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Social Media Response Training
Malissa Fritz, Weber Shandwick
• Example of social media getting away from
organization
EHV in 2011
• Normal
month:
11,000
• During
EHV:
37,000
• Example of social media getting away from
organization
EHV in 2011
• 2000 horses
at risk in 19
states
• 243 exposed
hors...
• Example of social media getting away from
organization
EHV in 2011
•400 cancelled
horse events
•Only part of
the economi...
• Minnesota Association of Equine Practitioners
• University of Minnesota Equine Center
• Large equine vet clinics
EHV in ...
• Organizations used Twitter to spread the news
• The public used the platform to ask questions
EHV in 2014
FACT:
Social media has revolutionized the way
organizations must approach media relations,
stakeholder relations and reput...
Online Takes the Lead
Half of Americans
get their news online, with
nearly 20% getting it on social media
Source: The Pew ...
Every second…
2,200 tweets are posted
580 FB status updates
24 minutes of video posted to YouTube
The New Speed of News
How do we get out in
front of it?
It Starts with You
What Social Media Tool
Do You Use
Most Often?
Most Used Social Media
Platforms
Facebook Twitter
LinkedIn YouTube
Get engaged. Don’t wait.
Learn the platforms.
Practice.
Be ready.
Rule 1: Be social
Be Present. Be Active. Be Timely.
Rule 2: Share Your Story
Crafting Responses
• Identify your role and how you can help in
crisis
• Don’t overreact or lose your temper
• Use persona...
Repetition = Robot = Bad
• Empathy is critical
• Apologize when it’s your fault, but beware of legal
implications
• Post public, personalized holdi...
Don’t Delay Your Initial
Response
Of consumers
expect a
response within
30 minutes
Of consumers
expect a
response within
o...
Rule 3: Work Together as an
Industry
Develop a
Winning Plan
• Build a following
• Develop responses
• Monitor conversations
• Coordinate with
stakeholders
• Cr...
• Legal or moral restrictions
• Promotion or solicitation
• Profanity or disrespectful posts
• Criminal activity
• Inappro...
EDCC
EDCC
EDCC
EDCC
EDCC
Our Goal…
All roads lead
to the EDCC
Alert
Select listening tool
Select person to monitor
The crisis…
EHV Suspected
Horse Showing Symptoms at Local Horse Track
What we know…
• Horse showing EHV-like symptoms
• Test results n...
EHV Suspected
Horse Showing Symptoms at Local Horse Track
What are your first steps…
•State or federal government
•Private...
32
STEP 1: Monitor
• Review social media channels
regularly
• Watch for trends or
conversations that are picking up
steam
...
Tools for All Budgets
ENTRY LEVEL INTERMEDIATE ADVANCED
Reading through
posts on social
media sites and
setting up Google
...
No incident
Ignore
Delete
Acknowledge
Resolve directly
Escalation Required
Emergency
STEP 2: AnalyzeComplete a Situation A...
35
STEP 3: Prepare
• If warranted, escalate the issue internally within the
organization
• It’s time to develop a response...
36
STEP 4: Act
• Take a deep breath and count to ten
• Could response be misinterpreted or make a situation worse?
• Ask f...
What’s happening on social media?
EHV Confirmed,
News Release Distributed
• Be transparent
• Be relevant
• Be timely and
accurate in responses
• Continuously monitor
• Correct
misinformation
• Pra...
Call Center Receives Report
of EHV-suspect case
Details collected…
• Horse owner believes her horse is
showing EHV-like sy...
Relax…
The Crisis is Over
Thank you!
Malissa Fritz - Social Media Crisis Response Training
Malissa Fritz - Social Media Crisis Response Training
Malissa Fritz - Social Media Crisis Response Training
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Malissa Fritz - Social Media Crisis Response Training

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Social Media Crisis Response Training - Ms. Malissa Fritz, Vice President of Weber Shandwick Farm & Food Advocacy Team, from the 2014 NIAA Annual Conference titled 'The Precautionary Principle: How Agriculture Will Thrive', March 31 - April 2, 2014, Omaha, NE, USA.

More presentations at http://www.trufflemedia.com/agmedia/conference/2014_niaa_how_animal_agriculture_will_thrive

Published in: Social Media, Business, Technology
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Malissa Fritz - Social Media Crisis Response Training

  1. 1. Social Media Response Training Malissa Fritz, Weber Shandwick
  2. 2. • Example of social media getting away from organization EHV in 2011 • Normal month: 11,000 • During EHV: 37,000
  3. 3. • Example of social media getting away from organization EHV in 2011 • 2000 horses at risk in 19 states • 243 exposed horse premises • 90 laboratory confirmed cases
  4. 4. • Example of social media getting away from organization EHV in 2011 •400 cancelled horse events •Only part of the economic impact
  5. 5. • Minnesota Association of Equine Practitioners • University of Minnesota Equine Center • Large equine vet clinics EHV in 2014
  6. 6. • Organizations used Twitter to spread the news • The public used the platform to ask questions EHV in 2014
  7. 7. FACT: Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.
  8. 8. Online Takes the Lead Half of Americans get their news online, with nearly 20% getting it on social media Source: The Pew Research Center for the People and the Press, Sept. 2012
  9. 9. Every second… 2,200 tweets are posted 580 FB status updates 24 minutes of video posted to YouTube The New Speed of News
  10. 10. How do we get out in front of it?
  11. 11. It Starts with You
  12. 12. What Social Media Tool Do You Use Most Often?
  13. 13. Most Used Social Media Platforms Facebook Twitter LinkedIn YouTube
  14. 14. Get engaged. Don’t wait. Learn the platforms. Practice. Be ready.
  15. 15. Rule 1: Be social
  16. 16. Be Present. Be Active. Be Timely.
  17. 17. Rule 2: Share Your Story
  18. 18. Crafting Responses • Identify your role and how you can help in crisis • Don’t overreact or lose your temper • Use personality when possible, but be careful and sensitive • Let people know feedback is important to you • Avoid stock responses
  19. 19. Repetition = Robot = Bad
  20. 20. • Empathy is critical • Apologize when it’s your fault, but beware of legal implications • Post public, personalized holding statement, if necessary Crafting Responses
  21. 21. Don’t Delay Your Initial Response Of consumers expect a response within 30 minutes Of consumers expect a response within one hour 32% 42%
  22. 22. Rule 3: Work Together as an Industry
  23. 23. Develop a Winning Plan • Build a following • Develop responses • Monitor conversations • Coordinate with stakeholders • Create an emergency contact list
  24. 24. • Legal or moral restrictions • Promotion or solicitation • Profanity or disrespectful posts • Criminal activity • Inappropriate content • Staff rules, confidentiality • Response times Building EDCC Community Rules
  25. 25. EDCC EDCC EDCC EDCC EDCC Our Goal… All roads lead to the EDCC
  26. 26. Alert Select listening tool Select person to monitor The crisis…
  27. 27. EHV Suspected Horse Showing Symptoms at Local Horse Track What we know… • Horse showing EHV-like symptoms • Test results not back yet • Horse quarantined to stall, barn not under quarantine • Races have begun
  28. 28. EHV Suspected Horse Showing Symptoms at Local Horse Track What are your first steps… •State or federal government •Private practice veterinarian •General ag or horse association •Animal health company •Academia or third party expert •EDCC
  29. 29. 32 STEP 1: Monitor • Review social media channels regularly • Watch for trends or conversations that are picking up steam Regularly review social media activity
  30. 30. Tools for All Budgets ENTRY LEVEL INTERMEDIATE ADVANCED Reading through posts on social media sites and setting up Google alerts Using free or low-cost tools to auto-identify specific organization mentions Investing in professional tools to auto-identify and track mentions GOOD BETTER BEST
  31. 31. No incident Ignore Delete Acknowledge Resolve directly Escalation Required Emergency STEP 2: AnalyzeComplete a Situation Analysis
  32. 32. 35 STEP 3: Prepare • If warranted, escalate the issue internally within the organization • It’s time to develop a response • Informational • Resolution • Empathetic • Can’t respond at this time • Watch out for pitfalls and activists • Beware of legal or regulatory requirements or restrictions Develop appropriate response
  33. 33. 36 STEP 4: Act • Take a deep breath and count to ten • Could response be misinterpreted or make a situation worse? • Ask for a second opinion • Post public follow-up • Continue to monitor • Log everything and keep everyone updated Final review and posting of the response
  34. 34. What’s happening on social media?
  35. 35. EHV Confirmed, News Release Distributed
  36. 36. • Be transparent • Be relevant • Be timely and accurate in responses • Continuously monitor • Correct misinformation • Practice Remember…
  37. 37. Call Center Receives Report of EHV-suspect case Details collected… • Horse owner believes her horse is showing EHV-like symptoms based on signs she found online • Not connected to race track cases • No tests and no veterinarian contacted
  38. 38. Relax… The Crisis is Over
  39. 39. Thank you!

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