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Recovering From A Social Media Mistake By Sandra Fathi

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Recovering From A Social Media Mistake. PRESENTATION: Recovering From A Social Media Mistake - Given by Sandra Fathi, @TeamAffect of @TeamAffect. #SMX #14A1

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Recovering From A Social Media Mistake By Sandra Fathi

  1. 1. Recovering from A Social Media Mistake SMX Social Media Marketing 2014 Nov 19, 2014, Las Vegas Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com
  2. 2. Recovering from A Social Media Mistake SMX Social Media Marketing 2014 Nov 19, 2014, Las Vegas Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com
  3. 3. PRESENTER BIO SANDRA FATHI • Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section sfathi@affect.com @sandrafathi
  4. 4. CRISIS COMMUNICATIONS CORE CONCEPTS 4 Phases of Crisis Communications • Readiness • Response • Reassurance • Recovery
  5. 5. CRISIS COMMUNICATIONS RECOGNIZING CRISES Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment Internal • Employees • Facilities • Vendors/Suppliers • Distributors/Resellers • Product External • Acts of Nature • Market • Legal Restrictions/Law • Customers • Advocacy Groups
  6. 6. CRISIS COMMUNICATIONS CRISIS SCENARIOS 1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2. Employee arrested for hit and run accident – Now Appearing in Google Search 3. Employee abusing drugs – Now Posted on his Facebook Profile 4. Customer credit card details leaked – Now On Twitter 5. Employee posts rant on company and exposes confidential information – Now on YouTube 6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  7. 7. CRISIS COMMUNICATIONS READINESS Anticipating a Crisis 1. Crisis Mapping (SWOT Analysis) 2. Policies and Procedures (Prevention) 3. Crisis Monitoring 4. Crisis Communications Plan 5. Crisis Action Plan 6. Crisis Standard Communications Template
  8. 8. CRISIS COMMUNICATIONS RESPONSE TIMES How long before the $@!& hits the fan?
  9. 9. CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
  10. 10. CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
  11. 11. 1. Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer letters 2. Train employees • Awareness • Anticipation • Organizational Preparation 3. Prepare channels: • Hotline • Dark site • Social Media CRISIS COMMUNICATIONS RESPONSE: CRISIS TOOLKIT
  12. 12. CRISIS COMMUNICATIONS RESPONSE Preparing a Response 1. Don’t delay 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if available 7. Respond in the format in which the crisis was received**
  13. 13. CRISIS COMMUNICATIONS REASSURANCE Who to Reassure? How to Reassure? 1. Develop full response plan 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction 5. Demonstrate results of program
  14. 14. CRISIS COMMUNICATIONS RECOVERY Preparing a Long-term Recovery Plan 1. Review need for operational, regulatory, environmental and employee changes 2. Develop long-term plan including policies and prevention tactics 3. Reassess crisis plan 4. Regain customer/public trust
  15. 15. CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
  16. 16. CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
  17. 17. CRISIS COMMUNICATIONS EXAMPLE: US Airways
  18. 18. CRISIS COMMUNICATIONS EXAMPLE: US Airways
  19. 19. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  20. 20. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  21. 21. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  22. 22. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 1. Implement Policies to Address Potential Vulnerabilities 2. Use Social Media as a Tool for Crisis Monitoring 3. Understand the Response-ability of Social Media 4. Establish a Framework for Response 5. Build a Social Media Crisis Toolkit
  23. 23. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 6. Know Where to Respond 7. Prepare Your Employees in Advance 8. Establish the Proper Tone 9. Kill the Automation Switch 10. Be Honest, Be Transparent
  24. 24. CRISIS COMMUNICATIONS RESOURCES White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  25. 25. Recovering from A Social Media Mistake Slides Available: Slideshare.net/sfathi Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganStrategies

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