MANAGE YOUR CRISIS USING SOCIAL MEDIA

#NHCrisisComm

Meet Our Team

Jillian Marom@JillyM14Klout Score: 49

Ashley Seigel@AshleyJSeigelKlout Score: 61

Rashaud Thomas@RadioRashaudKlout Score: 51

Callan Young@callan_youngKlout Score: 52

#NHCrisisComm

Tweet What You Know

What do you think is the best social media platform for crisis management?

Please answer the following question:

#NHCrisisComm@RadioRashaud

What is CrisisManagement?

“ A sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation.”-PRSA website

PR professionals must work quickly to:1. Solve the problem2. Communicate with company's publics3. Repair the company's reputation

#NHCrisisComm

Crisis Management & Social Media

PR practitioners utilize various social media platforms to:● Communicate with angry customers● Solve the problem● Apologize ● Update publics on the status of the crisis● Restore the company's reputation

Social media platforms used in crisis management:

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Handle Your Crisis (ONLINE)

● Jonathan Hemus talks about the three

ways social media has changed the

face of crisis management.

○ INSIGNIA COMMUNICATIONS

#NHCrisisComm#NHCrisisComm

Managing Director, Insignia Communications@jhemusinsigniaKlout: 49

Josh Duke

#NHCrisisComm#NHCrisisComm

@JoshmdukeKlout: 58

Standing DogContent Manager and Copywriter

● March 2013, EA announces launch of SimCity

● SimCity required players to be connected to the Internet

● On launch day, heavy traffic caused servers to fail, maintenance

issues & download delays

● The result? Angry customers expressing their frustration via Twitter

EA's SimCity Crisis

#NHCrisisComm#NHCrisisComm@Joshmduke

EA's Crisis: SimCityExamples of customers using Twitter to discuss the SimCity crisis:

#NHCrisisComm#NHCrisisComm@Joshmduke

Repairing EA's Damage

1. Origin, EA's distribution service, used Twitter to communicate with customers:

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2. EA offered its customers a free PC download game from the EA portfolio

3. An apology on EA's website from Lucy Bradshaw, General Manager:

#NHCrisisComm@Joshmduke

The Aftermath of EA's Crisis

● "With platforms like Twitter, [EA] can communicate solutions to problems that other people can search for"

● "Companies should use whatever platform their customers are on, not simply be on a platform for the sake of being on a platform"

● "By addressing fans on Twitter, Facebook, Google+ etc. companies have a much better chance of voicing their sides of the story"

-Josh Duke

#NHCrisisComm#NHCrisisComm@Joshmduke

Analytics andCrisis Management

#NHCrisisComm@Joshmduke

Standing Dog uses Sprout Social, HootSuite & Radian6 to measure reputation management

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Klout Score: 79

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BuzzFeed's Major Crises

Hurricane Sandy● Mistakenly distributed online user's fake photos

● Apologized right away, deleted tweets of incorrect photos

● "Straightforward 'mea culpa' type of procedure"

○ "19 Viral Images That Definitely Aren't Hurricane Sandy"

Statistics Dashboard

#NHCrisisComm@michaelhayes

BuzzFeed's 2nd Major Crisis

There were initial tweets from users re-

reporting BuzzFeed's incorrect information.

#NHCrisisComm@michaelhayes

BuzzFeed's 2nd Major Crisis

Soon after, BuzzFeed & other outlets were bashed for their false ID.

#NHCrisisComm@michaelhayes

BuzzFeed's 2nd Major Crisis

● Falsely identified the Newtown Shooter

○ Other media outlets did the same ● "The biggest mess up we've probably had"

● Deleted their post and tweet right away; apologized for RE-reporting CNN's news

● Editor-in-Chief published on BuzzFeed the next day and gave timeline of how the reporting

and false information went down

Sandy Hook Elementary School

#NHCrisisComm@michaelhayes

An Social Media Expert's

Opinion:

Do you think social media has made it easier or more

challenging to repair a brand when in a crisis

situation?

● "I've found that people are more forgiving online"

○ The Onion & Quvenzhane Wallis

○ BuzzFeed on The Onion's apology

● A more established brand or company v. new company

● You can come back pretty easily from the majority of crises

#NHCrisisComm@michaelhayes

"twitter needs to get more nimble

when it comes to finding fake

accounts and deleting offensive

tweets more efficiently"

*Kevin Ware

#NHCrisisComm@michaelhayes

A Social Media Expert's Opinion:

Do you think social media has made it easier or more

challenging to repair a brand when in a crisis

situation?

Daniel Craig

@dcraigKlout: 58Founder of Reknown: an independent consultancy specializing in social media strategy and online reputation management for hotels and the travel industry. #NHCrisisCom

m#NHCrisisComm

Daniel Craig

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"If a brand acts swiftly, is transparent and shows care and concern, the story may become about how well the brand managed the crisis as opposed to the crisis itself."

#NHCrisisComm@dcraig

Heineken's Crisis

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Photos surfaced of a dogfight with Heineken banners in the background. People expressed outrage at Heineken's possible involvement.

#NHCrisisComm@dcraig

Heineken's CrisisHeineken issued a prompt

statement on their facebook page

"An official response is a critical step. It should be honest and sincere, should speak to your company’s

credentials, and should be authored by a senior executive. Post it to one

channel—your website or blog, a video—and direct all inquiries there."

-Daniel Craig

#NHCrisisComm@dcraig

United's CrisisIn 2008, Canadian

musician, Dave Carroll, saw baggage handlers

throwing around his $3,500 guitar. He alerted the flight

attendants who didn't do anything. When he

arrived at his final destination, he found

out his guitar was broken.

#NHCrisisComm

United's CrisisAfter getting the runaround from United for 9 months, he made a youtube video about the incident.To date, it has over 7 million views.

United Airlines failed to respond quickly to the video and reports show that their stock price dropped 10% following the success of the video.

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Morgan Johnston

Klout: 65Manager of Corporate

CommunicationsSocial Media Strategist

#NHCrisisComm#NHCrisisComm@MHJohnston

Meeting Morgan Johnston

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Morgan Johnston

#NHCrisisComm

“With the growth of social, the need to respond comes as fast as the initial Tweets are seen”

“SM allows us to own our message, talking directly to our customers rather than through the filter of more established media channels. To a company like JetBlue that values transparency and direct relationships with our customers, this is an incredible opportunity”

"A social community is likely to quickly start drawing their own conclusions on any story. This early misinformation can often overpower late-but-accurate statements"

"The value of a sustained direct and honest dialog with customers through social media can be invaluable in times of crisis. Our focus on those individual connections with our customers, and the humanity we inspire with open conversations generates a lot of good will. That good will returns to us as trust in our desire to confront a crisis when they hit"

#NHCrisisComm@MHJohnston

How JetBlue PR Responds to ‘erratic’ captain crisis

Captain reportedly flipped out. Walked to the back of the plane and returned to the cockpit door, which he started beating while screaming about bombs, Iraq, Afghanistan,

and more. The TSA described his behavior as "erratic."

JetBlue Posted a statement to its Blog & Twitter

“Customers have safely deplaned and we’re sending a new aircraft and crew"

http://blog.jetblue.com/index.php/2012/03/27/flight-191/

@MHJohnston

Morgan Johnston

#NHCrisisComm

Morgan Johnston

#NHCrisisComm

What we learned:● Customers want to hear the explanation● Customers can sense authenticity● Interaction and transparency build engagement● Issuing a statement quickly● Releasing information as it is available (without jumping the gun)● Sticking to consistent messaging, reviewing practices, being transparent● Engaging questions via social media

Build goodwill through daily engagement

#NHCrisisComm@MHJohnston

Some crises you just can't avoid. If that were the case there wouldn't be people devoted to crisis management. What you can do is address them quickly and efficiently.

Advice to a brand dealing with a communications crisis for the first time: Have a crisis plan in place, whether you expect one or not. Thanks to social

media, the rate at which good or bad information can spread is increased. If a plan is not in place, seconds won't enough to get the situation under control.

The Current & The Future

#NHCrisisComm#NHCrisisComm

Social media strategist, Daniel Craig, suggests brands follow these steps to handle a crisis.1. Act quickly to contain it2. Publish an official response3. Monitor commentary 4. Rally supporters

The Current & The Future

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Strategists believe the future of crisis management will be in pre-crisis communication and tools that will help monitor the conversation.

The Current & The Future

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The Current & The Future

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Thank you!

#NHCrisisComm

@jhemusinsignia@joshmduke@michaelhayes@dcraig@MHJohnston