The document outlines an 11-step process for developing a digital crisis communications plan. Key steps include setting up monitoring platforms, determining crisis criteria, defining response parameters, and forming a crisis communications team. The guidelines emphasize clarity on what to monitor and respond to during a crisis situation.

1. Developing a Digital Crisis Communications PlanJustin Levy@justinlevy

2. Our companies are not clonesPhoto Credit:http://www.flickr.com/photos/ashatenbroeke/4367373081

3. Don’t fall into the trapPhoto Credit:http://www.flickr.com/photos/iamos/2952568902

4. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.11 Steps to Developing a PlanPhoto Credit:http://www.flickr.com/photos/wscullin/3770015203/

5. #1: Choose and set up your monitoring platform(s)Photo Credit: http://www.flickr.com/photos/stitch/6162233

6. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#2: Determine your monitoring schedulePhoto Credit:http://www.flickr.com/photos/rubin110/4553865006

7. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#3: Ensure local language support teamsPhoto Credit:http://www.flickr.com/photos/melanieburger/1452213847

8. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#4: Determine what constitutes a crisisPhoto Credit:http://www.flickr.com/photos/jimnix/4773270372

9. Conversation Severity Grid©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.

10. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#5: Determine what you WILL respond toPhoto Credit:http://www.flickr.com/photos/larimdame/2575986601

11. Compliments of your product, service, or peopleRecommendations or referrals to productsCustomer Service/Support issues or inquiriesSales leads of product inquiriesFeature requestsOther regular and normal posts or inquiriesWhat to respond to:©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.

12. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#6: Determine what you WILL NOT respond to

13. Sarcastic, snarky or potentially inflammatory or damaging commentsDiscussions/conversations between individuals that mention the company in which involvement could be perceived as intrusivePosts in a language that the company doesn’t have the appropriate understanding or resources to respond toPosts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correctPosts regarding staff consolidation, compensation or other Human Resources-related issuesDiscussions regarding the legality of an acquisition, timing of a close and any financial data that is not already made publicly availableWhat you should not respond to:©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.

14. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#7: Form your digital crisis communications team

15. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.Other Potential Teams:Creative

16. Web Development

17. Customer Insights

18. SEO

19. Sales©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#8: Escalation ladder and flow Photo Credit:http://www.flickr.com/photos/splorp/63656900

20. #9: Who will respond on the company’s behalfPhoto Credit:http://www.flickr.com/photos/krancien/4111748241Photo Credit: http://www.flickr.com/photos/stitch/6162233

21. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#10: What to report on and how frequentlyPhoto Credit:http://www.flickr.com/photos/superwomyn/2692053136

22. ©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.#11: Build support beamsPhoto Credit:http://www.flickr.com/photos/25259860/2267141079