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Think Before You Tweet: Crisis Communications in an Era of Got to Have Information


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A presentation by PRSA and public relations industry executives on effective managing social media crises.

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Think Before You Tweet: Crisis Communications in an Era of Got to Have Information

  1. 1. New York, Oct. 26, 2011 Think Before You Tweet Crisis Communications in an Era of Got-to-Have Information
  2. 2. How a Social Media Crisis Begins
  3. 3. <ul><li>1. Don’t panic </li></ul><ul><li>2. Assess the situation </li></ul><ul><li>3. Go to your social media policy </li></ul><ul><li>4. Quickly assemble response team </li></ul>Swift Backlash — What Do You Do?
  4. 4. Case Study #1: The Melting Pot
  5. 7. Team Member Chatter
  6. 8. <ul><li>@TheMeltingPot. Restaurant’s dead. Thank God Gray’s Anatomy comes on tonight. </li></ul><ul><li>Working at The Melting Pot all weekend.. by the end of next week I will more than likely be down to 1 job. #fXXXthefoodserviceindustry </li></ul><ul><li>Back to The Melting Pot. because 12.5 hours yesterday wasn’t enough. </li></ul><ul><li>Ugh just got a w2 from The Melting Pot and now I owe 65 dollars in taxes instead of 35. Fml </li></ul><ul><li>im working at The Melting Pot... Appears to be a slow night </li></ul><ul><li>Deadly slow night at The Melting Pot... Queue bird chirping. </li></ul>SM Team Member Chatter
  7. 9. <ul><li>I went to the X Melting Pot on Sunset last night. Service was slower than usual and they charge almost double for the food now, everything is ala carte and there is so much less food than you used to get. I thought restaurants tried to attract people during rough economic times? I have been going every 3 - 6 months for the last 15 years but I am so disappointed I don't think I will ever go back. </li></ul><ul><li>@themeltingpot RUINED my Valentine's day! Was my favorite restaurant but now won't go to @themeltingpot again!! Sad and angry. </li></ul><ul><li>#themeltingpot is OVERRATED! $170 dinner for 2 w/no drinks n u cook ur own meat. wtf?! #fail #neveragain </li></ul>SM Guest Recovery
  8. 10. Crisis: Burn Situation
  9. 11. @wyattXXXX: Resting and getting over this food poisoning... I should have cooked my meat longer last night at the Melting Pot. Crisis: Food Borne Illness
  10. 12. Case Study #2: PRSA
  11. 13. Challenge: Managing Crises for PR Industry
  12. 14. Facebook Smear Campaign
  13. 15. PRSA Response
  14. 16. Case Study #3: JetBlue Airways
  15. 17. <ul><li>Steven Slater </li></ul><ul><ul><li>Flight attendant who grabbed two beers, popped the emergency slide and exited the aircraft (and his career) in spectacular fashion </li></ul></ul>Crisis Example #1
  16. 19. <ul><li>Hard landing in Sacramento </li></ul>Crisis Example #2
  17. 20. <ul><li>Hurricane Irene — </li></ul><ul><li>preparation for </li></ul><ul><li>customers </li></ul>Crisis Example #3
  18. 21. <ul><li>Organization of monitoring team </li></ul><ul><ul><li>What actions and response should they take? </li></ul></ul><ul><ul><li>Time frame to make responses? </li></ul></ul><ul><ul><li>Convincing business to support rapid social media response </li></ul></ul>Get Organized … Fast!
  19. 22. <ul><li>Using social media as early warning system </li></ul><ul><li>Influencing traditional/mainstream media coverage through effective social media </li></ul>Using Social Media Effectively
  20. 23. 1. Have a team in place 2. Designate monitors and responders 3. Proper procedures 4. Taking action 5. Handling the crisis 6. Post-crisis review Be Prepared For a Twitter Crisi s
  21. 24. <ul><li>Designated monitors and responders </li></ul><ul><ul><li>Make fast assessments of tweets and developing conversations </li></ul></ul><ul><li>Communications team </li></ul><ul><ul><li>Notify monitoring team of existing blogger, reporter and online influencer relationships </li></ul></ul><ul><li>Legal </li></ul><ul><ul><li>Ready to provide responders with quick message approvals </li></ul></ul><ul><li>Marketing departments </li></ul><ul><ul><li>Notify monitoring team of marketing initiatives and product launch </li></ul></ul><ul><li>Human Resources </li></ul><ul><ul><li>Work with responders when the concerning conversation came from an employee </li></ul></ul>Have a Team in Place
  22. 25. <ul><li>These people must be familiar with social media AND your organization / industry </li></ul><ul><li>Monitors: </li></ul><ul><li>Listening to brand and industry conversations </li></ul><ul><li>Identify and follow key influencers </li></ul><ul><ul><li>Bloggers </li></ul></ul><ul><ul><li>Twitters </li></ul></ul><ul><ul><li>Reporters </li></ul></ul><ul><li>Flag and categorize concerning conversations </li></ul><ul><li>Notify responder </li></ul><ul><li>Monitor conversation’s viral-ability for 72 hours </li></ul><ul><li>Record and report </li></ul><ul><li>Responders: </li></ul><ul><li>Crafts or uses company messages </li></ul><ul><li>Responds to concerning conversations </li></ul><ul><li>Understands channel / community rules </li></ul><ul><li>Conducts online and off-line conversations with influencer </li></ul><ul><li>Works with Monitoring Team to watch conversation pulse </li></ul>Designate Monitors and Responders
  23. 26. <ul><li>Develop a watch list of topics to monitor – evolves over time </li></ul><ul><ul><li>Brand and product names </li></ul></ul><ul><ul><li>Industry terms and competitors </li></ul></ul><ul><ul><li>Influencers with high-authority </li></ul></ul><ul><ul><li>Policies or issues </li></ul></ul><ul><li>Establish a way to report tweets and developing conversations </li></ul><ul><ul><li>Standard email address, via Intranet online form </li></ul></ul><ul><ul><li>Notices should be tiered, with guidance on necessary response time </li></ul></ul><ul><li>Use tools to monitor conversations and track responses: </li></ul><ul><ul><li>The power of the tool lies with the person using the tool and making the assessments. </li></ul></ul>Proper Procedures
  24. 27. <ul><li>Evaluate each tweet </li></ul><ul><ul><li>What is their perceived authority on the topic? Does it matter? </li></ul></ul><ul><ul><li>How many followers – and who are the followers? </li></ul></ul><ul><ul><li>Are they utilizing other online channels? If so, what is their audience in those venues? </li></ul></ul><ul><ul><li>Do they have a previous “track record” with your company or brand? </li></ul></ul><ul><li>Take nothing for granted </li></ul><ul><ul><li>Is the concern viral in nature? Is it shocking, relatable or real? </li></ul></ul><ul><ul><li>Does it encourage sharing? Does it prompt others to act? </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>Determine if the conversation is growing or appears to be contained. </li></ul></ul><ul><ul><li>If it is gaining momentum, what is the quantity and frequency of conversations? </li></ul></ul>Taking Action
  25. 28. <ul><li>Response considerations: </li></ul><ul><ul><li>Is the concern valid? </li></ul></ul><ul><ul><li>Is another influencer or third-party already correctly and factually addressing the concern? </li></ul></ul><ul><ul><li>Is this a concern that can be addressed through a response or does it necessitate a real-world action? </li></ul></ul><ul><ul><li>Is this a concern that the company or brand wants to address publically? </li></ul></ul><ul><ul><li>When is your target audience active online? </li></ul></ul><ul><ul><li>How quickly can you respond? </li></ul></ul><ul><ul><li>Can you respond with an acknowledgement prior to the final answer? </li></ul></ul>Handling the Crisis
  26. 29. <ul><li>Keep a detailed record of your responses and the resulting conversation </li></ul><ul><li>Conduct a sentiment analysis </li></ul><ul><ul><li>Determine when sentiment began to level off to pre-crisis levels </li></ul></ul><ul><ul><li>Identify the factors / responses that resulted in the sentiment swing </li></ul></ul><ul><li>Determine if you want to maintain an ongoing relationship with the influencer </li></ul><ul><ul><li>Do they have significant reach online? </li></ul></ul><ul><ul><li>Do they have a perceived level of high authority? </li></ul></ul><ul><ul><li>Do they regularly post about a topic related to your company or brand? </li></ul></ul><ul><ul><li>Do they reach your core audience(s)? </li></ul></ul><ul><ul><li>Is there someone internally who will commit to owning the relationship and is enabled to respond and provide answers? </li></ul></ul>Post-Crisis Review
  27. 30. Questions? Thank You!