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Social Media Crisis Management

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Shel Holtz
Shel Holtz

The deck used in the May 10, 2012 Radian6 webinar. Please keep in mind, this deck was speaker support and not intended as a standalone document.

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Social Media Crisis Management Shel Holtz, ABC @shelholtz #radian6
• Nothing’s changed • Everything’s changed • Solution: Apply crisis fundamentals to a social, real-time world
Crisis s
Modern crises • Erupt with unprecedented speed • An insatiable thirst for news • Anyone can break news • Porous boundaries between social & mainstream media
How fast does news break?
What is ? • Not just major announcements or milestones • Instead: Frequent, regular updates • Drive the 140-character news cycle
Original Blog Post or Tweet ReTweet Blog Post Video Delicious Blog Post Digg ReTweet ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Delicious Delicious Delicious Delicious Delicious Mainstream Media
Why use social media in a crisis? • It’s where people increasingly go for information – Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder • Instant updating • Human voice • Produce a record • Two-way communication is more credible
• Media follow them • Your critical publics read them • Serves as “hub” in a hub-and-spoke model
138 total tweets to 32,000-plus
Release assets into the wild
Leverage your existing relationships
Acknowledge mistakes
Employees’ Role
Requirements for Social Business Preparedness • Baseline Governance and Reinforcement: – Established and reinforced a corporate social media policy that allows employees to participate professionally • Enterprise-Wide Response Processes: – Defined processes for rapid workflow and engagement with customers in social media • Ongoing Education Program and Best Practice Sharing: – A culture of learning through ongoing social media education • Leadership from a Dedicated and Shared Central Hub: – Organized in a scalable formation, with a cross-functional “Center of Excellence”
Companies with a Baseline Process to Educate Rank-and-File Employees
Percentage of Companies with a Formal Social Media Triage Process
Percentage of Companies with a Formal Social Media Crisis Escalation Plan
Percentage of Companies with Ongoing Communication/Education and Best Practice Sharing
Categories of Social Media Crises
Inevitable vs. Avoidable
What Companies Experiencing Crises Lacked
Even Advanced Companies Don’t Have… • Ability to use social feedback to fix problems and improve products and services • Integration of social data into existing systems • Formal measurement strategy to drive accountability • Consolidated set of mature technologies
Phone: 415.881.7430 Shel Holtz, ABC Twitter: @shelholtz Email: shel@holtz.com Web: holtz.com Blog: blog.holtz.com Podcast: www.forimmediaterelease.biz Link blog: linksfromshel.tumblr.com Video blog: shelholtz.com Skype: shelholtz Pinterest: pinterest.com/shelholtz Facebook: facebook.com/shel.holtz LinkedIn: linkedin.com/shelholtz Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0

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Social Media Crisis Management

  • 1. Social Media Crisis Management Shel Holtz, ABC @shelholtz #radian6
  • 2. • Nothing’s changed • Everything’s changed • Solution: Apply crisis fundamentals to a social, real-time world
  • 3. Crisis s
  • 4.
  • 5. Modern crises • Erupt with unprecedented speed • An insatiable thirst for news • Anyone can break news • Porous boundaries between social & mainstream media
  • 7.
  • 8. What is ? • Not just major announcements or milestones • Instead: Frequent, regular updates • Drive the 140-character news cycle
  • 9. Original Blog Post or Tweet ReTweet Blog Post Video Delicious Blog Post Digg ReTweet ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video ReTweet Blog Post Video Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Blog Post Digg ReTweet Delicious Delicious Delicious Delicious Delicious Mainstream Media
  • 10. Why use social media in a crisis? • It’s where people increasingly go for information – Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder • Instant updating • Human voice • Produce a record • Two-way communication is more credible
  • 11. • Media follow them • Your critical publics read them • Serves as “hub” in a hub-and-spoke model
  • 12.
  • 13.
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  • 20. 138 total tweets to 32,000-plus
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  • 25.
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  • 29. Leverage your existing relationships
  • 32. Requirements for Social Business Preparedness • Baseline Governance and Reinforcement: – Established and reinforced a corporate social media policy that allows employees to participate professionally • Enterprise-Wide Response Processes: – Defined processes for rapid workflow and engagement with customers in social media • Ongoing Education Program and Best Practice Sharing: – A culture of learning through ongoing social media education • Leadership from a Dedicated and Shared Central Hub: – Organized in a scalable formation, with a cross-functional “Center of Excellence”
  • 33. Companies with a Baseline Process to Educate Rank-and-File Employees
  • 34. Percentage of Companies with a Formal Social Media Triage Process
  • 35. Percentage of Companies with a Formal Social Media Crisis Escalation Plan
  • 36. Percentage of Companies with Ongoing Communication/Education and Best Practice Sharing
  • 37. Categories of Social Media Crises
  • 40. Even Advanced Companies Don’t Have… • Ability to use social feedback to fix problems and improve products and services • Integration of social data into existing systems • Formal measurement strategy to drive accountability • Consolidated set of mature technologies
  • 41. Phone: 415.881.7430 Shel Holtz, ABC Twitter: @shelholtz Email: shel@holtz.com Web: holtz.com Blog: blog.holtz.com Podcast: www.forimmediaterelease.biz Link blog: linksfromshel.tumblr.com Video blog: shelholtz.com Skype: shelholtz Pinterest: pinterest.com/shelholtz Facebook: facebook.com/shel.holtz LinkedIn: linkedin.com/shelholtz Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0