Crisis Communication Presentation for the Realtime Marketing Lab Fall 2015 Tour
A Downhill Spring in
United Breaks Guitars
United Breaks Guitars
United Breaks Guitars with 15 million views on YouTube
United Breaks Guitars 2 with 2 million views
Dave Carrol Statement with 1 million views 2 days after first song
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United Airlines Stock Drops by 10% costing the company $180 million dollars
Ski Resort Rides Slippery Downhill Social
Incident Involving Owners Son
Ski Patrollers Fired
Wrongful dismissals lawsuits filed
Many of the remaining staff on the mountain staged a walk out
Ski Resorts response was to go silent and delete their Facebook page
Fired Ski Patrollers set up their own Facebook page that attracted thousands
of followers (about 4 times as much as the mountain at the time)
01 No Current Threats
There are no current threats or potential threats online or offline. This is the
best time to create a plan and train.
02 – Constant Alert
Because of the nature of the industry you are in, it’s inevitable that a crisis
will happen. Maybe you’re in the railroad industry were a future derailment
is a certainty, or Oil and Gas where protesters are common place. There’s a
higher than normal chance of a crisis happening anywhere from tomorrow to
three years from now.
03 - A Minor Crisis
You had a few negative comments which is out of the ordinary for your social
media. No need to sound the alarm just yet because this might just be a
small and isolated incident. Chances are this isn’t going to go viral, but
nevertheless let’s nip it in the bud before it does.
04 – Imminent Social Media Crisis
A social media crisis is within days, hours or even minutes from happening.
This could b ebecause of a report that is about to be released or a media
story that is about to end up on the six o’clock news. Any good reporter that
is doing a story on you or your business will call you first and give you a
chance to tell your side of the story. The good news is, this now gives you
time to prepare.
05 – Major Crisis
You are in the midst of a social media crisis right now. This has the potential
to cost you millions or even be a business killer. But if you act fast you can
minimize the damage and start on the path to rebuild your reputation.
Farmers market example
The most common mistake by far is crisis paralysis. Without a plan this is almost guaranteed
to happen and it’s the worst thing you can do. This will happen when a crisis starts and then
your Social Media Manager is ordered to temporarily halt all communication while your
Communication Manager and Executive Team debates a plan on what to do next.
Unfortunately 24 hours in a crisis is a lifetime.
Tempers flare. It’s easy for tempers to get the best of you and your team during a crisis. For
the typical owner, an A type personality who is also extremely proud of their product or
service, this is a blow to their ego that they take personally. Staff may start laying blame on
how this could happen and irrational decisions could be made. Laying blame and ways to
prevent this are best left until after the crisis is over right now you just need to stick to your
Not being truthful. Be honest first with your staff and to the public. If you attempt deception
and are found out it will only prolong the crisis.
Blaming others like computer hackers for poor and unprepared attempts to fix a crisis. It’s
already been tried several times before and nobody believes it.
Over moderating your social media. Social media enables conversations between companies
and their customers and criticism is part of that conversation. Companies need to be mature
enough to accept criticism, to the extent it isn’t vulgar or defamatory. To only publish
positive comments is to return to dictator style communication. The good news is that those
companies who do embrace social media, criticism and all, outperform those which are afraid
to expose themselves.
Not having a plan in place
Viral In Nature
An award winning social media, reputation
management & web development agency
We can create your social media crisis communication plan
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