Crisis Communication in Social Media
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This document outlines topics from a social media class including crisis communication and reputation management on social media. It discusses what constitutes a crisis, how to prevent and monitor for issues, responding to negative feedback, and developing a social media crisis plan. It provides examples of brands handling situations poorly and well. Students are given scenarios to practice responding to crises involving complaints about a brand online. Reading materials are also listed on crisis communication best practices using social media.
Crisis Communication in Social Media
- 1. Utica College PRL 408: Social Media Thomas Armitage Week #6 March 5, 2014
- 2. ๏ก ๏ก ๏ก ๏ก ๏ก ๏ก ๏ก ๏ก ๏ก What is a crisis? How to prevent crises Monitoring When a crisis hits Brands doing it wrong Brands doing it right Responding to negative feedback SM crisis plan Let's practice
- 3. ๏ก ๏ก ๏ก โCrisis Communication in the Era of Social Mediaโ - http://bit.ly/1eCv0i2 โA 5-Step Guide to Reputation Management Using Social Mediaโ - http://bit.ly/ONAOf2 โ10 Social Media Disasters Youโre Glad You Didnโt Causeโ - http://bit.ly/1cj2a7t
- 4. ๏ก ๏ก Incident that causes backlash among key publics and can cause damage to brand image Examples: ๏ง Product recalls, scandals, legal issues ๏ก ๏ก On social media, crises can spin out of control much more quickly, also more โmini crisesโ Crisis comm vs reputation management
- 5. ๏ก ๏ก ๏ก ๏ก ๏ก Decide what you want to track Set up streams with monitoring tools Develop an internal crisis plan Use good customer service and engage in a timely fashion Be transparent and proactive (Jones-Brynley, 2009)
- 7. ๏ก ๏ก ๏ก ๏ก ๏ก Identify your influencers Develop a clear, effective and platformappropriate message Know what you are talking about Integrate paid and earned media Never shut down conversations (DeGoede,, 2013) | (Dozescu, 2012)
- 28. ๏ก ๏ก ๏ก ๏ก ๏ก Delete comments (with few exceptions) Use cookie-cutter responses Make them do extra work Blame the customer Give special privileges
- 29. ๏ก ๏ก ๏ก ๏ก ๏ก Apologize Thank them Take care of the problem Be quick Be transparent
- 30. (Bennett, 2013)
- 31. (Bennett, 2013)
- 32. (Bennett, 2013)
- 33. (Bennett, 2013)
- 35. ๏ก You currently are the social media manager for Coach. An online user thinks your products are overpriced and has been posting negatively about you online all week. She ordered a purse online and opened up the package today only to discover that itโs the wrong item. Now sheโs really letting you having it. Sheโs tagged #Coach and has posted 5 times just today about how much she hates the company. What do you respond with?
- 36. ๏ก Youโre the social media manager of Olive Garden. One of your companyโs waiters just posted a photo on Facebook that is going viral. Apparently, a customer left him a poor tip and wrote โFuck you!โ under his credit card signature, so the waiter snapped a photo of the receipt and a photo of the customer (without him looking), collaged them together and posted it for the world to see, with the sarcastic caption: โI love working at Olive Garden. Our customers are always so pleasant.โ The social media outlets have already published blog posts about the incident. What do you do?
- 37. ๏ก Social Media Advertising ๏ก To do: ๏ง Write Blog Post #2 ๏ง Read Chapter 18 in the textbook ๏ง Read articles from #UticaCollegeSM and comment ๏ง Instagram presenter should be ready to present
- 38. ๏ก ๏ก ๏ก ๏ก ๏ก Bennett, S. (2013, August 28). 8 tips for managing a social media crisis. MediaBistro. Retrieved on March 2, 2014 from http://www.mediabistro.com/alltwitter/social-media-crisis_b48535 DeGoede, C. (2013, December 18). 14 Tips for Building Your Social Media Crisis Communications Plan. BurrellesLuce Retrieved on March 1, 2014 from http://www.burrellesluce.com/freshideas/2013/12/14-tips-for-building-yoursocial-media-crisis-communications-plan/#sthash.0ZQiiM2G.dpuf Dozescu, A. (2012). You ready for a social media crisis? Advanced Web Rankings. Retrieved on March 1, 2014 from http://www.advancedwebranking.com/blog/social-media-crisis-management/ Jones-Brynley, L. (2009, October 4). A 5-Step Guide to Reputation Management Using Social Media. Our Social Times. Retrieved on March 1, 2014 from http://oursocialtimes.com/a-5-step-guide-to-reputation-management-usingsocial-media/ Marsden, P. (2011, October 7). Social media and crisis communication for PR people. Retrieved on March 1, 2014 from http://www.slideshare.net/paulsmarsden/social-media-and-crisiscommunications-for-pr-people