The 3As to Social Media Crisis Management for HR

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Today, every employee plays the role of an ambassador for your organization. With more than one billion connected citizens, the social web can be an unforgiving place for your brand. In this era of real-time business, one bad tweet or Facebook Status update from an employee would spark a social media crisis with astonishing swiftness and result in a damaging effect on the employer brand.
When such crisis wave hits, you need to act quickly and effectively. This critically important session focuses on how to plan for and recover from social media mishaps.

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  • The 3As to Social Media Crisis Management for HR

    1. 1. Crisis Managementwith Social Media Marcus Ho Director (Client Leadership)
    2. 2. Crisis Management for Social Media1A Identifying A Crisis
    3. 3. Sh$&t Happens
    4. 4. Social Media Crises Rising
    5. 5. ¾ of Social Media Crisis Could Have Been Averted
    6. 6. Identifying A Crisis
    7. 7. Characteristics of a Crisis1. Informationasymmetry2. Decisive change3. Highly undesirableoutcome
    8. 8. 1 Crisis Management 1.1 Be All Ready 1.2 Be Alert 1.3 Be Active
    9. 9. Crisis Management for Social Media All Ready1.1 - Internal Alert Protocol - Consolidate all social media accounts - Set social media policies - Training
    10. 10. Internal Alert ProtocolKeep all contact info updated!
    11. 11. Consolidate All Social Media AccountsConsolidate management ofsocial media accounts so thatas few people as possible holdthe password for your publicpresences.
    12. 12. Set Social Media Policies Every employee is a spokesperson.
    13. 13. Set Social Media Policies Every policy (not more than 1 A4 page long) needs to have: 1. Act Responsibly 1. Act Responsibly 2. Affiliation Disclosure 2. Affiliation Disclosure 3. Welcome to discuss views about work, but make clear 3. Welcome to discuss views about work, but make clear that views expressed are personal and not under that views expressed are personal and not under employer’s brand employer’s brand 4. Set explicit policies for which kinds of online violations 4. Set explicit policies for which kinds of online violations are grounds for termination are grounds for termination
    14. 14. Set Social Media Policies Every policy (not more than 1 A4 page long) needs to have: 1. NEVER disclose company confidential information 1. NEVER disclose company confidential information 2. Don’t say anything that compromises your impartiality 2. Don’t say anything that compromises your impartiality 3. Don’t criticize colleagues (HR depts should have proper 3. Don’t criticize colleagues (HR depts should have proper channels) channels) For templates: Download from - http://bit.ly/hr-smpolicy
    15. 15. 5. Training Train the entire Train the entire organization to understand organization to understand social media policies. social media policies.
    16. 16. 5. Training
    17. 17. Crisis Management for Social Media1.2 Be Alert - Correctly set up your listening tools - Ensure they include HR words
    18. 18. Correctly Setting up your Listening Tools Make sure your social media monitoring covers HR keywords. Particularly if you have a band with a higher volume of social media mentions than you can completely review, set up and monitor searches on your company name plus keywords like "hired", "fired", "interviewed," or "layoff". 
    19. 19. Correctly Setting up your Listening Tools 1) Who is listening? 1) Who is listening? 2) When? 2) When? 3) With what? 3) With what?
    20. 20. Crisis Management for Social Media1.3 Be Active: 8 Must-Dos To Survive a Social Media Crisis
    21. 21. 1. AcknowledgeFirst response from the companyshould be “We know.” • This slows the flood of “hey company” messages • Do this immediately, even if you have little or no additional information
    22. 22. 2. Fight SM Fire with SM Water 1 1 Respond first Wherever the crisis is Respond first Wherever the crisis is 2 2 Respond in all other channels Respond in all other channels Imperative that you have Imperative that you have 3 3 established channels, established channels, even if not routinely active even if not routinely active
    23. 23. 2. Fight SM Fire with SM Water 11,000 Facebook Shares Should Not Trigger YouTube Video
    24. 24. In a real-time world, speed matters!Can you get a videofrom your topmanagement onlinewithin 4 hours?
    25. 25. 3. Be Sorry Fastest way to be forgiven is to be truly sorry. We’ve forgiven: • Jack Neo • SBS Transit • OCBC Bank • Workers’ Party • KFC Malaysia • BP
    26. 26. 3. Be Sorry On behalf of KFC Malaysia, Im KFC Malaysia extremely sorry for the distress and concern that may have undermined your trust and support from thousands of customers across Malaysia. Please allow me to take this opportunity to share more with you about the situation and the action that KFC has taken to prevent it from happening again.
    27. 27. 3. Be… Really Sorry
    28. 28. 3. Be… Really Sorry
    29. 29. 4. Create a Crisis FactsheetOne place to house allthe factsMuch easier to directpeople to a link than toanswer every tweet andstatus update
    30. 30. 4. Create a Crisis Factsheet Crisis FAQ should include: • Acknowledgement of issue • Details about occurrence, including date and time • Photos or videos, if available • How the company found out • Who was alerted, and how • Specific actions taken • Real or potential effects • Steps taken to prevent reoccurrence • Contact information for real people at the company
    31. 31. 4. Create a Crisis Factsheet Enable people to subscribe to updates Via RSS Via Email Via SMS “To be notified when updates are made to this FAQ about <crisis>, please provide your email address or mobile phone number.”
    32. 32. 5. Build a Pressure Relief ValvePeople want to vent: Best case scenariois venting on a venue you control•Keeps most messaging in dedicatedlocation, rather than free-range acrosssocial outposts•Early warning detection for other crisisdimensions and extensions•Gives customers a place to come toyour defense
    33. 33. 5. Create a Pressure Relief ValveThis may be counterintuitive, but youWANT people to vent on a venue youcontrol. Whether it’s your Facebookpage, blog, forum, or comments sectionon your Crisis FAQ microsite, you want ireto accumulate on your turf. There are fourbenefits to this approach:• It allows you to keep more of theconversations about the crisis in a singlevenue, making them easier to track.• It’s an early warning detection systemfor new dimensions of the crisis.• It gives your customers an officialplace to come to your defense(sometimes).• When your turf is the conversationalboxing ring, you set the rules
    34. 34. 6. Reverse SEO Once a social media crisis sparks, the public will inevitably Google either your employees’ names or your organization. Either way, you are able to influence the page results through influence of reverse SEO
    35. 35. 7. Learn Your Lessons Document every element of the crisis 1. CREATE A CRISIS PORTFOLIO Make copies of all Make copies of all ••tweets tweets ••status updates status updates ••YouTube comments YouTube comments ••blog comments blog comments ••emails received (and voice mails, if possible) emails received (and voice mails, if possible)
    36. 36. 7. Learn Your Lessons 2. ANALYZE ••Website traffic patterns Website traffic patterns ••Search data: Which came first, and when? Search data: Which came first, and when? ••How did internal notification work? How did internal notification work? ••How did response work? How did response work? ••Did specific customers rise to your defense? Thank them. Did specific customers rise to your defense? Thank them. ••Were your employees adequately informed? Were your employees adequately informed? ••How did the online and offline intersect? How did the online and offline intersect?
    37. 37. 8. Communicate Internally Treat the dismissal of any employee with a significant social media following the way you would treat the dismissal of a senior executive. A B Communicate Communicate Plan Ahead Plan Ahead Internally Internally C Use Clear Use Clear D Continue to Continue to Language Language listen listen

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