10 steps: integrating social media into crisis plans

10 Steps of Crisis Planning in aNew Media Environment

Gerald R Baron and Kami Watson Huyse, APR

Crisis Control is a Myth

“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff

“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target

Target’s e-mail response:

“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Off Target

Target’s response to the New York Times:

“We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”

1. Monitor the “Conversation”

2. Maintain a Social “Footprint”

Text

Audio

SocialVideo

3. Quick Response Team

4. Crisis Escalation Process

5. Incremental Release of Info

Network Solutionson Twitter @netsolcares

KitchenParade: OMG Network Solutions (which hosts Kitchen Parade) just CALLED me after seeing problems I'm having with Blogger on a Blogger forum. WOW. Aug 13, 2008 04:49 PM GMT · Reply · View Tweet

netsolcares: @KitchenParade Thanks, I'm happy to help as soon as I get your e-mail I'll move on it. Aug 13, 2008 04:58 PM MT · Reply · View Tweet

KitchenParade: @steamykitchen Network Solutions! I'm very high on them , incl the bandwidth practices. Aug 21, 2008 12:04 PM GMT · Reply · View Tweet ·

netsolcares: @KitchenParade Thanks for the props.. Actually our bandwidth will be expanded even higher shortly. Aug 21, 2008 01:27 PM GMT · Reply · View Tweet

6. Scalable Technology

7. Know Your Audience

8. Speak the Same Language

9. Some Things Never Change

Then and Now…

Adapted From Boundary Spanning: http://www.ed.psu.edu/policyinstitute/boundary_setting_and_boundary_sp.htm

The Old Model The New Model

Represent organization externally Represent organization externally

Protecting\ the organization from threats

Represent stakeholders internally

Scan and monitor relevant traditional media

Scan, monitor and respond to all media

Be the gatekeeper of information Work with new gatekeepers

Manage affiliations with other organizations

Link and coordinate with all stakeholder and critics

10. It’s About Trust

Free SearchTools• Technorati • Del.icio.us• Google Blog Search • Twitter Search

Paid SearchTools• The DIY Dashboard (link)• Radian6 (link)• BuzzLogic (link)• Jeremiah’s List (link)

RESOURCES• “Now is Too Late,”

by Gerald R Baron• Prepare at Work,

American Red Cross• CrisisBlogger, Baron’s blog• 7 Must-Have Elements

for Crisis Planning• Crisis Communication Articles, Kami’s

Crisis Tab

Kami Watson Huyse, APRPhone: (713) 568-5750

E-mail: kami@myprpro.comBlog: Communication Overtones

Web site: www.myprpro.com

Copyright 2009 © all rights reserved

Gerald BaronPhone: (360) 303-9123

E-mail: gbaron@piersystems.comBlog: Crisis Blogger

Web site: www.piersystems.com