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SOCIAL ACCELERATORS 8 Steps to Managing a Social Media Crisis The most important presentation you’ll probably never need.

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Page 1: 8 Steps to Manage a Social Media Crisis

SOCIAL ACCELERATORS

8 Steps to Managing a Social Media Crisis

The most important presentation you’ll probably never need.

Page 2: 8 Steps to Manage a Social Media Crisis

Jay BaerConvince & Convert

www.convinceandconvert.comwww.jaybaer.comwww.socialpros.com

Page 3: 8 Steps to Manage a Social Media Crisis

Pre-Crisis Planning: Lifeguard Mode

Page 4: 8 Steps to Manage a Social Media Crisis

A. Buy Some Binoculars

Y0u Must Have Social Listening Software Ready and Running

Page 5: 8 Steps to Manage a Social Media Crisis

B. Set a Listening Protocol

Who is Listening? When?Weekends?

Page 6: 8 Steps to Manage a Social Media Crisis

C. Know What Is & Is Not a Crisis

Page 7: 8 Steps to Manage a Social Media Crisis

3 Characteristics of a Social Media Crisis:

Information AsymmetryDecisive Change From the NormMaterial Business Impact

Page 8: 8 Steps to Manage a Social Media Crisis

D. Internal Alert/Response Protocol

Keep Contact Info Updated (home, too) For All Execs!

Page 9: 8 Steps to Manage a Social Media Crisis

Pull! 8 Steps to Manage a Crisis

Page 10: 8 Steps to Manage a Social Media Crisis

1Acknowledge

Page 11: 8 Steps to Manage a Social Media Crisis

Acknowledge

First response from company should be “we know”Slows the flood of “hey company, did you

know?” messages.

Do this immediately, even if you have little additional information at the time.

Page 12: 8 Steps to Manage a Social Media Crisis

2Fight Social Media Fire

With Social Media Water

Page 13: 8 Steps to Manage a Social Media Crisis

Fight Fire With Water

Respond first wherever the crisis brokeThen respond in all other venuesIt’s imperative that you have established social presences on all outposts, even if you don’t routinely use them.

Are you ready for a Pinterest crisis? (it could happen)

Do you have a list of all blogs and blog authors that cover your category?

Page 14: 8 Steps to Manage a Social Media Crisis

Kashi Crisis

11,000 Facebook Shares Should Not Trigger YouTube Video

Page 15: 8 Steps to Manage a Social Media Crisis

Codero Crisis: Speed Matters

Can you get an apology video from your CEO online in 4 hours?

Page 16: 8 Steps to Manage a Social Media Crisis

3Be Sorry

Page 17: 8 Steps to Manage a Social Media Crisis

We Forgive

Mike TysonMichael JordanBill ClintonRichard NixonTylenolExxonTiger WoodsLindsay Lohan

Fastest Way to Be Forgiven is to be Truly Sorry.

Page 18: 8 Steps to Manage a Social Media Crisis

Jim Joyce MLB Umpire Crisis

This isn’t a big call, this is a history call. And I kicked the !&%$ out of it. There’s nobody that feels worse than I do. I take pride in this job and I kicked the !&%$ out of that call and I took a perfect game away from that kid over there.

Page 19: 8 Steps to Manage a Social Media Crisis

4Create a Crisis FAQ

Page 20: 8 Steps to Manage a Social Media Crisis

One Place to House All the Facts

Much easier to direct people to an updated crisis FAQ, then to answer every question via Twitter, Facebook, blog comment, and beyond.

Page 21: 8 Steps to Manage a Social Media Crisis

Crisis FAQ IngredientsAcknowledgement of issueDetails about occurrencePhotos or videos, if availableHow the company found outWho was alerted, and howSpecific actions takenReal or potential effectsSteps taken to prevent future occurrenceContact information for real people at the company

Page 22: 8 Steps to Manage a Social Media Crisis

Enable Subscription to Your Crisis FAQ

Email

RSS

SMS

To be notified when this FAQ is updated, please provide your email address or mobile phone number.“ ”

Page 23: 8 Steps to Manage a Social Media Crisis

5Build a Pressure Relief

Valve

Page 24: 8 Steps to Manage a Social Media Crisis

Ground You Control

People want to ventThe BEST case scenario is that they do so on a venue you manage and controlIt is imperative that you proactively open a channel for dialog (even negative)If you do not, other venues that you do not control will serve that role

Also keeps most conversations in a single place – easier to track

Early warning detection for new crisis dimensions

Gives customers a place to come to your defense (sometimes)

Page 25: 8 Steps to Manage a Social Media Crisis

Penn State Crisis: Facebook Pressure Release Valve

Page 26: 8 Steps to Manage a Social Media Crisis

6Know When to Take it

Offline

Page 27: 8 Steps to Manage a Social Media Crisis

Crisis is a Spectator Sport

It’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you via email or phone

Gives them an option

You’re see as extending that option

Rule of 3: Never send a third reply. At that point, take it offline

Page 28: 8 Steps to Manage a Social Media Crisis

7Arm Your Army

Page 29: 8 Steps to Manage a Social Media Crisis

All Employees are Spokespeople

The “official” channel is irrelevantYour employees’ occupation is listed on their social profilesCall centers are for suckers, people will reach out to any/all employees for answersYou must have a mechanism for keeping all employees informed during a crisis

Email?SMS?Internal, private blog?Yammer (or similar)?

Page 30: 8 Steps to Manage a Social Media Crisis

Call Centers are for Suckers

For Kashi crisis info, will customers wait for “official” response, or contact one of the 5,985 employees on Linkedin?

Page 31: 8 Steps to Manage a Social Media Crisis

8Learn Your Lessons

Page 32: 8 Steps to Manage a Social Media Crisis

Reconstruct and Deconstruct

Document every element of the crisisMake copies of all tweets, status updates,

YouTube comments, blog comments, etc.Make copies of all emailsAnalyze website traffic patternsAnalyze search dataWhich venue came first, and when?

Page 33: 8 Steps to Manage a Social Media Crisis

How Did You Do?

How did internal notification work?How did response work?Did specific customers rise to your defense? (thank them)Were your employees informed?How did the online impact interact with offline coverage?

Page 34: 8 Steps to Manage a Social Media Crisis

Case Study

Page 35: 8 Steps to Manage a Social Media Crisis

When Good Email Goes Bad

Saturday afternoon email snafu, sending 10+ emails to each customerCommunity manager noticed spike in Twitter mentionsContacted supervisor at home, and internal email teamInitially, answered with “yes, we know”Saturday customer support staffing was light, creating long hold times and email response times

Page 36: 8 Steps to Manage a Social Media Crisis

When Good Email Goes Bad

Cause determinedCompany-wide email sent to all employeesHome page apology from CEO

Opened comments87 comments left, many positive

12 team members involved in crisis response, on a SaturdayWithin 6 hours, ship righted

Page 37: 8 Steps to Manage a Social Media Crisis

The Takeaway: Don’t Be Scared

Be Prepared

Page 38: 8 Steps to Manage a Social Media Crisis

Jay BaerConvince & Convert

www.convinceandconvert.comwww.jaybaer.comwww.socialpros.com


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