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?
Site-Seeker, Inc. 2012
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
Site-Seeker, Inc. 2011
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
Site-Seeker, Inc. 2011
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.
Site-Seeker, Inc. 2011
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.
Site-Seeker, Inc. 2011
Recovery
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• Acknowledge
• Repair
• Apologize
Detection
Prevention & Preparation
Containment
Recovery
Learning
• What’s next?
• Is it really over?
Site-Seeker, Inc. 2011
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?
Site-Seeker, Inc. 2012
Resources
Andrea Obston | Andrea Obston Marketing Communications
aomc.com
Contact:
@aobston
Site-Seeker, Inc. 2012
Questions?
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