This document discusses best practices for dealing with enthusiastic social media aggregators and evaluating crisis communication strategies. It recommends spending time evaluating user sentiment and track histories to provide insightful information. It also suggests practicing thinking before posting updates, stressing public presence and updates, and conducting social media audits. The document outlines a timed simulation exercise where students independently construct messages and notes before receiving an updated situation to address PR, legal, ethical and cultural issues as a team. Real-life simulations would be reviewed by professionals and peers.

3. Digital
con+nues
to
grow
[credit:
WeAreSocial,
August
5,
2015,
retrieved
from
h<p://ow.ly/Qyhus]

6. BEST
RESEARCH
EVIDENCE
PROFESSIONAL
EXPERTISE
CLIENT
VALUES
*Freberg
et
al,
2013

8. • Spend
Ime
evaluaIng
users
/
senIment
/
track
history
of
users
who
are
enthusiasIc
aggregators.
• Use
data
to
provide
insighLul
informaIon.
• Showcase
best
pracIces
/
steps
to
take
to
deal
with
these
individuals
on
certain
plaLorms
[reporIng
/
etc].

10. • Evaluate
Iming
of
best
pracIces
+
discuss
in
class
about
the
opportuniIes
/
challenges
/
case
studies.
• Newsjacking
consequences
towards
reputaIon
discussions.
• PracIce
think
before
you
update
exercises
in
and
out
of
class.
• Stress
the
importance
of
public
viewing
and
presence
of
updates
[track
updates
and
conduct
an
SM
audit].
• Peer
evaluaIon
of
updates
and
audits
+
professional
evaluaIon
of
porLolio
and
presence
from
trusted
professionals.

19. Source:
Followerwonk
[free/paid
tool
for
TwiIer]èhIps://followerwonk.com/

22. • Timed
simulaIon
• Work
independently
for
first
part.
• Provide
overview
of
industry
24
hours
ahead
of
simulaIon
for
students.
• Similar
to
midterm
exam
with
three
parts.
• Provide
students
with
individual
assignments
at
first
[1
hr]
• Construct
messages
/
ethical
pracIces
/
note
of
legal
implicaIons
and
polices
/
audiences
/
strategies
• Turn
into
TurnItIn
or
SafeAssign
• Share
updated
situaIon
+
work
in
teams
• Have
to
address
PR,
legal,
ethical,
and
social/cultural
situaIons.
• Real-­‐life
simulaIon
• Review
from
professionals
+
colleagues
• Present
insights
and
reacIons/reflecIons
to
class
• Individual
and
peer-­‐evaluaIon
Crisis
CommunicaIon
SimulaIon
Exercise
[Freberg]
h<p://ow.ly/QyhyA

23. MEASUREMENT!
Identifying
networks/trends/
early warming
signs!
RAISING
QUESTIONS & NEW
PERSPECTIVES!
Brainstorming
ideas / policies /
potential issues!
TRANSLATING
DATA TO APPLIED
BEST PRACTICES!
Using tools to
detect trends &
insights!

24. EMBRACING
THOUGHT LEADERS!
!
SHARING NEW
LEGAL GUIDELINES
FOR CRISIS
PREPARATIONS!
SHARE RESOURCES
& IDEAS!
!
ETHICAL
PRINCIPLES AND
POLICIES!