1. Social Media
Crises Management

2. Index
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Introduction
Components of social listening
Causes of social media crises
Response & Crises Management
Escalation Metrics
Multi-channel best practices
Golden Rules of Crisis Management

3. Introduction
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Social media is all about driving conversations
People talk about brands in majorly two situations;
When they are happy
When they are unhappy
On social media, it is a norm to be a critic and
scrutinize the brand publicly to gain attention from
varied types of spectators
We will highlight globally adapted
‘Edelman Digital- Best Practice for Crises & Response
Management’

4. Components of social listening
Monitor
Determine
and
respond
proactively
objectives
for
social listening
Develop
Select
a response
and
crisis strategy
tools to
facilitate
monitoring

5. Causes of social media crises

6. Channels of crises
Online conversations about organizations, brands, products and services can
occur on three types channels.
Owned
Outreach
Earned
• Includes the organization or brand’s presence
on Facebook, Twitter, Blogs etc
• Includes coverage that has been
sponsored, seeded, or incentivized
on external social properties, blogs,
etc
• Includes non solicited
online mentions on
external social
properties, blogs,
forums etc

7. Escalation metrics
STATUS
ESCALATION BENCHMARK
Level 1
LEVEL 2
LEVEL 3
LEVEL 4
Number of people talking
about this
<5
>5 – 20
>20 – 50
>50
Total number of followers of
influencers/sources talking
about the issue
<20
>20 – 50
>50 – 100
>100
<6hrs
<2hrs
RESPONSE TIME BASED ON CHANNELS
Facebook
<24hrs
Twitter
<8hrs
RESPONSE PROTOCOL
Alert the JLR team
Evaluate based on content, influence and volume
Track & Record the conversation
ACTION
Respond/Not Respond
Evaluate based on
accuracy, source,
timeframe
(re-occurring versus new)
Respond after fact check
Identify & Reach the
influencers with a
solution
Address problem
solved, publicly

8. Multi-channel best practices
Illegal or Offensive Content
It is acceptable to report and remove (where possible) any content that is illegal or offensive towards any
entity. Text, images, videos and links which depict any of the following should be removed and the user
reported to the networking site's administration.
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Images or messages that threaten individuals, multiple individuals or minority groups
Any abusive content including profanity and remarks which are sexist, religious, or homophobic
If someone looks as though they are campaigning on behalf of a political party or group
Blasphemous and/or religious imagery and/or any image or discussion deemed to incite religious
hatred
Any racist material of any form – images, videos, messages that contains any racist terms or hints of
racism.
Content featuring weapons should be removed, unless they are being used for valid legal reasons
such as sporting events
Any content featuring humans and/or animals in distress and violent situations
Vandalism, fraudulent or criminal acts such as underage drinking, taking of drugs, irresponsible
driving, arson, and terrorism
Copycat material – any content that may persuade viewers to commit illegal acts or acts that could
cause harm if copied

9. Multi-channel best practices
Be Truthful
If you have made a mistake, issue a clarification or a withdrawal or whatever may suit the
circumstance and make it abundantly clear that you have done so.
Social media is a relatively tolerant neighborhood, mistakes and errors will not make you a
social outcast if you take responsibility. Rather than editing your content once it has been
published, find ways to make your corrections transparent.
Educate Employees
All policy guidelines and crisis planning will be meaningless if educating employees is not
made a priority. Along with employees, any partner agencies should be made aware of
policies, procedures and expectations.
Don’t Pick Fights
When you come across misrepresentations or blatantly false statements about Tata by
bloggers, the media, or anyone else, you should address these misrepresentations even if it
entails joining someone else's conversation. However, emphasize facts and ensure
the same are publicly available, and do not argue.

10. Golden rules of crises management
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Plan for every scenario. A list of expected FAQ’s help
Monitor your brand /corporate mentions 24 x 7 x 365
Build your network before you need it
Be human, Be transparent, Be quick
Empower your employees, train them to be social
Be active on social, it’s an experiential medium