How To Handle A Social Media Crisis

Jenna Lebel Managing Director, Strategy

@jennaL15

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What Do These Companies Have in Common?

A CRISIS!

Bad news travels fast…

faster with social media.

The truth is…you can no longer HIDE information.

But you CAN harness the power of social media to give you an outlet to communicate with your audience.

You Can Also…

•  Control your message

•  Address the situation and take ownership

•  Give people the information directly

•  Set the record straight and put things into context in real-time

It all starts with a plan…

You may not know your crisis, but you can know the answers to these questions!

Who will handle? √

√ √

√ Who is your audience?

How will you reach them?

Can you be proactive? Or are you limited?

Know Your Team

Know Your Audience

Know Your Platforms

Know Your Limitations and Comfort Level

Proactive vs. Reactive

Full vs. Limited Disclosure

Sometimes you can’t plan ahead, but you can react quickly.

Monitor closely √ √

√

√

√

Control the message and conversation

Answer and respond

Keep your audience updated

Shift conversation

A Crisis Handled Well

And One Handled Not So Well…

• Lack of communication about situation

• No outlets for communication • Talking AT people not WITH people

• Very minimal responses

• Fake Twitter accounts created

The Brand Perspective: Lessons Learned

Important lessons: •  It’s manageable with preparation •  Know and understand your audiences •  Be honest and open

Thank You!

Questions?