1.
SocialMediaCanKillYourReputa4on.DMIQ2IndustryUpdate.24thApril2013.

2.
Eoin Kennedy• 18 years communications experience.• Current chair IIA SMWG.• Freelance consultant• Knudger.com & PledgUp.com• PRII, MII, UCD, H Dip.

3.
Crisis ManagementNot so good• Still page one.• News site focused.• Lack of department title tags.• Lack of initial response page• Need to build future articles.“recall”Good• Fast open response. FAQs• Technical experts.• Utilised community.• Post event speaking.• Established.

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Scheduled Tweets

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Competitions

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Competitions

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Madison Night Club

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Madison Night Club

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Madison Night Club

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Madison Night Club

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Crisis Comms: Not for everyone…

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Misdirection, hoaxes…

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Who tweets?• HMVstoreclosures• Staffcon4nuedtotweet• Officialaccount• KnowwhomanagesaccountsespeciallyadminsonFacebook

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Hashtag Hijacking - Bashtag“Your&interests&and&the&public&are&not&the&same”&

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Hashtag HijackingCost.&&$1,000,000.

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Cultural Sensitivities

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Sometimes humour is all you can do

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Sometimes humour is all you can do

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Anger does not help

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Anger does not help

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Trends.• Lightning Speed.• Hyper-transparency.• Dialogue.• Search.• Same tools.• Traditional media amplification.• Civility.Ref:Ogilvy&360°Digital&Influence.&

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Crisis Comms:Before you get there.Integrate.Escala0on&procedures.Scenario&development&Protocols,&response&flow&charts.&Roles,&Responsibili0es,&Ac0on.&Resources.Legal&team.Ensure&senior&management&engaged.&Know&what&is&a&crisis.&Recording&Data.&Crisis%Management%Plans%

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Crisis Comms:Before you get there.• Be part of the community.• Establish SEO flow.• Staff communications.• Ongoing education.• Personal and work accounts.• Early warning monitoring.

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Social Media Policy.hDp://www.intel.com/content/www/us/en/legal/intelGsocialGmediaGguidelines.html&

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What can you do• Gather intelligence.• Be honest.• Acknowledge.• Be candid.• Declare interest.• Be brief.• No third response.• Know when to stop.• Avoid emotional, heavy handed, impolite.• Contact Author.• Learn your lesson.People&Focus&

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What can you do• Collaborate with credible sources.• Integrate traditional PR.• Create FAQ.• Create response page.• Pressure Release valve.• Leverage advocates.• Hide content from SEO• Complain to Google.• Utilise staff and links• Aggressive SEO.• Use same platform/language.• Test influence.• Build positive stories pipeline.Technical&

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hDp://socialmediainfluence.com/wpGcontent/uploads/2012/01/SocialGMediaGCrisisGResponseGPlan.jpg&

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hDp://socialmediainfluence.com/wpGcontent/uploads/2011/10/CrisisGdecisionGtreeGFINAL.jpg&

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Heat Index Quiz.h0p://prhea4ndex.epicprgroup.com/pr;heat;index;quiz/%

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Value of responding #fail.hDp://www.oracle.com/us/products/applicaSons/custGexpGimpactGreportGepssG1560493.pdf&•46%ofconsumerswerepleased.•22%postedaposi4vecommentabouttheorganisa4on.• 79%poorcustomerexperienceonlinehadtheir complaintsignored.

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Thanks for your time.Eoin Kennedy,+ 353 86 8339540+353 91 442 552www.pledgup.comeoin@pledgup.comwww.twitter.com/eoinkwww.eoinkennedy.ieSkype: eoin.kennedy.work