Download as PDF, PPTX
Uploaded byWe Are Social Singapore
Social Media Crisis Management
The document provides a comprehensive guide for managing negative comments on social media, emphasizing the importance of preparation and timely response. It outlines policies and procedures for addressing online criticism, detailing strategies such as monitoring mentions, assessing incidents, and acting empathetically. Additionally, it offers insights on preventing negative impacts on brand reputation and highlights the benefits of engaging with customers effectively.
More Related Content
Similar to Social Media Crisis Management
Social Media Crisis Management
- 1. KEEP CALM AND DEAL WITH IT A GUIDETO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA SIMON KEMP • WE ARE SOCIAL • SES SINGAPORE • DECEMBER 2013 We Are Social @eskimon • 1
- 2. SIMON KEMP @eskimon We AreSocial @eskimon • 2
- 3.
- 4. LONDON NEW YORK PARIS MUNICH MILAN SINGAPORE SÃO PAULO WeAre Social SYDNEY @eskimon • 4
- 5.
- 6. </SALES PITCH> We AreSocial @eskimon • 6
- 7. @$#&! A COMPREHENSIVE GUIDETO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA We Are Social @eskimon • 7
- 8. CELEBRATING POSITIVE MENTIONSIS ALSO IMPORTANT, BUT THAT’S ANOTHER TOPIC We Are Social @eskimon • 8
- 9. RULE #1: IFYOU’RE GOING TO BE ON SOCIAL, YOU NEED TO BE SOCIAL We Are Social @eskimon • 9
- 10. THAT MEANS YOU’REGOING TO NEED TO INTERACT WITH YOUR AUDIENCES We Are Social @eskimon • 10
- 11. HOWEVER, YOU CANNOTPLEASE ALL OF THE PEOPLE ALL OF THE TIME We Are Social @eskimon • 11
- 12. …AND IF ITCAN GO WRONG, IT PROBABLY WILL GO WRONG We Are Social @eskimon • 12
- 13. AVOIDING SOCIAL MEDIADOES NOT MEAN YOU AVOID NEGATIVE COMMENTS, THOUGH We Are Social @eskimon • 13
- 14. …AND IGNORING NEGATIVECOMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT We Are Social @eskimon • 14
- 15. 89% OF US HAVESTOPPED DOING BUSINESS WITH A BRAND DUE TO POOR SERVICE We Are Social • Source: Oracle @eskimon • 15
- 16. “ 50% OF CONSUMERSEXPECT A RESPONSE TO A QUESTION WITHIN ONE WEEK, OR THEY STOP DOING BUSINESS WITH THEM ALTOGETHER. We Are Social • Source: Kiss Metrics @eskimon • 16
- 17. THIS YEAR, QUESTIONSASKED ON BRAND PAGES HAVE INCREASED BY 85% We Are Social • Source: SocialBakers @eskimon • 17
- 18. BUT CAREFUL MANAGEMENTOF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE We Are Social @eskimon • 18
- 19. IT’S 7 TIMESCHEAPER TO KEEP AN EXISTING CUSTOMER THAN IT IS TO WIN A NEW ONE We Are Social • Source: Bain & Company @eskimon • 19
- 20. RESPONDING PAYS DIVIDENDS 71% OFCONSUMERS WHO DO RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND We Are Social • Source: NM Incite VS 19% OF CONSUMERS WHO DO NOT RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND @eskimon • 20
- 21. “ WHEN COMPANIES RESPONDTO CUSTOMER SERVICE REQUESTS IN SOCIAL MEDIA, THOSE CUSTOMERS SPEND 20% - 40% MORE WITH THE COMPANY. We Are Social • Source: Bain & Company @eskimon • 21
- 22. 40% OF UNRESOLVED SOCIALCOMPLAINTS RESULT IN COSTLY CALL CENTRE CALLS We Are Social • Source: ClickFox @eskimon • 22
- 23. BEST BUY’S ‘TWELPFORCE’BENEFITS 20% $5M DROP IN COMPLAINTS THROUGH BETTER AND FASTER SERVICE IN ADDED VALUE THROUGH IMPROVED BRAND INFLUENCE AND COST SAVINGS We Are Social • Source: Best Buy / Lithium @eskimon • 23
- 24. SO HOW CANYOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA? We Are Social @eskimon • 24
- 25. ONE RULE TORULE THEM ALL… We Are Social @eskimon • 25
- 26. FAILING TO PREPAREIS PREPARING TO #FAIL We Are Social @eskimon • 26
- 27. PLAN AHEAD –DON’T WAIT UNTIL SOMETHING GOES WRONG We Are Social • ‘Binoculars’ icon: The World We Live In, from The Noun Project @eskimon • 27
- 28. START TODAY BYDEFINING YOUR POLICIES AND PROCEDURES (P&P) We Are Social @eskimon • 28
- 29. IDENTIFY WHO WILLBE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE We Are Social • ‘Community’ icon: The Noun Project @eskimon • 29
- 30. CREATE A LISTOF EMERGENCY CONTACTS IN LEGAL, PR AND CORP COMMS TEAMS We Are Social • ‘Community’ icon: The Noun Project @eskimon • 30
- 31. EDUCATE ALL RELEVANTPEOPLE ON YOUR P&P, AND REHEARSE A FEW SCENARIOS We Are Social • ‘Training’ icon: The Noun Project @eskimon • 31
- 32. MAKE SURE EVERYONECAN FIND THE P&P EASILY IN THE EVENT OF A CRISIS We Are Social @eskimon • 32
- 33. ? BUT WHAT SHOULDYOUR P&P DEFINE? We Are Social @eskimon • 33
- 34. FIRSTLY, IT SHOULDSET THE HOUSE RULES FOR YOUR SOCIAL MEDIA COMMUNITIES We Are Social @eskimon • 34
- 35. THINGS TO INCLUDEIN COMMUNITY RULES 1 2 DEFINITION OF ‘TROLL’ ACTIVITY AND HOW YOU’LL MANAGE IT 3 HANDLING PROMOTION OF COMPETITORS OR SOLICITATION 4 USE OF PROFANITY OR HATE LANGUAGE (SEXISM, RACISM, ETC.) 5 CRIMINAL ACTIVITY (E.G. FRAUD, LIBEL, HARASSMENT, COPYRIGHT) 6 INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE) 7 SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE 8 RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY 9 MANAGING EXPECTATIONS AROUND RESPONSE TIMES 10 We Are Social LEGAL OR MORAL RESTRICTIONS (E.G. AGE LIMITS) CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES @eskimon • 35
- 36. SENSE CHECK WHETHERRULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES We Are Social @eskimon • 36
- 37. @$#&! NEXT, DEFINEYOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS We Are Social @eskimon • 37
- 38. WE ARE SOCIAL’S‘3AS’ APPROACH ALERT ASSESS ACT IDENTIFY ISSUES AS EARLY AS POSSIBLE, IDEALLY BEFORE THEY ESCALATE DETERMINE THE SEVERITY OF EACH ISSUE, AND INVOLVE RELEVANT STAKEHOLDERS MANAGE EACH ISSUE AS EFFICIENTLY AND EFFECTIVELY AS POSSIBLE We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 38
- 39.
- 40. FIRST, DECIDE HOWYOU’LL MONITOR SOCIAL MEDIA FOR RELEVANT MENTIONS We Are Social @eskimon • 40
- 41. SELECT THE RIGHTSOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 41
- 42. TOOLS FOR EVERYBUDGET 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 BRAND MENTIONS INVESTING IN PROFESSIONAL TOOLS TO AUTO-IDENTIFY AND TRACK MENTIONS We Are Social @eskimon • 42
- 43. WHAT SHOULD YOULISTEN FOR? DIRECT RELATED SPECIFIC BRAND OR PRODUCT NAME MENTIONS We Are Social SECONDARY OTHER BRANDRELEVANT MENTIONS (E.G. CEO’S NAME) MENTIONS OF OTHER IMPORTANT ELEMENTS (E.G. COMPETITORS) @eskimon • 43
- 44. IDENTIFY WHO WILLBE RESPONSIBLE FOR LISTENING AND MONITORING ACTIVITIES We Are Social • ‘Community’ icon: The Noun Project @eskimon • 44
- 45. WHERE SHOULD YOULISTEN? OWNED CONVERSATIONS PEOPLE HAVE WITH YOU IN CHANNELS YOU OWN OR CONTROL We Are Social • ‘Head’ icon: The Noun Project & ORGANIC CONVERSATIONS PEOPLE HAVE ABOUT YOU IN CHANNELS YOU DO NOT OWN OR CONTROL @eskimon • 45
- 46. WHEN SHOULD YOULISTEN? AUTOMATED AT INTERVALS SET UP AUTO-ALERTS THAT TRIGGER AN ACTION WHEN SOMETHING IMPORTANT HAPPENS TASK A PERSON TO CHECK MENTIONS AT REGULAR INTERVALS TO IDENTIFY THE NEED FOR ACTION We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 46
- 47.
- 48. CAPTURE RELEVANT ACTIVITYAS SOON AS YOU SEE IT IN CASE SOMETHING CHANGES We Are Social @eskimon • 48
- 49. ! DETERMINE THESEVERITY OF THE INCIDENT We Are Social @eskimon • 49
- 50. A SIMPLE ASSESSMENTFRAMEWORK NO INCIDENT (HANDLE AS NORMAL COMMUNITY ACTIVITY) IGNORE (‘TROLL’ ACTIVITY – DOES NOT MERIT A RESPONSE) DELETE (ACTIVITY THAT CONTRAVENES GROUND RULES ONLY) ACKNOWLEDGE (RESOLUTION NOT REQUIRED OR NOT POSSIBLE) RESOLVE DIRECTLY ESCALATION REQUIRED EMERGENCY (CALL THE CEO) We Are Social @eskimon • 50
- 51. DOES THE ISSUENEED A RESOLUTION, OR JUST AN EMPATHETIC RESPONSE? We Are Social @eskimon • 51
- 52. WATCH OUT FORWILDFIRES – ISSUES THAT OTHER PEOPLE FUEL AND SHARE We Are Social @eskimon • 52
- 53. NEVER FEED THETROLLS We Are Social @eskimon • 53
- 54. BEWARE OF LEGALAND REGULATORY REQUIREMENTS AND RESTRICTIONS We Are Social • ‘Legal’ icon: The Noun Project @eskimon • 54
- 55. ASSIGN OR ESCALATEANY ISSUES WHERE NECESSARY (AS PER YOUR P&P) We Are Social @eskimon • 55
- 56. CONSIDER ETHICAL ISSUES(E.G. SHOULD AN ALCOHOL BRAND REPLY TO MINORS?) We Are Social @eskimon • 56
- 57. LOG INCIDENTS FORLATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES We Are Social @eskimon • 57
- 58.
- 59. BEFORE YOU DOANYTHING, TAKE A DEEP BREATH AND COUNT TO TEN We Are Social @eskimon • 59
- 60. HOW YOU HANDLETHE ISSUE IS OFTEN MORE IMPORTANT THAN THE ISSUE ITSELF We Are Social @eskimon • 60
- 61. GREAT RESPONSE GUIDELINES BETIMELY: RESPOND QUICKLY BUT CAREFULLY BE ATTENTIVE: THINK AND ACT LIKE A 5-STAR CONCIERGE BE EMPATHETIC: SHOW PEOPLE YOU CARE ABOUT HELPING BE INSIGHTFUL: IDENTIFY THE REAL ISSUE – CAUSE vs. SYMPTOMS MANAGE EXPECTATIONS: ON TIMING AND POTENTIAL OUTCOMES WORK WITH DIFFERENT TEAMS TO DELIVER A RESOLUTION COMMUNICATE IN WAYS THAT HELP OTHER PEOPLE TOO BE AUTHENTIC: REINFORCE THE BRAND, BUT ACT LIKE A HUMAN We Are Social @eskimon • 61
- 62. DON’T OVERREACT, AND NEVERLOSE YOUR TEMPER We Are Social @eskimon • 62
- 63. USE PERSONALITY ANDHUMOUR WHERE POSSIBLE, BUT BE CAREFUL AND SENSITIVE We Are Social @eskimon • 63
- 64. 89% OF CUSTOMERS ARE‘MORE SATISFIED’ WHEN THEY GET A QUICK RESPONSE We Are Social • Source: Synthetix @eskimon • 64
- 65.
- 66. DON’T DELAY YOURINITIAL RESPONSE 32% 42% OF CONSUMERS EXPECT A RESPONSE WITHIN 30 MINUTES OF CONSUMERS EXPECT A RESPONSE WITHIN ONE HOUR We Are Social • Source: Social Habit @eskimon • 66
- 67. BUT THERE’S ASUBTLE DISTINCTION RESPONSE LETTING PEOPLE KNOW THAT YOU’VE SEEN THEIR POST AND THAT YOU’RE FOLLOWING UP We Are Social VS RESOLUTION ADDRESSING THE UNDERLYING ISSUES AND DELIVERING SOME FORM OF ACTUAL RESOLUTION @eskimon • 67
- 68. START WITH ASIMPLE ACKNOWLEDGEMENT TO SHOW PEOPLE YOU’RE WORKING ON IT We Are Social @eskimon • 68
- 69. LET PEOPLE KNOWTHAT THEIR FEEDBACK IS GENUINELY IMPORTANT TO THE BRAND We Are Social @eskimon • 69
- 70. PEOPLE WHO TAKETHE TIME TO COMPLAIN LIKELY CARE ABOUT MAKING A DIFFERENCE We Are Social @eskimon • 70
- 71. IDENTIFY HOW LONGA RESOLUTION WILL TAKE, AND SET PEOPLE’S EXPECTATIONS We Are Social @eskimon • 71
- 72. IT’S OFTEN WISETO CRAFT BEST PRACTICE RESPONSES TO COMMON ISSUES UPFRONT We Are Social @eskimon • 72
- 73. ASIDE: IF IT’SA ‘COMMON ISSUE’, IT’S BETTER TO FIX THE ISSUE’S CAUSE We Are Social @eskimon • 73
- 74. IF NECESSARY, POSTAN APPROPRIATE, PUBLIC, PERSONALISED HOLDING MESSAGE We Are Social @eskimon • 74
- 75. …BUT AVOID ‘STOCK’RESPONSES THAT LACK EMPATHY AND IRRITATE PEOPLE We Are Social @eskimon • 75
- 76. TREAT EVERYONE WITHTHE CARE AND ATTENTION OF A 5-STAR HOTEL CONCIERGE We Are Social • Icon adapted from ‘Community’, The Noun Project @eskimon • 76
- 77. WHERE POSSIBLE, TAKETHE RESOLUTION CONVERSATION SOMEWHERE PRIVATE We Are Social • ‘Padlock’ icon: The Noun Project @eskimon • 77
- 78. THIS IS TOENSURE YOU DELIVER THE BEST SERVICE, NOT SO YOU CAN HIDE THINGS We Are Social @eskimon • 78
- 79. GATHER ALL OFTHE FACTS, AND MAKE GENTLE CORRECTIONS WHERE NECESSARY We Are Social @eskimon • 79
- 80. HOWEVER, REMEMBER THATEMOTIONS AREN’T RATIONAL, SO EMPATHY IS CRITICAL We Are Social @eskimon • 80
- 81. SORRY APOLOGISE WHENEVERTHE BRAND IS AT FAULT, BUT BEWARE OF LEGAL IMPLICATIONS We Are Social @eskimon • 81
- 82. TRACK PROGRESS TOWARDSRESOLUTION AND KEEP ALL INVOLVED PARTIES UPDATED We Are Social @eskimon • 82
- 83. IDENTIFY HOW, WHEREAND WHEN YOU’LL COMMUNICATE THE EVENTUAL RESOLUTION We Are Social @eskimon • 83
- 84. THINK BEFORE YOUACT! We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project @eskimon • 84
- 85. COULD THE RESPONSEBE MISINTERPRETED, OR EVEN MAKE THE SITUATION WORSE? We Are Social @eskimon • 85
- 86. IT’S WISE TOGET A SECOND OPINION BEFORE REPLYING TO SENSITIVE ISSUES We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project @eskimon • 86
- 87. MAKE SURE YOUUNDERSTAND THE LEGAL IMPLICATIONS OF YOUR RESPONSE We Are Social • ‘Legal’ icon: The Noun Project @eskimon • 87
- 88. ENSURE YOUR RESPONSESREINFORCE YOUR BRAND’S VALUES AND POSITIONING We Are Social @eskimon • 88
- 89. WHEREVER RELEVANT, POSTA PUBLIC FOLLOW-UP TO THE ORIGINAL MENTION TOO We Are Social @eskimon • 89
- 90. KEEP MONITORING FORFURTHER FEEDBACK OR AN EVOLUTION TO THE ISSUE We Are Social • ‘Head’ icon: The Noun Project @eskimon • 90
- 91. WORK WITH INTERNALTEAMS TO ADDRESS THE CAUSE(S) OF THE UNDERLYING ISSUE(S) We Are Social @eskimon • 91
- 92.
- 93. 3AS: SET-UP CHECKLIST ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ ¨ WeAre Social 1. DEFINE YOUR COMMUNITY ‘HOUSE RULES’ 2. SELECT THE RIGHT LISTENING TOOL(S) FOR YOUR NEEDS 3. IDENTIFY THE PEOPLE RESPONSIBLE FOR MONITORING 4. IDENTIFY AND ENGAGE YOUR EMERGENCY CONTACTS 5. AGREE WHAT YOU SHOULD MONITOR FOR 6. DETERMINE WHICH CHANNELS TO MONITOR 7. SPECIFY YOUR MONITORING SCHEDULE (AUTOMATED OR HUMAN) 8. UNDERSTAND LEGAL, REGULATORY AND ETHICAL REQUIREMENTS 9. CREATE YOUR INCIDENT SEVERITY FRAMEWORK / CLASSIFICATION 10. DEFINE YOUR INCIDENT LOGGING PROCESS AND PROTOCOLS 11. SET BENCHMARK RESPONSE TIMES 12. RECOMMEND RESPONSE APPROACH BY SOCIAL PLATFORM 13. DEFINE BRAND VOICE AND TONALITY FOR RESPONSES 14. IDENTIFY COMMON ISSUES AND DEFINE BEST PRACTICE RESPONSES 15. IDENTIFY THE RELEVANT PRIVATE FORUM FOR HANDLING ISSUES 16. DEVISE FEEDBACK LOOP TO HELP REMEDY UNDERLYING CAUSES @eskimon • 93
- 94. WE ARE SOCIALIS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG We Are Social @eskimon • 94
- 95. SIMON KEMP, MANAGINGDIRECTOR, WE ARE SOCIAL @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social @eskimon • 95