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The most importantpresentation you’llprobably never need.     8 Steps to Managing     a Social Media Crisis
Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.comwww.socialpros.com
3 Characteristics of aSocial Media Crisis:Information AsymmetryDecisive Change From the NormMaterial Business Impact
1Acknowledge
First response from company should be “we know”Slows the flood of “hey company, did you know?”messages.Do this immediately...
2Fight Social Media FireWith Social Media Water
Respond first wherever the crisis brokeThen respond in all other venuesIt’s imperative that you have established socialpre...
11,000 Facebook Shares Should Not Trigger YouTube Video
Can you get an apology video from your CEO online in 4 hours?
3Be Sorry
Mike TysonMichael Jordan   Fastest Way to BeBill Clinton     Forgiven is to beRichard Nixon                 Truly Sorry.Ty...
This isn’t a big call, this is a historycall. And I kicked the !&%$ out of it.There’s nobody that feels worsethan I do. I ...
4Create a Crisis FAQ
Much easier todirect people to anupdated crisis FAQ,then to answerevery question viaTwitter, Facebook,blog comment, andbey...
Acknowledgement of issueDetails about occurrencePhotos or videos, if availableHow the company found outWho was alerted, an...
Enable Subscription to Your Crisis FAQ  Email  RSS  SMS     “                         ”
5Build a Pressure Relief         Valve
People want to ventThe BEST case scenario is that they do so on avenue you manage and controlIt is imperative that you pro...
6Know When to Take it      Offline
It’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncour...
7Arm Your Army
The “official” channel is irrelevantYour employees’ occupation is listed on their socialprofilesCall centers are for sucke...
For Kashi crisis info, will customers wait for “official”response, or contact one of the 5,985 employees onLinkedin?
8Learn Your Lessons
Document every element of the crisisMake copies of all tweets, status updates, YouTubecomments, blog comments, etc.Make co...
How did internal notification work?How did response work?Did specific customers rise to your defense? (thankthem)Were your...
Case Study
Saturday afternoon email snafu, sending 10+emails to each customerCommunity manager noticed spike in TwittermentionsContac...
Cause determinedCompany-wide email sent to all employeesHome page apology from CEO   Opened comments   87 comments left, m...
The Takeaway: Don’t Be Scared             Be Prepared
Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.comwww.socialpros.com
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