how to prepare for social media crisis

Jonathan Hemus, June 2013

US Airways Hudson River Crash

Good Relations, December, 2012

Many organisations are unprepared

The consequences of being unprepared

NatWest endured a social media backlash when it failed to solve a technical problem OR communicate effectively with its customers

The benefits of being prepared

Embracing social media in your crisis planning• Develop, communicate & embed a social media policy• Re-consider your reputational risk assessment• Implement online media monitoring• Create a crisis communication hub• Develop a process to mount an online response• Develop skills to mount an online response

Develop, communicate and embed a social media policy

Re-consider your reputational risk assessment

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LIKELIHOOD OF RISK

IMPA

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Implement online media monitoring

Create an online crisis communication hub

Develop a process and resources to mount an online response

Be prepared!

Be prepared!

Develop processes and resources to mount an online response

Develop processes and resources to mount an online response

Develop skills to mount an online response

10 principles for handling a social media crisis1. Calibrate your response - determine seriousness of incident/issue

2. Agree communication strategy and messages

3. Acknowledge the issue quickly

4. Update regularly

5. Drive people to a central online hub

6. Take control, show you care, demonstrate action

7. Communicate context

8. Tone of voice is crucial – talk like human beings!

9. Interact with people where appropriate

10. Be authentic to the brand and your values

Your objective – protect PetsPeople’s reputation

Technical points:

Save statements and plans as “DRAFT” until you have completed them; then “PUBLISH” them

Save work regularly; when crisis points pop up, click “close” rather than “view” to avoid losing unsaved work

One person per team working on statements or plans

Jonathan Hemus, June 2013