Social Media Crisis Response, Lori Miller WHNT News 19
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A presentation made at Strategy2014, a social media conference in Huntsville Alabama on March 11, 2014
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Social Media Crisis Response, Lori Miller WHNT News 19
- 1. Lori Miller WHNT News 19 @lorimillerwhnt SOCIAL MEDIA CRISIS RESPONSE Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher- 135888688
- 3. @lorimillerwhnt Plan Assign Train Watch Respond Update Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire- Extinguisher-135888688 Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 4. PLAN
- 8. What keeps you up at night?
- 9. hoax talent and hoax station accounts website failure / server failure copyright infringement / litigation retransmission disagreements > blackouts, public name-calling, etc. FCC violations– contest material term breaches, public file violations, etc. contest legal challenges prize problems with contests or offers public outcry over commercial content breach of advertising contract billing issues publicity release violations for commercials accident at the station accident on location workplace violence protesters kidnapping / extortion invasion / station takeover non-employee illegal entry inappropriate social media post WHNT vs personal post accident open microphone accident on-air inappropriate release of behind scenes footage arrests – DUI, assault, drug possession, abuse talent termination legal issues - bankruptcy, breach of contract allegations of wrongdoing public grousing unprofessional behavior personal opinion affecting station objectivity error in reporting > slander / liable claims allegations of bias weather / reporting error > injury, damage incoming phone call error > injury, damage release of confidential information hacked WHNT accounts blocked access to WHNT accounts SCENARIOS Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 10. DECISION GUIDE
- 11. Things that Get Posts Deleted or Get People Banned from Facebook • Strong offensive language • Racism • Threats • Falsely identifying themselves as WHNT employees or charitable organizations • Endless self-promotion “We cut trees. Call us, our number is …” • Personal phone numbers “Call me, my number is …” (judgment call) • Explicit sexual innuendo POLICY EXAMPLES Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 12. Things We Don’t Necessarily Like, But We Tolerate: • Mild offensive language (hell, damn) • Mild name calling (“you idiot”) • References to other stations (even if frequent) • Negative comments about our station, coverage, mets “Oh no, [anchor] is lecturing again…” or “your team should be ashamed…you call this news?” • Combative, provocative or frequent off-topic comments “if you claim to be a Christian then you'd understand the concept of grace.” POLICY EXAMPLES “Use your best judgment, but lean toward tolerance.” Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 13. ASSIGN
- 15. Team Lead Spokesperson Media Queries / Log Web Lead Social Media Lead Monitoring Online Monitoring Broadcast External Writing (talking points, releases) Telephone Response Email Response TEAM RESPONSIBILITIES
- 16. TRAIN
- 17. To achieve great things, two things are needed -- a plan, and not quite enough time. Leonard Bernstein
- 18. THREE KEY ELEMENTS OF A DRILL POLICY: Does your policy specifically address this scenarios? How would we have responded differently? Have all employees seen the plan? Can everyone find it? PLANNING: Are the instructions clear? Did they start at the right place? What additional processes or policies would have helped? Do you list your partners and contact information? Could you respond within an hour? PEOPLE Do they understand the boundaries? Who slowed the process down? Did people stay within their roles? Do they lack useful skill sets? Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 19. WHNT created a Facebook page in August 2008. How might we handle things if this scenario happened today?
- 21. WATCH
- 22. WATCHRoutinely monitor for… Mentions Problems Successes Competitive maneuvers Identity theft Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 28. RESPOND
- 30. TEAM RESPONSIBILITIES - WEATHER EMAIL PHONES WEB-WX FACEBOOKTWITTER METRICSTICKER TEAM NEWS
- 31. • Don’t delay (“I don’t know” is still an answer) • Keep it human • Empathize • Keep it short • Reply with links to official statements • Clarify and correct misinformation • Use viewers first names • Take it offline if appropriate • Use subheads if scanning is important (disaster response) RESPONSE TACTICS Image by disable54 is liscensed under CC Share Alike - http://www.deviantart.com/art/Fire-Extinguisher-135888688
- 34. Keep your cool. Always.
- 35. UPDATE
- 37. NO EXCUSES Not in my job description No one’s asked me No one will let me I can’t get it approved I don’t have time I don’t have the experience
- 38. a PARTIAL UNAPPROVED plan is STILL BETTER than no plan at all.
- 39. Thank you Lori Miller Sales Marketing and Research Manager| WHNT News 19 lori.miller@whnt.com @lorimillerwhnt linkedin/in/blorimiller