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No Time to Think. How to Respond to Negative Situations Using Social Media

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A primer for communications students on how to deal with serious negative incidents on the web and in social media

Published in: Business

No Time to Think. How to Respond to Negative Situations Using Social Media

  1. 1. Hang Seng Management College | April 2015 CPC& NO TIME TO THINK HOW TO RESPOND TO NEGATIVE INCIDENTS USING SOCIAL MEDIA
  2. 2. © 2015 CPC & Associates. All rights reserved CPC& 2 • Accountability • Transparency • Authenticity • Consistency • Customers • Civil groups • Competitors • Employees • Globalisation • Digitisation • Tribalism • Activism
  3. 3. INCIDENT CRISIS PROBLEM ISSUE -SEVERITY+ - LONGEVITY + 3 CPC& Types of negative situations © 2015 CPC & Associates. All rights reserved
  4. 4. • Political pressure • Regulatory changes • Religious/cultural/political controversies • Societal outrage • Cyber attacks • Health scares • Hostile takeover bids • Natural disasters • Political unrest • Sabotage & extortion • Corporate/strategic failure • Corporate governance failure • Fraud/malpractice • Poor employee behaviour • CEO dismissal • Employee injuries/death • Industrial disputes • IT system failures • Product quality recalls EXTERNALINTERNAL ISSUE-LED INCIDENT-LED 4 CPC& Traditional Achilles Heels © 2015 CPC & Associates. All rights reserved
  5. 5. • Reviews & customer service • Marketing & social media programs • Inappropriate employee behavior/comments • Whistleblowing • Confidential/proprietary information • Privacy • IP: impersonation, copyright, trademarks • Rumors, misinformation, disinformation, defamation • Smoking guns 5 CPC& New Achilles Heels © 2015 CPC & Associates. All rights reserved
  6. 6. The role of social media IGNITE AMPLIFY SUSTAIN Role of social media CPC& 6© 2015 CPC & Associates. All rights reserved
  7. 7. CPC& 7 A. Communicate B. Negotiate C. Leave D. Minimize E. Remove (Not So New) Response Options © 2015 CPC & Associates. All rights reserved
  8. 8. I. The furious customer II. The rogue employee III. The hostile journalist Three common scenarios 8 CPC& © 2015 CPC & Associates. All rights reserved
  9. 9. 9© 2015 CPC & Associates. All rights reserved CPC&
  10. 10. 10© 2015 CPC & Associates. All rights reserved CPC&
  11. 11. • Nature of complaint • Motivation • Influence • Velocity • Location • Language Criteria to assess customer complaints 11© 2015 CPC & Associates. All rights reserved CPC&
  12. 12. II THE ROGUE EMPLOYEE 12 CPC& © 2015 CPC & Associates. All rights reserved
  13. 13. 13© 2015 CPC & Associates. All rights reserved CPC&
  14. 14. 14© 2015 CPC & Associates. All rights reserved CPC&
  15. 15. 15© 2015 CPC & Associates. All rights reserved CPC&
  16. 16. 16© 2015 CPC & Associates. All rights reserved CPC&
  17. 17. 17© 2015 CPC & Associates. All rights reserved CPC&
  18. 18. 18© 2015 CPC & Associates. All rights reserved CPC&
  19. 19. 19© 2015 CPC & Associates. All rights reserved CPC&
  20. 20. 20© 2015 CPC & Associates. All rights reserved CPC&
  21. 21. 21© 2015 CPC & Associates. All rights reserved CPC&
  22. 22. CPC& Contact approaches 22 • Direct & public • Direct & private • Indirect & public © 2015 CPC & Associates. All rights reserved
  23. 23. III THE HOSTILE JOURNALIST 23 CPC& © 2015 CPC & Associates. All rights reserved
  24. 24. The new, new media culture • Pressure on writers to post fast & be controversial • Compensated by page views • Reluctance to check sources • ‘Iterative’ journalism • Headline click-bait 24© 2015 CPC & Associates. All rights reserved CPC&
  25. 25. 25© 2015 CPC & Associates. All rights reserved CPC&
  26. 26. 26© 2015 CPC & Associates. All rights reserved CPC&
  27. 27. 27© 2015 CPC & Associates. All rights reserved CPC&
  28. 28. 28© 2015 CPC & Associates. All rights reserved CPC&
  29. 29. 29© 2015 CPC & Associates. All rights reserved CPC&
  30. 30. 30© 2015 CPC & Associates. All rights reserved CPC&
  31. 31. Be interesting 31© 2015 CPC & Associates. All rights reserved CPC&
  32. 32. Be interesting 32© 2015 CPC & Associates. All rights reserved CPC&
  33. 33. 1. Listen 2. Move fast 3. Be accurate 4. Be open 5. Be human 6. Be proportionate. 6 tips for responding to negative incidents online CPC& 33© 2015 CPC & Associates. All rights reserved
  34. 34. 34 Questions © 2015 CPC & Associates. All rights reserved CPC&
  35. 35. 35charliepownall.com© 2015 CPC & Associates. All rights reserved THANK YOU. @cpownall +44 20 3856 3599 cp@charliepownall charliepownall.com CPC&

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