Crisis Management Social media analyze
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10Socialmediaandcrisiscommunication.ppt“Many companies are being victimized by social media rather than capitalizing on it because they’re too slow and ill-equipped to react to negative comments that can damage their brands”
-- BusinessWeek.
| Then | Now | |
| Media of concern? | Traditional Media | Blogs, Twitter, Facebook, YouTube & other online outlets |
| How to prepare? | Pre-approved press release | Pre-approved tweets & status updates |
| How to convey key messages? | CEO quoted in paper | Video on YouTube, blog post, updated home page |
What you need to know?
- Lighting fast
- No 9-5 or weekend breaks
- Broadcasting “canned” messages won’t work
- Search results define reputation
Tip: If you’re not quick, you’re not relevant.
“If you just go to Twitter when you have a crisis, you will have no followers and no credibility. The key to using Twitter effectively is to build trust with people who are relevant to your business” –
-- BusinessWeek.
Preparation = Success
- Before a crisis happens:
-- Build a strong online network
-- Establish relationships with journalists
-- Train the online team to spot a potential crisis
Tip: Don’t wait for a crisis to strike to build your network.
Scenario 1:
Social media for environmental scanning
Social Media for Environmental Scanning
Environmental scanning:
The means by which organizations gather information on changing conditions and incorporate those observations into a process where necessary changes are made.
- The right information, combined with the right adaptations, can determine an organization’s future viability.
If you don’t adapt, you don’t endure.
https://www.facebook.com/FedEx/
https://www.facebook.com/Starbucks/
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Social Media for Environmental Scanning
Who is saying what? And where?
Free online monitoring tools:
-- Twazzup
-- Addict-o-Matic
-- Hootsuite/Tweetdeck
Tip: Online monitoring is necessary before, during, and after a crisis situation.
https://www.facebook.com/FedEx/
https://www.facebook.com/Starbucks/
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Social Media for Environmental Scanning
Search queries to monitor?
-- “product + suck”
-- “company + suck”
-- “die + company”
-- “hate + company”
-- “fail + company”
Tip: Monitor company name + terms like suck, fail, and die to find unhappy customers.
https://www.facebook.com/FedEx/
https://www.facebook.com/Starbucks/
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Scenario 2:
Using social media for crisis communications response
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Applebee’s social media nightmare: Lesson Learned
- What happens on the Internet stays on the Internet – Forever! People copy screens and pictures and keep things alive.
- Deleting posts or disabling comments after they have started gives the appearance of censorship. You cannot silence the masses.
Applebee’s social media nightmare: Lesson Learned
3. Companies need to create clear social media policies.
4. Companies need to be consistent with the enforcement of their social media policy.
5. A wrong response is as bad (or worse) than no response.
Scenario 3:
From #Hashtag campaigns to
social media crises
NYPD Miscalculation of Twitter Responses: Lesson Learned
- Know the space you’re playing in and do your homework beforehand. (Environmental scanning)
- Keep an outside perspective in mind.
Photo speaks volumes, and a collection of similar photos only amplifies that message. The public might see a totally different picture and create a new story.
NYPD Miscalculation of Twitter Responses: Lesson Learned
- Hope for the best, but plan for the worst.
- Think about all the audiences this hashtag will touch.
- How each might engage positively AND negatively with the content.
- Although you may not like what comes from a particular audience, you can always respond strategically.
Scenario 4:
Not every occasion is appropriate
for brand use
https://twitter.com/royalcaribbean?lang=en
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Scenario 5:
Accidental Tweeting/Posting
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Social media etiquette for organizations and individuals to prevent social media crisis
Dos
- Be professional: using the right tone, in the right voice at the right time is essential.
- Be mindful of different racial, cultural, religious and ethnic backgrounds.
Dos
3. Have clear and thorough social media policies.
- Which employees might be allowed to access official social media account
- Social media strategies
- How to handle non-routine situations
- Be part of the conversation and respond quickly.
- Monitor what is being said about you (i.e., environmental scanning).
Donts
- Delete unfavorable comments.
- Have professional and personal social media accounts on the same social media management platform.
- Let your accounts become zombies: unmonitored, never-updated, half-dead accounts.
The use of social media before a crisis
- Details about the company, including services and offerings
People follow brands to learn more about them.
Don’t afraid to talk about your culture, employees, what you offer, services you provide, or general conversations about who you are as a company.
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The use of social media before a crisis
2. Companies news/community content
Every company has interesting activities happening regularly.
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The use of social media before a crisis
3. Questions for feedback
Building brand awareness is not just about sharing your own content. It’s also based on asking for contents from others.
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The use of social media before a crisis
4. Customer success stories
There’s no better way to grow brand awareness than to have customers share their success stories. (Personal feedback of customers to speak on behalf of the company).
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“If you just go to Twitter when you have a crisis, you will have no followers and no credibility. The key to using Twitter effectively is to build trust with people who are relevant to your business” –
-- BusinessWeek.
