The document discusses the evolving landscape of crisis management in the social media era, emphasizing the importance of hashtags and rapid response strategies. It outlines four key steps for effective social media crisis planning: prevention, preparation, process, and personal engagement. Additionally, it highlights new rules for continuity planning, which prioritize speed and multi-disciplinary collaboration.

1. Jane Jordan-Meier & Dave
Bathur 29 June 2012

2. Agenda
• What’s changed and what remains the same
• The characteristics of a social media crisis
• The processes required for effective digital crisis
management/communication
• What the point is for Continuity Planning?
2

3. Meanwhile, in the
Hunter Valley…

4. 3:10pm AEST
3:15pm AEST
3:40pm AEST
4

5. 3:47pm AEST
4:02pm AEST
5

6. 4:04pm AEST
4:12pm AEST
4:21pm AEST
4:44pm AEST
4:59pm AEST
110 mins total

7. Not an unusual
situation

8. 12:45pm
AEDT
1:47pm
2:28pm

9. So, what hasn’t
changed?

10. Stages of a Crisis
Stage One Fact Finding
Stage Two Unfolding Drama
Stage Three Blame
Stage Four Fallout /Resolution

11. What has changed?

12. Why Crisis Management
has Changed Forever

13. Importance of Hashtags
• Compact
• Simple & easy to understand
• #foodsafe
• by partners
• Low character count
• Organic - #bnefloods
• Test BEFORE crisis
13

14. What is Social
Media

16. Origins of crises
Source:
Altimeter, 2011

17. Taking Control;
but not as you know it

18. 4 steps to social
planning:
The steps to being able to engage quickly:
1. Prevention
2. Preparation
3. Process
4. Personal
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19. 1. Prevention:
Know your crisis circuit-breakers

20. Smoldering Issues
75%
Source: Altimeter, 2011

21. Invest in listening

22. 2. Preparation:
Lay the foundations early

23. Know your platforms
• Constant change
o Using #tags on Twitter
o “Promote” apology posts
o What works for mobile (YouTube, FB tabs)
o Newsfeed v Page visits (different behaviour in a crisis)
o Geotarget & language target
o Reserve twitter likely handles
• Know what your platforms are for:
o What is the role of FB v YouTube v Website v Twitter?

24. Social Media “War Room”
Gatorade Partnered with IBM and Radian6 to
build this “war room”

25. 25

26. INSERT International
WarRoom DESIGN

27. 3. Process:
Know what you’ll do, before you do it

28. Develop and test internal
processes
• Crisis Processes
o The new crisis team: drawn from every part of the business: Ops, CS, PR,
Legal
o Content creation: Text? Video? Clear, quick approval process?
• Moderation framework
o Brainstorm QA
o Risk Assessment: How are topics / keywords flagged?
o Know how MF integrates with other departments’ workflows (PR, CS)

29. 4. Personal:
Get comfortable being naked

30. Rules of Engagement
• Be Human
• Take ownership
• Don’t take it personally – anonymity breeds
nastiness
• Tone: transparent, not verbally tricky “Some people
may have been offended by…” (ie. their issue)

31. So what
does this mean for Continuity
Planning?

32. New Rules of the Game
• All about speed
o No longer a golden hour, but a golden 15 mins
• No longer control at best manage
• Be ready to engage
• Multi-disciplinary teams
• Listen, monitor: know your platforms
32

33. Jane Jordan-Meier
www.crisismanagementbook.com
@janejordanmeier (Twitter)
jane@janejordan.net
“The Four Highly Effective Stages of Crisis
Management: How to Manage the Media Thank You!
in the Digital Age” published by CRC Press, Do connect.
May 2011
Australia: + 614-14 645 507
USA: +1-707-386-9864
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34. David Bathur
Strategy Director, Made With Ed
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