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Andrew Careaga
Andrew Careaga

This document discusses crisis communications strategies in the age of social media. It recommends that institutions: 1) Conduct a SWOT analysis to understand their online strengths, weaknesses, opportunities, and threats; 2) Fill any gaps in skills or staff needed to effectively manage their online reputation; 3) Become proficient with relevant social media tools and platforms; and 4) Develop a plan to proactively monitor and respond to discussions about the institution online. The goal is to improve reputation management and crisis response in a networked world where information spreads rapidly.

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Crisis communications in a networked world CASE District VI Conference || Jan. 14, 2007 || Denver Andrew Careaga || Director of Communications Missouri University of Science and Technology [email_address] || www.mst.edu
Reputation management online ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lessons from Virginia Tech Spike in web traffic Page views Source: Michael Dame, director of web services, Virginia Tech, “ From the Inside Out: Lessons Learned in Crisis Web Communications After the Virginia Tech Tragedy,” HigherEdExperts.com webinar, July 10, 2007 687% 1,019,966 129,544 % change April 16, 2007 Avg. Monday 1087% 2,294,687 193,258 % change April 16, 2007 Avg. Monday
‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )
Disintermediation Eliminating the middleman
‘ Don’t tase me, bro!’ 2,238,930 views 27,599 comments
‘ Can’t tase this’ 1,008,097 views 2,596 comments
So what?
Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
The rise of citizen journalism OhMyNews.com Every Citizen Is A Reporter 47,000 registered citizen reporters more than 2,500 stories a day 600,000 daily readers
 
 
Citizen journalism: StumbleUpon Founded 2001 2006 membership: 1 million 2007 membership: 4 million May 2007: Purchased by eBay for $75 million
Blogs as news sources ,[object Object],[object Object],[object Object],[object Object],Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
Traditional media: losing ground – and credibility ,[object Object],55% said bloggers are important to the future of American journalism 74% said citizen journalism will play a vital role Source: We Media/Zogby Interactive survey, reported in Advertising Age, “Who blogs? Odds are marketers have no idea,” June 4, 2007 ( www.adage.com/digital/article?article_id =116998 )
Social media: gaining ground – and credibility ,[object Object],90% of Internet users “moderately” or “highly” trust information from online acquaintances 4% “highly” trust information from vendors or advertisers Source: PowerReviews and Faves.com research, reported by Elisabeth A. Sullivan in “Be Sociable,” Marketing News , Jan. 15, 2008
Twitter - 500,000 ‘microbloggers’
Online video: we like to watch Source: comScore Media Metrix 7.2 billion 136 million Sept. 2007 2.5 billion 123 million Jan. 2007 Videos watched Viewers Online video stats
Social networks: Catalysts for activism?
Social networks: Catalysts for activism?
Social networks: Catalysts for activism?
An example close to home
An example close to home
‘Sudden jihad syndrome’ ‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
‘Sudden jihad syndrome’ ‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
Other online reactions
Other online reactions
How to prepare? 4 steps ,[object Object],[object Object],[object Object],[object Object]
Step 1: start with a SWOT ,[object Object],[object Object],[object Object],[object Object]
Web-ready SWOT analysis: Missouri S&T Local paper’s open forum online Local colunnist/blogger Students’ user-generated video on YouTube Blogging platform for emergencies IT bloggers can assist Incorp social media into plan Get to know local soc media Explore Facebook culture Threats Opportunities CMS issues Mass notif system new, untested Crisis plan doesn’t take social media into account Not familiar w/ local bloggers Not Facebook-savvy Solid crisis comm experience Experienced bloggers One savvy podcaster Monitoring social media Good IT relations Good media relations Weaknesses Strengths
Step 2: fill in the gaps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 3: get tech-savvy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Have you met your Wikipedia editor? ,[object Object]
Step 4: get tech-ready ,[object Object],[object Object],[object Object]
Monitoring online reputation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
 
 
 
What’s your del.icio.us reputation
 
 
Don’t overlook these sites CampusDirt.com
Don’t overlook these sites StudentsReview.com
 
Responding to online media ,[object Object],[object Object],[object Object],[object Object],Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
 
Dalhousie University’s response
Measuring online reputation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Getting your story out ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blogging about controversial issues
Get the right tools and people ,[object Object],[object Object],[object Object],[object Object],[object Object]
In summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 

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Casevi Crisis Comm

  • 1. Crisis communications in a networked world CASE District VI Conference || Jan. 14, 2007 || Denver Andrew Careaga || Director of Communications Missouri University of Science and Technology [email_address] || www.mst.edu
  • 2.
  • 3. Lessons from Virginia Tech Spike in web traffic Page views Source: Michael Dame, director of web services, Virginia Tech, “ From the Inside Out: Lessons Learned in Crisis Web Communications After the Virginia Tech Tragedy,” HigherEdExperts.com webinar, July 10, 2007 687% 1,019,966 129,544 % change April 16, 2007 Avg. Monday 1087% 2,294,687 193,258 % change April 16, 2007 Avg. Monday
  • 4. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )
  • 6. ‘ Don’t tase me, bro!’ 2,238,930 views 27,599 comments
  • 7. ‘ Can’t tase this’ 1,008,097 views 2,596 comments
  • 9. Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
  • 10. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
  • 11. The rise of citizen journalism OhMyNews.com Every Citizen Is A Reporter 47,000 registered citizen reporters more than 2,500 stories a day 600,000 daily readers
  • 12.  
  • 13.  
  • 14. Citizen journalism: StumbleUpon Founded 2001 2006 membership: 1 million 2007 membership: 4 million May 2007: Purchased by eBay for $75 million
  • 15.
  • 16. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )
  • 17. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
  • 18.
  • 19.
  • 20. Twitter - 500,000 ‘microbloggers’
  • 21. Online video: we like to watch Source: comScore Media Metrix 7.2 billion 136 million Sept. 2007 2.5 billion 123 million Jan. 2007 Videos watched Viewers Online video stats
  • 22. Social networks: Catalysts for activism?
  • 23. Social networks: Catalysts for activism?
  • 24. Social networks: Catalysts for activism?
  • 25. An example close to home
  • 26. An example close to home
  • 27. ‘Sudden jihad syndrome’ ‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
  • 28. ‘Sudden jihad syndrome’ ‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
  • 31.
  • 32.
  • 33. Web-ready SWOT analysis: Missouri S&T Local paper’s open forum online Local colunnist/blogger Students’ user-generated video on YouTube Blogging platform for emergencies IT bloggers can assist Incorp social media into plan Get to know local soc media Explore Facebook culture Threats Opportunities CMS issues Mass notif system new, untested Crisis plan doesn’t take social media into account Not familiar w/ local bloggers Not Facebook-savvy Solid crisis comm experience Experienced bloggers One savvy podcaster Monitoring social media Good IT relations Good media relations Weaknesses Strengths
  • 34.
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  • 44.  
  • 45.  
  • 46.  
  • 48.  
  • 49.  
  • 50. Don’t overlook these sites CampusDirt.com
  • 51. Don’t overlook these sites StudentsReview.com
  • 52.  
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  • 61.