social 911 updated 3
TRANSCRIPT
Social Media 911
CORBUS SOCIAL MEDIA SERVICE OVERVIEW
CORBUS SOCIAL MEDIA SERVICES
Corbus provides social media management and improvement services which encompass our clients’ internal and external social media needs. These include
• Consulting services• Community management• Reporting• Crisis prevention• Management and more
CORBUS SOCIAL MEDIA SERVICE LEAD JENNY REEDCurrent: Manages Corbus’ Social Media PracticePast: Worked in advertising, eCommerce and public relationsEducation: Holds an M.A. in Communications with focus on computer-mediated communication Accomplishments:
• Social Media Bootcamp Certified
• Over 10 years of social media and marketing experience
• Contributor for a national blog network and volunteer community
manager
• Published author
WHAT COULD GO WRONG?
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OTHER EXAMPLES
• University of Michigan athletic accounts were compromised, sending phishing attempts to fans and posting inappropriate content
• US Military Central Command was hacked and ISIS content posted
• Prior to engaging with our security services, one of our clients experienced a similar issue
DEFINING SOCIAL MEDIA CRISIS
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DEFINITION A crisis is an emergent, dynamic, negative occurrence and its subsequent reactions and impact.
1. A crisis can stem from a variety of places
2. A true crisis will have immediate and long-lasting effects on your business. Test: Will this ruin your weekend?
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PAID, OWNED AND EARNED SOCIAL MEDIA RISKS
• Paid Media: Boosted Posts, Facebook Ads, Sponsored Posts
• Earned Media: Shares, blog posts, any word-of-mouth content
• Owned Media: Your brand/company’s social media accounts
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INFLUENCERS AND ADVOCATES
• Influencers: Big audience, compensation-driven, short-term effects
• Advocates: Smaller audience, usually self-motivated, long-term effects
PREVENTION AND REACTION
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PREVENTION TOOLS AND TECHNIQUES
• Hacking/unauthorized access• Complaints, calls for boycotts, special interest
groups • Accidentally posting personal content to a
business account
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REACTIVE TOOL AND TECHNIQUE EXAMPLES
• Public relations for statements, if necessary (templates are good)
• Third-party consultation (“talk you through it”)• Cross-department plans and contact trees for various
scenarios (i.e., if this is an ex-employee, HR and possibly legal would be involved)
• On-call team members for duration of crisis
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OTHER NEEDS
• C-Level buy-in and education
• Third party to answer questions and provide guidance and support
• Style books and prepared statements
• Documentation of post-crisis procedures
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WHAT ELSE DO YOU NEED?
• All of these processes and documents should be scalable and easily deployed
• IT should be heavily involved
• You need alignment from superiors
LISTENING
LISTENING IS KEY
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LISTENING DONE WELL!
HOW DO THESE THINGS HAPPEN
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HOW DO CRISIS EVENTS OCCUR
• Phishing/scam attempts• Disgruntled employees • Carelessness with mobile phones and
laptops• Unsecured networks• Confusing accounts• Account access• Lack of planning• Political or social motivation• Special interest groups
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CONSEQUENCES OF CRISIS
• Distrust
• Loss of fans and followers
• Bad publicity
• Internal pressure to delete
• Economic impact
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CONCLUSION
No company is immune to internal or external attacks or honest mistakes. Having the proper tools and processes in place can greatly reduce your risk.
We recommend looking at your current social media efforts to determine areas of weakness. Please feel free to ask questions at this time!
