how to handle a social media crisis
TRANSCRIPT
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How To Handle A Social Media Crisis
Jenna LebelManaging Director, Strategy
@jennaL15
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using #Likeable
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What Do These CompaniesHave in Common?
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A CRISIS!
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Bad news travels fast…
faster with social media.
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The truth is…you can no longer HIDE information.
But you CAN harness the power of social media to give you an outlet to communicate with your audience.
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You Can Also…
• Control your message
• Address the situation and take ownership
• Give people the information directly
• Set the record straight and put things into context in real-time
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It all starts with a plan…
You may not know your crisis, but you can know the answers to these questions!
Who will handle?
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√ Who is your audience?
How will you reach them?
Can you be proactive? Or are you limited?
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Know Your Team
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Know Your Audience
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Know Your Platforms
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Know Your Limitations and Comfort Level
Proactive vs. Reactive
Full vs. Limited Disclosure
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Sometimes you can’t plan ahead,but you can react quickly.
Monitor closely√√
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Control the message and conversation
Answer and respond
Keep your audience updated
Shift conversation
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A Crisis Handled Well
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And One Handled Not So Well…
• Lack of communication about situation
• No outlets for communication • Talking AT people not WITH people
• Very minimal responses
• Fake Twitter accounts created
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The Brand Perspective:Lessons Learned
Important lessons: • It’s manageable with preparation• Know and understand your audiences• Be honest and open
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Thank You!
Questions?