S&B's Megan Bykowski and Sarah Curry discuss crisis communications through a social media lens.

1. CRISIS COMMUNICATIONS PLANS:
EVERYONE NEEDS ONE
SOCIAL MEDIA BREAKFAST

2. CRISIS:
A SITUATION
THAT
THREATENS
YOUR BRAND OR
BUSINESS’S
REPUTATION,
IMAGE OR
FINANCIAL
STABILITY

3. CRISIS COMMUNICATIONS
THROUGH A
SOCIAL MEDIA LENS
▸ Social media’s influence on crisis
communications
▸ Creating a crisis communications
tool kit
▸ Crisis response and social media
response protocols

4. FOR BETTER OR WORSE
CRISIS COMMUNICATIONS & SOCIAL MEDIA

5. CRISIS COMMUNICATIONS & SOCIAL MEDIA
FOR BETTER…
Immediate
Intelligence
Direct
Communication
Real-Time
Response

6. CRISIS COMMUNICATIONS & SOCIAL MEDIA
OR WORSE…
Escalation
Acceleration
Accuracy
vs.
Speed
24/7
Communication
Multiple Channels
– One Message
Proliferation of
Misinformation

7. CRISIS COMMUNICATIONS & SOCIAL MEDIA: FOR BETTER OR WORSE
TYLENOL CASE STUDY
▸ Immediate Intelligence vs. Information Lag:
Johnson & Johnson was unaware of the crisis
until contacted by a local reporter to comment
on the situation
▸ Direct Communication vs. Indirect Access:
Direct communication with consumers was
limited; police took to the streets in police cars
using their PA system to alert consumers;
flyers were also printed and distributed
▸ Real-Time Response vs. Wait & See:
News organizations had to call a toll-free line
to receive pre-taped statements with updates
on the crisis as they became available

8. CREATING A CRISIS COMMUNICATIONS
TOOL KIT
CRISIS COMMUNICATIONS & SOCIAL MEDIA

9. CREATING A CRISIS COMMUNICATIONS TOOLKIT
CRISIS COMMUNICATIONS RESPONSE
CONVENE CORE
CRISIS TEAM
ASSESS SITUATION
IDENTIFY & PRIORITIZE
AUDIENCES
DEVELOP RESPONSE PLAN

10. BUILD YOUR CORE CRISIS TEAM
▸The core team is responsible for coordinating and
overseeing the crisis response
▸The core crisis team should include:
▸ Senior management (CEO)
▸ Director of PR or communications
▸ Human resources
▸ Legal
CREATING A CRISIS COMMUNICATIONS TOOLKIT

11. ANTICIPATE YOUR EVENT
CRISIS TEAM
▸The core team will help assemble an event-specific crisis
team
▸Consider additional internal and external resources
▸ VP or management of any areas specifically affected
▸ Legal (if not internal)
▸ Additional agency support
▸ Subject matter experts
CREATING A CRISIS COMMUNICATIONS TOOLKIT

12. CONDUCT AN AUDIENCE AUDIT
▸Identify your internal and external stakeholders
▸ Employees
▸ Customers (all segments)
▸ Board members
▸ Investors
▸ Media
▸Align each audience with primary and secondary
communications vehicles
▸ Email, Phone/Text, Social Media
CREATING A CRISIS COMMUNICATIONS TOOLKIT

13. DEVELOP A CRISIS RESPONSE
PROTOCOL
▸Determine crisis level (minor, moderate, severe)
▸What are the facts; determine what additional details need to
be gathered
▸Determine type of response needed (proactive vs. reactive
communications)
▸Identify key audiences
CREATING A CRISIS COMMUNICATIONS TOOLKIT

14. DEVELOPING A SOCIAL MEDIA
RESPONSE PROTOCOL
CRISIS COMMUNICATIONS & SOCIAL MEDIA

15. PROACTIVE VS. REACTIVE SOCIAL
MESSAGING
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
PROACTIVE REACTIVE
▸ Way to get out ahead of
potential crisis and minimize
negative social conversations
▸ Response to social
conversations and mentions
▸ Used once
▸ Customized based on
conversation topic and
response protocols
▸ Controlled message
▸ Drafted specific to each crisis
situation ▸ In place before crisis
▸ Updated constantly

16. WHAT ARE RESPONSE PROTOCOLS?
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
WHAT THEY ARE WHAT THEY ARE NOT
▸ Process or set of guidelines ▸ Set of canned responses
▸ Optional▸ Part of your social media
foundation
▸ Not just for a crisis

17. HOW TO CREATE YOUR
RESPONSE PROTOCOLS
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
IDENTIFY CONVERSATION CATEGORIES
FORM CRISIS & ISSUES COUNCIL
BUILD A DECISION TREE
START A RESPONSE DATABASE
PUBLISH A MODERATION POLICY

18. DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
IDENTIFY CONVERSATION
CATEGORIES
Topic Examples
• Positive customer experience
• Simple question
• Mentions from influencers
Topic Examples
• Pricing question • Negative customer experience
Topic Examples
• Inaccurate claims
• High-risk mainstream news
articles mentioning BRAND
• Corporate accusations
• Product safety
• Simple or informational
• Low-risk media or influencer
mention
• Content is already created for
response
• Response would show customer
that we appreciate and value their
comments
• Responses may require flagging
and input from internal teams
• Responses may require follow-up
• Medium risk
• Responses will require additional
support
• Post requires legal flag
• Question is about health, safety, or
other unforeseen circumstances
• Comment is harmful to BRAND
General
Customer Service
High Risk

19. FORM CRISIS & ISSUE COUNCIL
▸Extension of your crisis team (led by Director of
PR/Communications)
▸Involves key internal team members responsible for different
issues or business areas
▸Can provide oversight and guidance during a crisis to help
develop messaging
▸Do not need to be involved in the day-to-day social media
management
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL

20. DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
BUILD A DECISION TREE

21. DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
BUILD A DECISION TREE

22. START A RESPONSE DATABASE
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL
WHAT IT IS WHAT IT’S NOT
▸ Pre-approved messaging for
anticipated questions
▸ Set of canned responses
▸ Updated constantly

23. DRAFT A MODERATION POLICY
▸A set of guidelines that state what behavior will or will not be
tolerated on your social media pages
▸Gives social media managers a clearly outlined policy for
monitoring community comments
▸Provides protection for brands and companies
DEVELOPING A SOCIAL MEDIA RESPONSE PROTOCOL

24. BRAND EXAMPLES
CRISIS COMMUNICATIONS & SOCIAL MEDIA

25. CRISIS COMMUNICATIONS & SOCIAL MEDIA: BRAND EXAMPLES
CHOBANI CASE STUDY
August 31:
Chobani receives
customer complaints of
bloated cups, odd-
tasting yogurt and
some reported
illnesses
They post a proactive
statement on their website
and social media channels
regarding the situation but
resume normal social media
posting
September 5:
The FDA issues a
massive recall
triggering
widespread outrage
on social media
Chobani posts a message
directly from their CEO
addressed to fans providing
additional details on the recall
and apologizes. They cease
all proactive social media
posting and instead focuses
on directly replying to
consumers
September 27:
Chobani posts a series of
“thank you” messages to
their fans letting them
know they are still
working to respond to
each and every concern

26. CRISIS COMMUNICATIONS & SOCIAL MEDIA: BRAND EXAMPLES
SOUTHWEST CASE STUDY
▸ Your Website Is Not Necessarily Your
Crisis Home Base: You need to be where
your customers are (and where they are
talking).
▸ Use All Tools At Your Disposal: Consider
additional ways to connect with customers.
▸ Provide Credible Experts: It can add
authenticity to your message and potentially
help minimize negative conversations.
▸ Don’t Overlook Any Channels: That also
means double-checking for any pre-planned
content. Sometimes going dark may be best!

27. TOP TIPS FOR NAVIGATING A CRISIS IN
THE SOCIAL SPACE
CRISIS COMMUNICATIONS & SOCIAL MEDIA

28. TOP TIPS
NAVIGATING A CRISIS IN THE SOCIAL SPACE
1
2
3
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LISTEN. Know what is being said about your brand in the social space.
DO NOT CENSOR CRITICISM. You may not always like what is being
said but it is important to allow consumers to have a voice and opinion.
MAINTAIN TRANSPARENCY & AUTHENTICITY. Provide as much detail
as you can and link to sources whenever possible.
SHOW CONCERN & EMPATHY. Personalize your response to the
situation and consumer.

29. MEGAN BYKOWSKI: MBYKOWSKI@STEPHANBRADY.COM
SARAH CURRY: SCURRY@STEPHANBRADY.COM
STEPHANBRADY.COM
QUESTIONS?