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How to Avoid a Social Crisis
For technical help dial 866.229.3239 #netbase #crisiscomms
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2
Today’s Speaker
Ann Marie van den Hurk,
Author/Principal,
Mind the Gap Public Relations
@amvandenhurk
#netbase #crisiscomms
How To Avoid A Social Crisis
Ann Marie van den Hurk, APR
Mind The Gap Public Relations, LLC
www.mindthegappr.com • @amvandenhurk
NetBase Social Savvy Webinars
May 13, 2014
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Social Media
can be risky.
That Shouldn’t Stop You.
How many of you have
digital in your crisis
comm plan?
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Only a third of
organizations
have digital plans in
place.*
2011 Crisis Preparedness Study, Burson•Marsteller & Penn Schoen Berland, 2011
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Every organization
needs digital
integrated into your
crisis comm plan.
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Living in a 24/7 media
cycle & widespread
social media use
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
The crisis response
time Cut from 2 hours
to
20 minutes
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Six Common Social
Media Crisis
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Individual-Generated
Customer Service #FAIL
Campaign
Social Media #FAIL
Organizational Brain Freeze
Three Mile Island
Common Situations
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Basic
crisis communications
still applies
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
A crisis response team identified and trained
A list of key stakeholders to communicate with directly
A list of anticipated scenarios using the so-called
SWOT analysis
Holding statements
Monitoring services active
Notification systems
Blue Print
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Don’t censor criticism on social media channels.
Bring Order to Your Organization’s Online Space
Listen and Understand
Create a crisis specific Twitter account
Website & Social Platforms Updated
When a Social Media
Crisis Hits
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
US Airways
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Done Right
Monitoring their feed.
Deleting the offensive tweet.
Apologized for the offensive tweet.
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Happening Right Now...
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Dealing the Negative
Respond quickly as you can
Be polite, respectful & level-headed
Correct inaccurate information
Communicate what is being done to address the
concern & what are the next steps
Give a way people can contact you offline
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Parody Accounts
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Take-a-way Have a plan & drill on it
Be monitoring the social media scape... blogs,
Twitter, Facebook, Google+, LinkedIn before a crisis
Don’t wait until a crisis to get involved in social media.
Know & actively engage social media savvy staff
Tone matters.
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
Questions?
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 24
Thank You! www.netbase.com
#netbase #crisiscomms
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