Social media for crisis communications

The role of social media Role of social media IGNITE AMPLIFY DEEPEN SUSTAIN... Social deepens reputation damage © 2015 CPC & Associates Ltd... All rights reserved 10... All rights reserv

SOCIAL MEDIA

COMMUNICATIONS

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1 Changing crisis landscape

New crisis triggers

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The role of social media

Role of social media

IGNITE AMPLIFY DEEPEN SUSTAIN

Social deepens reputation damage

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• Can strike from anywhere

• Harder to manage

• Shorter & sharper

• Travel faster & further

• Stay longer

Crisis challenges

Harder to manage

Source: Burson-Marsteller, 2013

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More rumours & misinformation

Need for dialogue

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• Consumer goods & services

• Energy & natural resources

• Professional/local services

• Financial services

• Internet & e-commerce

• Government

• High profile individuals

Who’s most at risk?

1 Changing crisis landscape

• Recognise the issue

• Acknowledge the urgency of the situation

• Demonstrate it is being taken seriously

• Express empathy for those affected

Move fast – Holding statement

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Establish the right tone

CONCERN COMMITMENT

CONTROL CONFIDENCE COMPETENCE

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1 Move fast

Rebut rumours & misinformation

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1 Move fast

Tell your story convincingly

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Apologise on Twitter

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1 Changing crisis landscape

2 Responding to a crisis

3 Preparing for a crisis

Agenda

4 Develop plan & protocols

• Crisis & issues definitions

• Goals & measurement

• Online stakeholders & influencers

• Policies & protocols

• Content, channels & tools

• Team & R&Rs

• Contacts

Social media crisis communications plan

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2 Listen to audiences

Identify online threats

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Assess impact

High likelihood, low impact

SEVERE

High likelihood, high impact

LOW

Low likelihood, low impact

HIGH

Low likelihood, high impact

-

LIK ELI H O O

D +

- IMPACT +

Prioritise actions

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Severe • Allegations of corruption amongst a firm’s senior leadership

• External leak about serious and unexplained injuries to employees at work

• Threat of legal action by a major investor over the accuracy of a firm’s financial statements

Significant • Escalating allegations of use of child labor amongst a company’s suppliers

• Community protests about local environmental damage

• Campaign by a global NGO to boycott a company’s products

Moderate • An escalating online rumor about a controversial product ingredient

• A public complaint about a faulty product by a celebrity customer

• A backlash to an unexpected price increase or brand marketing campaign

Low • Known though uncontroversial concerns about a product circulating online

• Negative online feedback to a media article on employee compensation

• A one-off complaint on Facebook by a customer about poor quality product packaging

Crisis/issue categories

MODERATE SEVERE CRITICAL

• An escalating online rumor

about a controversial

product ingredient

• A public complaint about a

faulty product by a celebrity

• External leak about serious and unexplained injuries to

employees at work

• Threat of legal action by a major investor over the accuracy of a firm’s financial statements

• Extensive breach of customer data

• Kidnapping of an employee

• Major damage to a firm’s physical assets during an earthquake or terrorist operation

• Platform manager, Listening

2 Listen to audiences

• Develop & evaluate social media programs

• Listen to analyse online discussions

• Manage online discussions

• Develop & distribute content

• Create & manage online advertising

Social media crisis team: Skills

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7 steps to crisis readiness

• Create & train team

• Prepare content & channels

• Build relationships

Beyond the plan

COMMENTS?

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