Crisis preparedness on social media platforms

Burson-Marsteller

Toni Cowan-Brown EMEA Deputy Digital Practice Leader @thefashioncloud / @BMDigital

Would have, could have, should have.

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THE SHIFTING DIGITAL LANSCAPE 3 Burson-Marsteller

The lines between digital, mobile and the real world have blurred

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We check our mobile phones

150 times a day

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We spend

using social media

2 hours a day

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Consumers are newsmakers

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Brands are more responsive… …and crises are born and spread further and faster

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NEVER UNDER-ESTIMATE THE POWER OF A GOOD PLAN

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Strong foundations

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LISTEN READINESS EDUCATE EMPOWER

A state of preparedness

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Regularly test your crisis plan

LISTEN READINESS EDUCATE EMPOWER

A state of preparedness

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Understanding conversational landscape

Identifying brand advocates

Invest in your social media

presence

LISTEN READINESS EDUCATE

EMPOWER

A state of preparedness

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Identify and train crisis team

Strong and updated protocols

Guidelines and handbooks

Mapping possible scenarios

Trial and error

EMPOWER LISTEN READINESS EDUCATE

A state of preparedness

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Develop an employee social media policy

Certification scheme (to go

with the training programmes)

Employees as trusted voices

Clear corporate purpose

EMPOWER LISTEN READINESS

EDUCATE

A state of preparedness

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Across all channels and carefully considered role of:

Internal communications

Owned social media

Search engines

Dedicated dark sites

Things to look out for and consider

Hashtags turned ‘bashtags’ It’s not about you

People follow people

Earn it, don’t ask for it

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Add value

Make planning a priority