When %*#! Hits The Fan - Managing Social Media Crisis Situations
A digital crisis situation can come from anywhere: a poor customer experience shared on YouTube, the offhand comments of an employee on Facebook, a blog post that creates a movement or a media story that spreads across the Internet like wildfire. Social media takes no prisoners and companies of all shapes and sizes, even those without an active online presence, run the risk of being exposed to the fury of online audiences. So, how should companies update their communications and digital strategies to deal with the realities of social media? What should organizations have at the ready in order to quickly react to the next online crisis faced by their brand? My December 2015 talk at Lunch Ann Arbor Marketing discussed the important elements of a social media crisis communications plan, highlighted the parties who need to have a seat at the table and provided tactical recommendations for analyzing social content that could spark a firestorm. The example shared in the presentation is a real social media crisis situation experienced by my team. Our work resulted in an honorable mention in PR Daily's 2013 Digital PR Awards ("Renegade Employee's YouTube Videos Revealed as Hoax").
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When %*#! Hits The Fan - Managing Social Media Crisis Situations
- 1. Managing Social MediaManaging Social Media Crisis SituationsCrisis Situations
- 2. Strategy Planning Execution Measurement Big Ideas BRANDON CHESNUTT Social Media Director at Identity Things I do:
- 3. What is a crisis? A disruption to the business which puts the company’s future at risk. Source: Burson-Marsteller 2013 Crisis Survey
- 6. OTHERS CAN BEOTHERS CAN BE BRANDBRAND CRUSHINGCRUSHING
- 7. There are varying opinions when it comes to the “value” of crisis situations.
- 8. Skillful pilots gainSkillful pilots gain their reputation fromtheir reputation from storms and tempests.storms and tempests.
- 9. There cannot be a crisis nextThere cannot be a crisis next week.week. My schedule is alreadyMy schedule is already full.full.
- 11. OH #$%!
- 12. me (circa 2007) OH #$%!
- 13. 1 in1 in 55 companiescompanies areare actuallyactually prepared for aprepared for a crisiscrisis situation.situation. Source: Burson-Marsteller 2013 Crisis Survey
- 14. Prepared companies are more likely to: Source: Burson-Marsteller 2013 Crisis Survey Review their plan every year. Own prepared crisis check-lists. Have a specific digital crisis plan.
- 15. 59% of companies think new media has significantly increased the potential cost of a crisis. Source: Burson-Marsteller 2013 Crisis Survey
- 16. The new reality: Digital and social are necessary components of an effective crisis management plan.
- 17. Tweets can become news just as easily as news can become tweets.
- 18. Where should digital leads start?
- 19. Play a part in crisis planning sessions.
- 20. Define social’s role duringDefine social’s role during different types ofdifferent types of crisis situations.crisis situations.
- 21. Assess and analyze digital threats.
- 22. People who truly understandPeople who truly understand how to use social mediahow to use social media can do damage.can do damage.
- 23. Review compliance and policy issues through a digital lens.
- 24. Policy, procedural,Policy, procedural, regulatory andregulatory and compliance issues willcompliance issues will impact what youimpact what you cancan andand cannotcannot say.say.
- 25. Leverage the digital tools at your disposal.
- 26. Monitoring and publishingMonitoring and publishing tools are powerful alliestools are powerful allies during a crisis situation.during a crisis situation.
- 27. Here is how these elements can all come together.
- 28. (the scenario)
- 29. Angry employeesAngry employees go rogue on socialgo rogue on social media.media.
- 30. They create YouTube videos showing the dumping of unknown substances near clean drinking water sources…
- 31. … and then send the videos to the Environmental Protection Agency.
- 33. LET’S GET TOLET’S GET TO WORKWORK
- 34. Immediate goals: Determine potential impact. Recommend course of action. Limit public/media exposure. Execute approved strategies.
- 35. Coordinated with relevant internal teams first Compliance, Risk, Legal, PR and Social Media worked together.
- 36. Updated monitoring services Increased alert frequency and included direct keyword usage and misspellings.
- 37. Analyzed the content What worked in our favor? What worked against us? Did our content author know how to “use” social media?
- 38. Captured content Kept records, links and digital copies in the event accounts were deleted.
- 39. Researched volatility What were the sources of video views? What was the growth trajectory?
- 40. Provided recommendations Outlined a list of action items (and activities to simply monitor) based on findings.
- 41. Developed cross- channel messaging Worked with PR and communications teams to develop messaging.
- 42. Our biggest concern:Our biggest concern: The crisis movesThe crisis moves to other channelsto other channels
- 43. A short time later, we received a phone call from a local television station.
- 48. Let’s review.
- 49. Be prepared: Be part of crisis planning. Know your role. Assess and analyze digital threats. Align responses with policies. Leverage digital tools to monitor and publish.
- 51. Connect with meConnect with me bchesnutt@identitypr.combchesnutt@identitypr.com twitter.com/bchesnutttwitter.com/bchesnutt