Social media and crisis management
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Social media has become an essential part of crisis management for your business. How can you use it to your advantage, to take negative sentiment and turn it into something positive? How can you regain control of the narrative so you can get across your side of the story? In this talk for Cambridge Network, we gave plenty of real-life examples - from the YO! Sushi customer who changed his mind over the cost of his burger, to the fitness product who found being rude to complainants actually increased sales. We focused on two areas: - Using social media to avoid a crisis in the first place - How you can use it for damage control Sookio is a digital agency based in Cambridge, UK. We help our clients communicate with confidence through quality content for the web and social media. Find out more at www.sookio.com
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Social media and crisis management
- 1. Social media and crisis management A Cambridge Network breakfast seminar with Sue Keogh of Sookio www.sookio.com Find us at: sookio.com and @sookio plus LinkedIn, Facebook, Pinterest, YouTube, Instagram…
- 2. Coming up! • Using social media to avoid a crisis in the first place • How you can use it for damage control sookio.com
- 3. So, what do we mean by a crisis?
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- 8. • If someone attacks your brand and you aren’t present on social media, you’re at a disadvantage. You can’t fight back and restore your reputation. • Like in any relationship, putting in the effort can reap rewards later on • Develop a positive relationship through engaging with followers and quality content • People are more likely to be supportive if something negative does happen • So when people look you up, your voice is heard rather than people criticising your brand sookio.com
- 9. sookio.com M&S take time to respond to people who post queries and complaints on their site, encouraging positive sentiment.
- 10. sookio.com Boots spend a lot of time responding to people on Twitter. Their positive tone encourages positive sentiment towards the brand. If something goes wrong with Boots – like being criticised for not paying taxes - these people are just a little bit less likely to join the baying mob on Twitter.
- 12. What is a brand advocate? • People who like your brand so much they’re willing to say positive things without being prompted – or paid! • Some of the best brand advocates are your own employees sookio.com
- 13. sookio.com YO! Sushi deal with a complaint politely and fairly, other customers back them up and the original complainant ends up almost apologising
- 14. sookio.com Leon are excellent at dealing with negative customer queries. This one ends with the person sending a new tweet out to her network saying how well they dealt with the situation.
- 15. Take control of the narrative
- 16. Which channel to go for? Blog: A platform to create original content. Also a place to get your side of the story across if something goes wrong. Facebook. A great place to share images, video content, talk to customers and encourage loyalty Twitter. Great for news updates, connecting with journalists, critics and people in the industry. Also for getting customer feedback and dealing with queries. LinkedIn. Doesn’t eat up much time. Good for connecting with other professionals. Why not add something visual to the mix, for example Pinterest, Flickr, Instagram, YouTube or Vimeo sookio.com
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- 18. Look beyond your own platforms
- 19. sookio.com What are people saying on reviews sites about your brand? If it’s negative, it’s your opportunity to show how good you are at customer service. If it’s positive, even better. But don’t ignore them, be positive in return.
- 20. sookio.com However, he goes and blows it by getting all aggressive. Try to keep your cool! This small restaurant owner, who went on to TripAdvisor to respond to an accusation of food poisoning. He quite rightly points out that it could have been caused by all sorts of factors.
- 22. Write your own social media crisis policy
- 23. Social media crisis policy • Come up with 4-5 examples of what could go wrong in your business • Create a crisis flowchart so you know who should do what, for what level of crisis • Make sure everyone is briefed – well in advance! • After the event – learn from what happened, then adapt the policy for next time sookio.com
- 24. WHAT SHOULD YOU DO IF SOMETHING DOES GO WRONG? sookio.com
- 25. Don’t panic!
- 26. Don’t panic! • Think about your response. Be quick and decisive, but don’t act in haste. • This also gives people the chance to get it out of their system. Let them vent for a bit and monitor the real pain points sookio.com
- 27. Think: Less is more
- 28. Think: Less is more • If you are a major brand, don’t feel you have to respond to every single message • Crisis management is a spectator sport! People love seeing a situation escalate over Twitter (popcorn anyone?) • Remember the rule of 3. Never send a third reply. A third reply is an argument, not an answer. On the third reply, take it offline sookio.com
- 29. Talk it through internally
- 30. Talk it through internally • Keep the team updated. Not everyone complains through the official channels. Your team needs to know the official line so they can put out a consistent message • Get signoff from the top. Even if it means waking up the CEO on the other side of the world. They won’t want the crisis to escalate or to be on the back foot sookio.com
- 31. Publish an official response across all your channels
- 32. Your official response • Acknowledge • Say sorry (though think about liability) • Offer a solution or positive outcome sookio.com
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- 36. Create a central point for information
- 37. Your crisis HQ • Put all the information about the crisis in one place: – Easy to keep updated – Point people here from social media – Saves you time • Acknowledge the crisis • Give as much clear information as possible • What actions are you taking as a company? • How are you preventing this happening again? • How do people get compensation? • How do people contact you? sookio.com
- 38. sookio.com Germanwings had a big section on their homepage saying ‘we are in mourning’ which links straight through to a page which has the latest information on developments since flight 4U9525 crashed.
- 39. sookio.com Telecoms provider O2 have some readymade help pages so they can answer a problem with a link.
- 40. Have confidence in your brand
- 41. Case study: Protein World • Protein World faced a backlash over their ‘beach body’ campaign. But rather than back down and apologise, they came out with all guns blazing • If your brand is good enough it’s worth defending. Protein World were so confident they were rude to the naysayers: – Sticking up for loyal customers – Offending people who were never going to buy their product • This may not be the right approach for you. But Protein World focused on developing customer loyalty and brand advocates… and ultimately increased revenue sookio.com
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- 47. Social media and crisis management A Cambridge Network breakfast seminar with Sue Keogh of Sookio Want to continue the conversation? Find us at: sookio.com and @sookio plus LinkedIn, Facebook, Pinterest, YouTube, Instagram…
Editor's Notes
- Sue will be talking about how social media has become an essential part of crisis management for your business. How can you use it to your advantage, to take negative sentiment and turn it into something positive? How can you regain control of the narrative so you can get across your side of the story? There'll be plenty of best practice examples on offer too - from the YO! Sushi customer who changed his mind over the cost of his burger, to the business owner who lived to regret having a tantrum on TripAdvisor... So what do we mean by a crisis? Tend to think of the massive things, like someone has actually died after using your product …but it can also relate to smaller things, like people are giving your restaurant bad reviews or if you’re in the education sector, parents and students bad mouthing the teachers on Facebook. Two areas I’d like to cover: Using social media to avoid a crisis in the first place How you can use it for damage control Developing the relationship by having a positive, regularly updated social media channel means that people are more likely to be supportive if something negative does happen. You’ve already put in the legwork, communicating them and being positive and friendly as a matter of course. Like in any relationship, putting in the effort can reap rewards later on. These means you develop brand advocates Yo Sushi example Tech example? Taking control of the narrative – having official channels fully established before something does go wrong allows you to make a more authentic case Being aware of platforms beyond your reach Social media is used to raise awareness of their products, deal with customer queries and complaints and maintain a good reputation. But it’s not always something that can be controlled – whether you like it or not, people are already talking about your business online and searching to see what others have said. Develop a social media policy for how you would react in case of crisis. Think worst case scenario…what if something happens out of hours? Who gets sign off? Come up with 4-5 examples of what could go wrong in your business and make sure the social media team are fully briefed. So how should you respond if something does go wrong? Don’t panic. Think about your response If you are a major brand, don’t feel you have to respond to every single message (Pizza Deliver example, chosing who to reply to). Less is more! Draft an official response and publish on your official channels, this is where journalists will be looking first. Take your time. Watch your manners Talk about it internally. Internal communications can be leaked too! Eg Buzzfeed letter…assume that everything you write may go public! Sookio is a digital agency based in Cambridge, UK. We help our clients communicate with confidence through quality content for the web and social media. I’ve worked with people like GOV.UK, Toshiba, BBC, Yahoo!, Aol, BBC, creating content for the web and social, and do a lot of training showing people best practice examples to help them communicate with more confidence.
- So what do we mean by a crisis? Tend to think of the massive things, like someone has actually died after using your product …you’re the Cooperative Bank and your CEO has been charged with possession of cocaine, among other things. Someone’s found horsemeat in your burgers. But it can also relate to smaller things, like people are giving your restaurant bad reviews or if you’re in the education sector, parents and students bad mouthing the teachers on Facebook. Ask round the room, what does a crisis mean in your business?
- Feminist backlash over these ads which appear on the Tube, billboards and in print. Lots of people attaching the brand. How have they managed to respond to this so it turns into a positive for the brand? Go into this in more depth at the end
- Establish your social media channels Developing the relationship by having a positive, regularly updated social media channel means that people are more likely to be supportive if something negative does happen. You’ve already put in the legwork, communicating with them and being positive and friendly as a matter of course. Like in any relationship, putting in the effort can reap rewards later on. - Maintaining a strong brand voice and creating a strong presence. So you’re not on the backfoot if something were to happen. - So when people look you up, your voice is heard rather than people criticising your brand. - Getting your name out there, for the right reasons! - If someone attacks your brand and you aren’t present on social media, you’re at a disadvantage. You can’t fight back and restore your reputation. Here are some examples of brands using social media well to protect their brand reputation.
- Had a look at Ryanair…and they don’t respond to anyone. Suspiciously, the top three posts are all people shouting complaints, then after that there are none, just people who are tagging Ryanair in their posts. Suspect the team are deleting them. Here are some examples of brands using social media well to protect their brand reputation.
- Developing the relationship by having a positive, regularly updated social media channel means that people are more likely to be supportive if something negative does happen. You’ve already put in the legwork, communicating with them and being positive and friendly as a matter of course. Like in any relationship, putting in the effort can reap rewards later on. These means you develop brand advocates. These are people who like your brand so much they’re willing to say positive things without being prompted – or paid! These can be in your company too. Some of the best brand advocates are your own employees. Redgate are particularly good locally, for this.
- YO! Sushi deal with a complaint politely and fairly and the customer ends up almost apologising
- Leon are excellent at dealing with negative customer queries. This one ends with the person sending a new tweet out to her network saying how well they dealt with the situation.
- having official channels fully established 1. Blog. A platform to create original content. Also a place to get your side of the story across if something goes wrong. 2. Facebook. A great place to share images, video content, talk to customers and encourage loyalty 3. Twitter. Great for news updates, connecting with journalists, critics and people in the industry. Also for getting customer feedback and dealing with queries. 4. LinkedIn. Doesn’t eat up much time. Good for connecting with other professionals. 5. Could add something visual to the mix, for example Pinterest, Flickr, Instagram, YouTube or Vimeo. before something does go wrong allows you to make a more authentic case
- having official channels fully established 1. Blog. A platform to create original content. Also a place to get your side of the story across if something goes wrong. 2. Facebook. A great place to share images, video content, talk to customers and encourage loyalty 3. Twitter. Great for news updates, connecting with journalists, critics and people in the industry. Also for getting customer feedback and dealing with queries. 4. LinkedIn. Doesn’t eat up much time. Good for connecting with other professionals. 5. Could add something visual to the mix, for example Pinterest, Flickr, Instagram, YouTube or Vimeo. before something does go wrong allows you to make a more authentic case
- Social media is used to raise awareness of their products, deal with customer queries and complaints and maintain a good reputation. But it’s not always something that can be controlled – whether you like it or not, people are already talking about your business online and searching to see what others have said.
- What are people saying on reviews sites about your brand? If it’s negative, it’s your opportunity to show how good you are at customer service and fixing it if there’s a problem. If it’s positive, even better. But don’t ignore them, be positive in return. Also you can proactively ask people to write positive reviews. The Cambridge Brew House, for example asked us to write an honest review after our last Sookio Masterclass session. We were more than happy to, but if they hadn’t asked us to in the first place, we might not have. A ton of positive reviews can outweigh the odd negative review – people understand that every business has off days. Yelp, Yellow Pages, Google Business page
- Full marks to this small restaurant owner, who went on to TripAdvisor to respond to an accusation of food poisoning. He quite rightly pointed out that it could have been caused by all sorts of factors. However, he goes and blows it by getting all aggressive. Try to keep your cool.
- Listen! Social media is used to raise awareness of their products, deal with customer queries and complaints and maintain a good reputation. But it’s not always something that can be controlled – whether you like it or not, people are already talking about your business online and searching to see what others have said. Key players: Crimson Hexagon, Lithium, Meltwater Buzz. Radian6, Sysomos, Trackur, Visible Techno… http://sumo.ly/4EvT Also Google Alerts Social Mention
- Develop a social media policy for how you would react in case of crisis. Think worst case scenario…what if something happens out of hours? Who gets sign off? Come up with 4-5 examples of what could go wrong in your business and make sure the social media team are fully briefed. Forward planning. Assume the worst and hope for the best! Create a crisis flowchart so you know who should do what, for what level of crisis. So you’re a pharmaceutical company and people are complaining that their order hasn’t turned up, you can have some stock replies your social media team can use Someone tweets to say their baby has died after having your medicine, this is going to require more dramatic action If time, really quick activity. Think of one crisis that might happen – how could you be using social media now to help avoid this crisis happening…or escalating? Have you had a crisis? Make sure you review so you can all learn from it. 8. Learn Your Lessons After the crisis subsides, and you’ve dried the tears off your laptop, reconstruct and deconstruct the crisis. Document every facet: Make copies of all tweets, status updates, blog comments, etc. Make copies of all emails Analyze website traffic patterns Analyze search volume patterns Where did the crisis break, and when? Where did it spread, and how? How did your internal notification work? How did your response protocol work? Did specific customers rise to your defense? (thank them!) Were your employees informed? How did the online crisis intersect with offline coverage (if any)
- Develop a social media policy for how you would react in case of crisis. Think worst case scenario…what if something happens out of hours? Who gets sign off? Come up with 4-5 examples of what could go wrong in your business and make sure the social media team are fully briefed. Forward planning. Assume the worst and hope for the best! Create a crisis flowchart so you know who should do what, for what level of crisis. So you’re a pharmaceutical company and people are complaining that their order hasn’t turned up, you can have some stock replies your social media team can use Someone tweets to say their baby has died after having your medicine, this is going to require more dramatic action If time, really quick activity. Think of one crisis that might happen – how could you be using social media now to help avoid this crisis happening…or escalating? Have you had a crisis? Make sure you review so you can all learn from it. 8. Learn Your Lessons After the crisis subsides, and you’ve dried the tears off your laptop, reconstruct and deconstruct the crisis. Document every facet: Make copies of all tweets, status updates, blog comments, etc. Make copies of all emails Analyze website traffic patterns Analyze search volume patterns Where did the crisis break, and when? Where did it spread, and how? How did your internal notification work? How did your response protocol work? Did specific customers rise to your defense? (thank them!) Were your employees informed? How did the online crisis intersect with offline coverage (if any)
- So how should you respond if something does go wrong? Don’t panic. Think about your response. Be quick and decisive, but don’t act in haste. This also gives people the chance to get it out of their system. This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach: It allows you to keep more of the conversations about the crisis in a single venue, making them easier to track. It’s an early warning detection system for new dimensions of the crisis. It gives your customers an official place to come to your defence (sometimes). When your turf is the conversational boxing ring, you set the rules.
- So how should you respond if something does go wrong? Don’t panic. Think about your response. Be quick and decisive, but don’t act in haste. This also gives people the chance to get it out of their system. This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach: It allows you to keep more of the conversations about the crisis in a single venue, making them easier to track. It’s an early warning detection system for new dimensions of the crisis. It gives your customers an official place to come to your defence (sometimes). When your turf is the conversational boxing ring, you set the rules.
- So how should you respond if something does go wrong? If you are a major brand, don’t feel you have to respond to every single message (Pizza Deliver example, chosing who to reply to). Less is more! You can also take it offline. You may want to reply to people privately over email, rather than getting into a Twitter conversation which can quickly escalate. Sometimes, but even if it doesn’t the rest of the community sees that you went the extra mile and provided an olive branch. That matters. Crisis management is a spectator sport. Remember the rule of 3. Never send a third reply. A third reply is an argument, not an answer. On the third reply, you take it offline.
- So how should you respond if something does go wrong? Don’t panic. Think about your response. Be quick and decisive, but don’t act in haste. This also gives people the chance to get it out of their system. This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach: It allows you to keep more of the conversations about the crisis in a single venue, making them easier to track. It’s an early warning detection system for new dimensions of the crisis. It gives your customers an official place to come to your defence (sometimes). When your turf is the conversational boxing ring, you set the rules.
- So how should you respond if something does go wrong? You need to do this To make sure you are making the right response To keep the team updated. People complaining might not always go through the official channels, they’ll complain to whoever is nearest who they think might make a difference. So make sure your team knows where the land lies so everyone gets out a consistent message This sometimes means calling the CEO in Singapore in the middle of the night to get signoff…but they’ll thank you for it later when they see that the crisis didn’t escalate.
- So how should you respond if something does go wrong? Don’t panic. Think about your response. Be quick and decisive, but don’t act in haste. This also gives people the chance to get it out of their system. This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach: It allows you to keep more of the conversations about the crisis in a single venue, making them easier to track. It’s an early warning detection system for new dimensions of the crisis. It gives your customers an official place to come to your defence (sometimes). When your turf is the conversational boxing ring, you set the rules.
- Official response Acknowledge: This needs to accept that yes, something is happening. This will buy you some time and stem the flow of people telling you about it. Saying sorry can be a good approach…you might want to wait until all the facts are fully in place because you might accidentally be accepting liability Gym http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/ FAQ
- Don’t assume internal communications will stay private! Here, the editor put the note out on Twitter because he knew it would end up there eventually.
- In wake of attacks over not paying tax, Starbucks created a post on their own website and shared it on all their social media channels.
- During the horsemeat scandal, tesco took out full-page adverts in the broadsheets….but didn’t mention it on social media channels. Not a joined-up approach.
- Otherwise known as a crisis FAQ Create a Web page or microsite and put all the information about the crisis in one place. This allows you to respond to questions with a link instead of an answer. This saves times and prevents misinterpretation of your responses (especially on Twitter). This Crisis FAQ should include: Acknowledgement of the crisis Details about the occurrence Photos or videos, if available How the company found out Who was alerted, when, and how Specific actions taken in response Real or potential effects Steps taken to prevent future occurrence Contact information for real people at the company
- Germanwings have a big section on their homepage saying ‘we are in mourning’ which links straight through to a page which has the latest information on developments since flight 4U9525 crashed.
- Closing with a quick case study from Protein World, who faced a big backlash at the weekend over their beach body campaign. Rather than back down and apologise, they came out with all guns blazing. If your brand is good enough it’s worth defending - Protein World are so confident in what they’re doing they’re actually rude about it to people that complained about the ad. This is encouraging loyalty among existing customers, because you’re sticking up for them too. And the people complaining are never going to be customers, so they obviously don’t mind about offending them! Not saying this approach is right for everyone. But this case really sums up what we’ve been talking about developing customer loyalty, brand advocates…ultimately increasing revenue
- Would normally say never be rude to your customers….instead they say #GrowUpHarriet
- Closing with a quick case study from Protein World, who faced a big backlash at the weekend over their beach body campaign. Rather than back down and apologise, they came out with all guns blazing. If your brand is good enough it’s worth defending - Protein World are so confident in what they’re doing they’re actually rude about it. This is encouraging loyalty among existing customers, because you’re sticking up for them too. Not saying this approach is right for everyone. But this case really sums up what we’ve been talking about developing customer loyalty, brand advocates…ultimately increasing revenue
- Closing with a quick case study from Protein World, who faced a big backlash at the weekend over their beach body campaign. Rather than back down and apologise, they came out with all guns blazing. If your brand is good enough it’s worth defending - Protein World are so confident in what they’re doing they’re actually rude about it. This is encouraging loyalty among existing customers, because you’re sticking up for them too. Not saying this approach is right for everyone. But this case really sums up what we’ve been talking about developing customer loyalty, brand advocates…ultimately increasing revenue
- Closing with a quick case study from Protein World, who faced a big backlash at the weekend over their beach body campaign. Rather than back down and apologise, they came out with all guns blazing. If your brand is good enough it’s worth defending - Protein World are so confident in what they’re doing they’re actually rude about it. This is encouraging loyalty among existing customers, because you’re sticking up for them too. Not saying this approach is right for everyone. But this case really sums up what we’ve been talking about developing customer loyalty, brand advocates…ultimately increasing revenue