5th annual social media law conference

April 15, 2023

Discover Create ConnectThe Social Web + Crisis 5th Annual Social Media Law ConferenceJune 8, 2015, Toronto

Negative sentiment posted on social by a user that requires a reaction from the company

Social Media Issue

A negative social media issue that is amplified broadly and receives online and offline media attention

Social Media Crisis

Retain or recover:

1. Corporate reputation

2. License to operate

3. Social license to

operate

SM Crisis + Issue Management

Social Web Issues | Crises

Fast + furious + formidable

6

The social web makes issues more frequent

and potentially damaging for

reputation

Features of the social web issue/crisis

Presumption of guilt

Expectation for empathy

Information Asymmetry

Lack of context

Scope, scale and reach are broad and deep

ImmediateIntense

The Social Web Issues | Crises

Usually our own fault

“Nothing is funnier than unhappiness, I grant you that. Yes, yes, it’s the most comical thing in the world.”

Samuel Beckett

Why do they do this shit?????

Why do they do this shit?????

Reddit meltdown

An ‘AMA that went sideways for a politician . . .

http://www.dailydot.com/politics/paul-alves-toronto-ama-rob-ford/

Smucker’s smacked

Removing comments opposing its stand on GMOs from its Facebook page . . .

#hashtag #fail

Trying to highjack a hashtag . . .what were they thinking?

#hashtag #fail — 2

Seaworld sinks fast with ill-advised #AskSeaWorld

Even emojis can be minefields

Apple releases new ‘diverse’ emojis . . . what were they thinking?

Oh politicians . . . .

Rand Paul’s website becomes Twitter target

And magazine editors . . . .

Is insensitivity endemic in publishing world (Think Justine Sacco)?

And just plain lame

Sometimes brands are lucky their silliness only causes groans . . .

Risk Management | Risk Mitigation

Success isn’t that tough

Not a good strategy

How you respond will affect. . . ReputationMarketing strategyCustomer confidenceTrust

Successful social risk mitigation requires:

1. Listening

2. Knowing social ‘rules’

3. Understanding the social context

4. Being willing to make quick decisions

5. Being comfortable with chaos

6. Having patience to wait out the worst

7. Defining clear rules of engagement

8. Helping executives understand social

April 15, 2023

Surviving

Be human | be creative

Timeliness

“Dance first. Think later. It’s the natural order.”

Samuel Beckett

Responsiveness (Listen and Inform)

“Words are all we have.”

Samuel Beckett

Remove Offense

“Out, damn’d spot! Out, I say!—One; two: Why, then ‘tis time to do’t”

Macbeth, Shakespeare

Sincerity, Honesty, Apology

“The fool doth think he is wise, but the wise man knows himself to be a fool.”

As You Like It, Shakespeare

“Never ruin an apology with an excuse.”

Benjamin Franklin

Address Misinformation

“In the landscape of extinction, precision is next to godliness.”

Samuel Beckett

Commit to a fix

“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.”

Samuel Beckett

Be human

“The fault, dear Brutus, is not in our stars but in ourselves.”

Julius Caesar, Shakespeare

Talk and show

“Love looks not with the eyes but with the mind.”

Midsummer Night’s Dream, Shakespeare

Are you ready?

Understand Twitter Instagram

Facebook Snapchat

Establish policies and protocols

before you need them

Learn social dynamics

Have your own platforms

April 15, 2023

Boyd NeilSVP and Senior Digital Strategist

www.boydneil.com@boydneil

416.413.4626boyd.neil@hkstrategies.ca

Graphics thanks to http://blog.hubspot.com/marketing/75-free-stock-photos-im-ht