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Managing hostility and crises online


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Managing hostility and crises online

  1. 1. @socialsimulator Managing hostility and crises online
  2. 2. This morning 09:00 Best practice crisis communications 09:45 Crisis simulation: part 1 10:30 Break 10:45 Crisis simulation: part 2 11:30 Key takeaways for digital communication in a crisis 12:00 Finish
  3. 3. Simulations and exercises to get teams ‘match fit’
  4. 4. Social media ‘telescopes’ audiences together in a crisis
  5. 5. It exposes rogue employees…
  6. 6. …and helps credible influencers to tell their story
  7. 7. What is crisis management? “making, implementing and communicating strategic decisions under exceptional circumstances of intense scrutiny, acute pressure and high organisational risk” Crisis Crisis Management Communication Incident Response Emergency Response Business Continuity • Strategic • Reputation • Long-term • Tactical • Function • Immediate
  8. 8. Where do crises come from? Consumer boycott Regulatory SECURITY POLICY NGO campaign Incident Issue External Internal SAFETY PERFORMANCE Human error Operational failure Process failure Collision Employee misconduct Corporate malpractice Industrial unrest Contamination Data leak Whistle-blowing intervention Civil unrest Perception Terror shift attack Cyber attack Pollution Pricing NGO attack Natural disaster Customer service System failure
  9. 9. Bad news travels faster The staff error The accident The customer protest The misjudged humour The angry comment The environmental campaign
  10. 10. Interactive channels take thoughtful management
  11. 11. The discussion moves quickly: how are you tracking it?
  12. 12. What’s different? What’s the same? Same Different • Clear roles and responsibilities still matter • Objectives and strategy underpin and guide tactical delivery • Media reaches a lot of people • People want clear, straightforward information • Speed & depth • Media is just one audience for your messages • Driven by trust in people, not just organisations • The tools to investigate, speculate and mobilise are commonplace
  13. 13. Ingredients of a good response to hostility or crisis online 1. Have the right channels to listen & respond 2. Establish credibility 3. Respond quickly 4. Counter misinformation 5. Draw on your supporters 6. Plan how you’ll sustain your efforts
  14. 14. Tip 1: Use the right channels to respond
  15. 15. Tip 2: Establish credibility
  16. 16. Tip 3: Respond quickly h"p://­‐news/manchester-­‐dogs-­‐home-­‐social-­‐media-­‐campaign-­‐takes-­‐off-­‐as-­‐owners-­‐post-­‐dog-­‐selfies-­‐9728372.html
  17. 17. Tip 4: Counter misinformation
  18. 18. Tip 5: Draw on your supporters
  19. 19. Tip 6: Plan how you’ll sustain your effort
  20. 20. Putting it into practice…
  21. 21. Key takeaways: How to stay ahead of a crisis online
  22. 22. Three tasks for digital communication Listening Publishing Engaging
  23. 23. Theory meets painful reality • Who has sign off on social media channels in a crisis? • How do tone of voice and messaging change? • Can you resource social for a 24/7 crisis over several days? Pre-crisis Initial event Maintenance Resolution Evaluation
  24. 24. Assess your ‘digital vulnerability’ 1. Search engine rankings for important keywords 2. Website structure & resilience: how easy is information to find, and what volume of interest can the site handle? 3. Social media channels (access, influence & process) 4. Monitoring tools (access, keywords & process) 5. Key staff online Inspired by:
  25. 25. Things aren’t always what they seem: verify & monitor
  26. 26. Understand how people react in a crisis Alerting, situational awareness Emotional response, anger, empathy Investigation, understanding, research, accountability Recovery, normalisation, humour, acceptance
  27. 27. Who do we trust?
  28. 28. Social media looks to leaders who show their human side
  29. 29. Keep talking to your customers
  30. 30. Summary 1. Social media rewards fast, human responses in line with your organisation’s personality 2. Become a credible, transparent source of information, showing empathy when people are shocked; competence when they want answers 3. Avert problems: set rules for your channels, manage expectations, monitor actively, build relationships 4. Integrate social media response into your crisis planning: including resourcing and approvals, and where customer service meets corporate news
  31. 31. Stay calm and peaceful! Follow what’s going on social media crisis communication: Twitter: @socialsimulator Web: Chris Malpass @chrissocialsim Steph Gray @lesteph