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Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

Slides for class on the role of social media in contemporary crisis communication.

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Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

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  1. Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption Using Social Media for Crisis Communication #ashtag

  2. Types of Crises

  3. self-provoked crisis

  4. self-provoked crisis smoldering crisis

  5. self-provoked crisis smoldering crisis malicious attack

  6. self-provoked crisis smoldering crisis organized attack malicious attack

  7. Natural Disaster unpredictable but known risk

  8. ?

  9. lack of information ?

  10. lack of information + short decision time ?

  11. lack of information + short decision time = ? lots of uncertainty

  12. lack of information + short decision time Public motivated to reduce uncertainty = ? lots of uncertainty Uncertainty avoidance leads to increased info seeking Response in first 24 hrs determines success Need for good crisis communication

  13. “ Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community. All that’s required to ignite a negative firestorm is a spark from a single voice or an organized congregation. - Brian Solis “

  14. Crisis Communication 101 • Put the public first • Take responsibility for solving the problem • Be honest • Monitor news coverage & telephone inquiries • Never say “No comment” • Provide a constant flow of info • Communicate with key publics • Be accessible

  15. Call centers can’t handle that many requests: Need for alternative communication method

  16. 5 Cs of effective crisis comm. • Concern • Clarity • Control • Confidence • Competence

  17. Defense Offense (accomodating)

  18. Defense Offense (accomodating) • Attack accuser • Deny crisis • Excuse

  19. Defense Offense (accomodating) • Attack accuser • Ingratiation: appease • Deny crisis • Corrective action • Excuse • Full apology

  20. How are airlines dealing with this crisis Work in pairs • Pick one airline • Check their social media sites

  21. Video message from CEO & President

  22. Q&A tab added to Facebook page

  23. Proactive post

  24. No #ashtag hashtag

  25. #ashtag hashtag caught on Not all airlines used #ashtag though

  26. Keeping publics updated even when there is no new info

  27. Minimizing responsibility for crisis - putting it in perspective

  28. Shifting blame?

  29. How stranded travelers are using Social Media to Cope #getmehome #roadshare #putmeup

  30. #getmehome

  31. Crowdsharing rides home

  32. #putmeup

  33. Aggregation Live blog on Tnooz: Included official Twitter accounts from a string of airlines and other organisations

  34. Facebook group for stranded travelers

  35. Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew

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