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Granarolo social media crisis plan
1. GRANAROLO
SOCIAL
MEDIA
CRISIS
Alberto
D’Autilia
-‐
Luca
Flamini
-‐
Federico
Oliveri
Giulia
Pozzi
-‐
Maria
Virginia
Sgargi
2. “By
failing
to
prepare,
you
are
preparing
to
fail.”
Benjamin
Franklin
3. 1
INTRO
l
Online
crisis
communication
&
key
data
l
Crisis
plan
l
Do
and
Don't
!
2
THE
CASE
l
Overview
l
Social
media
SWOT
analysis
l
Authority
activity
l
Keywords
!
3
ACTION
PLAN
l
Main
goals
l
Campaign
l
Training
&
preparation
ROAD
MAP
4. SOCIAL
MEDIA
CRISIS
“A
social
media
crisis
is
a
set
of
problems
born
online
or
which
are
amplified
by
social
media
therefore
generating
a
negative
coverage
which
is
made
by
the
traditional
media.
This
could
bring
about
loss
both
financially
and
in
credibility.”
(Vincenzo
Cosenza,
Social
Media
ROI)
9. DO
AND
DON’T
Ê News
and
negative
comments
monitoring
Ê Reverse
SEO
Ê Real
time
acting
Ê Be
honest
and
transparent
Ê Internal
communications
Ê Defining
policies,
procedures
and
community
rules
Ê Identify
who
will
be
responsible
Ê Training
to
face
different
scenarios
Ê Alert,
asses
and
act
Ê Craft
best
practice
responses
Ê
Lack
of
emphaty
and
aggressive
reactions
Ê
Focusing
just
on
legal
and
scientific
perspectives
Ê
Censorship
attitude
Ê
Avoiding
to
apoligise
whenever
the
brand
is
at
fault
Ê
Don’t
have
a
crisis
plan
and
a
clear
corporate
purpose
Ê
‘Stock’
responses
14. 14
Ê alberto.dautilia90@gmail.com
Ê luca.flamini91@gmail.com
Ê federicooliveri.fo@gmail.com
Ê giulia.pozzi89@gmail.com
Ê virgisgargi@gmail.com
AND
…
If
you
are
interested
in
our
work,
please
contact
us
to
have
the
full
version