Samantha Hill conducts research and analysis on crisis topics when they are identified at GSK. She searches online news and social media to identify trends, audiences, and information sources regarding the crisis. Samantha displays her research in an easy to understand format and provides updates every few hours. Her ad hoc reports provide useful information to GSK employees and leadership teams during times of crisis management.

1. Q Crisis Management reporting
SamanthaHill
Type of work: Researching,analysingand
presenting
Date: Adhoc June 2013-June 2014
Audience targeted:Individual GSKemployees
and leadershipteams
Strategy:
To create reportson ‘crisistopics’whenthey
have beenidentified
Objective:
To provide specificGSKmemberswithup-to-
date and relevantinformationfromsocial
listeningsitesandonlineresearchabouta
crisisonce it has beenidentified
Involvement:
I researchand analyse informationonacrisis
once one has beenidentified.Ithenpassthis
informationtomymanagerwhoadds to it
and sendsthispackage of informationto
those whorequestedit
Tactics:
Once a crisishasbeenidentified:
- Run a wide searchusingGoogle newstosee what information istrendingaboutthe topicvia
popularnewsoutlets
- Use social listeningtoolssuchasVisibleandTracx technologiestosee if the crisisisbeing
propelledusingsocial media
- Identifythe trendingtopics,sites,audience andsource of the information
- Displayresearchintoaeasyto understand formate.g.usingthe Visiblewordcloudtoshow
trendingsearchterms
- Re-runthisresearcheveryfewhoursandcompare the data
Evaluation:
Thisresearchis very adhocbut provides
useful informationwhenitisneeded.
Reflection:
Althoughthisresearchisvery adhocand isonlyneededintimesof ‘crisis
management’I’ve foundthe researchveryinteresting.Ithasprovidedme
withthe opportunitytomake full use of the social listeningtoolsavailable
to me and to pull togethersetsof materialsusingvariousresources.
It has alsoshown me howa storyina small newspaperfrom acountry
such as Australiacanbe trendingonthe Yahoo news feedlessthan12
hourslater.