8 steps to manage a social media crisis
Post on 20-Aug-2015
45.300 Views
Preview:
TRANSCRIPT
SOCIAL ACCELERATORS
8 Steps to Managing a Social Media Crisis
The most important presentation you’ll probably never need.
3 Characteristics of a Social Media Crisis:
Information AsymmetryDecisive Change From the NormMaterial Business Impact
Acknowledge
First response from company should be “we know”Slows the flood of “hey company, did you
know?” messages.
Do this immediately, even if you have little additional information at the time.
Fight Fire With Water
Respond first wherever the crisis brokeThen respond in all other venuesIt’s imperative that you have established social presences on all outposts, even if you don’t routinely use them.
Are you ready for a Pinterest crisis? (it could happen)
Do you have a list of all blogs and blog authors that cover your category?
We Forgive
Mike TysonMichael JordanBill ClintonRichard NixonTylenolExxonTiger WoodsLindsay Lohan
Fastest Way to Be Forgiven is to be Truly Sorry.
Jim Joyce MLB Umpire Crisis
This isn’t a big call, this is a history call. And I kicked the !&%$ out of it. There’s nobody that feels worse than I do. I take pride in this job and I kicked the !&%$ out of that call and I took a perfect game away from that kid over there.
One Place to House All the Facts
Much easier to direct people to an updated crisis FAQ, then to answer every question via Twitter, Facebook, blog comment, and beyond.
Crisis FAQ IngredientsAcknowledgement of issueDetails about occurrencePhotos or videos, if availableHow the company found outWho was alerted, and howSpecific actions takenReal or potential effectsSteps taken to prevent future occurrenceContact information for real people at the company
Enable Subscription to Your Crisis FAQ
RSS
SMS
To be notified when this FAQ is updated, please provide your email address or mobile phone number.“ ”
Ground You Control
People want to ventThe BEST case scenario is that they do so on a venue you manage and controlIt is imperative that you proactively open a channel for dialog (even negative)If you do not, other venues that you do not control will serve that role
Also keeps most conversations in a single place – easier to track
Early warning detection for new crisis dimensions
Gives customers a place to come to your defense (sometimes)
Crisis is a Spectator Sport
It’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you via email or phone
Gives them an option
You’re see as extending that option
Rule of 3: Never send a third reply. At that point, take it offline
All Employees are Spokespeople
The “official” channel is irrelevantYour employees’ occupation is listed on their social profilesCall centers are for suckers, people will reach out to any/all employees for answersYou must have a mechanism for keeping all employees informed during a crisis
Email?SMS?Internal, private blog?Yammer (or similar)?
Call Centers are for Suckers
For Kashi crisis info, will customers wait for “official” response, or contact one of the 5,985 employees on Linkedin?
Reconstruct and Deconstruct
Document every element of the crisisMake copies of all tweets, status updates,
YouTube comments, blog comments, etc.Make copies of all emailsAnalyze website traffic patternsAnalyze search dataWhich venue came first, and when?
How Did You Do?
How did internal notification work?How did response work?Did specific customers rise to your defense? (thank them)Were your employees informed?How did the online impact interact with offline coverage?
When Good Email Goes Bad
Saturday afternoon email snafu, sending 10+ emails to each customerCommunity manager noticed spike in Twitter mentionsContacted supervisor at home, and internal email teamInitially, answered with “yes, we know”Saturday customer support staffing was light, creating long hold times and email response times
When Good Email Goes Bad
Cause determinedCompany-wide email sent to all employeesHome page apology from CEO
Opened comments87 comments left, many positive
12 team members involved in crisis response, on a SaturdayWithin 6 hours, ship righted
top related