This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.
11. First response from company should be “we know”
Slows the flood of “hey company, did you know?”
messages.
Do this immediately, even if you have little
additional information at the time.
13. Respond first wherever the crisis broke
Then respond in all other venues
It’s imperative that you have established social
presences on all outposts, even if you don’t
routinely use them.
Are you ready for a Pinterest crisis? (it could
happen)
Do you have a list of all blogs and blog authors that
cover your category?
17. Mike Tyson
Michael Jordan Fastest Way to Be
Bill Clinton Forgiven is to be
Richard Nixon
Truly Sorry.
Tylenol
Exxon
Tiger Woods
Lindsay Lohan
18. This isn’t a big call, this is a history
call. And I kicked the !&%$ out of it.
There’s nobody that feels worse
than I do. I take pride in this job
and I kicked the !&%$ out of that
call and I took a perfect game
away from that kid over there.
20. Much easier to
direct people to an
updated crisis FAQ,
then to answer
every question via
Twitter, Facebook,
blog comment, and
beyond.
21. Acknowledgement of issue
Details about occurrence
Photos or videos, if available
How the company found out
Who was alerted, and how
Specific actions taken
Real or potential effects
Steps taken to prevent future occurrence
Contact information for real people at the company
24. People want to vent
The BEST case scenario is that they do so on a
venue you manage and control
It is imperative that you proactively open a
channel for dialog (even negative)
If you do not, other venues that you do not control
will serve that role
Also keeps most conversations in a single place –
easier to track
Early warning detection for new crisis dimensions
Gives customers a place to come to your defense
(sometimes)
27. It’s not about winning, it’s about damage control
Keyboard embolden us all
There are no victors in online tit for tats
Encourage vehement critics to contact you via
email or phone
Gives them an option
You’re see as extending that option
Rule of 3: Never send a third reply. At that point,
take it offline
29. The “official” channel is irrelevant
Your employees’ occupation is listed on their social
profiles
Call centers are for suckers, people will reach out
to any/all employees for answers
You must have a mechanism for keeping all
employees informed during a crisis
Email?
SMS?
Internal, private blog?
Yammer (or similar)?
30. For Kashi crisis info, will customers wait for “official”
response, or contact one of the 5,985 employees on
Linkedin?
32. Document every element of the crisis
Make copies of all tweets, status updates, YouTube
comments, blog comments, etc.
Make copies of all emails
Analyze website traffic patterns
Analyze search data
Which venue came first, and when?
33. How did internal notification work?
How did response work?
Did specific customers rise to your defense? (thank
them)
Were your employees informed?
How did the online impact interact with offline
coverage?
35. Saturday afternoon email snafu, sending 10+
emails to each customer
Community manager noticed spike in Twitter
mentions
Contacted supervisor at home, and internal email
team
Initially, answered with “yes, we know”
Saturday customer support staffing was light,
creating long hold times and email response times
36. Cause determined
Company-wide email sent to all employees
Home page apology from CEO
Opened comments
87 comments left, many positive
12 team members involved in crisis response, on a
Saturday
Within 6 hours, ship righted