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Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
Crisis Communications: Effective strategies to prevent and manage digital crises 
By Ann Andrews Morris, AndMore Communica...
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Effective strategies to prevent and manage social media crises

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Practically every day a crisis hits organizations large and small. Some of these crises are unavoidable; some are created by the people and organizations themselves. And in today's world, a quote attributed to Mark Twain is truer than ever, "A lie can be halfway around the world while the truth is still putting its shoes on."
A recent digital readiness survey shows that more than one-third of CEOs fail to consider their organizations' social media reputation when making business decisions, and even more concerning, more than 10 percent say they will take no action in response to a negative article or social media post.
With health care's compliance and privacy issues, the risks are even higher. As the social media leader for your health care organization, preparing for a crisis—before it strikes—and knowing how to manage a crisis if one occurs is vital to your organization's survival.

Published in: Business

Effective strategies to prevent and manage social media crises

  1. 1. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 1 Smart + Strategic + Unique Summary presentation Crisis Communications: Effective Strategies to Prevent and Manage Digital Crises For more information or help with your crisis communications needs, contact Ann Andrews Morris ann@andmorecommunications.com The 6th Annual Health Care Social Media Summit at the Mayo Clinic October 21, 2014 www.andmorecommunications.com Overview I. What’s at stake in a 21st century crisis? II. Today’s social media landscape III. Breakout session #1: Developing your own social media crisis plan IV. Lessons learned from breakout session V. There’s a crisis, now what: How to use social media channels to save your brand and rebuild confidence VI. How to measure the effect your social media efforts are having on your brand during a crisis VII. Breakout session #2: Mock crisis scenario VIII. Lessons learned from breakout session IX. Q & A All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  2. 2. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 2 What’s at stake? • Public safety •• Safety of your employees and key stakeholders • Funding streams • In short, your organization’s entire brand and reputation 3 What put brands at risk? • Lying, deceiving or misleading • Being in denial and / or failing to recognize and own up to the problem quickly • Being too slow to respond • Leaving too many time gaps without updates • Failing to manage stakeholders’ perceptions as well as facts 4 • Allowing other parties to become the source of information • Allowing rumors and speculation to take over facts All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  3. 3. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 3 The facts about social media Platform Active monthly users 1.2 billion More than 1 billion 255 million 200 million 187 million 6.7 million 5 What are people sharing? 6 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  4. 4. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 4 The facts 7 Are you prepared? 8 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  5. 5. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 5 Are you prepared? 9 The facts 10 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  6. 6. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 6 What’s creating online crises? 11 What’s missing? 12 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  7. 7. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 7 Doing the right thing at Emory 1. Put a face on the story 2. Refuse to be rushed when developing and distributing your message 3. Identify who will have access to the microphone 4. Make sure the sincerity is evident 5. Create hashtags 6. Remember that traditional news reporters are now working in real time 13 7. Be committed to your story, work, peers, and employer 8. Avoid the spur of the moment, it’s all about training and preparation Trying to do the right thing 14 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  8. 8. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 8 Getting it right • They deleted the Tweet and posted an apology, that was appropriately funny. • Followers understood how the mistake happened, sympathized, urged others to donate to Red Cross • Smart and successful response is now being used as good example in conference rooms 15 across the world! Boston Police The situation • Confusion and panic after bombing at Boston Marathon. • Conflicting reports from “sources” being reported The reaction • BPD public affairs identified Twitter as their main communication tool to reach the public and media • They identified key spokespeople, determined the messaging, and provided frequent updates S d i i f i d f l i h BPD i 16 • Served as community information and safety tool – with sometimes having to ask people not to Tweet locations of police activity • Twitter followers went from 55,000 to 300,000 • The feed became the go to source for information during those tenuous hours and days All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  9. 9. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 9 Building your plan 17 Building your plan 18 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  10. 10. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 10 Building your plan 19 Sample action plan 20 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  11. 11. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 11 What is NOT a crisis • Rumors and complaints • But, if you don’t want these situations to turn into crises: – Address and quash rumors in an appropriate manner – Address and resolve complaints as much as possible. 21 There’s a crisis, now what? 22 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  12. 12. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 12 Top-line advice  Your chances of managing the situation effectively will be far higher if you already have a strong and active online presence  Transparency and authenticity are the guiding principles of online communications  Social media presents the excellent opportunity to communicate directly and instantaneously with your key stakeholders  Strategically integrate traditional and social media channels 23  Do NOT have a knee-jerk reaction to any online flaming or criticism: prepare in advance, listen, reflect and quickly decide if and how to respond  Know when to walk away Measuring your efforts Build a list of everything that’s measureable • Engagement, influence, impact, advocacy • Twitter:  Volume of outbound updates per day  Number of inbound Tweets per day • Facebook:  Number of likes per day Number of likes per update 24   Number of comments per day  Number of shares All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  13. 13. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 13 Measuring your efforts • Blog:  Number of daily visitors  Number of unique visitors  Number of comments  Tenor of comments (negative, positive, neutral) • The web:  Net positive mentions across all channels/sites 25  Net negative mentions  General complaints about the brand Measuring your efforts • Set up monitoring tools and analytics well in advance of any potential crisis • Establish a baseline when a particular program or campaign begins • Create and keep track of activity timelines -- your ongoing online outreach efforts -- and measure the impact they’re having against online behavior and 26 they re opinions All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  14. 14. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 14 Measuring your efforts • Use those analytics to inform your knowledge of your stakeholders • Listen to what they’re saying • Build the relationships now • Engage appropriately 27 • Stay current on measurement tools Measuring your efforts • Stay on top of the monitoring and evaluation, it’s critical to literally have your finger on the pulse of the social media world • Use analytics to determine:  What’s working?  What’s not working?  How can we improve?  What did we miss?  What’s next? 28 What s All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  15. 15. Crisis Communications: Effective strategies to prevent and manage digital crises By Ann Andrews Morris, AndMore Communications The Mayo Clinic – October 21, 2014 15 Connect with me! @AndMoreComm linkedin.com/in/annandrewsmorris/ ann@andmorecommunications.com 29 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

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