Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

Crisis CommunicationUsing Social Media for

#ashtag

Types of Crises

self-provoked crisis

smoldering crisisself-provoked crisis

smoldering crisisself-provoked crisis

malicious attack

smoldering crisisself-provoked crisis

malicious attack

organized attack

Natural Disasterunpredictable but known risk

?

?lack of information

?lack of information short decision time+

?lack of information short decision time+ lots of uncertainty=

?Public motivated to reduce uncertainty

Uncertainty avoidance leads to increased info seeking

Response in first 24 hrs determines success

Need for good crisis communication

lack of information short decision time+ lots of uncertainty=

Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community.

All that’s required to ignite a negative firestorm is a spark from a single voice or an organized congregation. - Brian Solis

“

“

• Put the public first

• Take responsibility for solving the problem

• Be honest

• Monitor news coverage & telephone inquiries

• Never say “No comment”

• Provide a constant flow of info

• Communicate with key publics

• Be accessible

Crisis Communication 101

Call centers can’t handle that many requests:Need for alternative communication method

• Concern

• Clarity

• Control

• Confidence

• Competence

of effective crisis comm.5Cs

Defense Offense (accomodating)

• Attack accuser

• Deny crisis

• Excuse

Defense Offense (accomodating)

• Attack accuser

• Deny crisis

• Excuse

• Ingratiation: appease

• Corrective action

• Full apology

Defense Offense (accomodating)

How are airlines dealing

with this crisisWork in pairs • Pick one airline • Check their social media sites

Video message from CEO & President

Q&A tab added to Facebook page

Proactive post

No #ashtag hashtag

#ashtag hashtag caught onNot all airlines used #ashtag though

Keeping publics updated even when there is no new info

Minimizing responsibility for crisis - putting it in perspective

Shifting blame?

How stranded travelers are usingSocial Media to Cope#getmehome #roadshare #putmeup

#getmehome

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#putmeup

AggregationLive blog on Tnooz: Included official Twitter accounts from a string of airlines and other organisations

Facebook group for stranded travelers

Credits:Dr. Corinne WeisgerberSt. Edward’s University

Blog: http://socialmediaprclass.blogspot.comEmail: corinnew@stedwards.edu

Twitter: @corinnew