h&m case study anne klein group
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Effectively Using Social Media in Your Business: Crisis Communications
Chris LukachAnne Klein Communications Group, LLC
January 19, 2010
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Why are social media important in a crisis? A RARE opportunity to control your message
A means of rapidly responding
In a crisis, a window into your audiences’ reactions May even give you a “heads up” about a crisis
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Why are social media important in a crisis? Quell brewing discontent
Mobilize potential ambassadors
When the news vans leave, share “soft” follow-up news
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The story breaks … Article in the The New York Times
Re-posted in many blogs, including consumer watchdog blogs
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Gauging your audience Audiences voice their opinions immediately Article/blog comments More than 10,000 “tweets” Instant Facebook groups
Instantly measure the impact of the article
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Responding rapidly Nature abhors a vacuum …
Don’t let others fill the void
Demonstrate transparency
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Controlling the message Post updates that you control
Communicate with high-interest audiences that “matter”
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Mobilizing advocates/defusing discontent Respond to criticisms head on
Give your advocates what they need to carry the message further
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When the dust settles … Get back to business
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Remember … A social media strategy needs to be in place before a crisis occurs
The best way to learn about social media is by immersion Start by monitoring, then test the waters