Malissa Fritz - Social Media Crisis Response Training
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Social Media Crisis Response Training - Ms. Malissa Fritz, Vice President of Weber Shandwick Farm & Food Advocacy Team, from the 2014 NIAA Annual Conference titled 'The Precautionary Principle: How Agriculture Will Thrive', March 31 - April 2, 2014, Omaha, NE, USA. More presentations at http://www.trufflemedia.com/agmedia/conference/2014_niaa_how_animal_agriculture_will_thrive
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Malissa Fritz - Social Media Crisis Response Training
- 1. Social Media Response Training Malissa Fritz, Weber Shandwick
- 3. • Example of social media getting away from organization EHV in 2011 • Normal month: 11,000 • During EHV: 37,000
- 4. • Example of social media getting away from organization EHV in 2011 • 2000 horses at risk in 19 states • 243 exposed horse premises • 90 laboratory confirmed cases
- 5. • Example of social media getting away from organization EHV in 2011 •400 cancelled horse events •Only part of the economic impact
- 6. • Minnesota Association of Equine Practitioners • University of Minnesota Equine Center • Large equine vet clinics EHV in 2014
- 8. • Organizations used Twitter to spread the news • The public used the platform to ask questions EHV in 2014
- 9. FACT: Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.
- 10. Online Takes the Lead Half of Americans get their news online, with nearly 20% getting it on social media Source: The Pew Research Center for the People and the Press, Sept. 2012
- 11. Every second… 2,200 tweets are posted 580 FB status updates 24 minutes of video posted to YouTube The New Speed of News
- 12. How do we get out in front of it?
- 13. It Starts with You
- 14. What Social Media Tool Do You Use Most Often?
- 15. Most Used Social Media Platforms Facebook Twitter LinkedIn YouTube
- 16. Get engaged. Don’t wait. Learn the platforms. Practice. Be ready.
- 17. Rule 1: Be social
- 18. Be Present. Be Active. Be Timely.
- 20. Rule 2: Share Your Story
- 21. Crafting Responses • Identify your role and how you can help in crisis • Don’t overreact or lose your temper • Use personality when possible, but be careful and sensitive • Let people know feedback is important to you • Avoid stock responses
- 22. Repetition = Robot = Bad
- 23. • Empathy is critical • Apologize when it’s your fault, but beware of legal implications • Post public, personalized holding statement, if necessary Crafting Responses
- 24. Don’t Delay Your Initial Response Of consumers expect a response within 30 minutes Of consumers expect a response within one hour 32% 42%
- 25. Rule 3: Work Together as an Industry
- 26. Develop a Winning Plan • Build a following • Develop responses • Monitor conversations • Coordinate with stakeholders • Create an emergency contact list
- 27. • Legal or moral restrictions • Promotion or solicitation • Profanity or disrespectful posts • Criminal activity • Inappropriate content • Staff rules, confidentiality • Response times Building EDCC Community Rules
- 28. EDCC EDCC EDCC EDCC EDCC Our Goal… All roads lead to the EDCC
- 29. Alert Select listening tool Select person to monitor The crisis…
- 30. EHV Suspected Horse Showing Symptoms at Local Horse Track What we know… • Horse showing EHV-like symptoms • Test results not back yet • Horse quarantined to stall, barn not under quarantine • Races have begun
- 31. EHV Suspected Horse Showing Symptoms at Local Horse Track What are your first steps… •State or federal government •Private practice veterinarian •General ag or horse association •Animal health company •Academia or third party expert •EDCC
- 32. 32 STEP 1: Monitor • Review social media channels regularly • Watch for trends or conversations that are picking up steam Regularly review social media activity
- 33. Tools for All Budgets ENTRY LEVEL INTERMEDIATE ADVANCED Reading through posts on social media sites and setting up Google alerts Using free or low-cost tools to auto-identify specific organization mentions Investing in professional tools to auto-identify and track mentions GOOD BETTER BEST
- 34. No incident Ignore Delete Acknowledge Resolve directly Escalation Required Emergency STEP 2: AnalyzeComplete a Situation Analysis
- 35. 35 STEP 3: Prepare • If warranted, escalate the issue internally within the organization • It’s time to develop a response • Informational • Resolution • Empathetic • Can’t respond at this time • Watch out for pitfalls and activists • Beware of legal or regulatory requirements or restrictions Develop appropriate response
- 36. 36 STEP 4: Act • Take a deep breath and count to ten • Could response be misinterpreted or make a situation worse? • Ask for a second opinion • Post public follow-up • Continue to monitor • Log everything and keep everyone updated Final review and posting of the response
- 37. What’s happening on social media?
- 38. EHV Confirmed, News Release Distributed
- 39. • Be transparent • Be relevant • Be timely and accurate in responses • Continuously monitor • Correct misinformation • Practice Remember…
- 40. Call Center Receives Report of EHV-suspect case Details collected… • Horse owner believes her horse is showing EHV-like symptoms based on signs she found online • Not connected to race track cases • No tests and no veterinarian contacted
- 41. Relax… The Crisis is Over
- 42. Thank you!
Editor's Notes
- Thanks to Josie we have a better understanding of what the EDCC will do and how it can service as a resource. But, how do we ensure that we get people to the website or that they know what number to call? We start a conversation with them – via social media.
- We can be a part of the conversation and have our voices heard or we can let the conversation go on without us. Let’s take a look at a situation from 2011 where having a stronger industry voice could have impacted things for the better.
- As you all likely remember, on May 11 – just after the conclusion of the National Cutting Horse Association – a horse develops fever and neurological symptoms. Initial swab came back negative, but a day later another horse showed similar signs and a short time later histopath came back positive for EHV on the first horse The first announcement was made only one day later on May 12 by the Keith Roehr at the Colorado Dept. of Agriculture – but even with the quick turnaround and helpful hand by the U.S. Department of Agriculture, this information still went viral. Colorado Department of Ag visits jumped from 11,000 a month to 37,000 a month
- When this situation was all said and done ----- 2000 Horses at risk in 19 states 243 exposed horse premises 90 laboratory confirmed cases for EHV-1 or EHM
- When this situation was all said and done ----- 400 cancelled horse events This was only a part of the economic impact that resulted from this situation. The misinformation fueled unnecessary event cancellations and hysteria.
- Status updates - received 89 shares, 24 comments Fact Sheet - received 160 shares, 49 likes
- Stillwater Equine Veterinary Clinic directed Twitter users to their Facebook page for up-to-date situation information. The clinic’s daily updates received a tremendous about of shares, showing once again how valuable of a platform Facebook is for reliable, current information 3/27 update: 591 shares 3/26 update: 773 shares The conversation is going to go on with or without us, so it’s VITAL that we participate.
- This is a clear example why we must incorporate social media into our crisis plans moving forward. Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.
- If you get the majority of your news online – you’re not alone. More than half of the population gets their news online now, with nearly 20% of them getting most of it on social media.
- It’s fascinating to see how much is going on on-line. Every second: 2,200 tweets are posted 580 FB status updates 24 minutes of video posted to YouTube
- I’m from a small town – the biggest worry folks had in my old stomping grounds was that they’d become the main topic at the coffee shop. Now that coffee shop talk has been taken online and involves millions of people versus the small number of people that could fit around a table. It’s frightening when you think about the amount and speed at which this content is being shared. The EDCC will not be on social media at first, so they won’t be a part of the conversation right away --- So how can you get ahead of an issue to ensure it doesn’t explode into a full blown crisis?
- It starts with you. As an industry leader, you need to get engaged online and share your story and help to build up the reputation of the EDCC as a resource for people looking for equine disease information. Industry organizations - We also need to engage industry organizations. We can build up our following by working with these groups to reach out to their memberships. These are the very folks we want to reach in an emergency so reaching out to them in advance will prove mutually beneficial in the long run. Government – We will work with state and federal animal health organizations to ensure our information is timely, accurate and approved for release. We want to partner with these agencies to bring credibility to the information we are providing. Third party experts or academia – Working with the third party experts that the industry has already identified will be important, we want to make sure these valuable individuals are linking to and forwarding folks to the EDCC. Horse owners – As I mentioned earlier, we’ll work with industry associations to build our following of equine owners. Equine veterinarians – Many equine vets have robust social media presence and great websites. We will want to work with the Equine practitioner to have them link to the EDCC before, during and after crises. Again, linking with this group will help us build credibility and a strong following. Media – We want to be a resource for all, but we hope to serve as a location for media to gather information. We will likely see our general media following increase as issues increase in reach and severity, but we can start to build the following of trade media right away by having all of the above groups and people helping to build our clout.
- So, what social media platforms are you using now? (pause for quick group discussion)
- Many of us use social media often, but stick to the top few applications – Facebook, Twitter, LinkedIn, YouTube, Pinterest and Google+ We did a quick media scan to see who’s using FB, Twitter, and LinkedIn – there are a few of you that are using these platforms regularly and have built up a strong following. Others of you don’t have accounts or have signed up and never used the accounts. So, where do we go from here?
- Get engaged. Don’t wait. Don’t rely on others. Learn the platforms. Practice. Be ready.
- If you’re going to be on social media, you need to be social. It’s important that you understand that you aren’t going to please everyone all of the time – but there are a few things you can help increase your likelihood at success.
- During the 34 minute power outage at the superbowl last year, Oreo tweeted Power out? No problem— with this image that said “you can still dunk in the dark” Oreo joined the conversation on Twitter in real-time and tied their brand into the event, the brand was rewarded for its quick thinking with more than 15,000 retweets. And even though it wasn’t a commercial it was considered one of the best ads of the night The tweet reinforces a couple key things all at once: Speed matters Visual is the greatest resonator Brands, more than ever before, are now “people” To be able to respond as Oreo did, a company must have a systemic understanding of what social is/does or it won’t give itself approval to behave in this way. They must be a “social business” to take advantage of this. This quick thinking wouldn’t likely happen in a press conference of the past. Additional information: http://www.buzzfeed.com/rachelysanders/how-oreo-got-that-twitter-ad-up-so-fast
- If you’re not on social media – consider getting on there. The conversation is going on without you and you can’t impact it if you’re not there.
- We all have a role in responding to a crisis – some professional, some personal, and sometimes both. It’s important that you think about your roles and what information people are going to be looking to you to provide. How can you help the industry? Practice your responses or encourage people to sign up for the EDCC news alerts by posting a link or sharing their latest update on your personal and professional pages. ----- Example – government – how can I share? Not asking you to share before information is made public – but asking you to think about sharing information your organization has already made public or forward folks to the EDCC for more details.
- In this example, progressive insurance didn’t fully cover a car accident that caused a death in the family. The brother of the deceased posted the full story online and tweeted about it. They made the situation worse by responding with the same message multiple times and making the brand appear inhumane. While it is important to work with legal to get approval, it is also important to ask for variations of the message to allow for a more human tone. Another issue was that they kept the smiling face of Flo as the avatar appearing next to the tweets. Not personable
- (outline slide) Set people’s expectations: Identify how long a resolution will take and if you can’t answer the question right away – at least let people know you’re working on it.
- Identify who will be responsible for responding to issues, give them ability to act Create an emergency contact list Craft best practice response to common issues
- Looking forward it the EDCC decides to go social and develop its own Facebook or Twitter page (which I would encourage), it’s important to lay down the ground rules before jumping in. You want to protect your community in advance. Building a set of community rules for the EDCC and industry will allow for you to control the conversations on your pages and to maintain the right to remove any unwanted/unhealthy content that may be toxic to your page.
- We all have the same goal – to build a successful Equine Disease Communications Center that can serve as a go to resource in the event of a disease situation. By working together to build our social media audience and clout amongst the industry, we can ensure success.
- Please move to the table that most closely relates to your daily occupation. Please select from: State or federal government Private practice veterinarian General ag or horse association Animal health company Academia or third party expert EDCC You have received word that a horse at a local race track is showing signs of EHV including neurological symptoms and a high fever. Symptoms have been present since early this morning. Samples have been taken, but results are not yet back. The horse is being held in its stall and will not race. No quarantines have been issued. Two nearby horses are running elevated temperatures, but are not showing neurological signs. Most horses have been on site since yesterday, with many leaving later today once the races conclude. It is 11 a.m. right now. EHV is not a reportable disease in your state, but the race veterinarian has still decided to contact the state veterinarian to let him know of the situation. People at the track have already started to talk. With the horse scratching from the race and a loose-lipped trainer, information is known more broadly than all would like. Please chat with those at your table to outline your first steps as it relates to the disease and communicating with stakeholders and the public.
- Let’s hear from the groups. Share with us your first steps in terms of disease and communications: State or federal government Private practice veterinarian – one of the horses on site is owned by one of your clients General ag or horse association Animal health company Academia or third party expert EDCC
- (wait until folks have worked together to outline first steps and provided an update to the rest of the group) Some things to keep in mind… The best time to start monitoring is before there is ever an issue. Check in on your followers, see what they are posting/tweeting and learn who your advocates are to build relationships. This can be as easy as checking in on your page once or twice a day, depending on how active your community is. Or check in on Twitter to see what popular topic of the day is and consider how it may relate back to your company. During a crisis, monitoring should increase, having at least one person dedicated to watching the online conversations at all times. If you see a conversation begin to build, look for any common hashtags or if there is a boisterous party leading the conversation. This will help to prepare your team if the conversations are directed towards your company or industry and you can begin preparing messaging in advance.
- There are tools for every budget, but it’s important to identify how you are going to monitor and who is going to do the work ahead of time. Monitoring isn’t the sole job of the EDCC. If you see a conversation starting to escalate or are concerned over some recent posts – you have the responsibility to flag them too. If needed: Free tools: HootSuite, TweetDeck, Google Alerts Paid tools: Sysomos, Traackr
- When analyzing posts you can use the following to help determine your next steps. No incident- handle as normal community activity Ignore – “troll” activity does not merit a response Delete – activity breaks ground rules Acknowledge – resolution not required or not possible Resolve directly – take conversation offline Escalation required – issue or crisis is beginning Emergency – call the CEO, crisis is full swing
- (outline slide)
- (outline slide)
- Discussion – what’s happening on social media? (provide overview of what’s trending on FB and Twitter) We don’t have disease confirmation right now, so what do you do to help get ahead of this firestorm? Do you post something?
- Histopath has come back positive on the first horse. As a result the State Vet’s office has just distributed this news release. Social media is starting to go crazy with worry about the disease spreading. You’re also hearing rumors that some horse shows next week may cancel their events. The EDCC has posted information from their website. What are your next steps?
- (outline slide)
- Sherry Thompson, a horse owner involved in 4-H, has called the EDCC to report a possible case EHV in one of her horses. Sherry has been following the EHV situation online and recently came across a website that describes symptoms of the disease. One of her horses, a 15 year old gelding, has been having some trouble moving around for some time and developed a fever earlier today. The person taking the call at the call center asked Sherry a few questions that might be helpful. She does not have race horses and was not at the Speeds’ Race Track. She has not been in contact with at veterinarian, so no tests have been conducted at this point. What should the EDCC person do? What can your group do to assist?
- How’d it go? What concerns do you have? Where you able to use your current position to answer people’s questions? Did you link people back to the EDCC?
- Please keep in mind that how you handle the situation is often more important than the situation itself Working together we can make a large difference – think of all the good that could come from being able to notify folks quickly of a disease, heighten biosecurity or stop movement of animals. It may take us some work to get there, but it will be worth it in the long run. Our industry is looking to us to pave the way. Are you ready?