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Jonathan Hemus, November 2012
News breaks on social media
News spreads and is amplified through social media
Most organisations do not have a plan to
             address this




                  SmartBrief on Social Media, January 25, 2012
The consequences can be very damaging




   Nestle make a difficult situation worse by responding
      aggressively to criticism on its Facebook page
The consequences can be very damaging


 NatWest endured a
 social media backlash
 when it failed to solve a
 technical problem OR
 communicate effectively
 with its customers
Preparing to protect your reputation in
an online world
Develop, communicate and embed a social media policy
Re-consider your reputational risk assessment
Implement online media monitoring
Create a crisis communication hub
Develop a process, resources and skills to mount an
online response
Develop an online presence beforehand
Identify key online influencers and build relationships
Develop, communicate and embed a social
             media policy
Develop, communicate and embed a social
             media policy



http://socialmediagovernance.com/policies.php#axzz1l9M4oKLf
Re-consider your reputational risk assessment

            5

            4

            3

            2

            1      2       3    4   5
           LIKELIHOOD OF RISK
Re-consider your reputational risk assessment
Re-consider your reputational risk assessment
Re-consider your reputational risk assessment
Re-consider your reputational risk assessment
Re-consider your reputational risk assessment
Implement online media monitoring
Implement online media monitoring
Create an online crisis communication hub
Develop a process, resources and skills to
      mount an online response
US Airways Hudson River Crash
Be prepared!
Be prepared!
Be prepared!
Develop processes and resources to
    mount an online response
Develop processes and resources to
    mount an online response
Develop processes and resources to
    mount an online response
Develop skills to mount an online
response – social media exercises
Social media exercises



A crisis begins to
emerge via social
media e.g. a video is
posted showing
product tampering
Social media exercises
Delegates see the
situation escalating
via online channels
Social media exercises
The story spreads to
online media and blogs
Social media exercises
Develop an online presence beforehand
Identify key online influencers
   and build relationships
Engage online and other third party influencers
Preparing to protect your reputation in an
    online world

• Develop, communicate & embed a social media policy
• Re-consider your reputational risk assessment
• Implement online media monitoring
• Create a crisis communication hub
• Develop a process, resources and skills to mount an
  online response
• Develop an online presence beforehand
• Identify key online influencers and build relationships
Contact Details
Jonathan Hemus, Insignia Communications
Website: www.insigniacomms.com
Email: jonathanhemus@insigniacomms.com
Twitter: @jhemusinsignia
Phone: +44 (0)786 832 9102

Download our white paper on social media crisis here:
http://insigniacomms.com/resource/
Jonathan Hemus, November, 2012

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How to prepare for a social media crisis by Insignia Communications