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.
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
As we go throughthese three casestudies, write downone DO or DON’Tper Post-it note. You’ll need these later!
Getting Slizzerd1 Rogue Tweet at the American Red Cross Honest Mistake AdeptlyHandled with Humor and Grace= Everything Turns Out Just Fine
As a Table, Discuss the Post-It Notes and Start a SocialMedia Do’s and Don’tsChecklist.
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
The AP story broke, and within hours, Planned Parenthood sent a fundraising email:
Within a few hours, the ratio of anti-Komen’s decision topro-Komen’s decision was about 80 to 1 on Twitter.
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.
It took nearly 24 hours to respond on Facebook . . . And itjust made things worse.
Meanwhile, the last tweet about prostate cancer in amummy was in place for over 24 hours.
As a Table, Discuss the Post-It Notes from This Case andAdd to/Edit Your SocialMedia Do’s and Don’tsChecklist.
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
Now Let’s Put theChecklist to Work withthe “What CouldPossibly Go WrongNext?!?” Game
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.
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.
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!
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!
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