Crisis Communications in Social Media
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Joint presentation between Dean Phipps (Director of Marketing, Alaska State Fair), Monique Elwell (Partner at Conversify.net) and Karen Woodward (Social Media Manager at Conversify.net) on Crisis Communications in Social Media from Aim Higher – 2010 IAFE Annual Convention.
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Crisis Communications in Social Media
- 1. It Could Happen to You © Conversify 2010 © Alaska State Fair 2010 Crisis Communications in Social Media
- 9. It Could Happen to You © Conversify 2010 © Alaska State Fair 2010 Crisis Communications in Social Media
- 10. + = Potential Nationwide News Story
- 11. 1) Develop Brand Personality & Tone Before Something Happens
- 12. 2) Post Community Guidelines Before Something Happens Courtesy, Responsibility, Usage Rights, Open and Truthful Communications, Our Right to Enforce These Guidelines, Further Information
- 13. 3) Create a Great Community Before Something Happens
- 16. 1) Don’t panic! During
- 17. 2) Ensure People Feel Heard During
- 18. 3) The Meta Message During
- 19. 4) Venting vs. Replying During
- 20. 1) Don’t restart After
- 21. 2) Internally review lessons learned After
- 22. 3) Continue to keep a watchful eye After
- 24. Questions & Answers Twitter: @Conversify Facebook.com/Conversify Twitter: @AlaskaStateFair Facebook.com/AlaskaStateFair Monique Elwell Karen Woodward 303-991-3664 Conversify.org Dean Phipps, Director of Marketing 907-745-4827 AlaskaStateFair.org
Editor's Notes
- TITLE PAGE
- IMAGES: This is a brief slide show going on in the background while Dean is talking. The pictures could be Alaska and Fair shots. They should be beautiful and happy. VERBAL: Dean introduces himself, Monique Elwell (CEO of Conversify) and Karen Woodward (In the trenches. One of the people or did the actual status updates and strategically decided to Tweet or not to Tweet during this time period on behalf of Alaska State Fair). Dean talks about how they are Alaska State Fair, which is a wholesome, family oriented event in beautiful Alaska. Says something to the effect of, “What could possibly go wrong?”
- DO NOT USE THIS PICTURE---EXAMPLE ONLY
- This is a placeholder, for when the automatic slideshow ends.
- Dean continues, something to the effect of “we had an incident with a rabble rouser who was intent on causing commotion. In this past, something like this would be a contained incident. However, once you add someone with a handheld camera and a YouTube account, you have a possible Nationwide News story on your hands. As it happens, we handled this successful and we are happy to share what our learnings are with you because it could happen to any fair organizer.” IMAGES: This shot is a picture of a person (tourist) shooting with a video camera. It is not a picture of Sydney.
- Karen will speak to the following points: 1) Before you launch your community, define your brand personality and tone. The Alaska State Fair’s brand is fun and personable. During the crisis, the tone became more serious and did not employ emoticons and contractions.
- Karen will speak to the following points: 2) Set up your Community Guidelines and post them on the site before anything happens and stick to them. If someone posts something that violates the guidelines, delete it. If they do not violate any guidelines content should not be deleted—even if it is just a comment you don’t like. Document everything you deleted and why. If there was an issue you hadn’t anticipated that should be deleted, consider editing the guidelines in the off-season.
- Karen will speak to the following points: 2) Set up your Community Guidelines and post them on the site before anything happens and stick to them. If someone posts something that violates the guidelines, delete it. If they do not violate any guidelines content should not be deleted—even if it is just a comment you don’t like. Document everything you deleted and why. If there was an issue you hadn’t anticipated that should be deleted, consider editing the guidelines in the off-season. KELLY: DEAN SUGGESTED YOU HAD A PHOTO OF THE ALASKA STATE FAIR COMMUNITY
- Dean describes briefly what Alaska State Fair did (hired Crisis Communications specialist, answered calls from the media, etc.)
- Monique describes what Conversify did (Immediately changed brand tone, acknowledged that something happened and said we were investigating, monitored every 30 min. 24 hours a day.)
- Dean, would you like to say something here about not having a knee jerk reaction? This was a point that you made to Haley that was an excellent point. You said to her something about being so tempted to respond quickly and say something off the cuff. If so, we can come up with an example of what you wanted to say/would have said, but held back. I think this is a critical point and I bet many people are thinking this very thing. What I would like to get across is the following: The worst thing you can do is take what people say personally and respond from that emotional state. Knee jerk responses only lead to disaster. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Karen will speak to the following points: 2) Always ensure people feel heard and respected. Do not ignore what is happening. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Karen will speak to the following points: 3) Be cognizant of the “meta” message. In this case, it was Free Speech; so many of the actions taken by the State Fair would be couched in those terms. For example, the initial video was never deleted from the Facebook wall. Since it didn’t violate the community guidelines, deleting the video could have been construed as a violation of free speech. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Karen will speak to the following points: 4) Know the difference between someone venting, and someone making a comment that demands a reply. In most cases, people just vented, and that’s all they wanted to do. No replies or answers were needed. In other cases, a comment demanded and deserved a reply. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Monique will speak to the following points: 1) Once the fury has died down, don’t feel obligated to post new found facts because it may restart it. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Monique will speak to the following points: 2) There is always something new to learn, each community is different. KELLY, DO YOU HAVE SOMETHING BETTER THAN THIS CLIP ART?
- Monique will speak to the following points: 3) When we saw a post on the national blog, Salon.com, we were afraid this would start all over, but we watched the blog’s comments and the audience chastised the journalist for sensationalism.
- Monique speaks on two points on slide. We will need to get this from Shelli (Conversify.)
- We’ll take questions now.