October 2018 presentation to the Colorado Chapter of the American Marketing Association covering social media crisis management needs, statistics and best practices to get your started.

1. CRISIS MANAGEMENT ON SOCIAL
Nikoletta Vecsei Harrold
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2. 2
TYPES OF CRISIS
1. Organizational misdeeds or deception (e.g.: personal
tweets, Wells Fargo bank account openings)
2. Natural and environmental (e.g.: Hurricanes, #MeToo)
3. Malevolence (e.g.: bullying, POTUS attacks)
4. Technology (e.g.: Equifax hacking, Amazon server down)
5. Financial (e.g.: FIFA corruption & Detroit City bankruptcy)
@Nikschen

3. 3
Organizational Crisis

4. 4
PERSONAL CONTENT
@Nikschen

5. 5
PERSONAL CONTENT
@Nikschen

6. 6
MISSING CONTENT - OOPS!
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7. 7
Natural Crisis

8. 8
#METOO MOVEMENT
@Nikschen

9. 9
#METOO MOVEMENT
@Nikschen

10. 10
#METOO MOVEMENT
@Nikschen

11. 11
Malevolence

12. 12
PRESIDENTIAL ATTACK
@Nikschen

13. PRESIDENTIAL ATTACK
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@Nikschen

14. 14
FINANCIALS (33)
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15. 15
#BOYCOTT #SUPPORT
@Nikschen

16. 16
#BOYCOTT #SUPPORT
@Nikschen

17. 17
FINANCIALS
POTUS tweet
Starbucks announces the closure of 150 stores, new
cup lids
@Nikschen

18. 18
Be Prepared

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43% are ready to respond to a social attack within 15 minutes
CRISIS PREPAREDNESS
19% have their messaging ready
@Nikschen

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“Real crisis situations, which can ruin a
company’s brand, are around almost
every corner.
Being prepared to handle those situations
is critically important. Presidential tweets
appear to be passing.”
- Catherine Roman (2017)@Nikschen

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WHEN CRISIS HITS
@Nikschen

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KEEP CALM
@Nikschen

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DON’T LET PARANOIA TAKE OVER
@Nikschen

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“When they go low, we go high”
- Michelle Obama (2016)
@Nikschen

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DON’T BE STUFFY
@Nikschen

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DON’T BE STUFFY
@Nikschen
This is your real problem!!!

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1. Know your vulnerabilities/identify your opportunities* & your brand voice.
2. Consider the political climate – “WWTT? — What Would Trump Tweet?”
3. Have your story, your facts and your answers pre-drafted
Also have a crisis escalation team and process ready to go
4. Simulate crisis situations to practice
5. Employees should NEVER use institutional apps for personal accounts
6. Connect with your fans, not just in the face of a crisis, but every day
PREPARATIONS
@Nikschen

28. 28
Take Action

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1. Don’t hide or ignore the issue
2. Act quickly
3. To err is human
4. Use humor if it is appropriate
5. Act but don’t overreact – keep emotions out of the
conversation
6. Collaborate with other teams (PR, Legal, CSR…)
7. Be brief, it’s social
8. Measure everything!
ACTION PLAN
@Nikschen

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“If you fail to plan, you are
planning to fail.”
- Benjamin Franklin
@Nikschen

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THANK YOU!
@Nikschen