Social Media Crisis Management

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The deck used in the May 10, 2012 Radian6 webinar. Please keep in mind, this deck was speaker support and not intended as a standalone document.

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Social Media Crisis Management

  1. 1. Social MediaCrisis Management Shel Holtz, ABC @shelholtz #radian6
  2. 2. • Nothing’s changed• Everything’s changed• Solution: Apply crisis fundamentals to a social, real-time world
  3. 3. Crisis s
  4. 4. Modern crises• Erupt with unprecedented speed• An insatiable thirst for news• Anyone can break news• Porous boundaries between social & mainstream media
  5. 5. How fastdoes newsbreak?
  6. 6. What is ?• Not just major announcements or milestones• Instead: Frequent, regular updates• Drive the 140-character news cycle
  7. 7. Original Blog Post or Tweet ReTweet Blog Post Video Delicious Blog Post Digg ReTweetReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post VideoBlog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Delicious Delicious Delicious Delicious Delicious Mainstream Media
  8. 8. Why use social media in a crisis?• It’s where people increasingly go for information – Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder• Instant updating• Human voice• Produce a record• Two-way communication is more credible
  9. 9. • Media follow them• Your critical publics read them• Serves as “hub” in a hub-and-spoke model
  10. 10. 138 total tweetsto 32,000-plus
  11. 11. Release assets into the wild
  12. 12. Leverage your existing relationships
  13. 13. Acknowledge mistakes
  14. 14. Employees’ Role
  15. 15. Requirements for Social Business Preparedness• Baseline Governance and Reinforcement: – Established and reinforced a corporate social media policy that allows employees to participate professionally• Enterprise-Wide Response Processes: – Defined processes for rapid workflow and engagement with customers in social media• Ongoing Education Program and Best Practice Sharing: – A culture of learning through ongoing social media education• Leadership from a Dedicated and Shared Central Hub: – Organized in a scalable formation, with a cross-functional “Center of Excellence”
  16. 16. Companies with a Baseline Processto Educate Rank-and-File Employees
  17. 17. Percentage of Companies with aFormal Social Media Triage Process
  18. 18. Percentage of Companies with a Formal Social Media Crisis Escalation Plan
  19. 19. Percentage of Companies withOngoing Communication/Education and Best Practice Sharing
  20. 20. Categories of Social Media Crises
  21. 21. Inevitable vs. Avoidable
  22. 22. What CompaniesExperiencing Crises Lacked
  23. 23. Even Advanced Companies Don’t Have…• Ability to use social feedback to fix problems and improve products and services• Integration of social data into existing systems• Formal measurement strategy to drive accountability• Consolidated set of mature technologies
  24. 24. Phone: 415.881.7430 Shel Holtz, ABCTwitter: @shelholtzEmail: shel@holtz.comWeb: holtz.comBlog: blog.holtz.comPodcast: www.forimmediaterelease.bizLink blog: linksfromshel.tumblr.comVideo blog: shelholtz.comSkype: shelholtzPinterest: pinterest.com/shelholtzFacebook: facebook.com/shel.holtzLinkedIn: linkedin.com/shelholtz Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0

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