Social Media Crisis Management

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KEEP
CALM
AND

DEAL
WITH IT
A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA
SIMON KEMP • WE ARE SOCIAL • SES SINGAPO...

SIMON KEMP
@eskimon
We Are Social

@eskimon • 2

We Are Social

@eskimon • 3

LONDON
NEW YORK

PARIS

MUNICH
MILAN

SINGAPORE

SÃO PAULO

We Are Social

SYDNEY
@eskimon • 4

We Are Social

@eskimon • 5

</SALES PITCH>

We Are Social

@eskimon • 6

@$#&!

A COMPREHENSIVE
GUIDE TO HANDLING
NEGATIVE COMMENTS
IN SOCIAL MEDIA

We Are Social

@eskimon • 7

CELEBRATING POSITIVE MENTIONS IS ALSO
IMPORTANT, BUT THAT’S ANOTHER TOPIC
We Are Social

@eskimon • 8

RULE #1: IF YOU’RE GOING TO BE
ON SOCIAL, YOU NEED TO BE SOCIAL
We Are Social

@eskimon • 9

THAT MEANS YOU’RE GOING TO NEED
TO INTERACT WITH YOUR AUDIENCES
We Are Social

@eskimon • 10

HOWEVER, YOU CANNOT PLEASE
ALL OF THE PEOPLE ALL OF THE TIME
We Are Social

@eskimon • 11

…AND IF IT CAN GO WRONG,
IT PROBABLY WILL GO WRONG
We Are Social

@eskimon • 12

AVOIDING SOCIAL MEDIA DOES NOT MEAN
YOU AVOID NEGATIVE COMMENTS, THOUGH
We Are Social

@eskimon • 13

…AND IGNORING NEGATIVE COMMENTS
CAN HAVE A NEGATIVE BUSINESS IMPACT
We Are Social

@eskimon • 14

“

50% OF CONSUMERS EXPECT A
RESPONSE TO A QUESTION WITHIN
ONE WEEK, OR THEY STOP DOING
BUSINESS WITH THEM ALTOGETHER.

We...

BUT CAREFUL MANAGEMENT OF NEGATIVE
COMMENTS CAN ACTUALLY ADD VALUE
We Are Social

@eskimon • 18

IT’S 7 TIMES CHEAPER TO KEEP AN EXISTING
CUSTOMER THAN IT IS TO WIN A NEW ONE
We Are Social • Source: Bain & Company

@esk...

“

WHEN COMPANIES RESPOND TO
CUSTOMER SERVICE REQUESTS
IN SOCIAL MEDIA, THOSE
CUSTOMERS SPEND 20% - 40%
MORE WITH THE COMP...

40%
OF UNRESOLVED SOCIAL COMPLAINTS
RESULT IN COSTLY CALL CENTRE CALLS

We Are Social • Source: ClickFox

@eskimon • 22

BEST BUY’S ‘TWELPFORCE’ BENEFITS

20%

$5M

DROP IN COMPLAINTS
THROUGH BETTER AND
FASTER SERVICE

IN ADDED VALUE THROUGH
I...

SO HOW CAN YOU MANAGE NEGATIVE
COMMENTS IN SOCIAL MEDIA?
We Are Social

@eskimon • 24

ONE RULE TO RULE THEM ALL…
We Are Social

@eskimon • 25

FAILING TO PREPARE IS
PREPARING TO #FAIL
We Are Social

@eskimon • 26

PLAN AHEAD – DON’T WAIT
UNTIL SOMETHING GOES WRONG
We Are Social • ‘Binoculars’ icon: The World We Live In, from The Noun ...

START TODAY BY DEFINING YOUR
POLICIES AND PROCEDURES (P&P)
We Are Social

@eskimon • 28

IDENTIFY WHO WILL BE RESPONSIBLE
FOR DEALING WITH ISSUES IN ADVANCE
We Are Social • ‘Community’ icon: The Noun Project

@e...

CREATE A LIST OF EMERGENCY CONTACTS
IN LEGAL, PR AND CORP COMMS TEAMS
We Are Social • ‘Community’ icon: The Noun Project

...

EDUCATE ALL RELEVANT PEOPLE ON YOUR
P&P, AND REHEARSE A FEW SCENARIOS
We Are Social • ‘Training’ icon: The Noun Project

@...

MAKE SURE EVERYONE CAN FIND THE
P&P EASILY IN THE EVENT OF A CRISIS
We Are Social

@eskimon • 32

?
BUT WHAT SHOULD YOUR P&P DEFINE?
We Are Social

@eskimon • 33

FIRSTLY, IT SHOULD SET THE HOUSE RULES
FOR YOUR SOCIAL MEDIA COMMUNITIES
We Are Social

@eskimon • 34

THINGS TO INCLUDE IN COMMUNITY RULES
1
2

DEFINITION OF ‘TROLL’ ACTIVITY AND HOW YOU’LL MANAGE IT

3

HANDLING PROMOTION O...

SENSE CHECK WHETHER RULES OR THEIR
DEFINITION COULD CREATE OTHER ISSUES
We Are Social

@eskimon • 36

@$#&!

NEXT, DEFINE YOUR APPROACH TO
DEALING WITH NEGATIVE INCIDENTS
We Are Social

@eskimon • 37

WE ARE SOCIAL’S ‘3AS’ APPROACH

ALERT

ASSESS

ACT

IDENTIFY ISSUES AS
EARLY AS POSSIBLE,
IDEALLY BEFORE THEY
ESCALATE

DE...

ALERT
We Are Social

@eskimon • 39

FIRST, DECIDE HOW YOU’LL MONITOR
SOCIAL MEDIA FOR RELEVANT MENTIONS
We Are Social

@eskimon • 40

SELECT THE RIGHT SOCIAL MEDIA
LISTENING TOOL FOR YOUR NEEDS
We Are Social • ‘Radar’ icon: The Noun Project

@eskimon • 41

TOOLS FOR EVERY BUDGET

ENTRY LEVEL

INTERMEDIATE

ADVANCED

READING THROUGH
POSTS ON SOCIAL MEDIA
SITES AND SETTING UP
GO...

IDENTIFY WHO WILL BE RESPONSIBLE FOR
LISTENING AND MONITORING ACTIVITIES
We Are Social • ‘Community’ icon: The Noun Projec...

WHERE SHOULD YOU LISTEN?

OWNED
CONVERSATIONS PEOPLE HAVE
WITH YOU IN CHANNELS YOU
OWN OR CONTROL
We Are Social • ‘Head’ i...

WHEN SHOULD YOU LISTEN?

AUTOMATED

AT INTERVALS

SET UP AUTO-ALERTS THAT
TRIGGER AN ACTION WHEN
SOMETHING IMPORTANT
HAPPE...

ASSESS
We Are Social

@eskimon • 47

CAPTURE RELEVANT ACTIVITY AS SOON AS
YOU SEE IT IN CASE SOMETHING CHANGES
We Are Social

@eskimon • 48

!

DETERMINE THE SEVERITY
OF THE INCIDENT
We Are Social

@eskimon • 49

A SIMPLE ASSESSMENT FRAMEWORK
NO INCIDENT (HANDLE AS NORMAL COMMUNITY ACTIVITY)
IGNORE (‘TROLL’ ACTIVITY – DOES NOT MERIT ...

DOES THE ISSUE NEED A RESOLUTION,
OR JUST AN EMPATHETIC RESPONSE?
We Are Social

@eskimon • 51

WATCH OUT FOR WILDFIRES – ISSUES
THAT OTHER PEOPLE FUEL AND SHARE
We Are Social

@eskimon • 52

NEVER FEED THE TROLLS
We Are Social

@eskimon • 53

BEWARE OF LEGAL AND REGULATORY
REQUIREMENTS AND RESTRICTIONS
We Are Social • ‘Legal’ icon: The Noun Project

@eskimon • 54

ASSIGN OR ESCALATE ANY ISSUES
WHERE NECESSARY (AS PER YOUR P&P)
We Are Social

@eskimon • 55

LOG INCIDENTS FOR LATER REFERENCE,
AND TO IDENTIFY TRAINING OPPORTUNITIES
We Are Social

@eskimon • 57

ACT
We Are Social

@eskimon • 58

BEFORE YOU DO ANYTHING, TAKE
A DEEP BREATH AND COUNT TO TEN
We Are Social

@eskimon • 59

HOW YOU HANDLE THE ISSUE IS OFTEN
MORE IMPORTANT THAN THE ISSUE ITSELF
We Are Social

@eskimon • 60

GREAT RESPONSE GUIDELINES
BE TIMELY: RESPOND QUICKLY BUT CAREFULLY
BE ATTENTIVE: THINK AND ACT LIKE A 5-STAR CONCIERGE
BE ...

DON’T OVERREACT, AND
NEVER LOSE YOUR TEMPER
We Are Social

@eskimon • 62

USE PERSONALITY AND HUMOUR WHERE
POSSIBLE, BUT BE CAREFUL AND SENSITIVE
We Are Social

@eskimon • 63

89%
OF CUSTOMERS ARE ‘MORE SATISFIED’
WHEN THEY GET A QUICK RESPONSE

We Are Social • Source: Synthetix

@eskimon • 64

“QUICK”?
We Are Social

@eskimon • 65

DON’T DELAY YOUR INITIAL RESPONSE

32%

42%

OF CONSUMERS
EXPECT A RESPONSE
WITHIN 30 MINUTES

OF CONSUMERS
EXPECT A RESPO...

BUT THERE’S A SUBTLE DISTINCTION

RESPONSE
LETTING PEOPLE KNOW
THAT YOU’VE SEEN THEIR
POST AND THAT YOU’RE
FOLLOWING UP
We...

START WITH A SIMPLE ACKNOWLEDGEMENT
TO SHOW PEOPLE YOU’RE WORKING ON IT
We Are Social

@eskimon • 68

PEOPLE WHO TAKE THE TIME TO COMPLAIN
LIKELY CARE ABOUT MAKING A DIFFERENCE
We Are Social

@eskimon • 70

IDENTIFY HOW LONG A RESOLUTION WILL
TAKE, AND SET PEOPLE’S EXPECTATIONS
We Are Social

@eskimon • 71

IT’S OFTEN WISE TO CRAFT BEST PRACTICE
RESPONSES TO COMMON ISSUES UPFRONT
We Are Social

@eskimon • 72

ASIDE: IF IT’S A ‘COMMON ISSUE’,
IT’S BETTER TO FIX THE ISSUE’S CAUSE
We Are Social

@eskimon • 73

IF NECESSARY, POST AN APPROPRIATE,
PUBLIC, PERSONALISED HOLDING MESSAGE
We Are Social

@eskimon • 74

…BUT AVOID ‘STOCK’ RESPONSES THAT
LACK EMPATHY AND IRRITATE PEOPLE
We Are Social

@eskimon • 75

TREAT EVERYONE WITH THE CARE AND
ATTENTION OF A 5-STAR HOTEL CONCIERGE
We Are Social • Icon adapted from ‘Community’, The ...

WHERE POSSIBLE, TAKE THE RESOLUTION
CONVERSATION SOMEWHERE PRIVATE
We Are Social • ‘Padlock’ icon: The Noun Project

@eski...

THIS IS TO ENSURE YOU DELIVER THE BEST
SERVICE, NOT SO YOU CAN HIDE THINGS
We Are Social

@eskimon • 78

GATHER ALL OF THE FACTS, AND MAKE
GENTLE CORRECTIONS WHERE NECESSARY
We Are Social

@eskimon • 79

HOWEVER, REMEMBER THAT EMOTIONS
AREN’T RATIONAL, SO EMPATHY IS CRITICAL
We Are Social

@eskimon • 80

TRACK PROGRESS TOWARDS RESOLUTION
AND KEEP ALL INVOLVED PARTIES UPDATED
We Are Social

@eskimon • 82

IDENTIFY HOW, WHERE AND WHEN YOU’LL
COMMUNICATE THE EVENTUAL RESOLUTION
We Are Social

@eskimon • 83

THINK BEFORE YOU ACT!
We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project

@eskimon • 84

COULD THE RESPONSE BE MISINTERPRETED,
OR EVEN MAKE THE SITUATION WORSE?
We Are Social

@eskimon • 85

IT’S WISE TO GET A SECOND OPINION
BEFORE REPLYING TO SENSITIVE ISSUES
We Are Social • ‘Head’ and ‘Gears’ icons: The Noun P...

MAKE SURE YOU UNDERSTAND THE LEGAL
IMPLICATIONS OF YOUR RESPONSE
We Are Social • ‘Legal’ icon: The Noun Project

@eskimon ...

WHEREVER RELEVANT, POST A PUBLIC
FOLLOW-UP TO THE ORIGINAL MENTION TOO
We Are Social

@eskimon • 89

KEEP MONITORING FOR FURTHER
FEEDBACK OR AN EVOLUTION TO THE ISSUE
We Are Social • ‘Head’ icon: The Noun Project

@eskimon ...

WORK WITH INTERNAL TEAMS TO ADDRESS
THE CAUSE(S) OF THE UNDERLYING ISSUE(S)
We Are Social

@eskimon • 91

GETTING
STARTED
TODAY
We Are Social

@eskimon • 92

3AS: SET-UP CHECKLIST
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We Are Social

1. 

DEFINE YOUR COMM...

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOC...

SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

We Are ...

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