Word of Mouth before and after Crisis communication networks
Nature article
Slide 8
http://www.mymarketing.net/index.php?art_id=1637&sez_id=2&sez=MANAGEMENT&versione=inglese
Bad news travels fast
Slide 9
How media information goes viral
http://www.708media.com/social-media-marketing/why-
your-business-should-be-using-social-media/
Slide 10
Digital crisis Communications Study
Slide 11
Slide 12
A social media crisis is a crisis issue that arises in or is
amplified by social media, and results in negative mainstream media
coverage, a change in business process, or financial loss
Slide 13
Digital crisis Communications Study
Slide 14
Slide 15
Slide 16
social media crises resulting in significant change by the
companies crises resulting in a change (of some lesser magnitude)
by the companies crises impacting the short- term finances of
companies
Slide 17
Social media crises on the rise
Slide 18
Slide 19
Slide 20
The widespread use of social media (e.g., blogging, websites,
texting, etc.) enables rapid adverse reactions among diverse groups
to business crises. The same media enables businesses to monitor
such rumors and information, identify information channels, and
respond to crises The use of social media requires understanding,
strategy, planning and testing Yet a study by Herder and Ethos
Business Law (2009) found 51% of senior managers, marketing and HR
executives fear social media could be detrimental to employee
productivity, and almost half believe that it could damage company
reputation.Herder and Ethos Business Law Only 13% of companies have
included social media in their crisis management plans! Social
media for crisis management?
Stage 2: Planning & prevention Organization actions
Identify prominent online influencers/opinion leaders Utilize new
media technologies to establish online monitoring alert system
Create a hidden or dark website Consider tone and language of
online world Adopt a global mindset Develop online crisis manual
& test it Stage 3: Crisis Situational variables Urgency of the
situation Characteristics of the publics Potential threats
Potential costs & benefits to the organization Organizational
actions Tailor streamlined crisis response for both online and
mainstream media Respond within 4 hours if possible Get CEO or
member from dominant coalition to personally address stakeholders
Upfront coverage of crisis information on homepage with feedback
feature Links to third party endorsement Tap on dark site if
necessary Stage 1: Issues management Predisposing variables Size of
organization Corporate culture Business exposure PR access to
dominant coalition Dominant coalition enlightenment Organizational
actions Control development of companys website Update e-mailing
lists and contact databases Implement media monitoring service for
online media Register all possible domain names Familiarize
corporate communications team with the virtual world Stage 4:
Post-crisis Organizational actions Continue tracking the issue on
mainstream and online media Continue to post updates on the crisis
via company website Evaluate the crisis and review how company
responded Define strategies to rebuild companys reputation
http://www.emeraldinsight.com/journals.htm?articleid=1858826&show=html
Slide 30
Social media & crisis management (7:48) Social media &
crisis management Crisis management and social media (3:11) Crisis
management and social media Social media, crisis and reputation
management (6: 59) Social media, crisis and reputation management
Social media crisis and how companies can cope (6:47) Social media
crisis and how companies can cope Social media before and after the
crisis (7:33) Social media before and after the crisis How to
respond to negative comments on blogs and social media (2:53) How
to respond to negative comments on blogs and social media Youtube
minilectures & examples Dells response to bloggers Nestles
Facebook disaster Innovis Health uses media during flood crisis
END
Slide 31
Questions for class discussion How would you present the need
for a social media component in your organizations crisis planning?
Do you have an example of social media related to crisis management
in your workplace or one you are familiar with? Describe how your
organization could develop a social media presence &
monitoring. Include which media, what kind of presence, how
monitored and used, staffing, and when to respond. Identify a
specific crisis that could be escalated on social media. Describe
step by step what you might do in using social media to mitigate
the impact How might you evaluate the utility of using social media
in your crisis management plan?
