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Oh, crap. Your brand’s getting dumped on. Digital crises can happen to anyone, but only the best of brands are armed and ready to respond effectively. What do you do when an offline crisis blows up on Twitter? What about when your social team posts something to Facebook that they shouldn’t have? DeMoss’ Drew Hawkins and Chandler Epp share the steps your brand must take to minimize damage and reveal how asking the right questions makes all the difference when ‘it’ hits the fan.
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Chandler Epp@chandlerepp
Drew Hawkins@drewhawkins
#SoCon14
# S o C o n 1 4
W H E N I T H I T S T H E F A N
Now what?
@drewhawkins @chandlerepp#SoCon14
E VA L U AT E C R I S I S
W h a t ’ s t h e s t o r y ?
PR problems are often
management problems gone public.
M O N I T O R O N L I N E C O N V E R S AT I O N
W h a t ’ s t h e d a m a g e ?
Crisis management is like gambling,
and we don’t always get it right.
9
D E T E R M I N E R E S P O N S E
All crises amount to
choosing the “least bad”
from a series of bad options.
@drewhawkins @chandlerepp#SoCon14
All crises amount to
choosing the “least bad”
from a series of bad options.
R E A L I Z E T H AT: Details will come out.
R E A L I Z E T H AT: Leaders will be more visible.
R E A L I Z E T H AT: Opponents will relish in signs of scandal.
R E A L I Z E T H AT: Correcting incorrect info won’t solve a PR crisis.
R E A L I Z E T H AT: Sometimes no response is the best response.
I D E N T I F Y C H A N N E L S
What audiences?
In what order?
By what means?
I D E N T I F Y C H A N N E L S
20
C R A F T M E S S A G E
Stature sends signals.
@drewhawkins @chandlerepp#SoCon14
Stature sends signals.
#6 - Review• Review again.
• Then publish.
• A wisdom test trumps all tests. (it’s own slide)!
• What’s the wisest thing to do?
• Notice we did not say “a legal test” or a “moral” test or any other standard.
• Don’t fool yourself into thinking “because I can, I should.”
• If it could be perceived incorrectly or negatively, it fails the test.
• If you have to explain it - you’ll never be able to explain it.
R E V I E W
R e v i e w a g a i n .
T h e n p u b l i s h .
A wisdom test trumps all tests.
If you have to explain it, you’ll never
be able to explain it to everyone.
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S TA R V E T H E B E A S T
C A S E S T U D Y
T H E I S S U E
T H E R E S P O N S E
S TA R V I N G T H E
B E A S T ?
C A S E S T U D Y
W H AT H A P P E N E D ?
T H E R E S P O N S E
37
M O N I T O R A F T E R S H O C K S
A C K N O W L E D G E T H E S I T U AT I O N
Where should you acknowledge fault? !
How are we doing now?
Evaluate crisis.
Monitor online conversation.
Determine response.
Identify channels.
Craft message.Review. Review again. Then publish.
Starve the beast.Monitor aftershocks.
Acknowledge the situation.
R E C A P
I t h a p p e n s .
@drewhawkins @chandlerepp#SoCon14
# S o C o n 1 4
Q U E S T I O N S ?
S T U P I D - P R O O F !Y O U R S O C I A L
CAN PREVENT A SOCIAL MEDIA
CRISIS
45Photo credit: Brintam / Foter.com / CC BY-NC
M I N I M I Z E P O T E N T I A L
D A M A G E
When “It” Hits The Fan!3 P.M. @ #SoCon14!
@drewhawkins!@chandlerepp!
