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Global Fortune 100 Social Media Stats
• 84% of Fortune Global 100 companies use social media
• Twitter is the most popular channel, used by 77% of companies
• Use of Twitter has increased by 18% from 2009 to 2010
• Companies have an average of 5.8 Twitter accounts, up from 4.2 in 2010
Burson-Marsteller 2011 Global Social Media Check-up
Research Purpose• Apply Situational Crisis
Communication Theory (SCCT) and Discourse Renewal in an analysis of organizations’ responses to social media crises.
• Recommend 140-character response strategies
• Suggest social media policies to prepare and respond to social media crises more effectively
Crisis Communication Theories
• SCCT o Clusters: Victim, accidental, preventableo Response Strategies:
• Denial (attaching the accuser, denial, scapegoating)• Diminishment (excusing, justification)• Rebuilding (compensation, apology)• Bolstering (reminding, ingratiation, victimage)
o Most frequently used = Bolstering, denialo Most effective: Full apologyo Least effective: Denial
Crisis Communication Theories
• Discourse Renewalo Prospective focuso Opportunities o Provisional rather than strategic responses o Ethical communication, leadership
Social Media and Crisis Management
• Dialogic nature of blogs and Twitter• Influencers’ roles in covering crises• Twitter leads to less negative
reactions than blogs and newspapers• Twitter users more likely to have
secondary reactions (word-of-mouth)• Twitter users less likely to boycott
organization
Method• In-depth interviews with
9 public relations, social media professionals
• Consulting, agency, nonprofit, and for-profit experience
• On Twitter since early 2008
Social Media Crises• Four “perpetrators”
o Employeeo C-Level Executiveo Agency of Recordo Spokesperson
Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd
@RedCrossFebruary 15, 2011
Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd
@RedCrossFebruary 15, 2011
We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys
@RedCrossFebruary 16, 2011
Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC
@KennethColeFebruary 13, 2011
Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC
@KennethColeFebruary 13, 2011
Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment – KC
@KennethColeFebruary 13, 2011
I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
@ChryslerAutosMarch 9, 2011
I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
@ChryslerAutosMarch 9, 2011
Our apologies – our account was compromised earlier today. We are taking steps to resolve it.
@ChryslerAutosMarch 9, 2011
Japan called me. They said “maybe those jokes are a hit in the US, but over here, they’re all sinking”
March 12, 2011
Japan is really advanced. They don’t go to the beach. The beach comes to them.
@RealGilbert March 13, 2011
I meant no disrespect, and my thoughts are with the victims and their families.
I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.
@RealGilbert March 15, 2011
I meant no disrespect, and my thoughts are with the victims and their families.
I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.
@RealGilbert March 15, 2011
Love that you want to be my new voice. But first I’m using it to ask for donations to the Red Cross for Japan. www.redcross.org/donate
@aflacduckMarch 15, 2011
Results• RQ1: What type of crises did
the organizations experience due their actions on Twitter?o Accidental caused by improper
use of technology and insufficient social media training
o New cluster: Inevitable
Results• RQ2: What type of crisis response
strategies do crisis communications professionals believe the organizations employed via Twitter?o Apology used most often in combination with
other approachesFull apology, discourse renewalApology from spokesperson, bolstering (ingratiation) and discourse renewalApology and denial (scapegoat)Apology and diminishment(excuse)
Results• RQ3: Which organization’s crisis response
strategies are perceived to be most effective on Twitter by crisis communications professionals?
Acknowledged, apologized, moved forwardCharacteristics of discourse renewal!
Mislead, denied, contradicted, condescended, lost opportunity
o New response strategy: Humor
LOL
Results• RQ4: What situational factors
influence professionals’ perceptions of which strategies are most effective?o Perpetrator: Employees can make mistakes, CEOs cannoto Context is King: Sensibility, tacto Timing: 24 hour magic windowo Type of organizationo Nothing on use of hashtags, links or other Twitter features
Implications• Best social media crises
response strategies• Role of discourse renewal• Need for technical social
media training• Preparing for the inevitable
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