crisis communications in social media
DESCRIPTION
Joint presentation between Dean Phipps (Director of Marketing, Alaska State Fair), Monique Elwell (Partner at Conversify.net) and Karen Woodward (Social Media Manager at Conversify.net) on Crisis Communications in Social Media from Aim Higher – 2010 IAFE Annual Convention.TRANSCRIPT
It Could Happen to You
© Conversify 2010 © Alaska State Fair 2010
Crisis Communications in Social Media
It Could Happen to You
© Conversify 2010 © Alaska State Fair 2010
Crisis Communications in Social Media
+
= Potential Nationwide News Story
1) Develop Brand Personality & ToneBefore Something Happens
2) Post Community GuidelinesBefore Something Happens
Courtesy, Responsibility, Usage Rights, Open and Truthful Communications, Our Right to Enforce These Guidelines, Further Information
3) Create a Great CommunityBefore Something Happens
• Hired Crisis Communications PR Person• Answered calls from the media• Focused on objective key media contacts• Researched the facts• Consulted attorneys• Starplex
First Thing During the Crisis
• Changed brand tone to factual and serious• Acknowledged something happened• Said we were investigating• Monitored every 30 min., 24 hours a day• Researched objective stories
First Thing During the Crisis
1) Don’t panic!
During
2) Ensure People Feel Heard
During
3) The Meta MessageDuring
4) Venting vs. ReplyingDuring
1) Don’t restartAfter
2) Internally review lessons learned After
3) Continue to keep a watchful eye
After
Results• Largest increase in the community
• Kudos from the social media audience, the Alaska Community and the Media
• Calm within 1-2 weeks
Questions & Answers
Twitter: @ConversifyFacebook.com/Conversify
Twitter: @AlaskaStateFairFacebook.com/AlaskaStateFair
Monique ElwellKaren Woodward303-991-3664Conversify.org
Dean Phipps, Director of Marketing907-745-4827AlaskaStateFair.org