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Slides from "Crisis Communications in a Networked World," presented by Andrew Careaga, director of communications, Missouri University of Science and Technology, at CASE District VI Conference, Jan. 14, 2008
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Crisis communicationsin a networked world
CASE District VI Conference || Jan. 14, 2007 || Denver
Andrew Careaga || Director of CommunicationsMissouri University of Science and Technology
[email protected] || www.mst.edu
Reputation management online
• how social media can affect your institution’s reputation
• better monitor online discussions about your institution
• refine your crisis communications plan to address online issues
• improve management of your institution’s online reputation
• be prepared to enter the online “conversation” about your institution
Lessons from Virginia Tech
Avg. Monday
April 16, 2007
% change
129,544
1,019,966
687%
Spike in web traffic
Page viewsAvg. Monday
April 16, 2007
% change
193,258
2,294,687
1087%Source: Michael Dame, director of web services, Virginia Tech, “From the Inside Out: Lessons Learned in Crisis Web Communications After the Virginia Tech Tragedy,” HigherEdExperts.com webinar, July 10, 2007
‘Markets are conversations.’
Christopher Locke, Rick Levine,Doc Searls, David Weinberger The Cluetrain Manifesto (www.cluetrain.com)
Disintermediation
Eliminatingthe middleman
‘Don’t tase me, bro!’
2,238,930 views
27,599 comments
‘Can’t tase this’
1,008,097 views
2,596 comments
So what?
Source: Business Week, "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
The rise of citizen journalism
OhMyNews.comEvery Citizen Is A Reporter
47,000 registered citizen reporters
more than 2,500 stories a day
600,000 daily readers
Citizen journalism: StumbleUpon
Founded 2001
2006 membership:1 million
2007 membership:4 million
May 2007: Purchased by eBay for $75 million
Blogs as news sources
• October 2006– 12 blogs in top 100 most linked-to news
and information sites
• December 2006– 22 blogs in top 100 most linked-to news
and information sites
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Traditional media:losing ground – and credibility
72% of adults dissatisfied with the quality of American journalism today
Satisfied
Dissatisfied
55% said bloggers are important to the future of American journalism
74% said citizen journalism will play a vital role
Source: We Media/Zogby Interactive survey, reported in Advertising Age, “Who blogs? Odds are marketers have no idea,” June 4, 2007 (www.adage.com/digital/article?article_id=116998)
Social media:gaining ground – and credibility78% of online consumers spend more than 10 minutes reading consumer-generated reviews before buying
90% of Internet users “moderately” or “highly” trust information from online acquaintances
4% “highly” trust information from vendors or advertisers
Source: PowerReviews and Faves.com research, reported by Elisabeth A. Sullivan in “Be Sociable,” Marketing News, Jan. 15, 2008
Twitter - 500,000 ‘microbloggers’
Online video: we like to watch
Online video stats Viewers
Videos
watched
Jan. 2007 123 million 2.5 billion
Sept. 2007 136 million 7.2 billion
Source: comScore Media Metrix
Social networks:Catalysts for activism?
Social networks:Catalysts for activism?
Social networks:Catalysts for activism?
An example close to home
An example close to home
‘Sudden jihad syndrome’
‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
‘Sudden jihad syndrome’
‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’
Portion of transcript from Rush Limbaugh Show
Other online reactions
Other online reactions
How to prepare? 4 steps
• SWOT analysis
• Fill in the gaps
• Get tech-savvy
• Get tech-ready
Step 1: start with a SWOT
• Strengths might include…accessible, easily updated website
• Weaknesses might include…no ability to send mass text messages, no experience creating podcasts, no concept of blogging
• Opportunities…enlist cyber-savvy student assistants for blogging, podcasting
• Threats…local disgruntled alumnus is also an influential blogger (Do you know who the bloggers are in your community?)
Web-ready SWOT analysis: Missouri S&T
Strengths WeaknessesSolid crisis comm experience
Experienced bloggers
One savvy podcaster
Monitoring social media
Good IT relations
Good media relations
CMS issues
Mass notif system new, untested
Crisis plan doesn’t take social media into account
Not familiar w/ local bloggers
Not Facebook-savvy
Opportunities ThreatsBlogging platform for emergencies
IT bloggers can assist
Incorp social media into plan
Get to know local soc media
Explore Facebook culture
Local paper’s open forum online
Local colunnist/blogger
Students’ user-generated video on YouTube
Step 2: fill in the gaps
• New skill sets for reputation management in the online world:– Comfort with technology– Conversational, honest communication– Team-building and collaboration
• Have the right people on your crisis communications team (IT, alumni relations, student representatives)
• Collaborate with your IT staff• Learn from students
Step 3: get tech-savvy
• Blog discussions: Technorati, BlogPulse, Alexa
• Microblogging: Twitter• Video: YouTube, Blinkx• Photos/images: Flickr• Social bookmarks: Digg, del.icio.us• Social networks: Facebook, MySpace,
LinkedIn• Wikipedia
Have you met yourWikipedia editor?
Here’s ours:
Step 4: get tech-ready
• Create a plan to monitor your online reputation
• Prepare to respond – or not
• Use web 2.0 tools to reach key audiences
Monitoring online reputation
• Monitor keywords– Google News Alerts– Google Blog Alerts– Technorati– BlogPulse– del.icio.us– Digg– Flickr– YouTube– Google Video
• Join the Wikipedia editorial team
What’s your del.icio.us reputation
Don’t overlook these sitesCampusDirt.com
Don’t overlook these sitesStudentsReview.com
Responding to online media
• Do nothing
• Respond on initiating vehicle
• Respond on your site or at large
• Respond traditionally
Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
Dalhousie University’s response
Measuring online reputation
• Outcomes: affecting behavior, relationships– traffic– relationships
• Outtakes: social capital, social networking measures– what ‘networks’ are connected?– comments and commentary– ability to disseminate info quickly/accurately/widely/narrowly
• Output: How many people are paying attention?– rankings/authority (Technorati)– conversation index (comments/post)
• Analysis: Look at trends over time
Getting your story out
• Email– most traditional
• Your website– blog format is useful– RSS for updates, republishing
• Correct misinformation– Wikipedia– video to YouTube– images to Flickr
• Create and post relevant podcasts
Blogging about controversial issues
Get the right tools and people
• Can you quickly post information on the website and make it readily accessible?
• Do you have RSS feeds, email lists, etc.?
• Who is on your crisis communications team?– Include key IT staff, alumni relations staff,
athletics staff, radio station staff
• Get buy-in from above
In summary
• Determine your strengths, weaknesses, opportunities, threats
• Fill the gaps• Get tech-savvy• Get tech-ready
– Create a plan for monitoring online activity– Be prepared to respond quickly to
misinformation