Crisis Communication in Social Media. Week 6 for PRL 408 at Utica College. Spring 2014.

1. Utica College
PRL 408: Social Media
Thomas Armitage
Week #6
March 5, 2014

2. 
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What is a crisis?
How to prevent crises
Monitoring
When a crisis hits
Brands doing it wrong
Brands doing it right
Responding to negative feedback
SM crisis plan
Let's practice

3. 
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“Crisis Communication in the Era of Social
Media” - http://bit.ly/1eCv0i2
“A 5-Step Guide to Reputation Management
Using Social Media” - http://bit.ly/ONAOf2
“10 Social Media Disasters You’re Glad You
Didn’t Cause“ - http://bit.ly/1cj2a7t

4. 
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Incident that causes backlash among key
publics and can cause damage to brand image
Examples:
 Product recalls, scandals, legal issues
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On social media, crises can spin out of control
much more quickly, also more “mini crises”
Crisis comm vs reputation management

5. 
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Decide what you want to track
Set up streams with monitoring tools
Develop an internal crisis plan
Use good customer service and engage in a
timely fashion
Be transparent and proactive
(Jones-Brynley, 2009)

6. 
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Google Alerts
Social Mention
Whostalkin
BackType
Blogpulse
Tweetbeep
Wholinkstome
(Jones-Brynley, 2009)

7. 
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Identify your influencers
Develop a clear, effective and platformappropriate message
Know what you are talking about
Integrate paid and earned media
Never shut down conversations
(DeGoede,, 2013) | (Dozescu, 2012)

28. 
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Delete comments (with few exceptions)
Use cookie-cutter responses
Make them do extra work
Blame the customer
Give special privileges

29. 
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Apologize
Thank them
Take care of the problem
Be quick
Be transparent

30. (Bennett, 2013)

31. (Bennett, 2013)

32. (Bennett, 2013)

33. (Bennett, 2013)

35. 
You currently are the social media manager for
Coach. An online user thinks your products are
overpriced and has been posting negatively
about you online all week. She ordered a purse
online and opened up the package today only
to discover that it’s the wrong item. Now she’s
really letting you having it. She’s tagged
#Coach and has posted 5 times just today
about how much she hates the company.
What do you respond with?

36. 
You’re the social media manager of Olive Garden.
One of your company’s waiters just posted a photo
on Facebook that is going viral. Apparently, a
customer left him a poor tip and wrote “Fuck you!”
under his credit card signature, so the waiter snapped
a photo of the receipt and a photo of the customer
(without him looking), collaged them together and
posted it for the world to see, with the sarcastic
caption: “I love working at Olive Garden. Our
customers are always so pleasant.” The social media
outlets have already published blog posts about the
incident. What do you do?

37. 
Social Media Advertising
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To do:
 Write Blog Post #2
 Read Chapter 18 in the textbook
 Read articles from #UticaCollegeSM and comment
 Instagram presenter should be ready to present

38. 
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Bennett, S. (2013, August 28). 8 tips for managing a social media crisis.
MediaBistro. Retrieved on March 2, 2014 from
http://www.mediabistro.com/alltwitter/social-media-crisis_b48535
DeGoede, C. (2013, December 18). 14 Tips for Building Your Social Media Crisis
Communications Plan. BurrellesLuce Retrieved on March 1, 2014 from
http://www.burrellesluce.com/freshideas/2013/12/14-tips-for-building-yoursocial-media-crisis-communications-plan/#sthash.0ZQiiM2G.dpuf
Dozescu, A. (2012). You ready for a social media crisis? Advanced Web Rankings.
Retrieved on March 1, 2014 from
http://www.advancedwebranking.com/blog/social-media-crisis-management/
Jones-Brynley, L. (2009, October 4). A 5-Step Guide to Reputation Management
Using Social Media. Our Social Times. Retrieved on March 1, 2014 from
http://oursocialtimes.com/a-5-step-guide-to-reputation-management-usingsocial-media/
Marsden, P. (2011, October 7). Social media and crisis communication for PR
people. Retrieved on March 1, 2014 from
http://www.slideshare.net/paulsmarsden/social-media-and-crisiscommunications-for-pr-people