The Social Media Crisis Response Plan – how to avert the next big #Fail via socialmediainfluence.com

1. Social Media Crisis Response Plan
Social media make crisis communications and reputation management more complex - whilst at the same time offering an
opportunity to improve an organization’s response strategy. This guide is a simple process to help communications profes-sionals
incorporate social media and digital communications into their crisis comms planning and response process.
ONLINE LISTENING
There’s a variety of listening tools.
They can give real- time reports on
what’s said about your organiza-tion,
who is talking and the general
tone (+ive/-ive etc.)
• Set clear monitoring objectives/
targets/parameters
• Set up ‘intelligent monitoring’ -
quality vs quantity
• Accept that issues will be
missed
• Refine over time
• Don’t discount your instincts;
software has limitations
RESOURCES
FREE
• Google Alerts/
Trends Google
search
• Bing
• SocialMention
• Wazzup
• Wikipedia
• Flickr
• Twitter Search
• Topsy
• Tweetscan
• Yelp
SUBSCRIPTION
• Lithium
• radian6
• BuzzMetrics
• Alterian
• Trackur
• Meltwater buzz
• Buzz Capture
• Hootesuite
• Market Sentinel
New services come and go; stay up-to-date! Do we have a problem?
ACTIVATE THE CRISIS TEAM
Activate a cross-functional team to speed up the
process of:
• Information gathering and analysis
• Information production
• Information dissemination
• Engagement
• Inquiry management and response Management -
Marketing - Communications - IT - Legal should be
part of or linked to the team
Do we need to respond, share information?
SHOTGUN OR SHARPSHOOT
Choose the channels that will reach your audiences di-rectly
or help spread information as widely as possible.
• Prepare for a conversation
• Cross-link and consider taking your message off-site
to where conversation is most active
• Help the crowd help you
• Be pro-active and re-active
Are people finding our information?
HOTWASH
Use SEO tactics (yes, even when
bad news strikes) and measure-ment
tools to understand how
information flowed.
• Identify improvements
• Remember: search engine
preference differs by
country
ADJUST
Use SEO and measurement tools
to understand info flow.
• Identify gapts
• Set clear targets/objectives
• Communicate learnings
• Recalibrate your 4 P’s
YES
NO
YES
YES NO
See our decision
tree for evaluation-response
options
RESOURCES
4 P’s
• POLICIES - already agreed
• PLANS - established and tested
• PLATFORMS - identified and integrated
• PEOPLE - trained
RESOURCES
• Blog
• Google+
• Twitter
• YouTube
• Facebook
• Quora
• PIER Systems
• Website
• Ushahidi
RESOURCES
• Google Adwords
• Google Insights
• Google Trends
• Google Analytics
• Yandex
• Rakuten
• Baidu
• Weibo
SEO* Tactics
*Search Engine Optimization
For more info on our social media crisis communications training & workshops: http://bit.ly/oE8kU0