Transcript of "Crisis Communication in Social Media"
PRL 408: Social Media
March 5, 2014
What is a crisis?
How to prevent crises
When a crisis hits
Brands doing it wrong
Brands doing it right
Responding to negative feedback
SM crisis plan
“Crisis Communication in the Era of Social
Media” - http://bit.ly/1eCv0i2
“A 5-Step Guide to Reputation Management
Using Social Media” - http://bit.ly/ONAOf2
“10 Social Media Disasters You’re Glad You
Didn’t Cause“ - http://bit.ly/1cj2a7t
Incident that causes backlash among key
publics and can cause damage to brand image
Product recalls, scandals, legal issues
On social media, crises can spin out of control
much more quickly, also more “mini crises”
Crisis comm vs reputation management
Decide what you want to track
Set up streams with monitoring tools
Develop an internal crisis plan
Use good customer service and engage in a
Be transparent and proactive
Identify your influencers
Develop a clear, effective and platformappropriate message
Know what you are talking about
Integrate paid and earned media
Never shut down conversations
(DeGoede,, 2013) | (Dozescu, 2012)
Delete comments (with few exceptions)
Use cookie-cutter responses
Make them do extra work
Blame the customer
Give special privileges
Take care of the problem
You currently are the social media manager for
Coach. An online user thinks your products are
overpriced and has been posting negatively
about you online all week. She ordered a purse
online and opened up the package today only
to discover that it’s the wrong item. Now she’s
really letting you having it. She’s tagged
#Coach and has posted 5 times just today
about how much she hates the company.
What do you respond with?
You’re the social media manager of Olive Garden.
One of your company’s waiters just posted a photo
on Facebook that is going viral. Apparently, a
customer left him a poor tip and wrote “Fuck you!”
under his credit card signature, so the waiter snapped
a photo of the receipt and a photo of the customer
(without him looking), collaged them together and
posted it for the world to see, with the sarcastic
caption: “I love working at Olive Garden. Our
customers are always so pleasant.” The social media
outlets have already published blog posts about the
incident. What do you do?
Social Media Advertising
Write Blog Post #2
Read Chapter 18 in the textbook
Read articles from #UticaCollegeSM and comment
Instagram presenter should be ready to present
Bennett, S. (2013, August 28). 8 tips for managing a social media crisis.
MediaBistro. Retrieved on March 2, 2014 from
DeGoede, C. (2013, December 18). 14 Tips for Building Your Social Media Crisis
Communications Plan. BurrellesLuce Retrieved on March 1, 2014 from
Dozescu, A. (2012). You ready for a social media crisis? Advanced Web Rankings.
Retrieved on March 1, 2014 from
Jones-Brynley, L. (2009, October 4). A 5-Step Guide to Reputation Management
Using Social Media. Our Social Times. Retrieved on March 1, 2014 from
Marsden, P. (2011, October 7). Social media and crisis communication for PR
people. Retrieved on March 1, 2014 from
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