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Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill

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Learn how to avoid or deal with a social media nightmare by developing a crisis management communication plan. Chocked full of case studies, this session will help you prepare you and your staff for the right mindset when something goes wrong in your organization.

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Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill

  1. 1. CRISIS COMMUNICATIONS
  2. 2. INACRISIS? •  Be attentive, be human. •  Respond quickly. •  Speak with a consistent " message. •  DO NOT delete negative " comments. •  Respond and invite " communication off line.
  3. 3. SUSANG.KOMEN
  4. 4. WHATWENTWRONG •  Did not respond immediately •  Defensive stance •  No remorse •  Did not address key " audiences •  Inconsistent message •  Turned off comments on" you tube
  5. 5. BYTHENUMBERS FACEBOOK •  Average 20 negative posts about Komen every minute •  Komen’s Facebook page saw a 288 percent increase in negative posts with a 99 percent decrease in “likes” per comment TWITTER •  Anti-Komen to pro-Komen tweets numbered 80 to 1 •  Twitter mentions focused on Komen at a rate of 2 to 1 ( •  Komen saw a 32,731% increase in Twitter mentions the week after the story broke, averaging 457,301 per day, up from 1,399 in a typical day" (http://cssc.uscannenberg.org/cases/v2/v2art4/)
  6. 6. RESPONSETIMES •  Planned Parenthood Consistent and frequent •  Susan G. Komen Began at height of crisis •  It took Susan G. Komen 7 days before they admitted mistakes in the handling of the situation. (http://www.slideshare.net/pedsync/susan-g-komen-social-media-backlash-pr-disaster-recovery)
  7. 7. LOCALEXAMPLE
  8. 8. TIMELINE •  Event happened – December 31 •  Original post by mother around 10am, January 1 •  First post to ACAC 11am •  Apology 5:53pm •  CBS Channel 6 10pm •  As of April shared " 5,846 times
  9. 9. ACACMIDLOTHIANANDTHEPOWEROFANETWORK
  10. 10. ACACMIDLOTHIANTODAY
  11. 11. RVABREASTFEEDS
  12. 12. CAMPAIGNRECAP
  13. 13. BEFOREANDDURINGA CRISIS
  14. 14. DONOW •  Form a Team •  Set up a Crisis Protocol •  Create a pool of talented and trained champions •  Do work around worst case scenarios
  15. 15. CONSISTENTMESSAGESANDMEDIATRAINING
  16. 16. TIPSDURINGACRISIS •  Communicate with honesty, candor and openness while acknowledging risk •  Collaborate and coordinate with credible sources •  Meet the needs of the media and remain accessible •  Communicate with compassion, concern and empathy •  Accept uncertainty and ambiguity http://www.cision.com/us/2015/06/6-social-media-musts-for-crisis-communication/
  17. 17. REALTIMECOMMUNICATION
  18. 18. CRISISFAQS •  Acknowledgement of the crisis •  Details about the occurrence •  Photos or videos, if available •  How the organization found out •  Who was alerted, when, and how •  Specific actions taken in response •  Real or potential effects •  Steps taken to prevent future occurrence •  Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how- to-manage-a-social-media-crisis/)
  19. 19. AMBASSADORS
  20. 20. WHYCREATEANDFINDCHAMPIONS 1. The power of a " testimonial will outperform " anything you create. 2. Champions can open " doors faster than you can. 3. It isn’t marketing, " its genuine.
  21. 21. WHEREARETHEY? •  Your email newsletter – who is clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
  22. 22. HOWTOGETCONTENTSHARED •  Appeal to people’s motivation to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
  23. 23. AFTERACRISIS
  24. 24. USESTORIESTOREGAINSUPPORT •  Gather the troops and refocus back on your mission •  Use powerful stories in the words of clients and supporters

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