managing a social media meltdown
DESCRIPTION
Most businesses aren't prepare for crisis let alone a social media crisis. Thanks to social media, crises happen more often and accelerate out of control faster. This presentation for the PRSA New Mexico Chapter gives a brief crisis communications blueprint that’s fast, flexible, realistic, and doable. You will learn from those who have managed crises successfully. And from those who didn’t.TRANSCRIPT
Managing a Social Media Meltdown
Ann Marie van den Hurk, APRMind The Gap Public Relations, LLC
www.mindthegappr.com • @amvandenhurk
PRSA New Mexico ChapterMay 23, 2013
1Thursday, May 23, 13
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
Social Media can be risky.
2Thursday, May 23, 13
How many of you have digital in your crisis
comm plan?
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
3Thursday, May 23, 13
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 • [email protected] • 302-563-0992
4Thursday, May 23, 13
Every organization needs digital
integrated into your crisis comm plan.
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
5Thursday, May 23, 13
Living in a 24/7 media cycle & widespread
social media use
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
6Thursday, May 23, 13
The crisis response time Cut from 2 hours to
20 minutes
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-09927Thursday, May 23, 13
Six Common Social Media Crisis
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
8Thursday, May 23, 13
Individual-Generated
Customer Service #FAIL
Campaign
Social Media #FAIL
Organizational Brain Freeze
Three Mile Island
Common Situations
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-09929Thursday, May 23, 13
Basic crisis communications
still applies
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
10Thursday, May 23, 13
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
Notification systems such as phone trees or email and text messaging groups
Monitoring services set-up
Blue Print
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099211Thursday, May 23, 13
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 • [email protected] • 302-563-099212Thursday, May 23, 13
Not So Well...
13Thursday, May 23, 13
Dealing the NegativeRespond 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 • [email protected] • 302-563-099214Thursday, May 23, 13
Happening Right Now...
15Thursday, May 23, 13
Handled Well...
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099216Thursday, May 23, 13
Parody Accounts
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099217Thursday, May 23, 13
Take-a-wayHave 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 • [email protected] • 302-563-0992
18Thursday, May 23, 13
Are you ready?
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
19Thursday, May 23, 13
O2
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
20Thursday, May 23, 13
O2’s Response
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
21Thursday, May 23, 13
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
22Thursday, May 23, 13
Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992
NowAvailable!
23Thursday, May 23, 13
Contact me:
+1-302-563-0992 mobile
@amvandenhurk on Twitter
24Thursday, May 23, 13