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Social Media in Times of Crisis
Beverley Theresa
@hellobeverley
Beverley Theresa
Social Media Strategist
#iMEDIA16@topdrawinc
BEVERLEY THERESASocial Media Strategist
Hello
topdraw.com
@topdrawinc
#iMEDIA16@topdrawinc
Overview
● The difference between a problem & crisis
● Bad examples of crisis handling
● Good examples of crisis handling
● Preparation for crisis
● Key takeaways
● Questions?
● Kbye!
#iMEDIA16@topdrawinc
What IS Social Media?
Publish contentDiscussionsFeedback
Evaluations
EngagementInteraction
Blah blah blah...
#iMEDIA16@topdrawinc
Problem vs Crisis
Problem
- Ongoing- Doesn’t present immediate risk- Does not present any severe
long-term impacts on the company
Crisis
- New issue- Negative long-term repercussions- Company lacks knowledge of
event- Action taken ASAP
#iMEDIA16@topdrawinc
Preparing Yourself
1 Community guidelines2 Social monitoring/listening3 Crisis checklist4 Crisis 411 document/microsite5 Handle it
#iMEDIA16@topdrawinc
Preparing Yourself - Community Guidelines
Sets precedentGoal of company social media accountsParticipation “terms of use”
Target: fans, followers, employees and marketing team
#iMEDIA16@topdrawinc
Preparing Yourself - Crisis Checklist
Before your crisis checklist:
❏ Define emergency contacts❏ Create employee communication plan❏ Define brand voice and tonality for responses
#iMEDIA16@topdrawinc
Preparing Yourself - Crisis Checklist
❏ Identify the influencer❏ Pause scheduled social media posts❏ Pause paid ads on social media channels❏ Create blog entry addressing situation as needed❏ Communicate with emergency contacts and employees❏ Continually monitor social media platforms for information❏ Measure impact/KPIs
#iMEDIA16@topdrawinc
Preparing Yourself - Crisis 411 Document/Microsite/Slack
SpreadsheetWord documentMicrositePrivate forum