Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media:...

Social Media: Tips for Brand Management and Crisis Management

Johanna Wilbert, Partner

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SOCIAL MEDIA: Tips for Brand Management and CrisisPresented by: Johanna Wilbert, Partner

Why does it matter?

Social Media Impacts Brand Value

Celebrity Images

Jordan Awarded $8.9 Million

Co-brand With Permission

Invasion of Privacy

FTC Recommends Disclosure

• "Determining whether followers are aware of a relationship could be tricky in many cases, so we recommend disclosure."

• Disclosure can be accomplished through post language or the inclusion of hashtags, for example:• #ad

• #sponsored

• #promotion

Reactvertise With Care

Handling Real Time Advertising

• In his Academy Award acceptance speech actor Matthew McConaughey referenced that his father was a Miller Lite beer drinker

• The Miller Lite team heard the reference and crafted the below response:

Handling Real Time Advertising

Top Tips

• Check hashtags for trademark use

• Evaluate celebrity right of publicity

• Blur or remove trademarks in images

• Disclosure of advertisement/sponsorship

• Evaluate scope of permission granted

• Obtain rights for background music used

• Consider rights of minors or customers

Before A Crisis Occurs

• Monitor social media

• Have a social media plan

• Prepare pre-approved statements

• Run a fire drill

• Respond to take down requests promptly

• Evaluate what standards to use for deleting or commenting

Have Mechanism to Stop

After A Crisis Occurs

• Respond in the venue where the crisis is

• Do not argue

• Document and preserve all related posts

• Acknowledge the issue

• Respond in a timely manner

• Consider alternative forum for follow up

• Change the narrative

Avoiding A Social Media Crisis

Rogue tweet from @RedCross:“Ryan found two more 4 bottle packs of Dogfish Head’s Midas

Touch beer . . . when we drink we do it right #gettngslizzerd”

Red Cross Avoided Fallout

• Acknowledged the problem

• Took action

• Stayed true to tone and message throughout

Questions?

Johanna WilbertMilwaukee Office(414) 277-5495johanna.wilbert@quarles.com

Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media:...

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