cause determinedCompany-wide email sent to all employeesHome page apology from CEO Opened comments 87 comments left, many positive12 team members involved in crisis response, on aSaturdayWithin 6 hours, ship righted
  • 30. The Takeaway: Don’t Be Scared Be Prepared
  • 31. Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.comwww.socialpros.com