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Access Development MarCom Manager Brandon Carter's presentation on social media crisis management for SMCSLC's October event, "When Social Gets Scary." View slides and the script for the talk on the Google Doc: https://docs.google.com/presentation/d/1A6_m3JgBQMkepUYqFLVJbz2_tc-aYnlxDz6EdfYn9l8/edit?usp=sharing
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When Social Gets Scary
Brandon Carter - @bscarter#SMCSLC
How Not to Do It
Provo Craft
Provo Craft
1. Get your side out there2. Take them seriously3. Let them have their say4. Empower your community5. Let it fizzle
The Rules Don’t Exist
Disinhibitionism - lack of restraint manifested in several ways, including disregard for social conventions, impulsivity, and poor risk assessment.
What is a crisis?
● Depends on the brand○ Big biz: Angry mob○ SMB: One mad person
Crisis Triggers
● Unresolved customer service issue● Product/brand changes● Rogue employees
Does your brand promise match your brand delivery?
Bad Customer Service Starts Fires
● 50% of consumers complain via social● Only 62% of issues are addressed
○ Up from 5% in 2011● 71% of consumers who experience a quick
and effective brand response on social media are likely to recommend that brand to others
Dealing With It
1. Have a plan2. Know when it happens
a. IFTTT.comb. Hootsuite
3. Respond quickly4. Take It Offline5. Fix It
Deal with Trolls
Some brands can get away with things others can’t
Thanks!
@bscarterfacebook.com/brandonscarter