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H&M Case Study   Anne Klein Group
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H&M Case Study Anne Klein Group

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    H&M Case Study   Anne Klein Group H&M Case Study Anne Klein Group Presentation Transcript

    • Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010
    • Why are social media important in a crisis? A RARE opportunity to control your message A means of rapidly responding In a crisis, a window into your audiences’ reactions  May even give you a “heads up” about a crisis
    • Why are social media important in a crisis? Quell brewing discontent Mobilize potential ambassadors When the news vans leave, share “soft” follow-up news
    • The story breaks … Article in the The New York Times Re-posted in many blogs, including consumer watchdog blogs
    • Gauging your audience Audiences voice their opinions immediately  Article/blog comments  More than 10,000 “tweets”  Instant Facebook groups Instantly measure the impact of the article
    • Responding rapidly Nature abhors a vacuum … Don’t let others fill the void Demonstrate transparency
    • Controlling the message Post updates that you control Communicate with high-interest audiences that “matter”
    • Mobilizing advocates/defusing discontent Respond to criticisms head on Give your advocates what they need to carry the message further
    • When the dust settles … Get back to business
    • Remember … A social media strategy needs to be in place before a crisis occurs The best way to learn about social media is by immersion  Start by monitoring, then test the waters