Social media makes crisis communications and reputation management more complex - whilst at the same time offering anopportunity to improve an organization’s response strategy. This is a simple work flow to help communications professionals incorporate social media and digital communications into their crisis comms planning and response process. Across the world

there are differing sites/platforms to help and this work flow includes some examples for China that should be useful.

RESOURCESSinoTech GroupsSIP : Enterprise

Use a variety of listening tools.They can give real- time reports on what’s said about your brand,who is talking and the general tone (+ive/-ive etc.) Set clear monitoring objectives/ targets/parameters targets/parameters Set up ‘intelligent monitoring’ - quality vs quantity Accept that issues will be missed Refine over time Don’t discount your instincts; software has limitations software has limitations

POLICIES - already agreed PLANS - established and tested PLATFORMS - identified and integrated PEOPLE - trained POSTING - who is posting what & where

Google Alerts/ Trends Google search Bing SocialMention Wazzup Wikipedia Wikipedia Flickr Twitter Search Topsy Tweetscan Yelp

RESOURCESActivate a cross-functional team to speed up theprocess of: Information gathering and analysis Information production Information dissemination Engagement Inquiry management and response Management - Marketing - Communications - IT - Legal should be part of or linked to the team part of or linked to the team

Blog Google+ Twitter YouTube Facebook

Weibo Website Baidu Youku

RESOURCES Transparency : Disclose your connection to the brand.

Time : Take your time to create an accurate and relevant response.Tone : Respond in a tone that positively reflects your brand and their mission.

Influence : Focus on responding on the most active and relevant sites.

Sourcing : Cite your sources by including hyperlinks,images videos or other references.

SEO* Tactics*Search Engine Optimization

Google AdwordsGoogle InsightsGoogle TrendsGoogle Analytics

Yandex Rakuten Baidu Weibo

RESOURCESUse SEO tactics (yes, even whenbad news strikes) and measure-ment tools to understand howinformation flowed.Identify improvementsRemember: search enginepreference differs bycountry

Use SEO and measurement toolsto understand info flow.Identify gaptsSet clear targets/objectivesCommunicate learningsRecalibrate your 5 P’s

Monitor the sitefor relevantinformation andcomments.

www.digitaljungle.com.cn