social media for nonprofits conference 2016 - avoiding a social media disaster - sarah milston, the...

CRISIS COMMUNICATIONS

IN A CRISIS? • Be attentive, be human. • Respond quickly. • Speak with a consistent "

message. • DO NOT delete negative "

comments. • Respond and invite "

communication off line.

SUSAN G. KOMEN

WHAT WENT WRONG • Did not respond immediately • Defensive stance • No remorse • Did not address key "

audiences •  Inconsistent message • Turned off comments on"

you tube

BY THE NUMBERS FACEBOOK • Average 20 negative posts about Komen every minute • Komen’s Facebook page saw a 288 percent increase in

negative posts with a 99 percent decrease in “likes” per comment

TWITTER • Anti-Komen to pro-Komen tweets numbered 80 to 1 • Twitter mentions focused on Komen at a rate of 2 to 1 ( • Komen saw a 32,731% increase in Twitter mentions the week

after the story broke, averaging 457,301 per day, up from 1,399 in a typical day" (http://cssc.uscannenberg.org/cases/v2/v2art4/)

RESPONSE TIMES • Planned Parenthood Consistent and frequent • Susan G. Komen Began at height of crisis

•  It took Susan G. Komen 7 days before they admitted mistakes in the handling of the situation.

(http://www.slideshare.net/pedsync/susan-g-komen-social-media-backlash-pr-disaster-recovery)

LOCAL EXAMPLE

TIMELINE • Event happened – December 31 • Original post by mother around 10am, January 1 •  First post to ACAC 11am • Apology 5:53pm • CBS Channel 6 10pm • As of April shared "

5,846 times

ACAC MIDLOTHIAN AND THE POWER OF A NETWORK

ACAC MIDLOTHIAN TODAY

RVA BREASTFEEDS

CAMPAIGN RECAP

BEFORE AND DURING A CRISIS

DO NOW •  Form a Team • Set up a Crisis Protocol • Create a pool of talented and trained champions • Do work around worst case scenarios

CONSISTENT MESSAGES AND MEDIA TRAINING

TIPS DURING A CRISIS • Communicate with honesty, candor and openness while

acknowledging risk • Collaborate and coordinate with credible sources • Meet the needs of the media and remain accessible • Communicate with compassion, concern and empathy • Accept uncertainty and ambiguity

http://www.cision.com/us/2015/06/6-social-media-musts-for-crisis-communication/

REAL TIME COMMUNICATION

CRISIS FAQS • Acknowledgement of the crisis • Details about the occurrence • Photos or videos, if available • How the organization found out • Who was alerted, when, and how • Specific actions taken in response • Real or potential effects • Steps taken to prevent future occurrence • Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/)

AMBASSADORS

WHY CREATE AND FIND CHAMPIONS 1. The power of a "testimonial will outperform "anything you create. 2. Champions can open "doors faster than you can. 3. It isn’t marketing, "its genuine.

WHERE ARE THEY? • Your email newsletter – who is clicking and opening? • Twitter – who is engaging? •  Facebook – who is engaging? • Staff, board, volunteers, donors • Online donors

HOW TO GET CONTENT SHARED • Appeal to people’s motivation to connect •  Inspire Trust • Keep your messages simple • Use humor • Embrace a sense of urgency • One share is the beginning • Email is your best engine

AFTER A CRISIS

USE STORIES TO REGAIN SUPPORT • Gather the troops and refocus back on your mission • Use powerful stories in the words of clients and supporters