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Insightsinto
DevelopingYour
SOCIAL MEDIA CRISIS
MANAGEMENT PLAN
Victoria Edwards
Insights into Developing Your Social Media Crisis Management Plan
Insights into Developing Your Social Media Crisis Management Plan
@TallChickVic
Overview
Part 1: How to Deal with a Social
Media Crisis
Part 2: How to Use Social
Media During a Crisis
Insights into Developing Your Social Media Crisis Management Plan
@TallChickVic
Standard Operating Procedures
Will describe how you will use and maintain your
social media platforms
Educating employees on social media best
practices
Types of content you can post
How to monitor commentary
Waiver and release form
FAQ's with various canned responses
Social Media support email
@TallChickVic
Decision Tree
@TallChickVic
Develop Scenarios
Develop a group that contains PR, legal &
social media
Create a spreadsheet of possible
scenarios
Determine if they are problem or a crisis
Problem = Minor
Crisis = Major = Effects Bottom Line
@TallChickVic
Invest in Listening Tools
@TallChickVic
Social Media Crisis | Best Practices
Respond immediately to post
Provide support email so you can get
the conversation offline
Admit to error
Do NOT ignore comment or situation
@TallChickVic
Examples
@TallChickVic
Examples
Examples
@TallChickVic
@TallChickVic
A tweet can turn into a
crisis when it’s clear
that there’s been
deliberate insensitivity
and there is no apology
issued.
@TallChickVic
Follow Up for Social Media Crisis
Monitor, monitor, monitor
Respond quickly
Urge the user to respond via social
media email (take conversation
offline)
Acknowledge your error
Be transparent and human
Apologize and make it right
@TallChickVic
Part 2: How to Use Social Media
During a Crisis
Insights into Developing Your Social Media Crisis Management Plan
@TallChickVic
Social Media Data
During Hurricane Sandy, users sent more than 20
million Sandy-related tweets during the event
Following the Boston Marathon bombings, one
quarter of Americans reportedly looked to
Facebook, Twitter and other social networking
sites for information, according to The Pew
Research Center
Facebook recorded 4.5 million status updates
from around the world that contained the words
"Japan" "Tsunami" & "Earthquake" (84% of total
updates)
@TallChickVic
Prepare Your Team
Included in your SOP's
Develop a list of Crisis Communications
Team (CCT) with their contact information
Team should include leadership, legal,
PR, and social media
List should include names and all forms
of contact information
@TallChickVic
Receive a Debriefing of the Event
Questions that should be asked are:
What happened?
Where did it happen?
What offices are affected?
Is the situation resolved or continuing
What is being done right now?
What is the potential for escalation?
What is the expected outcome?
What is the best-case scenario?
What is the worst-case-scenario?
Which is more likely?
@TallChickVic
Social Media Best Practices During a Crisis
Wait for leadership to inform social
media regards to messaging
Pause all marketing campaigns
Pause social media ads
Pause all social media posts
Develop appropriate messaging for
social & blog regarding the situation
(include hashtag)
Social Media Best Practices During a Crisis
Insights into Developing Your Social Media Crisis Management Plan
Risks with Social Media - Misinformation
Risks with Social Media - Scams
@TallChickVic
Facebook Safety Check
If you’re in the location of
the crisis, Facebook will ask
you a question, are you
safe or are you in the area
that is affected
This will then show up in
their newsfeed
Click to a page of safety
checks to see everyone of
your friends in that area
Google Person Finder
Google Person Finder is a web application that allows individuals to
post and search for the status of relatives or friends affected by a
disaster.
The program also lets press agencies, non-governmental agencies
and others contribute to the database and receive updates by using
the Person Finder API based on the PFIF open standard.
Red Cross - Connect With Us
Final Thoughts
Wait for leadership to inform social media
regards to messaging
Pause all digital marketing campaigns
Educate your customers/users on scams
Develop hashtag for public to follow
Develop appropriate messaging for social
regarding the situation
Present only factual information "At this time,
we know..."
Resources
http://www.scientificamerican.com/article/
how-social-media-is-changing-disaster-
response/
http://mashable.com/2013/05/21/social-
media-disaster-response/#H7bGzR.hdgqr

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