Crisis Communications&

Social Media

Presented to YouToo Social Media ConferenceApril 16, 2010

HENNES PAYNTER COMMUNICATIONS

What is a crisis?

• Work stoppages, plant closings, employee layoffs

• Boycotts, public demonstrations, civil disturbances

• Sudden leadership changes

• Natural disasters

• Misconduct – financial, sexual, other

• Industrial or environmental accidents

• Litigation, medical malpractice

“It takes a lifetime to build a reputation, and onlya short time to lose it all.”

Joseph NeubauerFormer CEO, Aramark Worldwide

The times they are a changin’

We need to protect the brand…

“…please don’t post using an altered version of any of our logos as your profile pic – they will be deleted…”

We’re just enforcing our policies…

• Is “Silent Bob” too fat to fly?

It’s an isolated incident…

“United Breaks Guitars”

Let’s control the information flow…

Those were the days…

Now…

News on the go

0 0.1 0.2 0.3 0.4

Checkweather

Read newsonlne

Checksports

Get newsalerts

Cell users 50+

Cell users <50

All cell phone users

Source: Pew Research Center

News on the go

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Community News

Science &technologyInternational

Business

Health &medicineNational events

How is social media different?• Speed• Sources• Reach• Anonymous• “Watercooler” effect• Overwhelming

Everyone is a reporter…• Welcome to iReport, where people take part in the

news with CNN. Your voice, together with other iReporters, helps shape how and what CNN covers everyday.

• Share: Tell a story, offer an opinion, say what's important to you.

• Discuss: Join the conversation on the day's big issues.

• Be heard: The best iReports get vetted and used on CNN platforms.

• iReport is a user-generated section of CNN.com. The stories here come from users. CNN has vetted only the stories marked with the "CNN" badge. MORE...

Traditional meets social media

• Only thing on chart of patient in Room 4, Bed 3 at HUEH, besides dr notes, is “NOT TALKING.” No name. #Haiti SmithJoannaabout 3 minutes ago via web

• Galveston County Hurricane Ike has now made landfall on Galveston Island IKEDW12:39 AM Sep 13th, 2008 via web Disaster Watch Ike

Everyone expects access…• What do you drive? • How far along is Toyota on moving

into some truly gas free cars in the future? Are these kinds of vehicles even possible or feasible in our current lifetime?

• I was a General Manager of one of your largest dealerships in the US. I was aware that this problem dates back to 2004. In fact, there was a death involved in a sudden acceleration incident at an Atlantic City Hotel in a Camry that our dealership sold…

Digg Dialogg: Jim Lentz

Speed trumps all else…

• "Breaking News: Coast Guard fires 10 rounds at boat on Potomac River."

Whatever the media…

• Tell the truth, tell it first, tell it all

• Be transparent, proactive, human

• Be fast and accurate

• Tell what you know when you know it

• Say “I don’t know” (Don’t speculate!)

Whatever the media…

• Watch your tone– “I’m sorry…”

– “We deeply regret...”– “We extend our sympathies...”

• Show you care

• Be human!

If a tree falls …

• Employees• Customers/ clients• Vendors• Neighbors• Regulators

• Volunteers• Funders/ donors• Elected officials• Retirees• Business community• Media

Social Media as a Crisis Tool

• Portable, personalized, participatory

• Collaborate

• Target specific audiences

• Notification systems

• Link, re-tweet, post

• Provide instructions

Social Media as a Crisis Tool

• If you’re OK, update your status…

• KNO B4 U GO: Northbound I-71 just before SR 82 is restricted (one lane is closed) until 10 a.m. due to a crash. Updates to follow. 6:09 AM Feb 26th via web

Social Media as a Crisis Tool

• Responding to earthquake in #Haiti? Read health recommendations for relief workers responding to disasters http://tinyurl.com/ykhwltu 8:17 AM Jan 15th via web

• Earthquakes felt on the Pacific coast today. Did you know in the US it's not recommended you stand in a doorway during a quake? Read why and more tips for US residents in the link below [PDF].www.redcross.org

Social Media as a Crisis Tool

• UPDATE on CG helo crash - 3 injured aviators rescued, 2 remain onscene. Details here http://ow.ly/1dRvn. Video here http://ow.ly/1dRv1 #uscg 12:36 PM Mar 3rd via HootSuite

•

cgcompass

Social Media as a Crisis Tool• Engage, respond, clarify• Watch the tone; remember your audience(s) • Post links to official statements on Facebook,

Twitter, YouTube• Encourage followers to re-tweet or share

updates• Don’t disappear• Mind your manners!

Before the crisis happens…

• Establish a written social media policy• Include social media in your crisis plan• Test the technology• Get approval/ buy-in• Build a following• Engage connections with blog posts,

updates and substantial news

Social Media Policy

• Who speaks for the organization?• Which sites have priority (based on

followers)• Tell what you know when you know it• Proactive vs. reactive participation • Be transparent/ don’t misrepresent

Social Media Policy

• Don’t share trade secrets or confidential information (FERPA, HIPAA)

• Don’t share it online if you wouldn’t want to read it in the newspaper

• Don’t confuse personal & professional use• Don’t exaggerate • Remember – nothing online is private

Monitor the conversation

• Twitter, Facebook & the Blogosphere • Comments on media websites• Wikipedia• Watch for “influentials”• Respond quickly – even if it’s to promise an

answer when you can• Clarify – don’t ignore misinformation

Protect Your Reputation

• Sign up for accounts to avoid “Brandjacking” • Choose a professional username• Namechk (http://namechk.com/) - an easy way to

check if the user name you want is available on multiple sites

Questions?

www.crisiscommunications.comSign up for our crisis comm e-newsletter:

paynter@crisiscommunications.com