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SOCIAL MEDIA CRISESKaren FrebergAssistant Professor University of Louisville [email protected] @kfreberg
TRAVELER +EXPLORER
EDUCATOR AND LIFE LONG STUDENT
COFFEE ADDICT
*CLAIM TO FAME: FEATURED IN A TWITTER MOMENT STARBUCKS CREATED FOR NATIONAL COFFEE DAY
Goals and Objectives
Audience Analysis
Listening & Monitoring
Crisis planning & playbook
Scenario & Education Training
Crisis history
Corporate Culture
Frontline & Senior Employees
Strategic Storytelling
Preparation • Establish proactive monitoring protocol • Crisis communication team training • Set social media guidelines and scenarios • Build healthy and interactive relationships with key parties
Response • React quickly, compassionately with authoritative and clear words
and actions. • Understand emotions via social media • Pay attention to comments and feedback in real-time • Integrate crisis messages to appropriate medium • Monitor and integrate comments into crisis plan strategy
Recovery • Evaluate team members and crisis response tactics and strategies • Analyze data to see what can be done next time during a crisis • Determine best practices and learning lessons from situation.
@KFREBERG
WHAT IS A CRISIS?‣ Problems: commonplace; predictable; quickly resolved; and
may go unnoticed.
‣ Issues: a contestable question of fact, value or policy which affect how stakeholders grant or withhold support and seek changes through public policy
‣ Crises: less predictable; time- consuming; costly; and bring unwanted public attention. A specific, unexpected and nonroutine event that creates high levels of uncertainty and presents an organization with both opportunities and threats to its high priority goals.
Crisis types based on Attribution
Victim Crises: Minimal Crisis Responsibility • Natural disasters: acts of nature such as tornadoes or earthquakes. • Rumors: false and damaging information being circulated about you organization. • Workplace violence: attack by former or current employee on current employees on-site • Product Tampering/Malevolence: external agent causes damage to the organization.
Accident Crises: Low Crisis Responsibility • Challenges: stakeholder claim that the organization is operating in an inappropriate manner • Technical error accidents: equipment or technology failure that cause an industrial accident. • Technical error product harm: equipment or technology failure that cause a product to be
defective or potentially harmful.
Preventable Crises: Strong Crisis Responsibility • Human-error accidents: industrial accident caused by human error. • Human-error product harm: product is defective or potentially harmful because of human
error. • Organizational misdeed: management actions that put stakeholders at risk and/or violate the
law.
@KFREBERG
MAJOR PLAYERS INVOLVED IN CRISES▸ Activists / Activist Groups
▸ Influencers (Local, National + International)
▸ Government Agencies
▸ Whistleblowers
▸ Crisis communication professionals
▸ Businesses
▸ Government officials
▸ Community leaders
▸ Citizens
▸ Bloggers
▸ Media
@KFREBERG
KEY TAKEAWAYS▸ Social media crises for the most part can be prevented.
▸ Educational training is key
▸ Simulations
▸ Identifying key trends, issues, and warning signs (listening AND monitoring)
▸ Understanding the narrative and impact visual storytelling has on these types of crises.
▸ False images + “doctored’ photos + fact checking
▸ Many voices = ONE message
▸ Training for crisis communication messages ACROSS mediums
▸ Role of the spokesperson (and key players) shifts the impact and responsibility of the crises.
▸ How you present yourself is just as important as what you say (WV Water Crisis + BP Oil Spill)
▸ Rise in emerging issues and trends in crisis communications.
▸ Influencers
▸ Advocates + Activism
@KFREBERG
WHAT NOT TO DO IN A SOCIAL MEDIA CRISIS: VENT OPENLY
@KFREBERG
UNDERESTIMATE THE RECEPTION OF BEING “SNARKY”
@KFREBERG
WHAT TO DO: RECOGNIZE A MISTAKE HAS BEEN MADE AND TAKE ACTION
TEXT
WHAT TO DO: SUPPORT YOUR TEAM + COMMUNITY
@KFREBERG
RECOMMENDATIONS + NEXT STEPS▸ Be aware this is a profession that always changes. You have
to continue being a student in the field (even after graduation).
▸ Adaptability, flexibility, and strategic thinking are key traits for crisis communication professionals.
▸ Use data to inform + brainstorm strategies on crisis situation. Tie into current SWOT analysis + early warning detection signs (understand the difference between listening + monitoring).
▸ You will ALWAYS have a job in this field. If you think you have seen it all….. wait a few seconds.
QUESTIONS OR COMMENTS? THANK YOU VERY MUCH!Karen Freberg, Ph.D. Assistant Professor of Strategic Communications University of Louisville [email protected]
