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Managing hostility and crises online

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Digital Skills Gym: Webinar

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Managing hostility and crises online

  1. 1. Steph Gray The Social Simulator for The Digital Skills Gym @socialsimulator Managing hostility and crises online v2
  2. 2. Today 1. Changing media landscape for crisis communication 2. Types and severity of crises 3. Heading off trouble & strategic planning 4. Final questions
  3. 3. The changing media landscape for crisis communication
  4. 4. Bad news travels faster The staff error The misjudged humour The accident The customer protest The angry comment The environmental campaign
  5. 5. But help can (and does) come from anywhere http://bit.ly/1cfd8Wn & http://blog.standbytaskforce.com/
  6. 6. A new style of journalism: newsgathering
  7. 7. Collaboration & boundaries
  8. 8. Depth and openness
  9. 9. http://www.slideshare.net/EdelmanInsights/global-deck-2013-edelman-trust-barometer-16086761 Social media has given us more access to sources we trust…
  10. 10. A difficult environment to manage
  11. 11. Crisis as a spectrum 13
  12. 12. Issues vs crises Issues are negative or critical communications incidents which could damage a relationship with a customer or stakeholder, e.g. •report of poor customer service •misinformation/rumour •marketing protest •foreseeable operational problem Crises are issues with strong, negative emotional impact which have the potential to: •spread quickly to a large group of customers/stakeholders •cause long-term reputational damage to the organisation •cause significant disruption •endanger public safety
  13. 13. What’s different, what’s the same in handling hostility/crisis? Same Different • Clear roles and responsibilities still matter • 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
  14. 14. Source: NZ Government http://www.scribd.com/doc/109032865/Social-Media-in- Government-How-to-Handle-a-Mishap-v1-0 How serious are the implications of hostility/crisis?
  15. 15. Scenario 1: The wrong account ***
  16. 16. http://www.youtube.com/watch?v=5YGc4zOqozo Scenario 2: An unhappy, influential customer
  17. 17. Scenario 3: concerted spoof http://arcticready.com/ http://www.youtube.com/watch? v=NMUFci_V4mU
  18. 18. Heading off trouble 20
  19. 19. Three tasks for digital communication Listening Publishing Engaging
  20. 20. Active monitoring
  21. 21. Backed up by consistent responses Can you add value? Can you add value? Evaluate the purpose Evaluate the purpose Respond in kind & share Respond in kind & share Thank the person Thank the person Unhappy Customer? Unhappy Customer? Dedicated Complainer? Dedicated Complainer? Comedian Want-to-Be? Comedian Want-to-Be? NegativePositive Yes No Do you want to respond? Do you want to respond? No ResponseNo Response No Yes Take reasonable action to fix issue and let customer know action taken Take reasonable action to fix issue and let customer know action taken Are the facts correct? Are the facts correct? Gently correct the facts Gently correct the facts No No No Yes Are the facts correct? Are the facts correct? Does customer need/deserve more info? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Explain what is being done to correct the issue. Yes Is the problem being fixed? Is the problem being fixed? Yes Let post stand and monitor. Let post stand and monitor. No Yes NoYes Yes Assess the message Assess the message Adapted from the US Air Force Blog Triage
  22. 22. The community manager role ConciergeConcierge PunchbagPunchbag SpongeSponge GardenerGardener CheerleaderCheerleader Traffic copTraffic cop Spam warriorSpam warrior Social media mentor Social media mentorCounsellorCounsellor Adapted from: http://blog.getsatisfaction.com/2011/01/24/community-manager/
  23. 23. 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: melissaagnescrisismanagement.com
  24. 24. Keywords Compare keyword popularity at http://www.google.com/trends
  25. 25. (Online) reaction in a crisis Recovery, normalisation, humour, acceptance Alerting, situational awareness Emotional response, anger, empathy Investigation, understanding, research, accountability
  26. 26. Ingredients of a good response to hostility & crisis online 1. The right channels to respond 2. Established authority 3. The ability to respond quickly 4. Know where the fine line is 5. Demonstrate transparency 6. Appreciate that the internet loves a joke ‘CCO model’ by Patrice Cloutier: http://crisiscommscp.blogspot.co.uk/
  27. 27. Tip 1: The right channels to respond
  28. 28.   Source:  http://www.police.qld.gov.au/Resources/Internet/services/reportsPublications/documents/QPSSocialMediaCaseStudy.pdf &  http://www.qldalert.com  Tip 2: Established authority
  29. 29. Tip 3: The ability to respond quickly http://storify.com/likeaword/gangway-collapse-at- hms-belfast
  30. 30. …with a story/statement your supporters can share?
  31. 31. Tip 4: Know where the fine line is
  32. 32. http://www.tesco.com/food- concerns/ http://tescofoodnews.com/ Tip 5: Demonstrate transparency
  33. 33. Tip 6: See the opportunity in ‘crisis’
  34. 34. Key principles for handling hostility and crises in social media 1. Social media rewards fast, human responses in line with your organisation’s personality 2. Become a credible, transparent source of information 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
  35. 35. Keep in touch! Steph Gray @socialsimulator on Twitter steph@socialsimulator.com

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