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Social Media & Crisis Management Leonard & Finco Public Relations, Inc. Miracle on the Hudson
Domino’s Video Scandal Jet Blue Flight Attendant Steven Slater
Swine Flu (aka H1N1) In today’s 24/7 media world, any crisis can become an online crisis…… and many crisis situations start online
What should you do? • The longer you wait to fight back or answer critics, the more likely it is you will lose control of the message and situation • But you need to fight back in a thoughtful, strategic and planned way Irreparable harm? All businesses have crisis situations…. • In most cases those situations won’t spell the end of a business – but they can cause serious short term damage
Plan BEFORE a crisis occurs • Are you doing positive things right now – and sharing that news? • What are your most likely crisis scenarios? • Do you have a plan to deal with them? • Have you trained key people? This includes: Dark site • Already populated with content & info Established social media accounts • Facebook, Twitter, YouTube
This includes: Online media monitoring – all the time • Free and / or paid monitoring Analyze: • Trends • Complaints • Unusual events Three basic rules Tell: • What happened • Why it happened • What you’re going to do about it
And then……. Do it and update people Getting Rid of Negative Comments • Don’t overreact • Can’t entirely eliminate • But you may want to bump the negative listings down in the search engine results
So…….how do businesses / organizations use social media to deal with crisis situations? Miracle on the Hudson @jkrums Janis Krums January 15, 2009 There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
This was his picture Miracle on the Hudson • First photo posted • 34 minutes later – being interviewed by mainstream media • 40,000 web users saw his photo in the first four hours • 100 screens full of replies
What did US Airways do? • Focused on the situation • Apparently did not use social media at that time (remember, it was January 2009) Domino’s Video Scandal
What happened? • Two employee videos went viral - one million+ views in 2 days! • Domino’s fired the employees & called in the health department and hoped that would do it What did Domino’s do? Realized that strategy wouldn’t work – so developed a new strategy based on aggressive use of social media • Acknowledged the situation • Expressed concern • Promised to address it
What did Domino’s do? • Created & used a Twitter account • Posted a YouTube video by CEO Domino’s video
The results • Contained the crisis; regained control and its reputation
What did JetBlue do? • Silent for 2 days • Began losing control of the situation • THEN…..they jumped in; in a very strategic way What did JetBlue do? Posted 140 words on their blog: • Acknowledged it was weird • Response was consistent with its brand • Didn’t defend itself • Responding only in their blog guaranteed distribution across social media channels
What did Jet Blue do? Monitored, monitored, monitored • 460% spike in social media conversations • Most neutral trending positive
What did the CDC do? • Realized the situation was global; not just local • Responded quickly • And….as it was doing so, it re-named the flu H1N1 What did the CDC do? Embraced social media in order to lead the conversation • Facebook, Twitter, MySpace, blogs, YouTube, mobile, email updates, e-cards, e-games, podcasts, widget and a dedicated online channel CDC-TV
What did the CDC do? • Created and distributed content that they encouraged others to use and pass on • They ENGAGED others to spread the word for them; as a result they led the discussion and information
A few other examples….. • Lance Armstrong • Kewaunee School District Lessons learned • Don’t wait for a crisis to communicate and engage • Plan ahead • Respond quickly, but not instantly • Tell what happened, why it happened & what you’re going to do about it
Lessons learned • Engage your audiences; ask for their help • Provide updates • Fix what you can • Move on when you can Research & Sources: • Lfpublicrelations.com • Socialtimes.com • Imediaconnection.com • Continuitycentral.com • Gigaom.com • Blueglass.com
Thank you! Leonard & Finco Public Relations, Inc. 920-965-7750 LFpublicrelations.com sfinco@LFpublicrelations.com

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Social media & crisis management handout

  • 1. Social Media & Crisis Management Leonard & Finco Public Relations, Inc. Miracle on the Hudson
  • 2. Domino’s Video Scandal Jet Blue Flight Attendant Steven Slater
  • 3. Swine Flu (aka H1N1) In today’s 24/7 media world, any crisis can become an online crisis…… and many crisis situations start online
  • 4. What should you do? • The longer you wait to fight back or answer critics, the more likely it is you will lose control of the message and situation • But you need to fight back in a thoughtful, strategic and planned way Irreparable harm? All businesses have crisis situations…. • In most cases those situations won’t spell the end of a business – but they can cause serious short term damage
  • 5. Plan BEFORE a crisis occurs • Are you doing positive things right now – and sharing that news? • What are your most likely crisis scenarios? • Do you have a plan to deal with them? • Have you trained key people? This includes: Dark site • Already populated with content & info Established social media accounts • Facebook, Twitter, YouTube
  • 6. This includes: Online media monitoring – all the time • Free and / or paid monitoring Analyze: • Trends • Complaints • Unusual events Three basic rules Tell: • What happened • Why it happened • What you’re going to do about it
  • 7. And then……. Do it and update people Getting Rid of Negative Comments • Don’t overreact • Can’t entirely eliminate • But you may want to bump the negative listings down in the search engine results
  • 8. So…….how do businesses / organizations use social media to deal with crisis situations? Miracle on the Hudson @jkrums Janis Krums January 15, 2009 There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
  • 9. This was his picture Miracle on the Hudson • First photo posted • 34 minutes later – being interviewed by mainstream media • 40,000 web users saw his photo in the first four hours • 100 screens full of replies
  • 10. What did US Airways do? • Focused on the situation • Apparently did not use social media at that time (remember, it was January 2009) Domino’s Video Scandal
  • 11. What happened? • Two employee videos went viral - one million+ views in 2 days! • Domino’s fired the employees & called in the health department and hoped that would do it What did Domino’s do? Realized that strategy wouldn’t work – so developed a new strategy based on aggressive use of social media • Acknowledged the situation • Expressed concern • Promised to address it
  • 12. What did Domino’s do? • Created & used a Twitter account • Posted a YouTube video by CEO Domino’s video
  • 13. The results • Contained the crisis; regained control and its reputation
  • 14. What did JetBlue do? • Silent for 2 days • Began losing control of the situation • THEN…..they jumped in; in a very strategic way What did JetBlue do? Posted 140 words on their blog: • Acknowledged it was weird • Response was consistent with its brand • Didn’t defend itself • Responding only in their blog guaranteed distribution across social media channels
  • 15. What did Jet Blue do? Monitored, monitored, monitored • 460% spike in social media conversations • Most neutral trending positive
  • 16. What did the CDC do? • Realized the situation was global; not just local • Responded quickly • And….as it was doing so, it re-named the flu H1N1 What did the CDC do? Embraced social media in order to lead the conversation • Facebook, Twitter, MySpace, blogs, YouTube, mobile, email updates, e-cards, e-games, podcasts, widget and a dedicated online channel CDC-TV
  • 17. What did the CDC do? • Created and distributed content that they encouraged others to use and pass on • They ENGAGED others to spread the word for them; as a result they led the discussion and information
  • 18. A few other examples….. • Lance Armstrong • Kewaunee School District Lessons learned • Don’t wait for a crisis to communicate and engage • Plan ahead • Respond quickly, but not instantly • Tell what happened, why it happened & what you’re going to do about it
  • 19. Lessons learned • Engage your audiences; ask for their help • Provide updates • Fix what you can • Move on when you can Research & Sources: • Lfpublicrelations.com • Socialtimes.com • Imediaconnection.com • Continuitycentral.com • Gigaom.com • Blueglass.com
  • 20. Thank you! Leonard & Finco Public Relations, Inc. 920-965-7750 LFpublicrelations.com sfinco@LFpublicrelations.com