social media & crisis management handout
TRANSCRIPT
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Social Media &Crisis Management
Leonard & Finco Public Relations, Inc.
Miracle on the Hudson
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Domino’s Video Scandal
Jet Blue Flight Attendant Steven Slater
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Swine Flu (aka H1N1)
In today’s 24/7 media world, any crisis can become an online crisis……
and many crisis situations start online
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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
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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
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This includes:Online media monitoring – all the time• Free and / or paid monitoringAnalyze:• Trends• Complaints• Unusual events
Three basic rulesTell:• What happened• Why it happened• What you’re going to do about it
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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
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So…….how do businesses / organizations use social media to deal with crisis situations?
Miracle on the Hudson@jkrumsJanis Krums January 15, 2009
There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
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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
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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
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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
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What did Domino’s do?• Created & used a Twitter account
• Posted a YouTube video by CEO
Domino’s video
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The results
• Contained the crisis; regained control and its reputation
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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
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What did Jet Blue do?Monitored, monitored, monitored
• 460% spike in social media conversations
• Most neutral trending positive
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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
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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
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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
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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
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Thank you!Leonard & Finco Public Relations, Inc.
920-965-7750LFpublicrelations.com