1. How to survive a
Social Media Crisis
Folke Lemaitre
Founder & CEO
http://twitter.com/folke

2. What is Engagor?
All-in-one social media monitoring, Enterprise
analytics and management tool B2C
 Monitor your brand across the web
 Talk with your customers on any social network
 Measure your results
 Create detailed Social Media reports
 Powerful, yet easy to use

3. Billions of conversations each day
 Consumers use social media every day.
 Do You?

4. The Social Consumer is king

5. How do you talk to a king?
• Do your homework  learn, learn, learn!
1. Build your personal Social Identity
2. Prepare for war
3. Survive a war
4. Adapt your strategy

6. Get started with Social Media
• Create a personal Twitter account
– Follow influential people
– Gather a following
– Talk
– Tweet often, but don’t overdo it
• Understand Social Media dynamics
Now you’re ready to get started on that social
media crisis plan

7. How do you talk to a king?
• As a Guru?

8. How do you talk to a king?
• Vanity metrics are fun,
but not a goal
• Treat others as your
equal
• Remember that you are
not the King

9. How do you talk to a king?
SOCIAL MEDIA…
OM NOM NOM
* BEEEEEP
TWEEEEEET

10. How do you talk to a king?
SOCIAL MEDIA…
OM NOM NOM
* BEEEEEP
TWEEEEEET
• Automation is great! But
keep the human touch
• Never send automatic
messages
• Answer to people

11. How do you talk to a king?
Be Human
Be Personal
Be Professional

12. Prepare for War

13. Be Prepared
• Crisis can strike any time
– During the day if you’re lucky
– During the night, weekend if you’re not so lucky
• When crisis strikes you better be prepared
– This is not the time to start thinking about a social
media crisis plan

14. Start Listening
• Monitor your brand, competitors, industry
• Monitor key people in your company,
including yourself
• Monitor generic list of negative keywords
– For example: mentions of “health claim” in
Belgium (for Consumer Goods)

15. Get to know your audience

16. Get to know your audience

17. Get to know your audience

18. Get to know your audience

19. Get to know your audience

20. Get to know your audience

21. Detect early: negative mentions from influencers on Twitter

22. Detect early: Surge in negativity

23. Detect early: surge in mentions

24. Prepare when you know a crisis will hit
• Setup very broad keyword topics
– For example, if you expect a mass layoff
• Use saved searches for further filtering

25. Prepare for quick response
• Setup Quick Searches
– List of influencers
– Sort incoming mentions by authority
– Filter on most pending issues first
–…
• Setup a crisis response team for afterhours

26. Surviving a War

27. Admit there is a problem
• Admit there’s an issue (don’t wait too long)
 on your website or blog
 on your social channels

28. • Keep your calm at all times
• Answer correctly
• Don’t be harsh
 BUT: don’t feed the trolls

29. Update regularly, even when there are no updates
No news  Bad news
Bad news  Good news
Good news  No news
• Don’t leave your customers in the dark
• Be as transparent as possible

30. Be Responsive
• Answer as much and as fast as possible
• Prioritize on influencers, key issues, …
• DON’T delete/hide posts on Facebook
• Communicate beyond Facebook & Twitter

31. Adapt your Strategy

32. Analyze Your Data

33. Learn and Adapt
• Adapt your strategy
• Be even better prepared
• How can we do better next time?

34. • Consumer is King
TL;DR •
•
Understand Social Media dynamics
Start listening and be prepared
• Be transparent and responsive
• Learn from your mistakes
• Start your free Engagor trial today! ;-)
folke@engagor.com
http://twitter.com/folke

35. Why 200+ customers worldwide choose Engagor
200+ customers worldwide