Why Concern Advice Case

Social media are messages created by stakeholders Blogs Micro-blogs Social networks

Social media are messages created by stakeholders

Blogs

Micro-blogs

Social networks

Potential for negative message to spread quickly to a lot of people Managers here horror stories of fast spreading negative information that hurt a company

Potential for negative message to spread quickly to a lot of people

Managers here horror stories of fast spreading negative information that hurt a company

Most social media messages are not a threat Threat assessment has three parts Scan for social media for negative comments about the company Assess impact Is the person popular online Is there potential for the message to spread Monitor to see if the message does spread

Most social media messages are not a threat

Threat assessment has three parts

Scan for social media for negative comments about the company

Assess impact

Is the person popular online

Is there potential for the message to spread

Monitor to see if the message does spread

Any crisis can have an online aspect Most common online crises are Rumors: false information about the company Complaints about products and service being bad Challenges: claims the company is acting immorally

Any crisis can have an online aspect

Most common online crises are

Rumors: false information about the company

Complaints about products and service being bad

Challenges: claims the company is acting immorally

Be seen: place crisis information on your web site Be where the action is: post responses in the social media but always indicate the message is from the company Engagement not intimidation Intimidation tries to scare stakeholders into being silent on line Engagement involves asking them about the problem and how to resolve it. Can prevent a crisis Can turn a critic into an advocate for the company

Be seen: place crisis information on your web site

Be where the action is: post responses in the social media but always indicate the message is from the company

Engagement not intimidation

Intimidation tries to scare stakeholders into being silent on line

Engagement involves asking them about the problem and how to resolve it.

Can prevent a crisis

Can turn a critic into an advocate for the company

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. Lack of transparency Must disclose who you work for. Lack of transparency erodes trust and creates and additional crisis

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.

Lack of transparency

Must disclose who you work for.

Lack of transparency erodes trust and creates and additional crisis

http:// www.youtube.com/watch?v =LhR-y1N6R8Q&feature=related http:// www.youtube.com/watch?v =Mztymu72l7c

Ad with new mothers Anger on the web Twitter 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.” Blogs and other social media Crossover to traditional media

Ad with new mothers

Anger on the web

Twitter

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.”

Blogs and other social media

Crossover to traditional media

"On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept our sincere apology," the message said. "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."

’ 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)

’ 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)

Many online comments said overreaction Argument that still good publicity Clear it was a serious threat

Many online comments said overreaction

Argument that still good publicity

Clear it was a serious threat

We should be prepared for crisis management We should be prepared for crisis communication Can make if better Can make it worse

We should be prepared for crisis management

We should be prepared for crisis communication

Can make if better

Can make it worse

Monitor for risks Have a crisis management plan (CMP) and team Exercise at least once a year Revise CMP as needed Response is fast and accurate Analyze and learn from a crisis

Monitor for risks

Have a crisis management plan (CMP) and team

Exercise at least once a year

Revise CMP as needed

Response is fast and accurate

Analyze and learn from a crisis