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Crisis Communications & Social Media Presented to YouToo Social Media Conference April 16, 2010

Crisis Communications & Social Media Presented to YouToo Social Media Conference April 16, 2010 HENNES PAYNTER COMMUNICATIONS. What is a crisis?. Work stoppages, plant closings, employee layoffs Boycotts, public demonstrations, civil disturbances Sudden leadership changes

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Crisis Communications & Social Media Presented to YouToo Social Media Conference April 16, 2010

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  1. Crisis Communications & Social Media Presented to YouToo Social Media Conference April 16, 2010 HENNES PAYNTER COMMUNICATIONS

  2. What is a crisis? • Work stoppages, plant closings, employee layoffs • Boycotts, public demonstrations, civil disturbances • Sudden leadership changes • Natural disasters • Misconduct – financial, sexual, other • Industrial or environmental accidents • Litigation, medical malpractice

  3. “It takes a lifetime to build a reputation, and onlya short time to lose it all.” Joseph Neubauer Former CEO, Aramark Worldwide

  4. The times they are a changin’

  5. We need to protect the brand… “…please don’t post using an altered version of any of our logos as your profile pic – they will be deleted…”

  6. We’re just enforcing our policies… • Is “Silent Bob” too fat to fly?

  7. It’s an isolated incident… “United Breaks Guitars”

  8. Let’s control the information flow…

  9. Those were the days…

  10. Now…

  11. News on the go Source: Pew Research Center

  12. News on the go

  13. Speed Sources Reach Anonymous “Watercooler” effect Overwhelming How is social media different?

  14. Everyone is a reporter… • Welcome to iReport, where people take part in the news with CNN. Your voice, together with other iReporters, helps shape how and what CNN covers everyday. • Share: Tell a story, offer an opinion, say what's important to you. • Discuss: Join the conversation on the day's big issues. • Be heard: The best iReports get vetted and used on CNN platforms. • iReport is a user-generated section of CNN.com. The stories here come from users. CNN has vetted only the stories marked with the "CNN" badge. MORE...

  15. Traditional meets social media • Only thing on chart of patient in Room 4, Bed 3 at HUEH, besides dr notes, is “NOT TALKING.” No name. #HaitiSmithJoannaabout 3 minutes ago via web • Galveston County Hurricane Ike has now made landfall on Galveston Island IKEDW 12:39 AM Sep 13th, 2008 via web Disaster Watch Ike

  16. What do you drive? How far along is Toyota on moving into some truly gas free cars in the future? Are these kinds of vehicles even possible or feasible in our current lifetime? I was a General Manager of one of your largest dealerships in the US. I was aware that this problem dates back to 2004. In fact, there was a death involved in a sudden acceleration incident at an Atlantic City Hotel in a Camry that our dealership sold… Everyone expects access… Digg Dialogg: Jim Lentz

  17. Speed trumps all else… • "Breaking News: Coast Guard fires 10 rounds at boat on Potomac River."

  18. Whatever the media… • Tell the truth, tell it first, tell it all • Be transparent, proactive, human • Be fast and accurate • Tell what you know when you know it • Say “I don’t know” (Don’t speculate!)

  19. Whatever the media… • Watch your tone • “I’m sorry…” • “We deeply regret...” • “We extend our sympathies...” • Show you care • Be human!

  20. Employees Customers/ clients Vendors Neighbors Regulators Volunteers Funders/ donors Elected officials Retirees Business community Media If a tree falls …

  21. Social Media as a Crisis Tool • Portable, personalized, participatory • Collaborate • Target specific audiences • Notification systems • Link, re-tweet, post • Provide instructions

  22. Social Media as a Crisis Tool • If you’re OK, update your status… • KNO B4 U GO: Northbound I-71 just before SR 82 is restricted (one lane is closed) until 10 a.m. due to a crash. Updates to follow. 6:09 AM Feb 26th via web

  23. Social Media as a Crisis Tool • Responding to earthquake in #Haiti? Read health recommendations for relief workers responding to disasters http://tinyurl.com/ykhwltu8:17 AM Jan 15th via web • Earthquakes felt on the Pacific coast today. Did you know in the US it's not recommended you stand in a doorway during a quake? Read why and more tips for US residents in the link below [PDF]. www.redcross.org

  24. UPDATE on CG helo crash - 3 injured aviators rescued, 2 remain onscene. Details here http://ow.ly/1dRvn. Video here http://ow.ly/1dRv1#uscg12:36 PM Mar 3rd via HootSuite Social Media as a Crisis Tool cgcompass

  25. Engage, respond, clarify Watch the tone; remember your audience(s) Post links to official statements on Facebook, Twitter, YouTube Encourage followers to re-tweet or share updates Don’t disappear Mind your manners! Social Media as a Crisis Tool

  26. Before the crisis happens… Establish a written social media policy Include social media in your crisis plan Test the technology Get approval/ buy-in Build a following Engage connections with blog posts, updates and substantial news

  27. Social Media Policy Who speaks for the organization? Which sites have priority (based on followers) Tell what you know when you know it Proactive vs. reactive participation Be transparent/ don’t misrepresent

  28. Social Media Policy Don’t share trade secrets or confidential information (FERPA, HIPAA) Don’t share it online if you wouldn’t want to read it in the newspaper Don’t confuse personal & professional use Don’t exaggerate Remember – nothing online is private

  29. Monitor the conversation • Twitter, Facebook & the Blogosphere • Comments on media websites • Wikipedia • Watch for “influentials” • Respond quickly – even if it’s to promise an answer when you can • Clarify – don’t ignore misinformation

  30. Protect Your Reputation • Sign up for accounts to avoid “Brandjacking” • Choose a professional username • Namechk (http://namechk.com/) - an easy way to check if the user name you want is available on multiple sites

  31. Questions? www.crisiscommunications.com Sign up for our crisis comm e-newsletter: paynter@crisiscommunications.com

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