Utica College
PRL 408: Social Media
Thomas Armitage

Week #6
March 5, 2014
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What is a crisis?
How to prevent crises
Monitoring
When a crisis hits
Brands doing it wrong
Brands doin...
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
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“Crisis Communication in the Era of Social
Media” - http://bit.ly/1eCv0i2
“A 5-Step Guide to Reputation Management
...
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Incident that causes backlash among key
publics and can cause damage to brand image
Examples:
 Product recalls, scan...
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Decide what you want to track
Set up streams with monitoring tools
Develop an internal crisis plan
Use good cu...
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

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Google Alerts
Social Mention
Whostalkin
BackType
Blogpulse
Tweetbeep
Wholinkstome

(Jones-Brynley, 2009)
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Identify your influencers
Develop a clear, effective and platformappropriate message
Know what you are talking...
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


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

Delete comments (with few exceptions)
Use cookie-cutter responses
Make them do extra work
Blame the customer
G...
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

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Apologize
Thank them
Take care of the problem
Be quick
Be transparent
(Bennett, 2013)
(Bennett, 2013)
(Bennett, 2013)
(Bennett, 2013)
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You currently are the social media manager for
Coach. An online user thinks your products are
overpriced and has been p...


You’re the social media manager of Olive Garden.
One of your company’s waiters just posted a photo
on Facebook that is ...
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Social Media Advertising

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To do:
 Write Blog Post #2
 Read Chapter 18 in the textbook
 Read articles from #UticaC...
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Bennett, S. (2013, August 28). 8 tips for managing a social media crisis.
MediaBistro. Retrieved on March 2...
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
Crisis Communication in Social Media
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.

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Crisis Communication in Social Media

  1. 1. Utica College PRL 408: Social Media Thomas Armitage Week #6 March 5, 2014
  2. 2.          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
  3. 3.    “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
  4. 4.   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
  5. 5.      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)
  6. 6.        Google Alerts Social Mention Whostalkin BackType Blogpulse Tweetbeep Wholinkstome (Jones-Brynley, 2009)
  7. 7.      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)
  8. 8.      Delete comments (with few exceptions) Use cookie-cutter responses Make them do extra work Blame the customer Give special privileges
  9. 9.      Apologize Thank them Take care of the problem Be quick Be transparent
  10. 10. (Bennett, 2013)
  11. 11. (Bennett, 2013)
  12. 12. (Bennett, 2013)
  13. 13. (Bennett, 2013)
  14. 14.  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?
  15. 15.  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?
  16. 16.  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
  17. 17.      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
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