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Discussion on how companies can use elements of social media to support their crisis communications preparation and execution. Includes examples: Asiana crash, KitchenAid Obama tweet and Thai social/political conflict.
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Deploying Social Media for Crisis
CommunicationsJune 12, 2014
Topics• Nature of Crisis• Social Media• Reputation • Messaging • Crisis Time• Using Social Media During and After A
Crisis
Crisis• A crisis is a sudden, unexpected threat to core
values• The fact of a crisis means that ‘issues
management’ has failed• Impact of a crisis can still be mitigated • Good crisis management can even serve to
strengthen organizational reputation in the long-run
Social Media• Attributes of social-media relevant for crisis
communications o Real-timeo Uneditedo Uncontrolledo Short attention spano Conversationalo Equal / Egalitariano Global (potentially)o Increasingly visual
Social Media• Some overlooked considerations related to social
media:o It is not really freeo To be effective channels should be established
before a crisiso Each channel has its own protocols and cultureo Social media communications requires specific skills o Activating a social media crisis communications
program can be very time-consumingo Organizational communications approval processes
need to be aligned with the social media environment
Social Media – Thailand
Population 67
million
28 million have
Internet
18.5 million use Social
Media26 million
4.5 million
1.6 million
2.98 million uploads
Information Uses of Social Media
Celebrity/Entertainment news and gossip
Sports newsBreaking news 2010 crackdown
2011 floods2014 martial law declaration & ….
Social Media – Thailand
Twitter usage in Thailand on May 22, 2014.
The Coup
Reputation• Intangible but important• Beyond a brand• Reputations can survive crisis – but the
responsibility is on reputation owners to act honorably
For Reputations – Actions Speak Much Louder Than
Words
Messages are still important
• In a world of ‘noise’ it is more important than ever to have a clear and consistent message
• Social media / citizen journalism does not normally involve editors or fact checkers
• It is critical that your message be crystal clear and highly consistent
• Using multiple channels only makes message clarity and consistency more important
Where are the Stakeholders
• Every crisis has specific stakeholders• Different stakeholder groups prefer to receive
information from certain channels • The traditional and social media channels an
organization focuses on should be in line with their target stakeholders
Where are the Stakeholders
Inmobi 2012
How Thai Consumers Spend Their Time
Where are the Stakeholders
Nielsen Thailand Study 2013
Crisis Time• Now, now, right now• The news cycle is dead – or is it?
With the advent of real-time communications available to everyone the initial crisis response needs to be immediate.
This means that the core of the crisis response needs to be prepared in advance of the actual crisis.
Crisis Time
Time
Exte
rnal
Inte
rest
Crisis Inciden
t
Mass Awareness
Initial Loss of Interest
Return to Normal
Return to Normal with Effective
Communications
Normal
A Case
Asiana Flt 214• 11:27 hrs
o 8 seconds before the crash – call from cockpit for increased speedo 3 seconds before the crash – engines at 50% and increasingo 1.5 seconds before the crash – no distress call
• 11:30 hrso Emergency slides deployed
• 11:35 hrso Rescue crews in-bound
• 13:00 hrso Non-critical injuries taken to hospital
• 16:18 hrso First two deaths confirmed
• 19:47 hrso All passengers and crew accounted for
8 hrs 20 mins
Official Communications
Time ASIANA SFO (airport)
NTSB Boeing
+1 hr
+2 hrs PR uploaded to US website and Google+
+3 hrs
+4 hrs 1st Tweet by US acct – RT by K acct
+5 hrs
+6 hrs 1st FB post
+7 hrs
+8 hrs 1st Weibo post
+9 hrs
+10 hrs
+11 hrs
+12 hrs
Press conf. in Seoul HQ
1hr20m – 1st Tweet1hr30m – 1st FB post
1st press conf.
1st Tweet1hr20m – 1st FB post
1st press conf.
1st Tweet
1st media statement
RT to @Boeing
Unofficial Communications
Reports from regular people at the airport and even passengers from the plane started coming out within minutes of the crash
Analysis – Asiana Crisis Communications
• Very traditional approach to crisis comms• Required command and control from HQ in Seoul • Much too slow when compared to other actors
and, especially to the ‘public’• Did not appear to understand the full range of
important stakeholders• Messaging was not culturally appropriate • Key contact information had to be changed
multiple times
Counter-Example• “Obamas gma even knew it was going 2 b
bad! ‘She died 3 days b4 he came president'. #nbcpolitics”
• Tweeted from the KitchenAid twitter account in October 2012
Counter-Example
The Use of Social Media During A Crisis• Social media should be used in tandem with
traditional communications channels so that they are mutually re-enforcing
• Key social media channels for crisis communications – Twitter, Instagram, YouTube
• Specific functions for social media are:o Post real-time updates on the crisis situation and/or the
organization’s response o Respond to questions or concerns of stakeholderso Correct misinformation and attempt to terminate rumors
The Use of Social Media After A Crisis
• In the post-crisis environment social media usage can progressively revert back to ‘normal’ channels but with specialized content
• Key channels in this phase include Facebook, CEO/Exec blogs, company websites
• Post-crisis content for social media include:o Updates on progress in re-building infrastructureo Updates on actions taken to ensure there will be no
repeat of the crisiso Updates on compensation to victims o Indicators that the situation is back to normalo Closure of the crisis
Using Social Media To Understand
Stakeholders• As stakeholders increasingly make use of social
media tools to communicate with companies and with each other, they share information about themselves
• This information can be used to profile stakeholder groups that may be critical during a crisis situation
• There are a wide range of tools available to track activity on social media – some are free and others have a cost or subscription feeo At the outset it is probably enough to use free tools to start gather
information and then fill in any gaps by paying for the right professional tools
A Case – Red vs. Yellow
Twitter Follower Report
On average, your audience has 1.7x as many followers as users they are
following.
You
3,855Audience (Avg)
668
Followers Tweets
On average, your audience tweets 0.4 times per day.
You
6,429Audience (Avg)
3,972
(Lifetime)
Klout Score
13% of your total followers are above the Worldwide Klout Score of 40.
You
51.8Audience (Avg)
21.2
Twitter Follower Report
On average, your audience has 1.5x as many followers as users they are
following.
You
4,357Audience (Avg)
1,040
Followers Tweets
On average, your audience tweets 0.4 times per day.
You
16,229Audience (Avg)
3,708
(Lifetime)
Klout Score
18% of your total followers are above the Worldwide Klout Score of 40.
You
59.5Audience (Avg)
23.4
A Case – Red vs. Yellow
0 to 100 100 to 500 500 to 1,000 1,000 to 2,500 > 2,5000
500
1.0K
1.5K
2.0K
2.5K
3.0K
3.5K
2,901
597
133 106 116
Audience Follower DistributionAUDIENCE SUMMARYAUDIENCE SUMMARY
On average, your audience is followed by 668 people and follows 401 people.
3,855Followers
75% of your audience has between 0 and 100 followers.
Your audience is included in other Twitter users' lists an average of 10 times. The top 1% has been listed an average of 367 times.
3,853Followers in this Report
0 to 100 100 to 500 500 to 1,000 1,000 to 2,500 > 2,5000
500
1.0K
1.5K
2.0K
2.5K
3.0K
3.5K
3,035
791
205 150 173
Audience Follower DistributionAUDIENCE SUMMARYAUDIENCE SUMMARY
On average, your audience is followed by 1,040 people and follows 676 people.
4,357Followers
70% of your audience has between 0 and 100 followers.
Your audience is included in other Twitter users' lists an average of 18 times. The top 1% has been listed an average of 459 times.
4,354Followers in this Report
A Case – Red vs. Yellow
0
50
100
150
200
250
148
111
92 8771
212
59
35
Audience Profile Analysis: Top Keywords
# Pr
ofile
s
0
50
100
150
200
250
300
185
152
114 10692
254
58 59
Audience Profile Analysis: Top Keywords
# Pr
ofile
s
A Case – Red vs. Yellow
local news
iphone
bangkok
journalism
sea
photography
media
politics
thailand
27
27
28
33
40
41
44
52
54
147
Top Klout Topics
77.6
Average Klout Score
Highest Klout Score
21.2
Lowest Klout Score 10.0
Worldwide Average Klout Score
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
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46
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71
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86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
050
100150200250300350400450500
Audience Klout Score Distribution
Klout Score
Use
rs
iphone
asia
journalism
photography
bangkok
sea
politics
media
thailand
23
24
29
43
44
50
56
58
62
190
Top Klout Topics
86.0
Average Klout Score
Highest Klout Score
23.4
Lowest Klout Score 10.0
Worldwide Average Klout Score
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
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36
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40
41
42
43
44
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46
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50
51
52
53
54
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92
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94
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96
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98
99
100
0
50
100
150
200
250
300
350
400
Audience Klout Score Distribution
Klout Score
Use
rs
A Case – Red vs. Yellow
GMT+07:00
GMT-08:00
GMT+08:00
GMT-10:00
GMT-05:00
GMT+01:00
GMT
GMT+10:00
GMT+02:00
GMT-06:00
65%
18%
3%
2%
2%
2%
2%
1%
1%
1%
Top Time Zones: Total Audience
GMT+07:00
GMT-08:00
GMT-05:00
GMT+01:00
GMT+08:00
GMT-10:00
GMT+10:00
GMT
GMT+02:00
GMT+05:30
66%
13%
4%
3%
3%
2%
1%
1%
1%
1%
Top Time Zones: All Influencers
GMT+07:00
GMT-08:00
GMT+08:00
GMT+01:00
GMT-05:00
GMT
GMT-10:00
GMT+10:00
GMT-06:00
GMT+02:00
58%
14%
5%
4%
3%
3%
3%
2%
1%
1%
Top Time Zones: Total Audience
GMT+07:00
GMT-08:00
GMT-05:00
GMT+08:00
GMT+01:00
GMT+10:00
GMT-10:00
GMT+09:00
GMT-03:00
GMT
53%
13%
6%
6%
5%
3%
2%
2%
2%
2%
Top Time Zones: All Influencers
A Case – Red vs. Yellow
Conclusions• Audience size of PDRC and UDD sites are roughly
the same but UDD followers have more followers and slightly higher influence scores than those of the PDRC
• Audience top key words are virtually the same sharing 7 out of 8 [difference: PDRC – life, UDD – politics]
• Klout score distributions are similar but UDD has a slightly higher ranking.o Klout topics are almost the same 9 out of 10 [difference PDRC – local
news, UDD – Asia]
• Locations of key influencers are very similar.So who are
the key i
nfluencers
?
Choosing Channels• Of the channels available which ones
should you use?o Determine where the regular stakeholders areo Determine what resources you have to work
with – human and financialo Set-up crisis specific channels – Crisis micro-
site, Twitter & Instagram accounts, YouTube channel
o Try not to mix crisis communications with ‘regular’ communications
Conclusions• The time within which you respond to a crisis has
become even more constrained – it is now measured in minutes
• Social media can be used for both crisis communications and post-crisis reputation re-building - but each case should be looked in terms of:o Resources availableo Corporate cultureo Relevant stakeholderso Importance of the crisis
Conclusions• The effective use of social media in crisis
communications requires careful pre-planning and infrastructure development
• Regardless of the channels employed - crisis and post-crisis communications will not be successful unless your messages are clear, your position is consistent and your information is accurate
• Reputation building both before and after a crisis is primarily based on actions – not words.
• Organizations will be judged on the correspondence between what they say and what they do
