SlideShare a Scribd company logo
Social media
is first a tool
for listening
to what the
public is
saying about
your brand
Who should you listen to?
External
Fans
Media
Online influencers
Internal
Student-athletes
Staff
Influential
supporters
Determine
internally
difference
between
common
criticism and
real crisis
red-flags
Fans: Bad behavior
Media: Sourced stories
Online influencers: Outrage
Internal: Controversial
statements, bad behavior.
Campaigns gone wrong
Run all planned brand
social media campaigns
through worst-case scenarios
Beware #Hashtag hijacking. h/t: fourthand140.com
Be prepared
for how
quickly a
social media
fire can
spread
Prepared reaction
● Prewritten responses,
formatted for each platform
● Content for fans and
influencers to share with their
audiences
● Pro-brand #hashtags which
run continually in background
Prepared reaction
Think multimedia in off-line crisis
reaction as well:
● More than one statement, also
one that is visual, 140-characters
● Who controls access to coach,
team and brand accounts?
● What pre-done social media
content will media need?
Don’t be afraid to delete,
ban and control the content
and access that you can.

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2015 NCAA Convention: Social Media and Crisis Management