Lori Miller
WHNT News 19
@lorimillerwhnt
SOCIAL MEDIA
CRISIS RESPONSE
Image by disable54 is liscensed under CC Share Alike...
Misperception
left unchallenged
becomes
perception
@lorimillerwhnt
Plan
Assign
Train
Watch
Respond
Update
Image by disable54 is liscensed under CC Share
Alike - http://www.d...
PLAN
OPEN MICROPHONE ACCIDENT
INAPPROPRIATE PERSONAL POSTS
REPORTING JUDGEMENT
What keeps you up
at night?
hoax talent and hoax station accounts
website failure / server failure
copyright infringement / litigation
retransmission ...
DECISION
GUIDE
Things that Get Posts Deleted or Get People Banned from
Facebook
• Strong offensive language
• Racism
• Threats
• Falsely ...
Things We Don’t Necessarily Like, But We Tolerate:
• Mild offensive language (hell, damn)
• Mild name calling (“you idiot”...
ASSIGN
Team Lead
Spokesperson
Media Queries / Log
Web Lead
Social Media Lead
Monitoring Online
Monitoring Broadcast
External Writ...
TRAIN
To achieve great things,
two things are needed --
a plan, and not
quite enough time.
Leonard Bernstein
THREE KEY ELEMENTS OF A DRILL
POLICY:
Does your policy specifically address this scenarios?
How would we have responded di...
WHNT created a Facebook page in August 2008.
How might we handle things if this scenario
happened today?
WATCH
WATCHRoutinely monitor for…
Mentions
Problems
Successes
Competitive maneuvers
Identity theft
Image by disable54 is liscens...
RESPOND
TEAM RESPONSIBILITIES - WEATHER
EMAIL PHONES
WEB-WX
FACEBOOKTWITTER
METRICSTICKER
TEAM
NEWS
• Don’t delay (“I don’t know” is still an answer)
• Keep it human
• Empathize
• Keep it short
• Reply with links to offici...
“We are not
amused.”
Keep your cool. Always.
UPDATE
NO EXCUSES
Not in my job description
No one’s asked me
No one will let me
I can’t get it approved
I don’t have time
I don’...
a PARTIAL UNAPPROVED
plan is STILL BETTER than
no plan at all.
Thank you
Lori Miller
Sales Marketing and Research Manager| WHNT News 19
lori.miller@whnt.com
@lorimillerwhnt
linkedin/in/...
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
Social Media Crisis Response, Lori Miller WHNT News 19
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Social Media Crisis Response, Lori Miller WHNT News 19

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A presentation made at Strategy2014, a social media conference in Huntsville Alabama on March 11, 2014

Published in: Social Media
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Social Media Crisis Response, Lori Miller WHNT News 19

  1. 1. Lori Miller WHNT News 19 @lorimillerwhnt SOCIAL MEDIA CRISIS RESPONSE Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher- 135888688
  2. 2. Misperception left unchallenged becomes perception
  3. 3. @lorimillerwhnt Plan Assign Train Watch Respond Update Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire- Extinguisher-135888688 Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  4. 4. PLAN
  5. 5. OPEN MICROPHONE ACCIDENT
  6. 6. INAPPROPRIATE PERSONAL POSTS
  7. 7. REPORTING JUDGEMENT
  8. 8. What keeps you up at night?
  9. 9. hoax talent and hoax station accounts website failure / server failure copyright infringement / litigation retransmission disagreements > blackouts, public name-calling, etc. FCC violations– contest material term breaches, public file violations, etc. contest legal challenges prize problems with contests or offers public outcry over commercial content breach of advertising contract billing issues publicity release violations for commercials accident at the station accident on location workplace violence protesters kidnapping / extortion invasion / station takeover non-employee illegal entry inappropriate social media post WHNT vs personal post accident open microphone accident on-air inappropriate release of behind scenes footage arrests – DUI, assault, drug possession, abuse talent termination legal issues - bankruptcy, breach of contract allegations of wrongdoing public grousing unprofessional behavior personal opinion affecting station objectivity error in reporting > slander / liable claims allegations of bias weather / reporting error > injury, damage incoming phone call error > injury, damage release of confidential information hacked WHNT accounts blocked access to WHNT accounts SCENARIOS Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  10. 10. DECISION GUIDE
  11. 11. Things that Get Posts Deleted or Get People Banned from Facebook • Strong offensive language • Racism • Threats • Falsely identifying themselves as WHNT employees or charitable organizations • Endless self-promotion “We cut trees. Call us, our number is …” • Personal phone numbers “Call me, my number is …” (judgment call) • Explicit sexual innuendo POLICY EXAMPLES Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  12. 12. Things We Don’t Necessarily Like, But We Tolerate: • Mild offensive language (hell, damn) • Mild name calling (“you idiot”) • References to other stations (even if frequent) • Negative comments about our station, coverage, mets “Oh no, [anchor] is lecturing again…” or “your team should be ashamed…you call this news?” • Combative, provocative or frequent off-topic comments “if you claim to be a Christian then you'd understand the concept of grace.” POLICY EXAMPLES “Use your best judgment, but lean toward tolerance.” Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  13. 13. ASSIGN
  14. 14. Team Lead Spokesperson Media Queries / Log Web Lead Social Media Lead Monitoring Online Monitoring Broadcast External Writing (talking points, releases) Telephone Response Email Response TEAM RESPONSIBILITIES
  15. 15. TRAIN
  16. 16. To achieve great things, two things are needed -- a plan, and not quite enough time. Leonard Bernstein
  17. 17. THREE KEY ELEMENTS OF A DRILL POLICY: Does your policy specifically address this scenarios? How would we have responded differently? Have all employees seen the plan? Can everyone find it? PLANNING: Are the instructions clear? Did they start at the right place? What additional processes or policies would have helped? Do you list your partners and contact information? Could you respond within an hour? PEOPLE Do they understand the boundaries? Who slowed the process down? Did people stay within their roles? Do they lack useful skill sets? Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  18. 18. WHNT created a Facebook page in August 2008. How might we handle things if this scenario happened today?
  19. 19. WATCH
  20. 20. WATCHRoutinely monitor for… Mentions Problems Successes Competitive maneuvers Identity theft Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  21. 21. RESPOND
  22. 22. TEAM RESPONSIBILITIES - WEATHER EMAIL PHONES WEB-WX FACEBOOKTWITTER METRICSTICKER TEAM NEWS
  23. 23. • Don’t delay (“I don’t know” is still an answer) • Keep it human • Empathize • Keep it short • Reply with links to official statements • Clarify and correct misinformation • Use viewers first names • Take it offline if appropriate • Use subheads if scanning is important (disaster response) RESPONSE TACTICS Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
  24. 24. “We are not amused.”
  25. 25. Keep your cool. Always.
  26. 26. UPDATE
  27. 27. NO EXCUSES Not in my job description No one’s asked me No one will let me I can’t get it approved I don’t have time I don’t have the experience
  28. 28. a PARTIAL UNAPPROVED plan is STILL BETTER than no plan at all.
  29. 29. Thank you Lori Miller Sales Marketing and Research Manager| WHNT News 19 lori.miller@whnt.com @lorimillerwhnt linkedin/in/blorimiller

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