Think Before You Tweet: Crisis Communications in an Era of Got to Have Information

New York, Oct. 26, 2011 Think Before You Tweet Crisis Communications in an Era of Got-to-Have Information

http://adage.com/article/adages/kenneth-cole-tweets-egypt/148643/ How a Social Media Crisis Begins

1. Don’t panic
2. Assess the situation
3. Go to your social media policy
4. Quickly assemble response team
Swift Backlash — What Do You Do?

Case Study #1: The Melting Pot

Team Member Chatter

@TheMeltingPot. Restaurant’s dead. Thank God Gray’s Anatomy comes on tonight.
Working at The Melting Pot all weekend.. by the end of next week I will more than likely be down to 1 job. #fXXXthefoodserviceindustry
Back to The Melting Pot. because 12.5 hours yesterday wasn’t enough.
Ugh just got a w2 from The Melting Pot and now I owe 65 dollars in taxes instead of 35. Fml
im working at The Melting Pot... Appears to be a slow night
Deadly slow night at The Melting Pot... Queue bird chirping.
SM Team Member Chatter

I went to the X Melting Pot on Sunset last night. Service was slower than usual and they charge almost double for the food now, everything is ala carte and there is so much less food than you used to get. I thought restaurants tried to attract people during rough economic times? I have been going every 3 - 6 months for the last 15 years but I am so disappointed I don't think I will ever go back.
@themeltingpot RUINED my Valentine's day! Was my favorite restaurant but now won't go to @themeltingpot again!! Sad and angry.
#themeltingpot is OVERRATED! $170 dinner for 2 w/no drinks n u cook ur own meat. wtf?! #fail #neveragain
SM Guest Recovery

Crisis: Burn Situation

@wyattXXXX: Resting and getting over this food poisoning... I should have cooked my meat longer last night at the Melting Pot. Crisis: Food Borne Illness

Case Study #2: PRSA

http://adage.com/article/adages/kenneth-cole-tweets-egypt/148643/ Challenge: Managing Crises for PR Industry

http://www.usatoday.com/money/media/2011-05-06-google_n.htm?loc=interstitialskip http://bits.blogs.nytimes.com/2011/05/12/facebook-seeks-to-downplay-campaign-against-google/?ref=technology http://paidcontent.org/article/419-who-bungled-attempt-to-plant-an-anti-google-privacy-story-its-facebook/ Facebook Smear Campaign

http://www.prdaily.com/Main/Articles/PRSA_chairCEO_weighs_in_on_BursonMarsteller_ethics_8232.aspx PRSA Response

Case Study #3: JetBlue Airways

Steven Slater
Flight attendant who grabbed two beers, popped the emergency slide and exited the aircraft (and his career) in spectacular fashion
Crisis Example #1

Hard landing in Sacramento
Crisis Example #2

Hurricane Irene —
preparation for
customers
Crisis Example #3

Organization of monitoring team
What actions and response should they take?
Time frame to make responses?
Convincing business to support rapid social media response
Get Organized … Fast!

Using social media as early warning system
Influencing traditional/mainstream media coverage through effective social media
Using Social Media Effectively

1. Have a team in place 2. Designate monitors and responders 3. Proper procedures 4. Taking action 5. Handling the crisis 6. Post-crisis review Be Prepared For a Twitter Crisi s

Designated monitors and responders
Make fast assessments of tweets and developing conversations
Communications team
Notify monitoring team of existing blogger, reporter and online influencer relationships
Legal
Ready to provide responders with quick message approvals
Marketing departments
Notify monitoring team of marketing initiatives and product launch
Human Resources
Work with responders when the concerning conversation came from an employee
Have a Team in Place

These people must be familiar with social media AND your organization / industry
Monitors:
Listening to brand and industry conversations
Identify and follow key influencers
Bloggers
Twitters
Reporters
Flag and categorize concerning conversations
Notify responder
Monitor conversation’s viral-ability for 72 hours
Record and report
Responders:
Crafts or uses company messages
Responds to concerning conversations
Understands channel / community rules
Conducts online and off-line conversations with influencer
Works with Monitoring Team to watch conversation pulse
Designate Monitors and Responders

Develop a watch list of topics to monitor – evolves over time
Brand and product names
Industry terms and competitors
Influencers with high-authority
Policies or issues
Establish a way to report tweets and developing conversations
Standard email address, via Intranet online form
Notices should be tiered, with guidance on necessary response time
Use tools to monitor conversations and track responses:
The power of the tool lies with the person using the tool and making the assessments.
Proper Procedures

Evaluate each tweet
What is their perceived authority on the topic? Does it matter?
How many followers – and who are the followers?
Are they utilizing other online channels? If so, what is their audience in those venues?
Do they have a previous “track record” with your company or brand?
Take nothing for granted
Is the concern viral in nature? Is it shocking, relatable or real?
Does it encourage sharing? Does it prompt others to act?
Tracking
Determine if the conversation is growing or appears to be contained.
If it is gaining momentum, what is the quantity and frequency of conversations?
Taking Action

Response considerations:
Is the concern valid?
Is another influencer or third-party already correctly and factually addressing the concern?
Is this a concern that can be addressed through a response or does it necessitate a real-world action?
Is this a concern that the company or brand wants to address publically?
When is your target audience active online?
How quickly can you respond?
Can you respond with an acknowledgement prior to the final answer?
Handling the Crisis

Keep a detailed record of your responses and the resulting conversation
Conduct a sentiment analysis
Determine when sentiment began to level off to pre-crisis levels
Identify the factors / responses that resulted in the sentiment swing
Determine if you want to maintain an ongoing relationship with the influencer
Do they have significant reach online?
Do they have a perceived level of high authority?
Do they regularly post about a topic related to your company or brand?
Do they reach your core audience(s)?
Is there someone internally who will commit to owning the relationship and is enabled to respond and provide answers?
Post-Crisis Review

Questions? Thank You!

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Think Before You Tweet: Crisis Communications in an Era of Got to Have Information

de Public Relations Society of America le 28 octobre 2011

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Think Before You Tweet: Crisis Communications in an Era of Got to Have Information Presentation Transcript