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Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

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Corinne Weisgerber
Corinne Weisgerber

Sarah McBride

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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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