Commuter-packed trains stranded inside a tunnel. Thousands of cars recalled over safety fears. A coal ship shedding its cargo into the sea. Sound familiar? These days, the media is awash with corporate crises that have the power to scar reputations more deeply and rapidly than ever before. Social media is creating an army of citizen journalists, each with the ability to spread opinions or hearsay at dizzying speed. It’s more important than ever to ensure you have the planning, expertise and resource to manage communications during a crisis.

1. we are social
Social media tsunami
Surviving the deluge

2. we are social
social
media
We help brands

3. we are social
Nestle
Social media attacks = #FAIL

4. we are social
The trigger

5. we are social
Adding fuel to the fire

6. we are social
All over in 48 hours (almost)

7. we are social
Impacting the share price

8. we are social
Two months later

9. we are social
Eurostar
Social media attacks = WIN!

11. we are social
We woke up one Saturday morning

12. we are social
And the tsunami hit

13. we are social
And the tsunami hit

16. we are social
Once we started responding

18. we are social
As the week went on

19. we are social
As the week went on

20. we are social
Crisis comms
Some rules of thumb for social media

21. we are social
Be prepared
• Get a real-time listening &
responding programme set-up
and running:
 Monitoring software
 Training programme
 Robust triage process
 Rules of engagement
 Tone of voice guidelines
 Workflow management

22. we are social
Be prepared
• Integrate social media into
overall crisis plan
• Make sure all social media
channels operate in sync
• Have a conversation
platform ready (e.g. blog)
that can be updated
instantaneously

23. we are social
When the tsunami hits
• Track what people are
saying
• Get an initial response
live ASAP
• Use this to respond
/outreach with
• Buy paid search ads &
‘Promoted Tweets’ to
link to it

24. we are social
Managing the aftermath
• Collate questions
• Answer them as fast
as you can as FAQs
• Tell people what you
are doing to fix the
situation (CEO video)
• Keep paid search ads
& Promoted Tweets
up to date

25. we are social
Thanks
For further conversation
http://wearesocial.net