Surviving the Social Media Storm
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Facebook is a great way for animal shelters and rescues to interface with the public, get the word out about adoptable pets, and attract support and volunteers. But it also results in increased scrutiny, from situations taken out of context to tragic mistakes that can’t be undone. In this webinar you’ll learn tips and best practices for how to handle those situations on social media as they arise, learn from them, and prevent them in the future. Note-This presentation is for organizations active on social media platforms Facebook and Twitter.
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Surviving the Social Media Storm
- 1. PH Surviving the Social Media Storm Sarah Barnett Public Affairs Advisor, Special Assistant to the COO HSUS @humanesociety @SarahHSUS
- 2. PH • What is a crisis • Prevention • Responding • Learning @humanesociety @SarahHSUS
- 3. • Natural or manmade disaster • PR Problems • Organized Attacks What is a crisis? @humanesociety @SarahHSUS
- 4. PH What is a crisis?
- 5. PH What is a crisis? @humanesociety @SarahHSUS
- 6. PH Prevention • Planning • Monitoring • Common sense @humanesociety @SarahHSUS
- 7. PH Why spend time planning? Prevention: Planning @humanesociety @SarahHSUS
- 8. PH Prevention: Planning Your online presence, and the person answering it, is a “face” of your organization – make sure it’s a good one. Who is your online voice? @humanesociety @SarahHSUS
- 9. -Have a catch all person, and back up. -Designate a point person to update and disseminate responses -Ensure employees and volunteers are aware and informed -Consistent messaging Prevention: Planning @humanesociety @SarahHSUS
- 10. PH Prevention: Planning Make your policy known – and fair. If you delete something, tell your fans and tell them why Don’t delete because you disagree, only delete if it’s a violation – stay transparent. Do you have a commenting policy?
- 11. PH Prevention: Monitoring -Social media platforms -Monitoring services -Daily checks
- 12. 1 - Tone. What is the severity of the person's tone - are they totally negative, neutral, seem like they could be talked to? 2 - Influence. How many followers, friends, subscribers do they have? How many people are they really talking to? 3 - Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing? Is it the usual suspects or does this person seem to be gathering a following? 4 – Snowballing. Is it something that if your average person were to hear, they would be horrified? Prevention: Monitoring @humanesociety @SarahHSUS
- 15. Responding • Be human: Address emotions • Be quick • Be transparent • Acknowledge mistakes • Above all, be honest @humanesociety @SarahHSUS
- 16. Acknowledge, Rectify, and Move OnBe Human @humanesociety @SarahHSUS
- 18. Example: Meet Fluffy Be Quick @humanesociety @SarahHSUS
- 19. Dec 8th: A recovering heroin addict, John Smith, brought his young cat, Fluffy, to a humane society’s clinic on Dec. 8 after it suffered a laceration on a barbed-wire fence. He didn’t have the funds to pay for treatment. His mother could pay via credit card over the phone. They were not able at the time to process credit card payments via phone. Smith said that staff said he could surrender the cat and the cat would go to foster and be treated. Dec 8th - 20th: He called and asked for updates, and didn’t receive calls back. He visited area shelters for two weeks looking for the cat. He went to the media. Dec 20th: He is told Fluffy was euthanized a few hours after he was surrendered because of lack of doctors/resources. The shelter said they didn’t have a way to get a hold of him. Be Quick @humanesociety @SarahHSUS
- 20. Acknowledge, Rectify, and Move On Both Euthanized by mistake External: One resulted in dozens of news stories even a week later, a shelter director fired and numerous interviews. The other resulted in a few news stories after one press conference. Internal: Both took responsibility and apologized to the family and the public, and put new protocols into place Be Transparent, Acknowledge Mistakes
- 22. It Will Blow Over @humanesociety @SarahHSUS
- 24. Resources www.charityhowto.com www.nten.org www.pro.petfinder.com www.animalsheltering.org Best Resource: Each Other! @humanesociety @SarahHSUS
- 25. Contact Information: Sarah Barnett sbarnett@humanesociety.org Twitter: @SarahHSUS facebook.com/ldcrf.sarah linkedin.com/in/sarahkbarnett/