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Responding to Crisis in 140 Characters,[object Object],Andi Narvaez,[object Object],University Of Maryland,[object Object]
Social Media and Crisis,[object Object],Use of Twitter is on the rise,[object Object]
Global Fortune 100 Social Media Stats,[object Object],[object Object]
Twitter is the most popular channel, used by 77% of companies
Use of Twitter has increased by 18% from 2009 to 2010
Companies have an average of 5.8 Twitter accounts, up from 4.2 in 2010Burson-Marsteller 2011 Global Social Media Check-up,[object Object]
Increased possibility of making mistakes that can potentially spread quickly and be highly visible,[object Object]
Social Media Crises = One that originates and is responded to via social media channels,[object Object]
Research Purpose,[object Object],Apply Situational Crisis Communication Theory (SCCT) and Discourse Renewal in an analysis of organizations’ responses to social media crises.,[object Object],Recommend 140-character response strategies,[object Object],Suggest social media policies to prepare and respond to social media crises more effectively,[object Object]
Crisis Communication Theories,[object Object],SCCT ,[object Object],Clusters: Victim, accidental, preventable,[object Object],Response Strategies: ,[object Object],Denial(attaching the accuser, denial, scapegoating),[object Object],Diminishment(excusing, justification),[object Object],Rebuilding(compensation, apology),[object Object],Bolstering(reminding, ingratiation, victimage),[object Object],Most frequently used = Bolstering, denial,[object Object],Most effective: Full apology,[object Object],Least effective: Denial,[object Object]
Crisis Communication Theories,[object Object],Discourse Renewal,[object Object],Prospective focus,[object Object],Opportunities ,[object Object],Provisional rather than strategic responses ,[object Object],Ethical communication, leadership,[object Object]
Social Media and Crisis Management,[object Object],Dialogic nature of blogs and Twitter,[object Object],Influencers’ roles in covering crises,[object Object],Twitter leads to less negative reactions than blogs and newspapers,[object Object],Twitter users more likely to have secondary reactions (word-of-mouth),[object Object],Twitter users less likely to boycott organization,[object Object]
Method,[object Object],In-depth interviews with 9 public relations, social media professionals,[object Object],Consulting, agency, nonprofit, and for-profit experience,[object Object],On Twitter since early 2008,[object Object]
Social Media Crises,[object Object],Four “perpetrators”,[object Object],Employee,[object Object],C-Level Executive,[object Object],Agency of Record,[object Object],Spokesperson,[object Object]
Employee,[object Object]
Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd,[object Object],	@RedCross,[object Object],	February 15, 2011,[object Object]
Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd,[object Object],	@RedCross,[object Object],	February 15, 2011,[object Object],We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys,[object Object],	@RedCross,[object Object],	February 16, 2011,[object Object]
C-Level Executive,[object Object]
Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC,[object Object],	@KennethCole,[object Object],	February 13, 2011,[object Object]
Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC,[object Object],	@KennethCole,[object Object],	February 13, 2011,[object Object],Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment – KC,[object Object],	@KennethCole,[object Object],	February 13, 2011,[object Object]
Agency of Record,[object Object]
I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive ,[object Object],	@ChryslerAutos,[object Object],	March 9, 2011,[object Object]
I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive ,[object Object],	@ChryslerAutos,[object Object],	March 9, 2011,[object Object],Our apologies – our account was compromised earlier today. We are taking steps to resolve it.,[object Object],	@ChryslerAutos,[object Object],	March 9, 2011,[object Object]
Spokesperson,[object Object]
Japan called me. They said “maybe those jokes are a hit in the US, but over here, they’re all sinking”,[object Object],	   March 12, 2011,[object Object],Japan is really advanced. They don’t go to the beach. The beach comes to them.,[object Object],   @RealGilbert,[object Object],	   March 13, 2011,[object Object]
I meant no disrespect, and my thoughts are with the victims and their families. ,[object Object],I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.,[object Object],	   @RealGilbert,[object Object],	   March 15, 2011,[object Object]
I meant no disrespect, and my thoughts are with the victims and their families. ,[object Object],I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.,[object Object],	   @RealGilbert,[object Object],	   March 15, 2011,[object Object],Love that you want to be my new voice. But first I’m using it to ask for donations to the Red Cross for Japan. www.redcross.org/donate,[object Object],	@aflacduck,[object Object],	March 15, 2011,[object Object]
Results,[object Object],RQ1: What type of crises did the organizations experience due their actions on Twitter?,[object Object],Accidental caused by improper use of technology and insufficient social media training,[object Object],New cluster: Inevitable,[object Object]
Results,[object Object],RQ2: What type of crisis response strategies do crisis communications professionals believe the organizations employed via Twitter?,[object Object],Apology used most often in combination with other approaches,[object Object],Full apology, discourse renewal,[object Object],Apology from spokesperson, bolstering (ingratiation) and discourse renewal,[object Object],Apology and denial (scapegoat),[object Object],Apology and diminishment(excuse),[object Object]
Results,[object Object],RQ3: Which organization’s crisis response strategies are perceived to be most effective on Twitter by crisis communications professionals?,[object Object],Acknowledged, apologized, moved forward,[object Object],Characteristics of discourse renewal!,[object Object],Mislead, denied, contradicted, condescended, lost opportunity,[object Object],New response strategy: Humor,[object Object],LOL,[object Object]

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Responding to Crisis in 140 Characters

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  • 5. Use of Twitter has increased by 18% from 2009 to 2010
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