Social Media Response TrainingMalissa Fritz, Weber Shandwick

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• Example of social media getting away from organization

EHV in 2011• Normal

month: 11,000

• During EHV: 37,000

• Example of social media getting away from organization

EHV in 2011• 2000 horses

at risk in 19 states

• 243 exposed horse premises

• 90 laboratory confirmed cases

• Example of social media getting away from organization

EHV in 2011•400 cancelled

horse events

•Only part of the economic impact

• Minnesota Association of Equine Practitioners• University of Minnesota Equine Center • Large equine vet clinics

EHV in 2014

• Organizations used Twitter to spread the news

• The public used the platform to ask questions

EHV in 2014

FACT:Social media has revolutionized the way organizations must approach media relations, stakeholder relations and reputation management.

Online Takes the Lead

Half of Americans get their news online, with

nearly 20% getting it on social mediaSource: The Pew Research Center for the People and the Press, Sept. 2012

Every second…2,200 tweets are posted

580 FB status updates24 minutes of video posted to YouTube

The New Speed of News

How do we get out in front of it?

It Starts with You

Industry Organizations

Government

Horse Owners

Media

Equine

Veterinarians

Third Party Experts

What Social Media Tool

Do You Use Most Often?

Most Used Social Media Platforms

Facebook Twitter

LinkedIn YouTube

Get engaged. Don’t wait.

Learn the platforms.

Practice.

Be ready.

Rule 1: Be social

Be Present. Be Active. Be Timely.

Rule 2: Share Your Story

Crafting Responses

• Identify your role and how you can help in crisis

• Don’t overreact or lose your temper

• Use personality when possible, but be careful and sensitive

• Let people know feedback is important to you

• Avoid stock responses

Repetition = Robot = Bad

• Empathy is critical

• Apologize when it’s your fault, but beware of legal implications

• Post public, personalized holding statement, if necessary

Crafting Responses

Don’t Delay Your Initial Response

Of consumers expect a

response within 30 minutes

Of consumers expect a

response within one hour

32% 42%30 1

Rule 3: Work Together as an Industry

Develop a Winning Plan

• Build a following

• Develop responses

• Monitor conversations

• Coordinate with stakeholders

• Create an emergency contact list

• Legal or moral restrictions

• Promotion or solicitation

• Profanity or disrespectful posts

• Criminal activity

• Inappropriate content

• Staff rules, confidentiality

• Response times

Building EDCC Community Rules

EDCC

EDCC

EDCCEDCC

EDCCOur Goal…

All roads lead to the EDCC

Alert

Select listening toolSelect person to monitor

The crisis…

EHV Suspected Horse Showing Symptoms at Local Horse Track

What we know…• Horse showing EHV-like symptoms• Test results not back yet• Horse quarantined to stall, barn not

under quarantine• Races have begun

EHV Suspected Horse Showing Symptoms at Local Horse Track

What are your first steps…•State or federal government•Private practice veterinarian•General ag or horse association•Animal health company•Academia or third party expert•EDCC

32

STEP 1: Monitor• Review social media channels

regularly

• Watch for trends or conversations that are picking up steam

Regularly review social media activity

Tools for All Budgets

ENTRY LEVEL INTERMEDIATE ADVANCEDReading through posts on social media sites and

setting up Google alerts

Using free or low-cost tools to

auto-identify specific organization

mentions

Investing in professional tools to auto-identify

and track mentions

GOOD

BETTER

BEST

No incident

Ignore

Delete

Acknowledge

Resolve directly

Escalation Required

Emergency

STEP 2: AnalyzeComplete a Situation Analysis

35

STEP 3: Prepare• If warranted, escalate the issue internally within the

organization

• It’s time to develop a response• Informational• Resolution• Empathetic• Can’t respond at this time

• Watch out for pitfalls and activists

• Beware of legal or regulatory requirements or restrictions

Develop appropriate response

36

STEP 4: Act• Take a deep breath and count to ten

• Could response be misinterpreted or make a situation worse?

• Ask for a second opinion

• Post public follow-up

• Continue to monitor

• Log everything and keep everyone updated

Final review and posting of the response

What’s happening on social media?

EHV Confirmed, News Release Distributed

• Be transparent• Be relevant • Be timely and

accurate in responses• Continuously monitor • Correct

misinformation• Practice

Remember…

Call Center Receives Report of EHV-suspect case

Details collected…• Horse owner believes her horse is

showing EHV-like symptoms based on signs she found online• Not connected to race track cases• No tests and no veterinarian contacted

Relax…The Crisis is Over

Thank you!