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Crisis Communications & Social Media Presented to YouToo Social Media Conference April 16, 2010 HENNES PAYNTER COMMUNICATIONS
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
0 0.5 1
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
