This slide will help you to understand how to manage your reputation with social media

1. HOW TO USE ONLINE
MEDIA IN BUILDING BRAND
…CRISIS COMMUNICATION STRATEGIES

4. Careers & businesses have been lifted &
ruined by new/social media.

5. TREND - ISSUE - CRISIS

6. When crisis strikes, there is need
for a comprehensive plan to deal
with it.

7. WHAT IS A CRISIS COMMUNICATION PLAN?
A crisis communication plan is a set of
guidelines used to prepare a business
for an emergency or unexpected event.

8. WHAT IS A CRISIS COMMUNICATION PLAN?
These plans include steps to take when
a crisis first emerges, how to
communicate with the public, and how
to prevent the issue from occurring
again.

9. BRANDS SOCIAL MEDIA DESTROYED

11. RESULT
Musk pay $20 million,
stepped down as
chairman of the board.

15.  VIDEO

17. AFTER EFFECTS …
The song hit number one on the
iTunes Music Store in the week
following its release. Its instant success
and United’s embarrassment were
widely reported in the media.

18. AFTER EFFECTS …
The UK Daily Mail claimed that United
lost 10% of its share value, or $180
million, as a result of the incident.

19. AFTER EFFECTS …
In December 2009, Time magazine named
United Breaks Guitars #7 on their list of
the Top 10 Viral Videos of 2009. Following
the incident, Carroll was in great demand
as a musician and a speaker on customer
service.

20. A song cost United Airlines about
$180million which, incidentally, would
have bought Carroll more than 51,000
guitars.

23. This carefree tone from an arms manufacturer
would probably have brought in some
challenging replies in the best of
circumstances. But just a few hours later, CNN
broke a news story that a Lockheed Martin
bomb has been used on an attack that killed
children in Yemen.

24. People seized on the story and started
responding to Lockheed Martin’s photo
request tweet with CNN’s photo of a
bomb fragment from the attack.

26. LET’S COME HOME

35. CRISIS COMMUNICATION STRATEGIES
1. Create a social media policy
–
Some of the worst social media crisis start with an
employee posting something inappropriate.

36. CRISIS COMMUNICATION STRATEGIES
2. Secure your accounts

37. CRISIS COMMUNICATION STRATEGIES
3. Use social listening to
identify potential issues

38. CRISIS COMMUNICATION STRATEGIES
4. Stop all scheduled
posts

39. CRISIS COMMUNICATION STRATEGIES
5. Spokesperson Response
When your company makes a
mistake, the best thing you can do
is to apologize and make it
appear human.

40. CRISIS COMMUNICATION STRATEGIES
6. Craft a crisis
communication plan
Before crisis strikes, create a
plan.

41. CRISIS COMMUNICATION PLAN
Your social media crisis communication plan should include:
 Guidelines for identifying the type and magnitude of a crisis.
 Roles and responsibilities for every department.
 A communication plan for internal updates.
 Up-to-date contact information for critical employees.
 Approval processes for messaging posted on social media.
 Any pre-approved external messages, images, or information.
 A link to your social media policy.

42. CRISIS COMMUNICATION PLAN
TEMPLATE

43. THANK YOU
SAMUEL@MEDIADNA.COM.NG