10 Steps: Integrating Social Media Into Crisis Plans


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Today's news cycle can be measured in minutes, and with everyone a pundit and armchair critic, these cycles are aggregated as information goes viral. Here are ten things to keep in mind for companies and organizations that face a crisis on the web.

Published in: Technology, Education

10 Steps: Integrating Social Media Into Crisis Plans

  1. 1. 10 Steps of Crisis Planning in a New Media Environment Gerald R Baron and Kami Watson Huyse, APR
  2. 2. Crisis Control is a Myth <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
  3. 4. <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>
  4. 5. 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>
  5. 7. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
  6. 8. 1. Monitor the “Conversation”
  7. 9. 2. Maintain a Social “Footprint”
  8. 10. Text Audio Social Video
  9. 11. 3. Quick Response Team
  10. 12. 4. Crisis Escalation Process
  11. 13. 5. Incremental Release of Info
  12. 14. Network Solutions on Twitter @netsolcares KitchenParade : OMG Network Solutions (which hosts Kitchen Parade) just CALLED me after seeing problems I'm having with Blogger on a Blogger forum. WOW. Aug 13, 2008 04:49 PM GMT · Reply · View Tweet netsolcares : @KitchenParade Thanks, I'm happy to help as soon as I get your e-mail I'll move on it. Aug 13, 2008 04:58 PM MT · Reply · View Tweet KitchenParade : @steamykitchen Network Solutions ! I'm very high on them , incl the bandwidth practices. Aug 21, 2008 12:04 PM GMT · Reply · View Tweet · netsolcares : @KitchenParade Thanks for the props.. Actually our bandwidth will be expanded even higher shortly. Aug 21, 2008 01:27 PM GMT · Reply · View Tweet
  13. 15. 6. Scalable Technology
  14. 16. 7. Know Your Audience
  15. 18. 8. Speak the Same Language
  16. 20. 9. Some Things Never Change
  17. 21. Then and Now… Adapted From Boundary Spanning: http://www.ed.psu.edu/policyinstitute/boundary_setting_and_boundary_sp.htm The Old Model The New Model Represent organization externally Represent organization externally Protecting the organization from threats Represent stakeholders internally Scan and monitor relevant traditional media Scan, monitor and respond to all media Be the gatekeeper of information Work with new gatekeepers Manage affiliations with other organizations Link and coordinate with all stakeholder and critics
  18. 22. 10. It’s About Trust
  19. 23. Free SearchTools <ul><li>Technorati </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Twitter Search </li></ul>Paid SearchTools <ul><li>The DIY Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ( link ) </li></ul><ul><li>Jeremiah’s List ( link ) </li></ul>
  20. 24. RESOURCES <ul><li>“Now is Too Late ,” by Gerald R Baron </li></ul><ul><li>Prepare at Work , American Red Cross </li></ul><ul><li>CrisisBlogger , Baron’s blog </li></ul><ul><li>7 Must-Have Elements for Crisis Planning </li></ul><ul><li>Crisis Communication Articles , Kami’s Crisis Tab </li></ul>
  21. 25. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: www.myprpro.com </li></ul>Copyright 2009 © all rights reserved Gerald Baron Phone: (360) 303-9123 E-mail: [email_address] Blog: Crisis Blogger Web site: www.piersystems.com