Are you prepared to deal with a social media crisis? It’s every Social Media Manager’s worst nightmare, but it doesn’t have to be. Join us and our friends at the creative agency, Chandelier Creative, to learn how to predict and mitigate crises online. Specifically, you’ll learn: - How to develop a social media crisis management plan - How to protect your brand before, during and after a crisis - How other brands have successfully managed a social media crisis

1. Webinar
How to Handle a
Social Media Crisis.
#FalconEd

2. Your Presenters.
Geoffrey Christiansen
Head of Social and Digital Media
Leora Novick
Social Media Director
#FalconEd
Evan Graening
Social Media Consultant

3. Today’s Agenda.
What is crisis management?
What it is not.
Developing a social media crisis plan.
Before, during and after a crisis.
Impact on company, brand & individual.
Learn from crisis response.
Q&A.
#FalconEd

4. CRISIS MANAGEMENT
CRISIS MANAGEMENT
2 0 1 8
CRISIS MANAGEMENT

5. WHAT IS A CRISIS SITUATION?
Any unusual internal or external event that affects a person (customer, employee,
executive or third party), an area of business or a geographical area and that, if it is not
managed effectively from the outset, may harm the [businesses] reputation, business or
development or render the entity, [business] or one of its representatives liable.

6. WHAT IS NOT A CRISIS SITUATION?
A mean tweet. A disagreeable response Facebook post. A spam comment on your
Instagram. A crisis will threaten your brand’s image and relationships, not its ego.

7. TRADITIONAL VS. SOCIAL

8. WHAT WE’VE SEEN

9. our #1 tip:
WHO CAN CONTACT AFFECTED PARTIES NOW?
WHO CAN CONTACT THE PROPER AUTHORITIES?
WHO IS REPLYING TO CUSTOMERS?
WHO CAN ‘SHUT DOWN’ THE SOCIAL MEDIA FEED?
WHAT ELSE?
IDENTIFY PEOPLE & DEPARTMENTS
TO CONTACT IN CASE OF A CRISIS.

10. HOW TO DEVELOP A SOCIAL
MEDIA CRISIS PLAN

11. 1
☐ CLEAR ROLES AND RESPONSIBILITIES
☐ A COMMUNICATION PLAN
☐ UP-TO-DATE CONTACT INFORMATION FOR ALL
☐ APPROVAL PROCESSES FOR MESSAGING POSTED ON SOCIAL
MEDIA DURING CRISES.
☐ ANY PRE-APPROVED EXTERNAL MESSAGING, IMAGES, OR
INFORMATION.
☐ A COPY OF THE COMPANY-WIDE SOCIAL MEDIA POLICY.
BETTER SAFE
THAN SORRY
SOCIAL MEDIA CRISIS PLANNING CHECKLIST:

12. 2IDENTIFYING
TYPES OF
CRISES
MINOR ISSUES:
- Direct questions (offers, promotions, local campaigns, brand(s), products,
services, reservations).
- Complaints and negative comments about the brand.
-Recurring complaints.
MAJOR ISSUES:
- Ethical issues (harassment, racism, homophobia, confidentiality issues, etc.)
- Serious malicious acts or acts of terrorism
- Environmental problems
- Pornography
- Violence
- Serious attack on the health or bodily integrity of one or more persons
- Natural disasters
- News stories
- Negative situations relating to Politicians, Celebrities, & Bloggers

13. 3PRACTICE,
PRACTICE,
PRACTICE.
CONDUCT TEST RUNS:
- Test out scenarios with different types of crises.
- Follow social media crisis management plan and see what works & what doesn’t.
- Tweak your plan until it is fool-proof!
HAVE A CRISIS FAQ:
- Practice asking questions with your team.
- Great resource for both employees and audience to refer to.
- Can help avoid misalignment of brand postition.

14. HOW TO PROTECT YOUR
BRAND BEFORE, DURING,
& AFTER A CRISIS

15. BEFORE
A CRISIS HAPPENS
☐ YOUR COMPANY NAME
☐ YOUR PRODUCTS AND/OR BRANDS
☐ YOUR COMPETITION
☐ ALL CUSTOMER SERVICE INQUIRIES
☐ INFLUENCERS, MEDIA SPOKESPERSONS, OR PR REPS.
☐ KEYWORDS RELATED TO YOUR BRAND OR INDUSTRY
6 THINGS YOU NEED TO MONITOR:

16. 1) IS THIS A NORMAL “EVERYDAY” SPAM COMMENT?
2) IS THIS AMOUNT OF ACTIVITY UNCOMMON?
3) ARE WE INFORMED ABOUT THE INFORMATION BEING SHARED?
4) WHAT IS THE SCOPE & SCALE OF THE ISSUE BEING PRESENTED?
5) WHO CAN CONTACT THE AFFECTED PARTIES?
6) WHO WILL BE RESPONSIBLE FOR RESPONDING?
7) WHO CAN ‘SHUT DOWN’ THE SOCIAL FEED?
QUESTIONS TO ASK BEFORE THE STORM:
BEFORE
A CRISIS HAPPENS

17. 1) RESPOND TO THE CRISIS IN REAL-TIME.
2) LISTEN TO WHAT YOUR AUDIENCE IS SAYING.
3) IF YOU ARE RESPONDING, KEEP IT SHORT AND DIRECT. DO NOT ARGUE.
4) KEEP ALL INTERNAL PARTIES AWARE & INFORMED.
5) MAKE SURE ALL COMMUNICATIONS FOLLOWS PROTOCOL.
6) MAKE SURE INTERNAL COMMUNICATIONS ON-GOING UNTIL CRISIS
IS RESOLVED.
STOP & LISTEN,
DROP (SOME) DEFENSES,
& ROLL WITH IT:
DURING
A CRISIS

18. 1) UTILIZE FALCON’S LISTENING TOOL & STAY ALERT.
2) DEBRIEF EVERYONE INVOLVED INCLUDING CLIENTS.
3) IDENTIFY THE WHO/WHAT/WHEN/WHERE/WHY/HOW.
4) IDENTIFY WHAT WORKED & DIDN’T WORK.
5) UPDATE YOUR CRISIS MANAGEMENT PLAN WITH PROPER RESPONSE
WORDING & TACTICS.
6) UPDATE ALL SENSITIVE INFORMATION LIKE LOGINS & PASSWORDS.
MAJOR STEPS TO FOLLOW:
AFTER
A CRISIS HAPPENS

19. $!?%
COMMUNITY MANAGEMENT & AGENCY CONSIDERATIONS

20. THE IMPACT CRISES HAVE ON
COMPANIES, BRANDS,
& INDIVIDUALS

21. ADIDAS
Even though just 4 years removed from the
horrific events from the Boston Marathon
Bombing, Adidas recieved serious criticism
for sending out an email via Addidas Running
with the subject line: “Congrats, you survived
the Boston Marathon!”
The insensitive email hit the internet and
media outlets and very soon, screenshots from
email recipients showing the subject line,
tweets and articles began to spread like
wildfire. Adidas repsponded immediately with
an apology on Twitter, however, the damage
was already done by the time their
apology was posted.

22. H&M
A poor choice in creative direction caused H&M to lose support from thousands of loyal shoppers after popular
blogger, Stephanie Yeboah, tweeted a screenshot of an offensive image used to sell on of their children’s
sweatshirts that featured a black boy wearing a sweatshirt that said “Coolest Monkey in the Jungle.”
Within 24 hours, the tweet had 18K retweets and 23K likes. Upcoming collaborators, The Weeknd and G-Eazy,
even voiced out on the situation and cut ties with the Swedish brand. In effort to pacify the social sphere, H&M
took to Instagram and released official statement apologizing for the offensive photo on their website and ulti-
mately removed the item from the online store.

23. SOUTHWEST
After Southwest Flight 345 landed nose-first
at LaGuardia Airport, the airline immediately
responded to the crisis on all their social
channels. Their quick response time and
open, honest communication on Facebook
and Twitter were key in helping the brand
control the story and maintain good faith
with its customers.

24. POLL TIME.
#FalconEd

25. WHAT WE CAN LEARN
FROM CRISIS
RESPONSES

26. WOULD YOU RATHER / SNAPCHAT
Rihanna called out Snapchat for running an ad that asked
users if they “would rather slap Rihanna or punch Chris
Brown” — and sent the stock of the app’s parent company
tumbling as much as 5%. Snapchat apologized for the ad after
pulling it from the platform, “The advert was reviewed and
approved in error, as it violates our advertising guidelines.”

27. IT’S NOT ALWAYS ABOUT APPROVALS.
MAKE THE FIRST RESPONSE COUNT.
NOT ALL RESPONSES ARE PUBLIC.
THINGS MAY NOT GET BETTER RIGHT AWAY.
our lessons:
WOULD YOU RATHER / SNAPCHAT

28. THIS IS US / CROCK-POT
A Crock-Pot shorts out and catches flame, and the fire
spreads throughout the house in the hit NBC series.
Crock-Pot is forced to go on the defensive. It opened a
Twitter account to comfort angry fans, and it issued a
lengthy statement sharing facts about product safety.
#CrockPotIsInnocent began trending.

29. YOU CAN’T PREDICT EVERYTHING.
CAPITALIZE ON THE ATTENTION.
EMPATHY MATTERS.
INTERNAL COMMUNICATION MATTERS.
our lessons:
THIS IS US

30. GITLAB.COM
A tired GitLab admin working late might have
accidentally deleted the wrong folder in a planned
maintenance operation. The company never confirmed
this exact scenario, but admitted that someone deleted
something they shouldn't have. A spokesperson said,
“[…] We will continue to keep our community updated
through Twitter, our blog and other channels."

31. GO TO YOUR AUDIENCE.
GET CREATIVE.
SOMETIMES IT’S OK TO ASK FOR HELP.
LET OTHERS LEARN FROM YOUR MISTAKE.
our lessons:
GITLAB.COM

32. QUESTIONS?
#FalconEd

33. MORE QUESTIONS?
CONTACT US.
Geoffrey Christiansen
geoffrey@chandeliercreative.com
Leora Novick
leora@chandeliercreative.com
Evan Graening
evan@falcon.io

34. @falconIOfalcon.io welcome@falcon.io