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Using Social Media for
Crisis Communication
               #ashtag
Types of Crises
self-provoked crisis
self-provoked crisis   smoldering crisis
self-provoked crisis   smoldering crisis




malicious attack
self-provoked crisis   smoldering crisis


                       organized
                       attack




malicious attack
Natural Disaster
unpredictable but known risk
?
lack of information




                      ?
lack of information + short decision time




                                            ?
lack of information + short decision time   =




                                                   ?
                                                lots of uncertainty
lack of information + short decision time


Public motivated to reduce uncertainty
                                            =




                                                   ?
                                                lots of uncertainty




Uncertainty avoidance leads to increased info seeking
Response in first 24 hrs determines success
Need for good crisis communication
“   Crisis communications is a branch of PR that is
    designed to protect and defend an individual,
    company, or organization, usually from a reactive
    response, facing a swelling public challenge to its
    reputation, brand, and community.
    All that’s required to ignite a negative firestorm is
    a spark from a single voice or an organized
    congregation. - Brian Solis


                                                       “
Crisis Communication 101
•   Put the public first

•   Take responsibility for solving the problem

•   Be honest

•   Monitor news coverage & telephone inquiries

•   Never say “No comment”

•   Provide a constant flow of info

•   Communicate with key publics

•   Be accessible
Call centers can’t handle that many requests:
Need for alternative communication method
5
Cs   of effective crisis comm.

         • Concern
         • Clarity
         • Control
         • Confidence
         • Competence
Defense   Offense (accomodating)
Defense              Offense (accomodating)

•   Attack accuser

•   Deny crisis

•   Excuse
Defense              Offense (accomodating)

•   Attack accuser   •   Ingratiation: appease

•   Deny crisis      •   Corrective action

•   Excuse           •   Full apology
How are airlines dealing
with this crisis
Work in pairs • Pick one airline • Check their social media sites
Video message from CEO & President
Q&A tab added to Facebook page
Proactive post
No #ashtag hashtag
#ashtag hashtag caught on
Not all airlines used #ashtag though
Keeping publics updated even when there is no new info
Minimizing responsibility for crisis - putting it in perspective
Shifting blame?
How stranded travelers are using
Social Media to Cope
#getmehome #roadshare #putmeup
#getmehome
Crowdsharing rides home
#putmeup
Aggregation
Live blog on Tnooz:
Included official Twitter accounts
from a string of airlines and other
organisations
Facebook group for stranded travelers
Credits:
         Dr. Corinne Weisgerber
         St. Edward’s University

Blog: http://socialmediaprclass.blogspot.com
      Email: corinnew@stedwards.edu
             Twitter: @corinnew

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