Social Media Crisis Response Plan

Social Media Crisis Response Plan Social media make crisis communications and reputation management more complex - whilst at the same time offering an opportunity to improve an organization’s response strategy. This guide is a simple process to help communications profes- sionals incorporate social media and digital communications into their crisis comms planning and response process. ONLINE LISTENINGRESOURCES There’s a variety of listening tools. They can give real- time reports on FREE SUBSCRIPTION what’s said about your organiza- • Google Alerts/ • Lithium tion, who is talking and the general Trends Google • radian6 tone (+ive/-ive etc.) search • BuzzMetrics • Set clear monitoring objectives/ See our decision • Bing • Alterian targets/parameters tree for evaluation- • SocialMention • Trackur • Set up ‘intelligent monitoring’ - response options • Wazzup • Meltwater buzz quality vs quantity • Wikipedia • Buzz Capture • Accept that issues will be • Flickr • Hootesuite missed • Twitter Search • Market Sentinel • Refine over time • Topsy • Don’t discount your instincts; • Tweetscan software has limitations • Yelp NO New services come and go; stay up-to-date! Do we have a problem? YESRESOURCES 4 P’s ACTIVATE THE CRISIS TEAM Activate a cross-functional team to speed up the • POLICIES - already agreed process of: • PLANS - established and tested • PLATFORMS - identified and integrated • Information gathering and analysis • PEOPLE - trained • Information production • Information dissemination • Engagement • Inquiry management and response Management - Marketing - Communications - IT - Legal should be part of or linked to the team Do we need to respond, share information? YESRESOURCES • Blog • Quora SHOTGUN OR SHARPSHOOT • Google+ • PIER Systems Choose the channels that will reach your audiences di- • Twitter • Website rectly or help spread information as widely as possible. • YouTube • Ushahidi • Prepare for a conversation • Facebook • Cross-link and consider taking your message off- site to where conversation is most active • Help the crowd help you • Be pro-active and re-active Are people finding our information? YES NORESOURCES• Google Adwords • Yandex HOTWASH ADJUST• Google Insights • Rakuten• Google Trends • Baidu Use SEO tactics (yes, even when Use SEO and measurement tools• Google Analytics • Weibo bad news strikes) and measure- to understand info flow. ment tools to understand how • Identify gapts SEO* Tactics information flowed. • Set clear targets/objectives *Search Engine Optimization • Identify improvements • Communicate learnings • Remember: search engine • Recalibrate your 4 P’s preference differs by countryFor more info on our social media crisis communications training & workshops: http://bit.ly/oE8kU0

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Social Media Crisis Response Plan

by Social Media Influence on Jan 31, 2012

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