social media and crisis planning february 13, 2008
TRANSCRIPT
Social Media and Crisis Planning
February 13, 2008
Case Studies
• Virginia Tech• Red Cross• FEMA Press Conference• Lessons from Hurricane Katrina
During a crisis there is an expectation that an
organization will efficiently communicate with customers, employees, communities and media. However, the added ability to manage inbound
feedback and messages makes the overall crisis response
more effective.
Strategies for Implementation
• Participate in Social Media• Build a credible voice• “Dark” portal or channel• Design a system that simplifies
Meeting Needs of Stakeholders• Internal vs. Eternal• Is the technology pervasive?• Multiple channels of communication• Push or pull? An opt-in system• One- or two-way communication
Meeting Needs of Communicators• Pulling the trigger on messaging, who
decides?• Comfort with the tools• Where social media fits in the overall
strategy• Business continuity and crisis
communication
The Communicators Toolkit
•When to consider a proprietary platformoWhen your corporate reputation is dependent on communicating well in a crisisoWhen there is a need to securely communicate with far-flung employeesoWhen it is likely that the core areas of the organization will be exposed to a crisis or natural disaster over the next five years
•When there is no budgetoBlogs and other publishing platformsoThe power of RSS and syndication: tools (conversion of info to different formats)oTwitter/SMS tools
Features to Consider
• Content-management module• Multiple channels of communication – push,
pull and two-way• Secure site to ensure employee privacy• Dynamic external News Room• External hosting to support continuity• Robust data security and transfer
procedures
Off-the-Shelf Solutions
Matrix of Social Media Tools
+ Second year $12,000 ($3/employee); ++ Can be added with customization and additional cost; * Fee for WordPress is one-time design fee
EmployeeSite
E-mailPush News
PressSite
ManageContent RSS SMS Phone Annual Cost
Employee Outpost
● ● ● ● ● ● ● ++ $17,000+
MessageOne ● ● ● ● ● ● ● $36,000
WordPress* ++ ● ● ● ● $5,000*
Amerilert ● ● ● ● ● ++ $4,400
PIER ● ● ● ● ● ● ● ● $10,000
Contact Information
Kami Watson Huyse, APR
My PR Pro
Blog: Communication Overtones
Ike Pigott
American Red Cross
Blog: Occam’s Razr