SlideShare a Scribd company logo
1 of 34
Download to read offline
Webinar
How to Handle a
Social Media Crisis.
#FalconEd
Your Presenters.
Geoffrey Christiansen
Head of Social and Digital Media
Leora Novick
Social Media Director
#FalconEd
Evan Graening
Social Media Consultant
Today’s Agenda.
What is crisis management?
What it is not.
Developing a social media crisis plan.
Before, during and after a crisis.
Impact on company, brand & individual.
Learn from crisis response.
Q&A.
#FalconEd
CRISIS MANAGEMENT
CRISIS MANAGEMENT
2 0 1 8
CRISIS MANAGEMENT
WHAT IS A CRISIS SITUATION?
Any unusual internal or external event that affects a person (customer, employee,
executive or third party), an area of business or a geographical area and that, if it is not
managed effectively from the outset, may harm the [businesses] reputation, business or
development or render the entity, [business] or one of its representatives liable.
WHAT IS NOT A CRISIS SITUATION?
A mean tweet. A disagreeable response Facebook post. A spam comment on your
Instagram. A crisis will threaten your brand’s image and relationships, not its ego.
TRADITIONAL VS. SOCIAL
WHAT WE’VE SEEN
our #1 tip:
WHO CAN CONTACT AFFECTED PARTIES NOW?
WHO CAN CONTACT THE PROPER AUTHORITIES?
WHO IS REPLYING TO CUSTOMERS?
WHO CAN ‘SHUT DOWN’ THE SOCIAL MEDIA FEED?
WHAT ELSE?
IDENTIFY PEOPLE & DEPARTMENTS
TO CONTACT IN CASE OF A CRISIS.
HOW TO DEVELOP A SOCIAL
MEDIA CRISIS PLAN
1
☐ CLEAR ROLES AND RESPONSIBILITIES
☐ A COMMUNICATION PLAN
☐ UP-TO-DATE CONTACT INFORMATION FOR ALL
☐ APPROVAL PROCESSES FOR MESSAGING POSTED ON SOCIAL
MEDIA DURING CRISES.
☐ ANY PRE-APPROVED EXTERNAL MESSAGING, IMAGES, OR
INFORMATION.
☐ A COPY OF THE COMPANY-WIDE SOCIAL MEDIA POLICY.
BETTER SAFE
THAN SORRY
SOCIAL MEDIA CRISIS PLANNING CHECKLIST:
2IDENTIFYING
TYPES OF
CRISES
MINOR ISSUES:
- Direct questions (offers, promotions, local campaigns, brand(s), products,
services, reservations).
- Complaints and negative comments about the brand.
-Recurring complaints.
MAJOR ISSUES:
- Ethical issues (harassment, racism, homophobia, confidentiality issues, etc.)
- Serious malicious acts or acts of terrorism
- Environmental problems
- Pornography
- Violence
- Serious attack on the health or bodily integrity of one or more persons
- Natural disasters
- News stories
- Negative situations relating to Politicians, Celebrities, & Bloggers
3PRACTICE,
PRACTICE,
PRACTICE.
CONDUCT TEST RUNS:
- Test out scenarios with different types of crises.
- Follow social media crisis management plan and see what works & what doesn’t.
- Tweak your plan until it is fool-proof!
HAVE A CRISIS FAQ:
- Practice asking questions with your team.
- Great resource for both employees and audience to refer to.
- Can help avoid misalignment of brand postition.
HOW TO PROTECT YOUR
BRAND BEFORE, DURING,
& AFTER A CRISIS
BEFORE
A CRISIS HAPPENS
☐ YOUR COMPANY NAME
☐ YOUR PRODUCTS AND/OR BRANDS
☐ YOUR COMPETITION
☐ ALL CUSTOMER SERVICE INQUIRIES
☐ INFLUENCERS, MEDIA SPOKESPERSONS, OR PR REPS.
☐ KEYWORDS RELATED TO YOUR BRAND OR INDUSTRY
6 THINGS YOU NEED TO MONITOR:
1) IS THIS A NORMAL “EVERYDAY” SPAM COMMENT?
2) IS THIS AMOUNT OF ACTIVITY UNCOMMON?
3) ARE WE INFORMED ABOUT THE INFORMATION BEING SHARED?
4) WHAT IS THE SCOPE & SCALE OF THE ISSUE BEING PRESENTED?
5) WHO CAN CONTACT THE AFFECTED PARTIES?
6) WHO WILL BE RESPONSIBLE FOR RESPONDING?
7) WHO CAN ‘SHUT DOWN’ THE SOCIAL FEED?
QUESTIONS TO ASK BEFORE THE STORM:
BEFORE
A CRISIS HAPPENS
1) RESPOND TO THE CRISIS IN REAL-TIME.
2) LISTEN TO WHAT YOUR AUDIENCE IS SAYING.
3) IF YOU ARE RESPONDING, KEEP IT SHORT AND DIRECT. DO NOT ARGUE.
4) KEEP ALL INTERNAL PARTIES AWARE & INFORMED.
5) MAKE SURE ALL COMMUNICATIONS FOLLOWS PROTOCOL.
6) MAKE SURE INTERNAL COMMUNICATIONS ON-GOING UNTIL CRISIS
IS RESOLVED.
STOP & LISTEN,
DROP (SOME) DEFENSES,
& ROLL WITH IT:
DURING
A CRISIS
1) UTILIZE FALCON’S LISTENING TOOL & STAY ALERT.
2) DEBRIEF EVERYONE INVOLVED INCLUDING CLIENTS.
3) IDENTIFY THE WHO/WHAT/WHEN/WHERE/WHY/HOW.
4) IDENTIFY WHAT WORKED & DIDN’T WORK.
5) UPDATE YOUR CRISIS MANAGEMENT PLAN WITH PROPER RESPONSE
WORDING & TACTICS.
6) UPDATE ALL SENSITIVE INFORMATION LIKE LOGINS & PASSWORDS.
MAJOR STEPS TO FOLLOW:
AFTER
A CRISIS HAPPENS
$!?%
COMMUNITY MANAGEMENT & AGENCY CONSIDERATIONS
THE IMPACT CRISES HAVE ON
COMPANIES, BRANDS,
& INDIVIDUALS
ADIDAS
Even though just 4 years removed from the
horrific events from the Boston Marathon
Bombing, Adidas recieved serious criticism
for sending out an email via Addidas Running
with the subject line: “Congrats, you survived
the Boston Marathon!”
The insensitive email hit the internet and
media outlets and very soon, screenshots from
email recipients showing the subject line,
tweets and articles began to spread like
wildfire. Adidas repsponded immediately with
an apology on Twitter, however, the damage
was already done by the time their
apology was posted.
H&M
A poor choice in creative direction caused H&M to lose support from thousands of loyal shoppers after popular
blogger, Stephanie Yeboah, tweeted a screenshot of an offensive image used to sell on of their children’s
sweatshirts that featured a black boy wearing a sweatshirt that said “Coolest Monkey in the Jungle.”
Within 24 hours, the tweet had 18K retweets and 23K likes. Upcoming collaborators, The Weeknd and G-Eazy,
even voiced out on the situation and cut ties with the Swedish brand. In effort to pacify the social sphere, H&M
took to Instagram and released official statement apologizing for the offensive photo on their website and ulti-
mately removed the item from the online store.
SOUTHWEST
After Southwest Flight 345 landed nose-first
at LaGuardia Airport, the airline immediately
responded to the crisis on all their social
channels. Their quick response time and
open, honest communication on Facebook
and Twitter were key in helping the brand
control the story and maintain good faith
with its customers.
POLL TIME.
#FalconEd
WHAT WE CAN LEARN
FROM CRISIS
RESPONSES
WOULD YOU RATHER / SNAPCHAT
Rihanna called out Snapchat for running an ad that asked
users if they “would rather slap Rihanna or punch Chris
Brown” — and sent the stock of the app’s parent company
tumbling as much as 5%. Snapchat apologized for the ad after
pulling it from the platform, “The advert was reviewed and
approved in error, as it violates our advertising guidelines.”
IT’S NOT ALWAYS ABOUT APPROVALS.
MAKE THE FIRST RESPONSE COUNT.
NOT ALL RESPONSES ARE PUBLIC.
THINGS MAY NOT GET BETTER RIGHT AWAY.
our lessons:
WOULD YOU RATHER / SNAPCHAT
THIS IS US / CROCK-POT
A Crock-Pot shorts out and catches flame, and the fire
spreads throughout the house in the hit NBC series.
Crock-Pot is forced to go on the defensive. It opened a
Twitter account to comfort angry fans, and it issued a
lengthy statement sharing facts about product safety.
#CrockPotIsInnocent began trending.
YOU CAN’T PREDICT EVERYTHING.
CAPITALIZE ON THE ATTENTION.
EMPATHY MATTERS.
INTERNAL COMMUNICATION MATTERS.
our lessons:
THIS IS US
GITLAB.COM
A tired GitLab admin working late might have
accidentally deleted the wrong folder in a planned
maintenance operation. The company never confirmed
this exact scenario, but admitted that someone deleted
something they shouldn't have. A spokesperson said,
“[…] We will continue to keep our community updated
through Twitter, our blog and other channels."
GO TO YOUR AUDIENCE.
GET CREATIVE.
SOMETIMES IT’S OK TO ASK FOR HELP.
LET OTHERS LEARN FROM YOUR MISTAKE.
our lessons:
GITLAB.COM
QUESTIONS?
#FalconEd
MORE QUESTIONS?
CONTACT US.
Geoffrey Christiansen
geoffrey@chandeliercreative.com
Leora Novick
leora@chandeliercreative.com
Evan Graening
evan@falcon.io
@falconIOfalcon.io welcome@falcon.io

More Related Content

What's hot

Strategy First: Understanding the Strategic Foundation of Social Media Marketing
Strategy First: Understanding the Strategic Foundation of Social Media MarketingStrategy First: Understanding the Strategic Foundation of Social Media Marketing
Strategy First: Understanding the Strategic Foundation of Social Media MarketingNick Westergaard
 
Ogilvy On: Social Media for Crisis Management
Ogilvy On: Social Media for Crisis ManagementOgilvy On: Social Media for Crisis Management
Ogilvy On: Social Media for Crisis ManagementOgilvy Consulting
 
TTb social mediatips June 2010
TTb social mediatips June 2010TTb social mediatips June 2010
TTb social mediatips June 2010amynlarson
 
BrightonSEO 2013 Paul Madden - How to spot a shitty link
BrightonSEO 2013 Paul Madden - How to spot a shitty linkBrightonSEO 2013 Paul Madden - How to spot a shitty link
BrightonSEO 2013 Paul Madden - How to spot a shitty linkLinkRisk
 
SMIM - Class 1
SMIM - Class 1SMIM - Class 1
SMIM - Class 1Joe Samra
 
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...Michael Pranikoff
 
Engagement: How Social Media Conversations Create More Engaged Brands
Engagement: How Social Media Conversations Create More Engaged Brands Engagement: How Social Media Conversations Create More Engaged Brands
Engagement: How Social Media Conversations Create More Engaged Brands Nick Westergaard
 
Skin Medica Presentation For Slide Share September 2011
Skin Medica  Presentation For  Slide Share  September 2011Skin Medica  Presentation For  Slide Share  September 2011
Skin Medica Presentation For Slide Share September 2011Cosmetic Social Media
 
Social Media Presentation to SkinMedica Management Symposium Sept. 2011
Social Media Presentation to SkinMedica Management Symposium Sept. 2011Social Media Presentation to SkinMedica Management Symposium Sept. 2011
Social Media Presentation to SkinMedica Management Symposium Sept. 2011Cosmetic Social Media
 
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTube
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTubeTradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTube
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTubeTradeshowGuy Exhibits
 
Using Social Media to Grow Your Aesthetic Practice
Using Social Media to Grow Your Aesthetic PracticeUsing Social Media to Grow Your Aesthetic Practice
Using Social Media to Grow Your Aesthetic PracticeCosmetic Social Media
 
Social Media Day Jacksonville 2018 - One tip from each presenter with visual
Social Media Day Jacksonville 2018 - One tip from each presenter with visualSocial Media Day Jacksonville 2018 - One tip from each presenter with visual
Social Media Day Jacksonville 2018 - One tip from each presenter with visualM. Valentina Escobar-Gonzalez, MBA
 
Social Network Marketing
Social Network MarketingSocial Network Marketing
Social Network MarketingArun Pattnaik
 

What's hot (15)

Strategy First: Understanding the Strategic Foundation of Social Media Marketing
Strategy First: Understanding the Strategic Foundation of Social Media MarketingStrategy First: Understanding the Strategic Foundation of Social Media Marketing
Strategy First: Understanding the Strategic Foundation of Social Media Marketing
 
Ogilvy On: Social Media for Crisis Management
Ogilvy On: Social Media for Crisis ManagementOgilvy On: Social Media for Crisis Management
Ogilvy On: Social Media for Crisis Management
 
Social Media in Veterinary Medicine
Social Media in Veterinary MedicineSocial Media in Veterinary Medicine
Social Media in Veterinary Medicine
 
TTb social mediatips June 2010
TTb social mediatips June 2010TTb social mediatips June 2010
TTb social mediatips June 2010
 
BrightonSEO 2013 Paul Madden - How to spot a shitty link
BrightonSEO 2013 Paul Madden - How to spot a shitty linkBrightonSEO 2013 Paul Madden - How to spot a shitty link
BrightonSEO 2013 Paul Madden - How to spot a shitty link
 
SMIM - Class 1
SMIM - Class 1SMIM - Class 1
SMIM - Class 1
 
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...
Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measur...
 
Engagement: How Social Media Conversations Create More Engaged Brands
Engagement: How Social Media Conversations Create More Engaged Brands Engagement: How Social Media Conversations Create More Engaged Brands
Engagement: How Social Media Conversations Create More Engaged Brands
 
Hauksson penguin semcamp-2013
Hauksson penguin semcamp-2013Hauksson penguin semcamp-2013
Hauksson penguin semcamp-2013
 
Skin Medica Presentation For Slide Share September 2011
Skin Medica  Presentation For  Slide Share  September 2011Skin Medica  Presentation For  Slide Share  September 2011
Skin Medica Presentation For Slide Share September 2011
 
Social Media Presentation to SkinMedica Management Symposium Sept. 2011
Social Media Presentation to SkinMedica Management Symposium Sept. 2011Social Media Presentation to SkinMedica Management Symposium Sept. 2011
Social Media Presentation to SkinMedica Management Symposium Sept. 2011
 
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTube
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTubeTradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTube
Tradeshow 4-Pack: Using Twitter, Facebook, LinkedIn and YouTube
 
Using Social Media to Grow Your Aesthetic Practice
Using Social Media to Grow Your Aesthetic PracticeUsing Social Media to Grow Your Aesthetic Practice
Using Social Media to Grow Your Aesthetic Practice
 
Social Media Day Jacksonville 2018 - One tip from each presenter with visual
Social Media Day Jacksonville 2018 - One tip from each presenter with visualSocial Media Day Jacksonville 2018 - One tip from each presenter with visual
Social Media Day Jacksonville 2018 - One tip from each presenter with visual
 
Social Network Marketing
Social Network MarketingSocial Network Marketing
Social Network Marketing
 

Similar to Handle Social Media Crises

#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14
#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14
#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14Paige Jarreau
 
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ..."Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...Joshua Tree Internet Media, LLC
 
Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Sandra Fathi
 
Ebook presentation
Ebook presentationEbook presentation
Ebook presentationGrafic.guru
 
Social Media Influence in the field of Crisis Management– Case Studies
Social Media Influence in the field of Crisis Management– Case StudiesSocial Media Influence in the field of Crisis Management– Case Studies
Social Media Influence in the field of Crisis Management– Case StudiesContinuity and Resilience
 
Social Listening in Practice: Reputation & Crisis Monitoring
Social Listening in Practice: Reputation & Crisis MonitoringSocial Listening in Practice: Reputation & Crisis Monitoring
Social Listening in Practice: Reputation & Crisis MonitoringBrandwatch
 
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015ArabNet ME
 
Crisis Communications and Healthcare Social Media
Crisis Communications and Healthcare Social MediaCrisis Communications and Healthcare Social Media
Crisis Communications and Healthcare Social MediaSusan Gosselin
 
Crisis 2 0 social media crisis notes
Crisis 2 0   social media crisis notesCrisis 2 0   social media crisis notes
Crisis 2 0 social media crisis notesFaye Lynam
 
Authoring a Brand's Online Reputation
Authoring a Brand's Online ReputationAuthoring a Brand's Online Reputation
Authoring a Brand's Online ReputationCognizant
 
Cancel Culture: You Can Run But You Can't Hide
Cancel Culture: You Can Run But You Can't HideCancel Culture: You Can Run But You Can't Hide
Cancel Culture: You Can Run But You Can't HideFalcon.io
 
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...Carrot Communications
 
Protecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceProtecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceSalesforce Marketing Cloud
 
Speed kills tips for managing crisis in the era of social media
Speed kills   tips for managing crisis in the era of social mediaSpeed kills   tips for managing crisis in the era of social media
Speed kills tips for managing crisis in the era of social mediaNuno Fraga Coelho
 
SMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneSMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneStephan & Brady
 
SMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneSMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneJenna Hillmer
 
Crisis Handling in the Digital Age by Brandlogist
Crisis Handling in the Digital Age by BrandlogistCrisis Handling in the Digital Age by Brandlogist
Crisis Handling in the Digital Age by BrandlogistBrandlogist
 

Similar to Handle Social Media Crises (20)

#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14
#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14
#Manship4002 Ethics and Crisis Communications via Social Media - Lecture 14
 
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ..."Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...
"Crisis Communications and Social Media" - Jim Rettew (The Red Cross) - 2009 ...
 
Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)
 
Ebook presentation
Ebook presentationEbook presentation
Ebook presentation
 
Social media influence in the field of bcm
Social media influence in the field of bcmSocial media influence in the field of bcm
Social media influence in the field of bcm
 
Monster day 1
Monster day 1Monster day 1
Monster day 1
 
Social Media Influence in the field of Crisis Management– Case Studies
Social Media Influence in the field of Crisis Management– Case StudiesSocial Media Influence in the field of Crisis Management– Case Studies
Social Media Influence in the field of Crisis Management– Case Studies
 
Monster Day 2
Monster Day 2Monster Day 2
Monster Day 2
 
Social Listening in Practice: Reputation & Crisis Monitoring
Social Listening in Practice: Reputation & Crisis MonitoringSocial Listening in Practice: Reputation & Crisis Monitoring
Social Listening in Practice: Reputation & Crisis Monitoring
 
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
 
Crisis Communications and Healthcare Social Media
Crisis Communications and Healthcare Social MediaCrisis Communications and Healthcare Social Media
Crisis Communications and Healthcare Social Media
 
Crisis 2 0 social media crisis notes
Crisis 2 0   social media crisis notesCrisis 2 0   social media crisis notes
Crisis 2 0 social media crisis notes
 
Authoring a Brand's Online Reputation
Authoring a Brand's Online ReputationAuthoring a Brand's Online Reputation
Authoring a Brand's Online Reputation
 
Cancel Culture: You Can Run But You Can't Hide
Cancel Culture: You Can Run But You Can't HideCancel Culture: You Can Run But You Can't Hide
Cancel Culture: You Can Run But You Can't Hide
 
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...
How To Avoid A Social Media Disaster (eModeration, Carrot Communications And ...
 
Protecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceProtecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the Audience
 
Speed kills tips for managing crisis in the era of social media
Speed kills   tips for managing crisis in the era of social mediaSpeed kills   tips for managing crisis in the era of social media
Speed kills tips for managing crisis in the era of social media
 
SMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneSMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs One
 
SMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs OneSMB Madison - Crisis Communications Plans: Everyone Needs One
SMB Madison - Crisis Communications Plans: Everyone Needs One
 
Crisis Handling in the Digital Age by Brandlogist
Crisis Handling in the Digital Age by BrandlogistCrisis Handling in the Digital Age by Brandlogist
Crisis Handling in the Digital Age by Brandlogist
 

More from Falcon.io

Unspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfUnspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfFalcon.io
 
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Falcon.io
 
What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?Falcon.io
 
Film ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFilm ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFalcon.io
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Falcon.io
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio ActivityFalcon.io
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable ContentFalcon.io
 
Spark Digital: User-Generated Content
Spark Digital: User-Generated ContentSpark Digital: User-Generated Content
Spark Digital: User-Generated ContentFalcon.io
 
Spark Digital: Improved Inclusivity
Spark Digital: Improved InclusivitySpark Digital: Improved Inclusivity
Spark Digital: Improved InclusivityFalcon.io
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio ActivityFalcon.io
 
Spark Digital: Social Support
Spark Digital: Social SupportSpark Digital: Social Support
Spark Digital: Social SupportFalcon.io
 
Spark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingSpark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingFalcon.io
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable ContentFalcon.io
 
Spark Digital: Niche Communities
Spark Digital: Niche CommunitiesSpark Digital: Niche Communities
Spark Digital: Niche CommunitiesFalcon.io
 
Spark Digital: Influencer Commerce
Spark Digital: Influencer CommerceSpark Digital: Influencer Commerce
Spark Digital: Influencer CommerceFalcon.io
 
Spark Digital: Mixed Reality
Spark Digital: Mixed RealitySpark Digital: Mixed Reality
Spark Digital: Mixed RealityFalcon.io
 
Spark Digital: Bonus Trends
Spark Digital: Bonus TrendsSpark Digital: Bonus Trends
Spark Digital: Bonus TrendsFalcon.io
 
Spark Digital: Retro Revolution
Spark Digital: Retro RevolutionSpark Digital: Retro Revolution
Spark Digital: Retro RevolutionFalcon.io
 
Spark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewSpark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewFalcon.io
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Falcon.io
 

More from Falcon.io (20)

Unspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfUnspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdf
 
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
 
What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?
 
Film ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFilm ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr Engagement
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio Activity
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable Content
 
Spark Digital: User-Generated Content
Spark Digital: User-Generated ContentSpark Digital: User-Generated Content
Spark Digital: User-Generated Content
 
Spark Digital: Improved Inclusivity
Spark Digital: Improved InclusivitySpark Digital: Improved Inclusivity
Spark Digital: Improved Inclusivity
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio Activity
 
Spark Digital: Social Support
Spark Digital: Social SupportSpark Digital: Social Support
Spark Digital: Social Support
 
Spark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingSpark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational Marketing
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable Content
 
Spark Digital: Niche Communities
Spark Digital: Niche CommunitiesSpark Digital: Niche Communities
Spark Digital: Niche Communities
 
Spark Digital: Influencer Commerce
Spark Digital: Influencer CommerceSpark Digital: Influencer Commerce
Spark Digital: Influencer Commerce
 
Spark Digital: Mixed Reality
Spark Digital: Mixed RealitySpark Digital: Mixed Reality
Spark Digital: Mixed Reality
 
Spark Digital: Bonus Trends
Spark Digital: Bonus TrendsSpark Digital: Bonus Trends
Spark Digital: Bonus Trends
 
Spark Digital: Retro Revolution
Spark Digital: Retro RevolutionSpark Digital: Retro Revolution
Spark Digital: Retro Revolution
 
Spark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewSpark Digital: 2021 Trends Review
Spark Digital: 2021 Trends Review
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022
 

Recently uploaded

Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...soumyapottola
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptxerickamwana1
 
cse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitycse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitysandeepnani2260
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityApp Ethena
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Deliveryrishi338139
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Sebastiano Panichella
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...Sebastiano Panichella
 
Application of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxApplication of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxRoquia Salam
 
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08LloydHelferty
 
General Elections Final Press Noteas per M
General Elections Final Press Noteas per MGeneral Elections Final Press Noteas per M
General Elections Final Press Noteas per MVidyaAdsule1
 

Recently uploaded (11)

Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
 
cse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitycse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber security
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Delivery
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
 
Application of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxApplication of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptx
 
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
 
General Elections Final Press Noteas per M
General Elections Final Press Noteas per MGeneral Elections Final Press Noteas per M
General Elections Final Press Noteas per M
 

Handle Social Media Crises

  • 1. Webinar How to Handle a Social Media Crisis. #FalconEd
  • 2. Your Presenters. Geoffrey Christiansen Head of Social and Digital Media Leora Novick Social Media Director #FalconEd Evan Graening Social Media Consultant
  • 3. Today’s Agenda. What is crisis management? What it is not. Developing a social media crisis plan. Before, during and after a crisis. Impact on company, brand & individual. Learn from crisis response. Q&A. #FalconEd
  • 4. CRISIS MANAGEMENT CRISIS MANAGEMENT 2 0 1 8 CRISIS MANAGEMENT
  • 5. WHAT IS A CRISIS SITUATION? Any unusual internal or external event that affects a person (customer, employee, executive or third party), an area of business or a geographical area and that, if it is not managed effectively from the outset, may harm the [businesses] reputation, business or development or render the entity, [business] or one of its representatives liable.
  • 6. WHAT IS NOT A CRISIS SITUATION? A mean tweet. A disagreeable response Facebook post. A spam comment on your Instagram. A crisis will threaten your brand’s image and relationships, not its ego.
  • 9. our #1 tip: WHO CAN CONTACT AFFECTED PARTIES NOW? WHO CAN CONTACT THE PROPER AUTHORITIES? WHO IS REPLYING TO CUSTOMERS? WHO CAN ‘SHUT DOWN’ THE SOCIAL MEDIA FEED? WHAT ELSE? IDENTIFY PEOPLE & DEPARTMENTS TO CONTACT IN CASE OF A CRISIS.
  • 10. HOW TO DEVELOP A SOCIAL MEDIA CRISIS PLAN
  • 11. 1 ☐ CLEAR ROLES AND RESPONSIBILITIES ☐ A COMMUNICATION PLAN ☐ UP-TO-DATE CONTACT INFORMATION FOR ALL ☐ APPROVAL PROCESSES FOR MESSAGING POSTED ON SOCIAL MEDIA DURING CRISES. ☐ ANY PRE-APPROVED EXTERNAL MESSAGING, IMAGES, OR INFORMATION. ☐ A COPY OF THE COMPANY-WIDE SOCIAL MEDIA POLICY. BETTER SAFE THAN SORRY SOCIAL MEDIA CRISIS PLANNING CHECKLIST:
  • 12. 2IDENTIFYING TYPES OF CRISES MINOR ISSUES: - Direct questions (offers, promotions, local campaigns, brand(s), products, services, reservations). - Complaints and negative comments about the brand. -Recurring complaints. MAJOR ISSUES: - Ethical issues (harassment, racism, homophobia, confidentiality issues, etc.) - Serious malicious acts or acts of terrorism - Environmental problems - Pornography - Violence - Serious attack on the health or bodily integrity of one or more persons - Natural disasters - News stories - Negative situations relating to Politicians, Celebrities, & Bloggers
  • 13. 3PRACTICE, PRACTICE, PRACTICE. CONDUCT TEST RUNS: - Test out scenarios with different types of crises. - Follow social media crisis management plan and see what works & what doesn’t. - Tweak your plan until it is fool-proof! HAVE A CRISIS FAQ: - Practice asking questions with your team. - Great resource for both employees and audience to refer to. - Can help avoid misalignment of brand postition.
  • 14. HOW TO PROTECT YOUR BRAND BEFORE, DURING, & AFTER A CRISIS
  • 15. BEFORE A CRISIS HAPPENS ☐ YOUR COMPANY NAME ☐ YOUR PRODUCTS AND/OR BRANDS ☐ YOUR COMPETITION ☐ ALL CUSTOMER SERVICE INQUIRIES ☐ INFLUENCERS, MEDIA SPOKESPERSONS, OR PR REPS. ☐ KEYWORDS RELATED TO YOUR BRAND OR INDUSTRY 6 THINGS YOU NEED TO MONITOR:
  • 16. 1) IS THIS A NORMAL “EVERYDAY” SPAM COMMENT? 2) IS THIS AMOUNT OF ACTIVITY UNCOMMON? 3) ARE WE INFORMED ABOUT THE INFORMATION BEING SHARED? 4) WHAT IS THE SCOPE & SCALE OF THE ISSUE BEING PRESENTED? 5) WHO CAN CONTACT THE AFFECTED PARTIES? 6) WHO WILL BE RESPONSIBLE FOR RESPONDING? 7) WHO CAN ‘SHUT DOWN’ THE SOCIAL FEED? QUESTIONS TO ASK BEFORE THE STORM: BEFORE A CRISIS HAPPENS
  • 17. 1) RESPOND TO THE CRISIS IN REAL-TIME. 2) LISTEN TO WHAT YOUR AUDIENCE IS SAYING. 3) IF YOU ARE RESPONDING, KEEP IT SHORT AND DIRECT. DO NOT ARGUE. 4) KEEP ALL INTERNAL PARTIES AWARE & INFORMED. 5) MAKE SURE ALL COMMUNICATIONS FOLLOWS PROTOCOL. 6) MAKE SURE INTERNAL COMMUNICATIONS ON-GOING UNTIL CRISIS IS RESOLVED. STOP & LISTEN, DROP (SOME) DEFENSES, & ROLL WITH IT: DURING A CRISIS
  • 18. 1) UTILIZE FALCON’S LISTENING TOOL & STAY ALERT. 2) DEBRIEF EVERYONE INVOLVED INCLUDING CLIENTS. 3) IDENTIFY THE WHO/WHAT/WHEN/WHERE/WHY/HOW. 4) IDENTIFY WHAT WORKED & DIDN’T WORK. 5) UPDATE YOUR CRISIS MANAGEMENT PLAN WITH PROPER RESPONSE WORDING & TACTICS. 6) UPDATE ALL SENSITIVE INFORMATION LIKE LOGINS & PASSWORDS. MAJOR STEPS TO FOLLOW: AFTER A CRISIS HAPPENS
  • 19. $!?% COMMUNITY MANAGEMENT & AGENCY CONSIDERATIONS
  • 20. THE IMPACT CRISES HAVE ON COMPANIES, BRANDS, & INDIVIDUALS
  • 21. ADIDAS Even though just 4 years removed from the horrific events from the Boston Marathon Bombing, Adidas recieved serious criticism for sending out an email via Addidas Running with the subject line: “Congrats, you survived the Boston Marathon!” The insensitive email hit the internet and media outlets and very soon, screenshots from email recipients showing the subject line, tweets and articles began to spread like wildfire. Adidas repsponded immediately with an apology on Twitter, however, the damage was already done by the time their apology was posted.
  • 22. H&M A poor choice in creative direction caused H&M to lose support from thousands of loyal shoppers after popular blogger, Stephanie Yeboah, tweeted a screenshot of an offensive image used to sell on of their children’s sweatshirts that featured a black boy wearing a sweatshirt that said “Coolest Monkey in the Jungle.” Within 24 hours, the tweet had 18K retweets and 23K likes. Upcoming collaborators, The Weeknd and G-Eazy, even voiced out on the situation and cut ties with the Swedish brand. In effort to pacify the social sphere, H&M took to Instagram and released official statement apologizing for the offensive photo on their website and ulti- mately removed the item from the online store.
  • 23. SOUTHWEST After Southwest Flight 345 landed nose-first at LaGuardia Airport, the airline immediately responded to the crisis on all their social channels. Their quick response time and open, honest communication on Facebook and Twitter were key in helping the brand control the story and maintain good faith with its customers.
  • 25. WHAT WE CAN LEARN FROM CRISIS RESPONSES
  • 26. WOULD YOU RATHER / SNAPCHAT Rihanna called out Snapchat for running an ad that asked users if they “would rather slap Rihanna or punch Chris Brown” — and sent the stock of the app’s parent company tumbling as much as 5%. Snapchat apologized for the ad after pulling it from the platform, “The advert was reviewed and approved in error, as it violates our advertising guidelines.”
  • 27. IT’S NOT ALWAYS ABOUT APPROVALS. MAKE THE FIRST RESPONSE COUNT. NOT ALL RESPONSES ARE PUBLIC. THINGS MAY NOT GET BETTER RIGHT AWAY. our lessons: WOULD YOU RATHER / SNAPCHAT
  • 28. THIS IS US / CROCK-POT A Crock-Pot shorts out and catches flame, and the fire spreads throughout the house in the hit NBC series. Crock-Pot is forced to go on the defensive. It opened a Twitter account to comfort angry fans, and it issued a lengthy statement sharing facts about product safety. #CrockPotIsInnocent began trending.
  • 29. YOU CAN’T PREDICT EVERYTHING. CAPITALIZE ON THE ATTENTION. EMPATHY MATTERS. INTERNAL COMMUNICATION MATTERS. our lessons: THIS IS US
  • 30. GITLAB.COM A tired GitLab admin working late might have accidentally deleted the wrong folder in a planned maintenance operation. The company never confirmed this exact scenario, but admitted that someone deleted something they shouldn't have. A spokesperson said, “[…] We will continue to keep our community updated through Twitter, our blog and other channels."
  • 31. GO TO YOUR AUDIENCE. GET CREATIVE. SOMETIMES IT’S OK TO ASK FOR HELP. LET OTHERS LEARN FROM YOUR MISTAKE. our lessons: GITLAB.COM
  • 33. MORE QUESTIONS? CONTACT US. Geoffrey Christiansen geoffrey@chandeliercreative.com Leora Novick leora@chandeliercreative.com Evan Graening evan@falcon.io