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Crisis Communications in Social Media for Nonprofits

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Presented as a three-hour workshop for the Virginia Association of Fund Raising Executives, September 11, 2012

Presented as a three-hour workshop for the Virginia Association of Fund Raising Executives, September 11, 2012

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  • 1. Tales from the Getting World of Slizzerd, Nonprofit Social Media Crisis Michael Communications Vick &Mummy Sign up to getProstates the handouts we are going to create today. Kivilm.com/hello
  • 2. Kivi Leroux Miller New Book in the Works!
  • 3. REALITY: The ControlTrain has left the stationand you aren’t on board.
  • 4. REALITY:Everyone isa spokesperson. flickr.com/photos/conbon/2873195559
  • 5. REALITY: If people think you suck, they don’t need your permission to say so.flickr.com/photos/akhir/3769294894 Flickr: Adrian Miles ©
  • 6. REALITY: But most of whatyou encounter will beneutral or positive.
  • 7. REALITY: You can’t totally plan for a social media crisis, but you can get a clue.flickr.com/photos/brenbot/3419626959
  • 8. REALITY:Assess yourrisk andmake a plan.
  • 9. When something goes wrong,wouldn’t it be great if . . . . http://www.flickr.com/photos/stevendepolo/5463419639/
  • 10. • Your supporters would cut you a little slack when you did goof up.• Your supporters trusted that what you said was true and authentic.• Your supporters had your back when others attacked.
  • 11. Let’s Play theOpposite Game!
  • 12. How Can We Pursue a Social Media Strategy That . . .• Encourages people to kick us when we are down?• Builds mistrust so people assume we are lying and hiding something?• Ensures that we are abandoned to fend for ourselves? As a group, brainstorm at least 10 answers to your question, then star your top three.
  • 13. Let’s Make a List ofWhat NOT To Do if YouWant to Prep for aSocial Media Crisis Sign up to get the handouts we are going to create today. Kivilm.com/hello
  • 14. As we go throughthese three casestudies, write downone DO or DON’Tper Post-it note. You’ll need these later!
  • 15. Getting Slizzerd1 Rogue Tweet at the American Red Cross Honest Mistake AdeptlyHandled with Humor and Grace= Everything Turns Out Just Fine
  • 16. http://www.tacticalphilanthropy.com/2011/02/the-story-behind-red-crosss-twitter-faux-pas
  • 17. As a Table, Discuss the Post-It Notes and Start a SocialMedia Do’s and Don’tsChecklist.
  • 18. Komen for the Cure Responds to Critics with 2 Silence & Leftover Mummy Prostate Tweet Controversial Decision Slowly and Poorly Explained= Devastating Impact on Fundraising and Irreparable Damage to Brand
  • 19. The AP story broke, and within hours, Planned Parenthood sent a fundraising email:
  • 20. Within a few hours, the ratio of anti-Komen’s decision topro-Komen’s decision was about 80 to 1 on Twitter.
  • 21. The ratio was about 10-1 on Facebook, and people startedto complain that comments were being deleted. Energizeralso took a beating since it was in the last update.
  • 22. It took nearly 24 hours to respond on Facebook . . . And itjust made things worse.
  • 23. Meanwhile, the last tweet about prostate cancer in amummy was in place for over 24 hours.
  • 24. When they did tweet, they did it badly.
  • 25. When the apology came three days later, it was too little,too late.
  • 26. As a Table, Discuss the Post-It Notes from This Case andAdd to/Edit Your SocialMedia Do’s and Don’tsChecklist.
  • 27. Michael Vick’s Redemption with the 3 Humane Society of the United States Controversial DecisionWell-Explained with Sympathy for Opposing Views= Everything Turns Out Just Fine
  • 28. HSUS was noMichael Vick fan.
  • 29. The story about the partnership breaks . . .
  • 30. Three blog posts in three days to answer questions . . .
  • 31. Create an FAQ page so you have something to link to.
  • 32. Make rules clear . . .
  • 33. 18 months later . . .
  • 34. And the story continues . . .
  • 35. HSUS continues to explain the decision . . .
  • 36. As a Table, Discuss the Post-It Notes from This Case andAdd to/Edit Your SocialMedia Do’s and Don’tsChecklist.
  • 37. Let’s List Do’s andDon’ts During a SocialMedia Crisis Sign up to get the handouts we are going to create today. Kivilm.com/hello
  • 38. Now Let’s Put theChecklist to Work withthe “What CouldPossibly Go WrongNext?!?” Game
  • 39. You work for Meals on Scenario Wheels. 15 of 150 #1 people get sick one night and two are hospitalized.PINK CARDS: What could possibly go wrong next? What couldbe the next shoe to drop? Write one challenge per card.GREEN CARDS: Write down one tool, solution, or tactic toovercome the challenges that might come up.
  • 40. You work for United Way. Your boss, trying to impress Scenario some potentially big #2 donors, makes a joke about the President’s birth certificate.BLUE CARDS: What could possibly go wrong next? What couldbe the next shoe to drop? Write one challenge per card.PURPLE CARDS: Write down one tool, solution, or tactic toovercome the challenges that might come up.
  • 41. Let’s Play! Teams to the front. Challenger Team plays a card. Solutions Team plays one or two cards in response.You decide if nonprofit sinks or swims!
  • 42. Some Closing Reminders . . .• “Don’t Be Scared, Be Prepared” – Brainstorm and practice!• Be there ahead of time, listening and building.• Let them know you hear them, immediately.• Assume the best in their intentions, until you know otherwise.• If you screwed up, apologize. If you didn’t, explain. Do not confuse the two.• Be honest, clear, and concise. End the news cycle!
  • 43. THANK YOU!Sign up to get the handouts we created today. Kivilm.com/hello

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