Developing a Digital Crisis Communications Plan

Developing a Digital Crisis Communications Plan
Justin Levy
@justinlevy

Our companies are not clones
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Don’t fall into the trap
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©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
11 Steps to Developing a Plan
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#1: Choose and set up your monitoring platform(s)
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#2: Determine your monitoring schedule
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#3: Ensure local language support teams
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#4: Determine what constitutes a crisis
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Conversation Severity Grid

#5: Determine what you WILL respond to
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Compliments of your product, service, or people
Recommendations or referrals to products
Customer Service/Support issues or inquiries
Sales leads of product inquiries
Feature requests
Other regular and normal posts or inquiries
What to respond to:

#6: Determine what you WILL NOT respond to

Sarcastic, snarky or potentially inflammatory or damaging comments
Discussions/conversations between individuals that mention the company in which involvement could be perceived as intrusive
Posts in a language that the company doesn’t have the appropriate understanding or resources to respond to
Posts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correct
Posts regarding staff consolidation, compensation or other Human Resources-related issues
Discussions regarding the legality of an acquisition, timing of a close and any financial data that is not already made publicly available
What you should not respond to:

#7: Form your digital crisis communications team

Other Potential Teams:
Creative
Web Development
Customer Insights
SEO
Sales

#8: Escalation ladder and flow
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#9: Who will respond on the company’s behalf
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#10: What to report on and how frequently
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#11: Build support beams
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Q
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S
T
I
O
N
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Where to find me:
justinrlevy.com
@justinlevy
justin.levy@citrix.com
workshifting.com
@citrixonline / @workshifting
…to stalk me

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Developing a Digital Crisis Communications Plan

by Justin Levy on Apr 26, 2011

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Developing a Digital Crisis Communications Plan — Presentation Transcript