Insights intoDeveloping Your

SOCIAL MEDIA CRISISMANAGEMENT PLAN

Victoria Edwards

@TallChickVic

Overview

Part 1: How to Deal with a Social

Media Crisis

Part 2: How to Use Social

Media During a Crisis

@TallChickVic

Standard Operating ProceduresWill describe how you will use and maintain yoursocial media platformsEducating employees on social media bestpracticesTypes of content you can postHow to monitor commentaryWaiver and release formFAQ's with various canned responsesSocial Media support email

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Decision Tree

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Develop Scenarios Develop a group that contains PR, legal &social mediaCreate a spreadsheet of possiblescenariosDetermine if they are problem or a crisisProblem = MinorCrisis = Major = Effects Bottom Line

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Invest in Listening Tools

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Social Media Crisis | Best PracticesRespond immediately to post Provide support email so you can getthe conversation offlineAdmit to errorDo NOT ignore comment or situation

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Examples

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Examples

Examples

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@TallChickVic

A tweet can turn into acrisis when it’s clear

that there’s beendeliberate insensitivityand there is no apology

issued.

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Follow Up for Social Media CrisisMonitor, monitor, monitorRespond quicklyUrge the user to respond via socialmedia email (take conversationoffline)Acknowledge your errorBe transparent and humanApologize and make it right

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Part 2: How to Use Social MediaDuring a Crisis

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Social Media Data During Hurricane Sandy, users sent more than 20million Sandy-related tweets during the eventFollowing the Boston Marathon bombings, onequarter of Americans reportedly looked toFacebook, Twitter and other social networkingsites for information, according to The PewResearch CenterFacebook recorded 4.5 million status updatesfrom around the world that contained the words"Japan" "Tsunami" & "Earthquake" (84% of totalupdates)

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Prepare Your TeamIncluded in your SOP'sDevelop a list of Crisis CommunicationsTeam (CCT) with their contact informationTeam should include leadership, legal,PR, and social mediaList should include names and all formsof contact information

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Receive a Debriefing of the EventQuestions that should be asked are:

What happened?Where did it happen?What offices are affected?Is the situation resolved or continuingWhat 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?

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Social Media Best Practices During a Crisis Wait for leadership to inform socialmedia regards to messagingPause all marketing campaignsPause social media adsPause all social media postsDevelop appropriate messaging forsocial & blog regarding the situation(include hashtag)

Social Media Best Practices During a Crisis

Risks with Social Media - Misinformation

Risks with Social Media - Scams

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Facebook Safety Check

If you’re in the location ofthe crisis, Facebook will askyou a question, are yousafe or are you in the areathat is affectedThis will then show up intheir newsfeedClick to a page of safetychecks to see everyone ofyour friends in that area

Google Person FinderGoogle Person Finder is a web application that allows individuals topost and search for the status of relatives or friends affected by adisaster.The program also lets press agencies, non-governmental agenciesand others contribute to the database and receive updates by usingthe Person Finder API based on the PFIF open standard.

Red Cross - Connect With Us

Final ThoughtsWait for leadership to inform social mediaregards to messagingPause all digital marketing campaignsEducate your customers/users on scamsDevelop hashtag for public to followDevelop appropriate messaging for socialregarding the situationPresent only factual information "At this time,we know..."

Resourceshttp://www.scientificamerican.com/article/how-social-media-is-changing-disaster-response/http://mashable.com/2013/05/21/social-media-disaster-response/#H7bGzR.hdgqr