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Insights into Developing Your Social Media Crisis Management Plan
The document provides a comprehensive guide on developing a social media crisis management plan, outlining best practices for addressing crises and leveraging social media effectively during such events. It emphasizes the importance of having clear standard operating procedures, a well-prepared crisis communications team, and the need for prompt and transparent responses. Additionally, it discusses the significance of monitoring social media interactions and preparing messaging that informs and reassures the public while managing misinformation risks.
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Insights into Developing Your Social Media Crisis Management Plan
- 1. Insightsinto DevelopingYour SOCIAL MEDIA CRISIS MANAGEMENTPLAN Victoria Edwards
- 4. @TallChickVic Overview Part 1: Howto Deal with a Social Media Crisis Part 2: How to Use Social Media During a Crisis
- 6. @TallChickVic Standard Operating Procedures Willdescribe how you will use and maintain your social media platforms Educating employees on social media best practices Types of content you can post How to monitor commentary Waiver and release form FAQ's with various canned responses Social Media support email
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- 8. @TallChickVic Develop Scenarios Develop agroup that contains PR, legal & social media Create a spreadsheet of possible scenarios Determine if they are problem or a crisis Problem = Minor Crisis = Major = Effects Bottom Line
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- 10. @TallChickVic Social Media Crisis| Best Practices Respond immediately to post Provide support email so you can get the conversation offline Admit to error Do NOT ignore comment or situation
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- 14. @TallChickVic A tweet canturn into a crisis when it’s clear that there’s been deliberate insensitivity and there is no apology issued.
- 15. @TallChickVic Follow Up forSocial Media Crisis Monitor, monitor, monitor Respond quickly Urge the user to respond via social media email (take conversation offline) Acknowledge your error Be transparent and human Apologize and make it right
- 16. @TallChickVic Part 2: Howto Use Social Media During a Crisis
- 18. @TallChickVic Social Media Data DuringHurricane Sandy, users sent more than 20 million Sandy-related tweets during the event Following the Boston Marathon bombings, one quarter of Americans reportedly looked to Facebook, Twitter and other social networking sites for information, according to The Pew Research Center Facebook recorded 4.5 million status updates from around the world that contained the words "Japan" "Tsunami" & "Earthquake" (84% of total updates)
- 19. @TallChickVic Prepare Your Team Includedin your SOP's Develop a list of Crisis Communications Team (CCT) with their contact information Team should include leadership, legal, PR, and social media List should include names and all forms of contact information
- 20. @TallChickVic Receive a Debriefingof the Event Questions that should be asked are: What happened? Where did it happen? What offices are affected? Is the situation resolved or continuing What is being done right now? What is the potential for escalation? What is the expected outcome? What is the best-case scenario? What is the worst-case-scenario? Which is more likely?
- 21. @TallChickVic Social Media BestPractices During a Crisis Wait for leadership to inform social media regards to messaging Pause all marketing campaigns Pause social media ads Pause all social media posts Develop appropriate messaging for social & blog regarding the situation (include hashtag)
- 22. Social Media BestPractices During a Crisis
- 24. Risks with SocialMedia - Misinformation
- 25. Risks with SocialMedia - Scams
- 26. @TallChickVic Facebook Safety Check Ifyou’re in the location of the crisis, Facebook will ask you a question, are you safe or are you in the area that is affected This will then show up in their newsfeed Click to a page of safety checks to see everyone of your friends in that area
- 27. Google Person Finder GooglePerson Finder is a web application that allows individuals to post and search for the status of relatives or friends affected by a disaster. The program also lets press agencies, non-governmental agencies and others contribute to the database and receive updates by using the Person Finder API based on the PFIF open standard.
- 28. Red Cross -Connect With Us
- 29. Final Thoughts Wait forleadership to inform social media regards to messaging Pause all digital marketing campaigns Educate your customers/users on scams Develop hashtag for public to follow Develop appropriate messaging for social regarding the situation Present only factual information "At this time, we know..."
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