SHARE THIS LIVE
SOCIAL MEDIA CONFERENCE 2013
11 JULY, LONDON #CIPRSM
SHARE THIS LIVE SOCIAL MEDIA CONFERENCE 2013
#CIPRSM
@suellewellyn
#CIPRSM
Ultra Social client list
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• Over 4,000 people
trained so far –
including a few
familiar faces
Ultra Social
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Real-time news
became reality
The start of social at the BBC
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The audience
knew more
than we did
7 July 2005 15 January 2009
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As soon as
anything happens
it’s all over Twitter
News travels fast,
bad news travels
faster
and the media is all
over it …and you
Real-time news
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Now everyone’s a reporter
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2005 2013
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• Primary sources eg.
Eyewitnesses
• Rogue employees
• Dissatisfied customers
• Protestors/Activists
• Whistleblowers
• Official sources
Potential sources of bad news
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WTF?
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• Have an answer for everything:
Who, What, Why, When, Where,
How
• Be honest, be human, be visible
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• Get your ‘Situation
Room’ ready
• Undertake a complete
Risk Assessment
• Think like a journalist
What could possibly go wrong?
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http://www.dorkly.com/picture/15406/situation-room-justice-league
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1. Regret
2. Reassurance
3. Responsibilty
4. Remedy
5. Restitution
… and remember, real people = real response
5 Rs of Crisis response
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• (Mis)information overload
• Crowdsourced confusion
• Lack of verification
• Delegation of trust – people
repeating mistakes
• In times of crisis, people still turn to
trusted media institutions like the
BBC
• ‘never wrong for long’ does not
apply to one’s reputation
Lessons from Boston
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One more slide to come!
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• Tips
• Tips
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Key lesson from Egypt etc
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Don’t wait for disaster to strike
“It took us 5 years to change and was prompted by crisis. Others will do better by changing before a crisis hits them.”
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Crisis what crisis?
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Thanks for listening
If you need any help
or advice, you can
find me on Twitter
@suellewellyn
Weigh up risk v reward
© Ultra Social Ltd