3. Timeline
• 11:00 pm – #gettngslizzerd tweet goes out
• 12:00 am – tweet taken down, Wendy
works with coworker to put up response
tweet
• 8:00 am – Gloria tweets from personal
account with more info
• 9:30 am - @dogfishhead reaches out
• 10:00 am – blog post goes up
4.
5. “In the meantime we found so
many of you to be sympathetic
and understanding. While we’re
a 130 year old humanitarian
organization, we’re also made of
up human beings.
Thanks for not only getting that
but for turning our faux pas into
something good.”
6. • Be flexible and lean into any situation, no
matter how embarrassing or painful
• Keep perspective: "We deal with real
disasters every day"
• Empower individuals to step out in front of
the brand
• Embrace the human element
Core principals of social
engagement
7. The lesson we learned
Crisis response of any kind in today's
social online world necessitates
honesty, flexibility, and most
importantly, a human touch.
To illustrate how much of this process of becoming a social organization really comes from internal culture and attitude regarding communication on social media, I want to tell a story about a terrible mistake that I made back in February 2011.
The incredible thing was that it all worked. You can see Wendy's humorous tweet on the very top, and some of the responses below.
The incredible thing was that it all worked. You can see Wendy's humorous tweet on the very top, and some of the responses below.
