In her Brands-Only Summit presentation, Chevron's Olivia Harting teaches a class on how to leverage social media in a crisis. She describes how to prepare a successful crisis communications plan to utilize social media to support and defend your brand during a PR disaster.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Use social media in a crisis
OLIVIA HARTING
CHEVRON

2. How to Use
Social Media in a Crisis
Olivia M. Harting
Social Media Manager
Chevron Corp.
January 26, 2016

3. Preparing a successful communication plan
on social media to support and defend your
brand during a PR crisis.
• How to prepare for a crisis
• What to do during a crisis
• Learning from a crisis

4. How to Prepare For a Crisis
• Establish team roles and responsibilities
• Create and share a key contact list
• Create a group email or text distribution list
• Centralize access to passwords and publishing capabilities,
procedure docs, etc.
• Develop approved ‘holding statements’
• Formalize a social media crisis playbook
• Create a checklist!
• Do drills
• Train local resources on social media procedures and
publishing

5. What to Do (or NOT) During a Crisis• Gather team, set up a situation room, run thru the checklist
• Get your dashboards up and running
• Don’t go ‘radio silent’
• Address the issue online within minutes
• Consolidate FAQs from your community online
• Don’t stop publishing altogether
• Publish updates ‐ show the community you’re listening
• Use popular vernacular (E.g., #refineryfire vs. #Richmondrefinery)
• Redirect paid search to broaden message
• Capture and post response updates via video
• Don’t overexpose an incident
• Implement appropriate targeting or cancel digital advertising
• Capture relevant screenshots of the incident for later
• Don’t have local channels that can’t be accessed by central team

6. Learning From a Crisis
• Hold a port‐mortem/360/lookback review
• Capture areas of opportunity or gaps in
your response
• Update your checklists, playbooks and
process docs
• Create a simple 1‐2 page case study as a
teaching tool

7. Thank You!
Olivia M. Harting
@oharting
linkedin.com/in/oliviaharting
oharting@chevron.com

8. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
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