H&M Case Study Anne Klein Group

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H&M Case Study Anne Klein Group

  1. 1. Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010
  2. 2. Why are social media important in a crisis? A RARE opportunity to control your message A means of rapidly responding In a crisis, a window into your audiences’ reactions  May even give you a “heads up” about a crisis
  3. 3. Why are social media important in a crisis? Quell brewing discontent Mobilize potential ambassadors When the news vans leave, share “soft” follow-up news
  4. 4. The story breaks … Article in the The New York Times Re-posted in many blogs, including consumer watchdog blogs
  5. 5. Gauging your audience Audiences voice their opinions immediately  Article/blog comments  More than 10,000 “tweets”  Instant Facebook groups Instantly measure the impact of the article
  6. 6. Responding rapidly Nature abhors a vacuum … Don’t let others fill the void Demonstrate transparency
  7. 7. Controlling the message Post updates that you control Communicate with high-interest audiences that “matter”
  8. 8. Mobilizing advocates/defusing discontent Respond to criticisms head on Give your advocates what they need to carry the message further
  9. 9. When the dust settles … Get back to business
  10. 10. Remember … A social media strategy needs to be in place before a crisis occurs The best way to learn about social media is by immersion  Start by monitoring, then test the waters

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