10. WARNING
The proceeding will be filled with horrible trolls, rude students, a
good dose of humor, a bit of mild profanity and, of course, gifs.
11. SOCIAL CRISIS
Any on-campus, off-campus or online event that
affects an online community and a managed
brand account.
!
It often requires a direct response from the
managed account.
12. SOCIAL CRISES
Racial Tensions
Viral Events
Winter Weather
Cataclysmic Weather!
Confederate Flag!!
Roommate with Windex
Exploitation
Campus Shooting!!!
Campus Blackout
The PHOTO
Body Found (Suicide)
20. Be better than the NSA
• Pick a tool. We use SproutSocial.
• Find where the conversation is happening.
• Decide what is most important.
• Get to know your campus and community issues.
21. Where to grow
• Flowcharts/Clear protocols of chain of
communication.
• Better communication with key offices on who
manages social media.
• More staff in SproutSocial to spread load.
• More staff/time to regularly monitor anonymous
platforms.
23. The spectrum of hell
Being better than the NSA
requires time and effort
!
Hashtags, keywords,
geolocations, key accounts,
media, anonymous accounts
28. Where to grow
• More defined spectrum of issues.
• Clear protocols and expectations tied to spectrum
for each audience/channel.
• Menu of response from a content strategy view
point.
• Social team. Three layers deep.
34. Direct and deflect
• Humans need to communicate and express
emotions.
• The mob will find a space so control the space.
• Essentially invite them to get it out so you can
move on.
• Also gives advocates a chance to self-police for
you.
35. Militarized zone
• Hide/delete for two reasons: personally identifying
information/threats or profanity.
• In general, don’t intervene with rants unless
inaccurate information.
• Use and TRUST your judgement.
36. Where to grow
• Know when you can be strong and respond.
• Respond to community response quicker.
• Find better ways to update during event for better
understanding.
38. Are you kidding me?
• We’re busy. We forget things in times of crisis.
Communicate after initial response.
• Arm community managers with talking points and
support.
• Remind them to check for scheduled tweets.
• Let them know the game plan for central accounts.
39. Where to grow
• Better/quicker ways to get info out.
• Better training for social managers.
• Stronger crisis response team.
41. When things are scary
• People flip the freak out!
• They are grasping for comfort and familiarity.
• They want someone to speak to them and
understand.
• They don’t need all the information. They just want
to what they can expect.
42. Understanding in crisis
• Use ‘we’ and ‘our’ language when possible. It’s
more personal and calming.
• Tell them when they can expect and update.
• If you don’t have any updates (aka nothing has
changed), tell them that. They appreciate it and it
calms them down.
47. Social Support
• People are mean. Mean things are sticky. Sticky
things drive you crazy. Crazy people can’t sleep.
• Your people/person at home can’t take it all.
• Have co-workers, students, ‘professionals’ to
commiserate with.
• Let it out and self soothe.
