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Everyone should prepare for the possibility that your organization could find itself in “crisis” at any time. The rate of news delivery has accelerated at the speed of light. Five to ten years ago, you had a 24-hour news cycle to plan for how to manage a crisis your company was involved in, now you have moments. Worse yet, you may be the last to know you’re in crisis!Every business, no matter how small, should have a plan in place. The smaller the company the more damage a crisis can do. One in five businesses are out of business within five years of a crisis.This broadcast will cover:1) How social media can help - even if you don't have a social media presence?2) What are the key components of crisis management plan?3) What impact you can expect for LinkedIn, Twitter and Facebook?
Citation preview
presented by
presents
Managing a Crisis, Socially
Key steps for effective use of
Social Media in your
Crisis Management Plan.
Kathy Hokunson
February 16, 2012
What is Crisis Management?
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Social Media & Crisis
According to Andrea Obston
1. Every company, no matter how large or small, should have
a Crisis Communication Plan.
2. During a crisis is NOT the time to build a social media
presence. You will be talking to no one.
Site-Seeker, Inc. 2011
No Social Media?
• Claim all branded handles – the good the bad and the ugly.
– Prevent the possibility of utilizing them to fuel the crisis.
• Learn to utilize social media monitoring tools:
– Tweetdeck
– Hootsuite
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Yes Social Media?
• Build community with not only prospects and clients, but also
journalists and media outlets that will be important when the
crisis starts.
• Engage with the community now, don’t wait until a crisis hits,
they won’t help you.
• Be creative and think outside of the box, who could help if you
needed it? Engage with them now.
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The 5 stages of a crisis:
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Detection
Prevention & Preparation
Containment
Recovery
Learning
Detection
• Know when a crisis is coming
• Know when a crisis has arrived
• Know when it is over
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Know
Prevention & Preparation
• You need a well thought out
crisis management plan.
• Empower your staff.
– Educate and empower a
team of employees to utilize
social media to listen,
engage and distribute
agreed upon talking points.
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1 in 4businesses
go out of business
within 5 yearsafter a crisis.
Today’s BOLT BUZZ WORD
PANIC
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Detection
Prevention & Preparation
Containment
Containment
• The sooner you know it’s happening,
the sooner you can address it.
• Don’t over react. Not every comment
deserves a response.
• Delete with care.
• Publicly take conversation off line.
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Recovery
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• Acknowledge
• Repair
• Apologize
Detection
Prevention & Preparation
Containment
Recovery
Learning
• What’s next?
• Is it really over?
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Detection
Prevention / Preparation
Containment
Recovery
Learning
• Not very effective.
• Possibly useful if you’re already
in discussion group of a
professional nature
• Keep dialog going after
the crisis initially unfolds
• Set up a dedicated group with a reference
to the crisis in the title so it’s not buried in
normal Facebook conversation
• Direct people back to your
website for the full story
• Fastest conduit for social media newbies
• Easily searchable by Google, Twitter,
• Anyone can follow
• Anyone can search by #hashtags (@Toyota)
• Monitor
• Respond swiftly
• Send direct messages
• Suggest off-line email conversations
So what?
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Resources
Andrea Obston | Andrea Obston Marketing Communications
aomc.com
Contact:
aobston@aomc.com
@aobston
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Questions?
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Reserve your weekly spot today!
Register at site-seeker.com
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Download the Slide Deck @
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Thank you for joining us!
Don’t forget to enter today’s BOLT BUZZ WORD
at joltandboltwebinar.com
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Need more info?
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