NCA Conference Panel: The Role of Social Media in Hurricane Sandy - A Public Relations Perspective
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Presented on November 23rd at the NCA Conference in Washington DC. A look at 3 organizations that grappled with the Hurricane Sandy crisis: Con Edison, MTA, JetBlue. Also includes a 4-Part Crisis Communications Plan: Readiness, Response, Reassurance, Recovery.
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NCA Conference Panel: The Role of Social Media in Hurricane Sandy - A Public Relations Perspective
- 1. The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slides available at slideshare.net/sfathi
- 3. SM & HURRICANE SANDY NYC TIMELINE October 22 - November 5: Kills at least 117 in US & 69 in Canada & Caribbean including 53 in NY, 34 in NJ • October 28 • MTA suspends subway and rail services • NYC orders evacuation of low-lying areas • Schools close. Broadway shuts down. Airlines cancel flights. • October 29 • NYSE Shuts down • Hurricane makes landfall in NJ • October 30: NY/NJ airports remain closed • November 3: • ConEd restores power to 70% of those who lost it • MTA restores 80% of © Affect services subway Presented at AMB | June 2012
- 4. U?lity company for NYC and Westchester serving approximately 9 million customers 4
- 5. Con Edison Social Media • • • • • • 5 Con Edison ‘War Room’: 24/7 Staffing Pre-‐Sandy: 6,500 TwiZer Followers Post-‐Sandy: 23,000 TwiZer Followers 2,500+ RTs on Press Releases 25 Videos with 100,000+ Views 140,000 Views on Flickr of Restora?on Efforts
- 7. Con Edison Trends: Oct. 26 – Nov. 12 161,000+ Total men?ons Top Ac'vity Various Ac'vity Snapshot Dates (e.g. Top Handles) 29-Oct 2-Nov 30-Oct Approximate Men'ons Highest hour ever, 10 p.m.: Substation “explosion” Various topic mentions & Con Edison expects Manhattan restoration by Sat. 40,247 Various mentions re: outages in NYC 23,523 28,356
- 8. @ConEdison Tweet History -‐ Between 10/26 – 11/12 8
- 9. MTA & Social Media • Primary communication channels about MTA service, facilities and plans: – mta.info – Press/Media – Various MTA agency social media handles and YouTube account – Digital Urban Panels – On the Go Station Kiosks – E-mail/Text Alerts 9
- 10. MTA & Social Media • Web, Twitter, Facebook, Flickr Updates • Videos via YouTube • Four Basic Categories of Media shared – Before: Preparation – During: Storm Hits – Aftermath, Part 1: Damage – Aftermath, Part 2: Restoration 10
- 11. Updates via Twitter and Facebook • Posts and RTs of Major Announcements by Governor • Status of our Infrastructure • Service Updates – Subway, Buses, LIRR, MNR, B&T have separate accounts • Photos shared to tell the story • Links to Updated Maps and Service No?ces – Real ?me posts – RT’ing self every hour • Responses to Ques?ons – “For everyone asking about …” 11
- 12. Hurricane Sandy Recovery Map • Constantly updated the map as service was restored • Each ?me the map was updated, we immediately posted it to TwiZer & Facebook • Feedback from customers was overwhelmingly posi?ve 12
- 13. Photos & Video • Uploaded to Flickr & Facebook • Tweeted Links to Flickr and YouTube footage – Whole galleries, individual s?lls & behind the scenes video 13
- 14. Public Response Metropolitan Transporta?on Authority 14
- 15. jetBlue Crisis Plan Phase I: Secure Crewmembers & assets Phase II: Confirm loca?on & status Phase III: Paced resump?on of service
- 19. CRISIS COMMUNICATIONS CORE CONCEPTS 4 Phases of Crisis Communications • Readiness Readiness • Response • Reassurance • Recovery Recovery Response Reassurance © Affect Presented at AMB | June 2012
- 20. CRISIS COMMUNICATIONS RECOGNIZING CRISES Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment • Internal • External Employees Acts of Nature Facilities Market Vendors/Suppliers Legal Restrictions/Law Distributors/Resellers Customers Product Advocacy Groups © Affect Presented at AMB | June 2012
- 21. CRISIS COMMUNICATIONS CRISIS SCENARIOS IN THE AGE OF SOCIAL MEDIA 1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2. Employee arrested for hit and run accident – Now Appearing in Google Search 3. Employee caught abusing drugs – Now Posted on his Facebook Profile 4. Customer credit card details leaked – Now On Twitter 5. Employee posts rant on company and exposes confidential information – Now on YouTube 6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog © Affect Presented at AMB | June 2012
- 22. CRISIS COMMUNICATIONS CORE CONCEPTS READINESS Anticipating a Crisis Readiness 1. Crisis Mapping (SWOT Analysis) 2. Policies and Procedures (Prevention) 3. Crisis Monitoring Recovery 4. Crisis Communications Plan Response 5. Crisis Action Plan 6. Crisis Standard Communications Template © Affect Reassurance Presented at AMB | June 2012
- 23. CRISIS COMMUNICATIONS RESPONSE TIMES How long before the $@!& hits the fan?
- 24. CRISIS COMMUNICATIONS RESPONSE What’s in the Toolkit? Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer leZers Train employees Prepare channels: • Hotline • Dark site • Social Media © Affect Presented at AMB | June 2012
- 25. CRISIS COMMUNICATIONS RESPONSE Preparing a Response 1. Don’t delay Readiness 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate Recovery Response 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if Reassurance available 7. Respond in the format in which the crisis was received** © Affect Presented at AMB | June 2012
- 26. CRISIS COMMUNICATIONS REASSURANCE Who to Reassure? How to Reassure? 1. Develop full response plan Readiness 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction Recovery Response 5. Demonstrate results of program Reassurance © Affect Presented at AMB | June 2012
- 27. CRISIS COMMUNICATIONS RECOVERY Preparing a Long-term Recovery Plan 1. Review need for operational, regulatory, Readiness environmental and employee changes 2. Develop long-term plan including policies and prevention tactics Recovery 3. Reassess crisis plan Response 4. Regain customer/public trust Reassurance © Affect Presented at AMB | June 2012
- 28. The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slides available at slideshare.net/sfathi