Crisis Communications in Social Media for Nonprofits

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Tales from the
Getting World of
Slizzerd, Nonprofit Social
Media Crisis
Michael Communicat...

Kivi Leroux Miller

New Book
in the
Works!

REALITY: The Control
Train has left the station
and you aren’t on board.

REALITY:
Everyone is
a spokesperson.

flickr.com/photos/conbon/2873195559

REALITY: If people think you
suck, they don’t need your
permission to say so.

flickr.com/photos/akhir/3769294894 F...

REALITY: But most of what
you encounter will be
neutral or positive.

REALITY: You can’t totally plan
for a social media crisis, but
you can get a clue.

flickr.com/photos/brenbot/34196...

REALITY:
Assess your
risk and
make a plan.

When something goes wrong,
wouldn’t it be great if . . . .

http://www.flickr.com/photos/stev...

• Your supporters would cut you a
little slack when you did goof up.
• Your supporters trusted that
what you said was ...

Let’s Play the
Opposite Game!

How Can We Pursue a
Social Media Strategy That . . .

• Encourages people to kick us when
we are down?
• Builds mistr...

Let’s Make a List of
What NOT To Do if You
Want to Prep for a
Social Media Crisis
Sign up to get
...

As we go through
these three case
studies, write down
one DO or DON’T
per Post-it note.

You’ll need these later!

Getting Slizzerd
1 Rogue Tweet at the
American Red Cross

Honest Mistake Adeptly
Handled with Humor...

http://www.tacticalphilanthropy.com/2011/02/the-story-behind-red-crosss-twitter-faux-pas

As a Table, Discuss the Post-
It Notes and Start a Social
Media Do’s and Don’ts
Checklist.

Komen for the Cure
Responds to Critics with
2 Silence & Leftover
Mummy Prostate Tweet

...

The AP story broke, and within hours, Planned Parenthood sent a fundraising email:

Within a few hours, the ratio of anti-Komen’s decision to
pro-Komen’s decision was about 80 to 1 on Twitter.

The ratio was about 10-1 on Facebook, and people started
to complain that comments were being deleted. Energizer
also took...

It took nearly 24 hours to respond on Facebook . . . And it
just made things worse.

Meanwhile, the last tweet about prostate cancer in a
mummy was in place for over 24 hours.

When they did tweet, they did it badly.

When the apology came three days later, it was too little,
too late.

As a Table, Discuss the Post-
It Notes from This Case and
Add to/Edit Your Social
Media Do’s and Don’ts
Checklist.

Michael Vick’s
Redemption with the
3 Humane Society of
the United States
Controversial...

HSUS was no
Michael Vick fan.

The story about the partnership breaks . . .

Three blog posts in three days to answer questions . . .

Create an FAQ page so you have something to link to.

Make rules clear . . .

18 months later . . .

And the story continues . . .

HSUS continues to explain the decision . . .

As a Table, Discuss the Post-
It Notes from This Case and
Add to/Edit Your Social
Media Do’s and Don’ts
Checklist.

Let’s List Do’s and
Don’ts During a Social
Media Crisis

Sign up to get
the handou...

Now Let’s Put the
Checklist to Work with
the “What Could
Possibly Go Wrong
Next?!?” Game

You work for Meals on
Scenario Wheels. 15 of 150
#1 people get sick one
...

You work for United Way.
Your boss, trying to impress
Scenario
...

Let’s Play!
Teams to the front.
Challenger Team plays a card.
Solutions Team plays
one or two car...

Some Closing Reminders . . .

• “Don’t Be Scared, Be Prepared” – Brainstorm and
practice!
• Be there ahead of time, list...

THANK YOU!

Sign up to get the handouts
we created today.
Kivilm.com/hello

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