Crisis Communication in Social Media
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Crisis Communication in Social Media

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Crisis Communication in Social Media. Week 6 for PRL 408 at Utica College. Spring 2014.

Crisis Communication in Social Media. Week 6 for PRL 408 at Utica College. Spring 2014.

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Crisis Communication in Social Media Crisis Communication in Social Media Presentation Transcript

  • Utica College PRL 408: Social Media Thomas Armitage Week #6 March 5, 2014
  •          What is a crisis? How to prevent crises Monitoring When a crisis hits Brands doing it wrong Brands doing it right Responding to negative feedback SM crisis plan Let's practice
  •    “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 Examples:  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 timely fashion Be transparent and proactive (Jones-Brynley, 2009)
  •        Google Alerts Social Mention Whostalkin BackType Blogpulse Tweetbeep Wholinkstome (Jones-Brynley, 2009)
  •      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
  •      Apologize Thank them Take care of the problem Be quick Be transparent
  • (Bennett, 2013)
  • (Bennett, 2013)
  • (Bennett, 2013)
  • (Bennett, 2013)
  •  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  To do:  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 http://www.mediabistro.com/alltwitter/social-media-crisis_b48535 DeGoede, C. (2013, December 18). 14 Tips for Building Your Social Media Crisis Communications Plan. BurrellesLuce Retrieved on March 1, 2014 from http://www.burrellesluce.com/freshideas/2013/12/14-tips-for-building-yoursocial-media-crisis-communications-plan/#sthash.0ZQiiM2G.dpuf Dozescu, A. (2012). You ready for a social media crisis? Advanced Web Rankings. Retrieved on March 1, 2014 from http://www.advancedwebranking.com/blog/social-media-crisis-management/ 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 http://oursocialtimes.com/a-5-step-guide-to-reputation-management-usingsocial-media/ Marsden, P. (2011, October 7). Social media and crisis communication for PR people. Retrieved on March 1, 2014 from http://www.slideshare.net/paulsmarsden/social-media-and-crisiscommunications-for-pr-people