1) The document discusses crisis management strategies for social media crises. 2) It recommends being prepared, alert, and active in response. Being prepared includes training employees on social media policies and consolidating all social media accounts. 3) When a crisis occurs, it is important to acknowledge the issue, respond quickly on all relevant channels, apologize sincerely, create a fact sheet with details, and provide a way for people to vent their frustrations in a controlled manner.

1. Crisis
Management
with Social Media Marcus Ho
Director
(Client Leadership)

2. Crisis Management for Social Media
1A Identifying A Crisis

3. Sh$&t Happens

4. Social Media Crises Rising

5. ¾ of Social Media Crisis Could Have Been Averted

6. Identifying A Crisis

7. Characteristics of a Crisis
1. Information
asymmetry
2. Decisive change
3. Highly undesirable
outcome

9. 1
Crisis Management
1.1 Be All Ready
1.2 Be Alert
1.3 Be Active

10. Crisis Management for Social Media
All Ready
1.1 - Internal Alert Protocol
- Consolidate all social media
accounts
- Set social media policies
- Training

11. Internal Alert Protocol
Keep all contact info updated!

12. Consolidate All Social Media Accounts
Consolidate management of
social media accounts so that
as few people as possible hold
the password for your public
presences.

13. Set Social Media Policies
Every employee is a spokesperson.

14. Set Social Media Policies
Every policy (not more than 1 A4 page long) needs to have:
1. Act Responsibly
1. Act Responsibly
2. Affiliation Disclosure
2. Affiliation Disclosure
3. Welcome to discuss views about work, but make clear
3. Welcome to discuss views about work, but make clear
that views expressed are personal and not under
that views expressed are personal and not under
employer’s brand
employer’s brand
4. Set explicit policies for which kinds of online violations
4. Set explicit policies for which kinds of online violations
are grounds for termination
are grounds for termination

15. Set Social Media Policies
Every policy (not more than 1 A4 page long) needs to have:
1. NEVER disclose company confidential information
1. NEVER disclose company confidential information
2. Don’t say anything that compromises your impartiality
2. Don’t say anything that compromises your impartiality
3. Don’t criticize colleagues (HR depts should have proper
3. Don’t criticize colleagues (HR depts should have proper
channels)
channels)
For templates: Download from - http://bit.ly/hr-smpolicy

16. 5. Training
Train the entire
Train the entire
organization to understand
organization to understand
social media policies.
social media policies.

17. 5. Training

18. Crisis Management for Social Media
1.2 Be Alert
- Correctly set up your
listening tools
- Ensure they include HR
words

19. Correctly Setting up your Listening Tools
Make sure your social media monitoring covers HR keywords.
Particularly if you have a band with a higher volume of social
media mentions than you can completely review, set up and
monitor searches on your company name plus keywords like
"hired", "fired", "interviewed," or "layoff".

20. Correctly Setting up your Listening Tools
1) Who is listening?
1) Who is listening?
2) When?
2) When?
3) With what?
3) With what?

21. Crisis Management for Social Media
1.3 Be Active:
8 Must-Dos To
Survive a Social
Media Crisis

22. 1. Acknowledge
First response from the company
should be “We know.”
• This slows the flood of “hey
company” messages
• Do this immediately, even if
you have little or no
additional information

23. 2. Fight SM Fire with SM Water
1
1 Respond first Wherever the crisis is
Respond first Wherever the crisis is
2
2 Respond in all other channels
Respond in all other channels
Imperative that you have
Imperative that you have
3
3 established channels,
established channels,
even if not routinely active
even if not routinely active

24. 2. Fight SM Fire with SM Water
11,000 Facebook Shares Should Not Trigger YouTube Video

25. In a real-time world, speed matters!
Can you get a video
from your top
management online
within 4 hours?

26. 3. Be Sorry
Fastest way to
be forgiven is to
be truly sorry.
We’ve forgiven:
• Jack Neo
• SBS Transit
• OCBC Bank
• Workers’ Party
• KFC Malaysia
• BP

27. 3. Be Sorry
On behalf of KFC Malaysia, Im
KFC Malaysia extremely sorry for the distress
and concern that may have
undermined your trust and
support from thousands of
customers across Malaysia.
Please allow me to take this
opportunity to share more with
you about the situation and the
action that KFC has taken to
prevent it from happening
again.

28. 3. Be… Really Sorry

29. 3. Be… Really Sorry

30. 4. Create a Crisis Factsheet
One place to house all
the facts
Much easier to direct
people to a link than to
answer every tweet and
status update

31. 4. Create a Crisis Factsheet
Crisis FAQ should include:
• Acknowledgement of issue
• Details about occurrence, including date and time
• Photos or videos, if available
• How the company found out
• Who was alerted, and how
• Specific actions taken
• Real or potential effects
• Steps taken to prevent reoccurrence
• Contact information for real people at the company

32. 4. Create a Crisis Factsheet
Enable people to subscribe to updates
Via RSS Via Email Via SMS
“To be notified when updates are made to this FAQ
about <crisis>, please provide your email address or
mobile phone number.”

33. 5. Build a Pressure Relief Valve
People want to vent: Best case scenario
is venting on a venue you control
•Keeps most messaging in dedicated
location, rather than free-range across
social outposts
•Early warning detection for other crisis
dimensions and extensions
•Gives customers a place to come to
your defense

34. 5. Create a Pressure Relief Valve
This may be counterintuitive, but you
WANT people to vent on a venue you
control. Whether it’s your Facebook
page, blog, forum, or comments section
on your Crisis FAQ microsite, you want ire
to accumulate on your turf. There are four
benefits to this approach:
• It allows you to keep more of the
conversations about the crisis in a single
venue, making them easier to track.
• It’s an early warning detection system
for new dimensions of the crisis.
• It gives your customers an official
place to come to your defense
(sometimes).
• When your turf is the conversational
boxing ring, you set the rules

35. 6. Reverse SEO
Once a social media
crisis sparks, the public
will inevitably Google
either your employees’
names or your
organization. Either way,
you are able to influence
the page results through
influence of reverse SEO

36. 7. Learn Your Lessons
Document every element of the crisis
1. CREATE A CRISIS PORTFOLIO
Make copies of all
Make copies of all
••tweets
tweets
••status updates
status updates
••YouTube comments
YouTube comments
••blog comments
blog comments
••emails received (and voice mails, if possible)
emails received (and voice mails, if possible)

37. 7. Learn Your Lessons
2. ANALYZE
••Website traffic patterns
Website traffic patterns
••Search data: Which came first, and when?
Search data: Which came first, and when?
••How did internal notification work?
How did internal notification work?
••How did response work?
How did response work?
••Did specific customers rise to your defense? Thank them.
Did specific customers rise to your defense? Thank them.
••Were your employees adequately informed?
Were your employees adequately informed?
••How did the online and offline intersect?
How did the online and offline intersect?

38. 8. Communicate Internally
Treat the dismissal of any employee with a significant social
media following the way you would treat the dismissal of a
senior executive.
A B Communicate
Communicate
Plan Ahead
Plan Ahead
Internally
Internally
C Use Clear
Use Clear
D Continue to
Continue to
Language
Language listen
listen