Social Media Crises & Zombies

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Shows how fighting social media crises is much like fighting modern zombies.

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  • May of 2011 CDC posted a blog entitled “Preparedness 101: Zombie Apocalypse.”How to prepare for a zombie attackDisaster plansDisaster kits
  • Private problems are now publicNegative information weighed more that positive information
  • Social Media Crises & Zombies

    1. 1. Crisis, Social Media& Zombies Dr. W. Timothy Coombs NEMO Visiting Professor Lund University, Helsingbog Campus
    2. 2. Crisis preparedness?
    3. 3. Social Media Aspects
    4. 4. Zombie value • CDC web visits from 3,000 in a week to 30,000 • Twitter followers from 12,000 to over 1.2 million
    5. 5. Past Failure
    6. 6. Lessons = ≠
    7. 7. Objectives Message Design Accountability
    8. 8. Precrisis Postcrisis Crisis
    9. 9. Key Points Prevention & Mitigation Preparation Conclusion
    10. 10. Social Media Crises • Concerns that arises in or is amplified by social media and can harm the organization
    11. 11. Parallels Zombies • Spread by virus • Eat brains Social Media Crises • Spread like virus • Eat reputations
    12. 12. Movie Quotation • “This is the part in the movie where the guy says ‘Zombies? What zombies?’ just before they eat his brains. I don’t want to be that guy”
    13. 13. First Concern with Zombies • Where are they?
    14. 14. Scanning • New Channels (information sources) – Blogs – Micro-blogs – Social networks – Content creation • New Tools (analysis) • New Risks • New Challenges for Preventative Action
    15. 15. Social Media as Risk • Actions of others • Your mistakes
    16. 16. Paracrisis • Crisis threat that is “managed” in public view, looks like a crisis – Respond or not – How you respond
    17. 17. Intended Effects • Reduce – Reputational damage – Anger & Anxiety • Preserve purchase intention • Minimize media coverage – Amount & Duration • Promote acceptance of crisis message • Protect public safety (minority)
    18. 18. Why the concern? • Negative comments can damage reputation • Reputation is a valuable asset • Threat – Further negative messages (legacy and social media) – Financial loss
    19. 19. Sources of social media crises Organizational Misuse Dissatisfied Challengers Customers Social Media Crisis
    20. 20. Bigger Picture Social Media Crisis Stakeholder Organizational Actions Actions Challenges Customer Misuse of Complaints Social Media
    21. 21. When is term “crisis” warranted? Do not overreact There are incidents
    22. 22. Organizational misuse • Inappropriate use (competence) – Apologize and correct Crisis Connection • Purposeful misuse (moral)
    23. 23. Dissatisfied Customers • Customer relations, not a crisis – Resolve the concern (opportunity & transparency) Crisis Connection • Warning of a product harm
    24. 24. Challenges • Stakeholder claims organization is acting in irresponsible manner – Threat to CSR claims – Threat to reputations • Crisis Connection – Sustained and spreading
    25. 25. Second Concern with Zombies • How to kill them
    26. 26. SM Type Response Objectives Customer Service Recognize problem Apologize Corrective action End coverage Retain customers Acceptance of message Misuse SM Recognize problem Apologize Corrective action Repair reputation End coverage Acceptance of message Challenge Make changes Refute changes Repair reputation Acceptance of message End coverage (not all the time)
    27. 27. Review • Monitor social media • Consider value in responding – Act on customer complaints – Do not respond to trolls • Correct factual errors • Review social media efforts
    28. 28. Preparation • Crisis management plan (CMP) linked to social media policies • Crisis team includes social media manager • Templates for social media • Establish presence • Spokesperson video
    29. 29. Conclusion • Social media – Challenges – Resources
    30. 30. Like Zombies • New view – Magic to Virus – Operational to Reputational • Do not manage like a zombie – Lack strategy – Ignore social media • Key to both is quick, offensive attack
    31. 31. Final advice for both • Have weapons and know how to use them

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