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