social media in times of crisis
TRANSCRIPT
Social Media in Times of Crisis
Beverley Theresa
@hellobeverley
Beverley Theresa
Social Media Strategist
#iMEDIA16@topdrawinc
BEVERLEY THERESASocial Media Strategist
Hello
topdraw.com
@topdrawinc
#iMEDIA16@topdrawinc
Hello
#iMEDIA16@topdrawinc
Overview
● The difference between a problem & crisis
● Bad examples of crisis handling
● Good examples of crisis handling
● Preparation for crisis
● Key takeaways
● Questions?
● Kbye!
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What IS Social Media?
Publish contentDiscussionsFeedback
Evaluations
EngagementInteraction
Blah blah blah...
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Problem vs Crisis
Problem
- Ongoing- Doesn’t present immediate risk- Does not present any severe
long-term impacts on the company
Crisis
- New issue- Negative long-term repercussions- Company lacks knowledge of
event- Action taken ASAP
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Problem vs Crisis
Bad Examples
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Bad Examples - Party City
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Bad Examples - Party City
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Bad Examples - Party City
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Bad Examples - HMV
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Bad Examples - HMV
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Bad Examples - HMV
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Bad Examples - Applebee’s
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Bad Examples - Applebees
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
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Bad Examples - Applebee’s
42% decline in profit for the quarter
Good Examples
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Good Examples - Burger King
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Good Examples - Burger King
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Good Examples - Kitchen Aid
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Good Examples - Kitchen Aid
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Good Examples - Kitchen Aid
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Good Examples - Kitchen Aid
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Good Examples - Kitchen Aid
Prep Yo’self
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Preparing Yourself
1 Community guidelines2 Social monitoring/listening3 Crisis checklist4 Crisis 411 document/microsite5 Handle it
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Preparing Yourself - Community Guidelines
Sets precedentGoal of company social media accountsParticipation “terms of use”
Target: fans, followers, employees and marketing team
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Preparing Yourself - Social Monitoring/Listening
Listening
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Preparing Yourself - Social Monitoring/Listening
Analyzing
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Preparing Yourself - Crisis Checklist
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Preparing Yourself - Crisis Checklist
Before your crisis checklist:
❏ Define emergency contacts❏ Create employee communication plan❏ Define brand voice and tonality for responses
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Preparing Yourself - Crisis Checklist
❏ Identify the influencer❏ Pause scheduled social media posts❏ Pause paid ads on social media channels❏ Create blog entry addressing situation as needed❏ Communicate with emergency contacts and employees❏ Continually monitor social media platforms for information❏ Measure impact/KPIs
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Preparing Yourself - Crisis 411 Document/Microsite/Slack
SpreadsheetWord documentMicrositePrivate forum
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Preparing Yourself - Handle It
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Preparing Yourself - Handle It
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Preparing Yourself - Handle It
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Preparing Yourself - Handle It
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Preparing Yourself - Handle It
Key Takeaways
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Key Takeaways
Learn from the good… and the bad.
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Key Takeaways
Be proactive.
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Key Takeaways
Handle it.
