Crisis Communication And Social Media


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Covers the use of social media in crisis management and crisis communication.

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Crisis Communication And Social Media

  1. 1. Why Concern Advice Case
  2. 2. <ul><ul><li>Social media are messages created by stakeholders </li></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Micro-blogs </li></ul></ul></ul><ul><ul><ul><li>Social networks </li></ul></ul></ul>
  3. 3. <ul><ul><li>Potential for negative message to spread quickly to a lot of people </li></ul></ul><ul><ul><li>Managers here horror stories of fast spreading negative information that hurt a company </li></ul></ul>
  4. 4. <ul><ul><li>Most social media messages are not a threat </li></ul></ul><ul><ul><li>Threat assessment has three parts </li></ul></ul><ul><ul><ul><li>Scan for social media for negative comments about the company </li></ul></ul></ul><ul><ul><ul><li>Assess impact </li></ul></ul></ul><ul><ul><ul><ul><li>Is the person popular online </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Is there potential for the message to spread </li></ul></ul></ul></ul><ul><ul><ul><li>Monitor to see if the message does spread </li></ul></ul></ul>
  5. 5. <ul><ul><li>Any crisis can have an online aspect </li></ul></ul><ul><ul><li>Most common online crises are </li></ul></ul><ul><ul><ul><li>Rumors: false information about the company </li></ul></ul></ul><ul><ul><ul><li>Complaints about products and service being bad </li></ul></ul></ul><ul><ul><ul><li>Challenges: claims the company is acting immorally </li></ul></ul></ul>
  6. 6. <ul><ul><li>Be seen: place crisis information on your web site </li></ul></ul><ul><ul><li>Be where the action is: post responses in the social media but always indicate the message is from the company </li></ul></ul><ul><ul><li>Engagement not intimidation </li></ul></ul><ul><ul><ul><li>Intimidation tries to scare stakeholders into being silent on line </li></ul></ul></ul><ul><ul><ul><li>Engagement involves asking them about the problem and how to resolve it. </li></ul></ul></ul><ul><ul><ul><ul><li>Can prevent a crisis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Can turn a critic into an advocate for the company </li></ul></ul></ul></ul>
  7. 7. <ul><ul><li>Talking not listening: social media is about the stakeholders listen to what they say and add comments when appropriate. Companies should not try to dominate the social media. </li></ul></ul><ul><ul><li>Lack of transparency </li></ul></ul><ul><ul><ul><li>Must disclose who you work for. </li></ul></ul></ul><ul><ul><ul><li>Lack of transparency erodes trust and creates and additional crisis </li></ul></ul></ul>
  8. 8. http:// =LhR-y1N6R8Q&feature=related http:// =Mztymu72l7c
  9. 9. <ul><li>Ad with new mothers </li></ul><ul><li>Anger on the web </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Twitter message “I can't even count the ways I am offended right now. Taken aback! This is a serious screw up for such a major company.” </li></ul></ul><ul><ul><li>Blogs and other social media </li></ul></ul><ul><ul><li>Crossover to traditional media </li></ul></ul>
  10. 10. &quot;On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept our sincere apology,&quot; the message said. &quot;We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution.&quot;
  11. 12. <ul><li>’ The ultimate demise of the campaign demonstrates either how quickly social media can galvanize a groundswell of opinion or how much power over online discourse they can give a few vocal tastemakers with outsize weight.’ ( Ad Age , Nov. 1, 2008) </li></ul>
  12. 13. <ul><li>Many online comments said overreaction </li></ul><ul><li>Argument that still good publicity </li></ul><ul><li>Clear it was a serious threat </li></ul>
  13. 14. <ul><li>We should be prepared for crisis management </li></ul><ul><li>We should be prepared for crisis communication </li></ul><ul><ul><li>Can make if better </li></ul></ul><ul><ul><li>Can make it worse </li></ul></ul>
  14. 16. <ul><li>Monitor for risks </li></ul><ul><li>Have a crisis management plan (CMP) and team </li></ul><ul><li>Exercise at least once a year </li></ul><ul><li>Revise CMP as needed </li></ul><ul><li>Response is fast and accurate </li></ul><ul><li>Analyze and learn from a crisis </li></ul>