This document summarizes a study on how organizations respond to social media crises. It discusses four types of crises originating from employees, executives, agencies, and spokespeople. Responses often involved apologies but were perceived as most effective when they acknowledged mistakes, apologized sincerely, and moved forward constructively. The timing and context of the response also influenced perceptions. The study suggests social media training and discourse renewal strategies can help organizations prepare for inevitable social media crises.

1. Responding to Crisis in 140 CharactersAndi NarvaezUniversity Of Maryland

2. Social Media and CrisisUse of Twitter is on the rise

3. Global Fortune 100 Social Media Stats84% of Fortune Global 100 companies use social media

4. Twitter is the most popular channel, used by 77% of companies

5. Use of Twitter has increased by 18% from 2009 to 2010

6. Companies have an average of 5.8 Twitter accounts, up from 4.2 in 2010Burson-Marsteller 2011 Global Social Media Check-up

7. Increased possibility of making mistakes that can potentially spread quickly and be highly visible

8. Social Media Crises = One that originates and is responded to via social media channels

9. Research PurposeApply Situational Crisis Communication Theory (SCCT) and Discourse Renewal in an analysis of organizations’ responses to social media crises.Recommend 140-character response strategiesSuggest social media policies to prepare and respond to social media crises more effectively

10. Crisis Communication TheoriesSCCT Clusters: Victim, accidental, preventableResponse Strategies: Denial(attaching the accuser, denial, scapegoating)Diminishment(excusing, justification)Rebuilding(compensation, apology)Bolstering(reminding, ingratiation, victimage)Most frequently used = Bolstering, denialMost effective: Full apologyLeast effective: Denial

11. Crisis Communication TheoriesDiscourse RenewalProspective focusOpportunities Provisional rather than strategic responses Ethical communication, leadership

12. Social Media and Crisis ManagementDialogic nature of blogs and TwitterInfluencers’ roles in covering crisesTwitter leads to less negative reactions than blogs and newspapersTwitter users more likely to have secondary reactions (word-of-mouth)Twitter users less likely to boycott organization

13. MethodIn-depth interviews with 9 public relations, social media professionalsConsulting, agency, nonprofit, and for-profit experienceOn Twitter since early 2008

14. Social Media CrisesFour “perpetrators”EmployeeC-Level ExecutiveAgency of RecordSpokesperson

15. Employee

16. Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd @RedCross February 15, 2011

17. Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd @RedCross February 15, 2011We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys @RedCross February 16, 2011

18. C-Level Executive

19. Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC @KennethCole February 13, 2011

20. Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC @KennethCole February 13, 2011Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment – KC @KennethCole February 13, 2011

21. Agency of Record

22. I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive @ChryslerAutos March 9, 2011

23. I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive @ChryslerAutos March 9, 2011Our apologies – our account was compromised earlier today. We are taking steps to resolve it. @ChryslerAutos March 9, 2011

24. Spokesperson

25. Japan called me. They said “maybe those jokes are a hit in the US, but over here, they’re all sinking” March 12, 2011Japan is really advanced. They don’t go to the beach. The beach comes to them. @RealGilbert March 13, 2011

26. I meant no disrespect, and my thoughts are with the victims and their families. I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan. @RealGilbert March 15, 2011

27. I meant no disrespect, and my thoughts are with the victims and their families. I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan. @RealGilbert March 15, 2011Love that you want to be my new voice. But first I’m using it to ask for donations to the Red Cross for Japan. www.redcross.org/donate @aflacduck March 15, 2011

28. ResultsRQ1: What type of crises did the organizations experience due their actions on Twitter?Accidental caused by improper use of technology and insufficient social media trainingNew cluster: Inevitable

29. ResultsRQ2: What type of crisis response strategies do crisis communications professionals believe the organizations employed via Twitter?Apology used most often in combination with other approachesFull apology, discourse renewalApology from spokesperson, bolstering (ingratiation) and discourse renewalApology and denial (scapegoat)Apology and diminishment(excuse)

30. ResultsRQ3: Which organization’s crisis response strategies are perceived to be most effective on Twitter by crisis communications professionals?Acknowledged, apologized, moved forwardCharacteristics of discourse renewal!Mislead, denied, contradicted, condescended, lost opportunityNew response strategy: HumorLOL