crisis comm and social media 09 conference report final4

8/8/2019 Crisis Comm and Social Media 09 Conference Report FINAL4

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CrisisCommunication&SocialMediaSummit2009ConferenceReport

FrocommAustraliawww.frocomm.com
http://www.frocomm.com/http://www.frocomm.com/http://www.frocomm.com/


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CrisisCommunication&

SocialMediaSummit2009

ConferenceReport

Introduction

Frocomms2nd

AnnualCrisisCommunication&SocialMediaSummit2009waspartofan

extendedseries

of

events

for

public

relations

and

marketing

professionals

that

Frocomm

is

committedtopresenting.Featuringanarrayofthoughtleadersandpublicrelationsindustry

heavyweightsfromleadingconsultancies,publicandprivatesectororganisations,itprovided

participantswithanabundanceofcrisiscommunicationbrainnutrition.

Thefocusoftheconferencewasonsocialmediasrelevancetocrisiscommunication.

Presentersmadeitcrystalclearthatanycontemporarycrisiscommunicationplanthatdoesnot

includesocialmediaisanincompleteone,andseriouslyflawed.

Infact,asthecommunicationprogramsofmanyorganisations,especiallygovernmentones,

stilldo

not

reflect

the

impact

social

media

is

having,

it

may

well

be

that

crisis

communication

becomes(oris)thefirsttoeinthesocialmediawatersforthem.

Keythemesofthesummitincluded:

Theneedforsocialmediaguidelinesforemployees Understandingwhatisgoingoninthesocialmediaspacebeforeenteringit Thespeedofsocialmediaandthisbeingadoubleedgedsword Thepowerofpicturesandvideo,especiallyonfreewebsiteslikeYouTube Thechallengesandopportunitiestoprotect,buildandtrusttowardsanorganisation Theopportunitiessocialmediaprovidefordirectcommunicationwithstakeholders Theinfluencesocialmediadriveninformationishavingontraditionalmediacoverage Socialmediashouldnotbeusedattheexpenseofother,existingmethodologies.Thecontentofthisspecial,freesummitreportwasproducedbyCraigPearceofCraigPearce

StrategicCommunicationandBluegrassConsulting.Thisreportsummariseskeysummittake

outs.Craighasalsoanalysedandaddedvaluetosomeofthepresentersinsightsand

perspectives.Furtheranalysisofpublicrelations,marketingandmorecanbefoundonhisblog,

Publicrelationsandmanagingreputation.

Inthe

true

spirit

of

social

media,

please

interact

with

us,

either

through

email,

or

on

Craigs

blog,toletusknowyourthoughtsonthecontentsofthereport.Also,pleasesharethis

documentwithyourcolleaguesandpeersandtweetawayorshareyourthoughtsvia

LinkedIn,Facebooketalaboutitsexistence.
https://www.frocomm.com.au/index.phphttp://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6http://bluegrass.com.au/http://bluegrass.com.au/http://bluegrass.com.au/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://craigpearce.info/http://bluegrass.com.au/http://craigpearce.info/?page_id=6http://craigpearce.info/?page_id=6https://www.frocomm.com.au/index.php


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Thankyoutothemanypresenterswhosharedtheirknowledgeandgaveuptheirtimeforthe

summit.Hopefullythecontinuedsharingofthisknowledgewillhelpmanymorethanthose

whoattendedit.

Thereisnothingquiteassocialassocialmediainafacetofaceenvironment,however,soI

hopetoseeatfutureeventswehold.

KindRegards,

GlenFrost

ManagingDirector

FrocommAustralia

Tel:0294899010

Email:[email protected]

Website:www.frocomm.com

Thankyoutoallthepresenterswhosharedtheirknowledgeattheconference:

Chair:Ross

Monaghan,

Deakin

University

(and

Founder,

The

Media

Pod)

BrianGiesen,DirectorSocialMedia,OgilvyPRAustralia

CraigBadings,Director,Cannings

RupertHughJones,Partner,ScaffidiHughJones

LibbyDay,DirectorofCorporateCommunication,Roche(makersofTamiflu)

GrahamWhite,ManagingDirector,Howorth,OgilvyPRAustralia

AmandaLittle,ManagingDirector,EdelmanAustralia

JamesGriffin,CEO,SR7OnlineReputationManagement

AmberBrodecky,Director,CommunitiesandMediaRelations,OfficeoftheEmergencyServices

CommissionerVictoria

CampbellFuller,Principal,PorterNovelli

RossNeilson,Director,CPRCommunications
mailto:[email protected]:[email protected]://www.frocomm.com/http://www.frocomm.com/mailto:[email protected]


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Thankyoutotheorganisationswhoparticipatedatthe2008and2009conferences.

ArtGalleryofNewSouthWales

AustralianVeterinaryAssociation

BHPBilliton

BlueCare

BritishConsulateGeneral

CAREAustralia

ChildSupportAgency

Citibank

Cityof

Belmont

CorporateConversation

CPAAustralia

CPRCommunications

DepartmentofAgeing,DisabilityandHomeCare

DepartmentofAgriculture,Fisheries&Forestry

DepartmentofEnvironment

DepartmentofHealthandAgeing

DepartmentofLands

DepartmentofSustainability&Environment

DepartmentoftheEnvironment,Water,HeritageandtheArts

DeptofEducationandEarlyChildhoodDevelopment

DeptofEducationTrainingandtheArts

Dept.Families,Housing,CommunityServices&IndigenousAffairs

DownerEDI

ECHInc

Edelman

EliLilly

ERGONEnergy

EssentialServicesCommission


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GalaxyCommunicationsVietnam

GladstonePortsCorporation

GWMWATER

HothouseInteractive

Hydro

Tasmania

KBR

KreabGavinAnderson

MainRoads

ManInvestments

MangoCommunications

McGrathEstate

Agents

Mediascape

MedicinesAustralia

MLA

NSWMaritime

NSWStateEmergencyService

Officeof

the

Emergency

Services

Commissioner

OperaAustralia

OPTUS

PembrokeSchool

PorterNovelli

QueenslandHealth

Randstad

RedBullAustralia

RocheProducts

RockdaleCityCouncil

ScaffidiHughJones

SefianiCommunciationsGroup

SouthernRegionalWaterPipelineAlliance

SR7


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SydneyOperaHouse

SymantecCorporate

TheChildren'sHospitalatWestmead

TheSalvationArmyEmploymentPlus

The

University

of

Queensland

TogaHospitality

TourismSunshineCoast

ToyotaMotorCorporation

UniversityofNewEngland

VeoliaEnvironmentalServices

WesternPower

WESTFIELDLtd

WestraliaAirportsCorporation

WoolproducersAustralia

YarraValleyWater


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AnnualCrisisCommunication&SocialMediaSummit2009:conferencereport

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1

Chapter1

Socialmedia:strategicinsightsforcrisis

communication


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Socialmediaisadoubleedgedswordforcrisiscommunication.Ontheonehand,itallows

issuestobeidentified,monitoredandmanagedextremelyquickly.Italsoallowsforreal

timeinteractionwithstakeholders,providingamechanismthroughwhichdisinformation

spotfirescanbeputoutbeforetheyturnintoragingbushfires.

Acrisisintandemwithsocialmediaactuallyprovidesanopportunityforstakeholder

engagementandrelationshipenhancement.

Butthatsthegoodnews!Theflipsideisthat,asLaurelPapworthhasobserved,social

mediahasarippleeffect.Itallowsfornewstospreadyes,thatburningmetaphoragain

likewildfire.Nothingsellslikebadnews.Thisgoesforsocialasmuchastraditionalmedia.

Thereareaplethoraofexampleswheresocialmediamechanismshaveledtoa

reputationalhammeringfororganisations.

So,whycansocialmediabeofuseinthemanagementofcrisis?

OgilvysBrianGiesenisoneofmanywhosaidatFrocommsCrisisCommunication&Social

MediaSummit2009thatitisbecauseofthepervasivenessandinfluenceofsocialmedia:

8millionAustraliansonFacebookasatOctober2009 20millionuniquemonthlyvisitorstoTwitterasatMay2009, TwittermoremainstreamthannewssiteslikeTheNewYorkTimes Wordofmouth(socialmediaorfacetoface)generatesmoretrustthan

traditionalmediaoradvertising

Becauseitisonline,thecrisisfootprintcannotbeerased Crisishistorycanalwaysbesearchedforand/orrecirculated Thewebamountstospeedofinformationspread Inacrisisinformationcannotbecontainedwithingeographicconstraints

Brianpurportsthatorganisationshavesixhourstodecidewhatapproachtotaketoacrisis,

beforetheproverbialreallyhitstheonlinefan.Thenitallgoesexponentialonus.Andthisis

viabothsocialandnonsocialdigitalmedia.

Hisunderlying

advice

in

regard

to

asocial

media

crisis

management

methodology?

All

pretty

simplereally,justlikeanycrisismanagementplan:

Produceaplan Listenup!(followingviasocialmediausingwhateverworksbest) Createthecontent Engagewithstakeholders Respond Recover
http://laurelpapworth.com/http://laurelpapworth.com/http://laurelpapworth.com/http://craigpearce.info/?p=8http://craigpearce.info/?p=8http://craigpearce.info/?p=8http://ogilvypr.com.au/http://www.asiadigitalmap.com/http://www.asiadigitalmap.com/http://www.asiadigitalmap.com/https://www.frocomm.com.au/index.phphttp://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/http://www.nytimes.com/https://www.frocomm.com.au/index.phphttp://www.asiadigitalmap.com/http://ogilvypr.com.au/http://craigpearce.info/?p=8http://laurelpapworth.com/


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Thedevil,ofcourse,isinthedetail,orthestrategicjudgementthatgoesintohowthecrisis

isdealtwith:

Torespondornotrespond? Thelevelofengagementthatisapplied Whodowespeakto? Whoorwhataretheinfluencers? Whoorwhathasthelargeststakeholderreach?

Below:overviewofhowPRpractitionerscanuseTwitter:thankstoOgilvy360Digital

Influenceforthisslide

Seealso:http://tinyurl.com/ogilvytwitter

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http://tinyurl.com/ogilvytwitterhttp://tinyurl.com/ogilvytwitter


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Chapter2

Socialmedia:tacticaltipsforcrisis

communication


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Therewereplentyoftactical,handsontipsforusingsocialmediainacrisisprovidedat

FrocommsCrisisCommunication&SocialMediaSummit2009.OgilvysBrianGiesen,

EdlemansAmandaLittle,HoworthsGrahamWhite,ScaffidiHughJonesRupertHugh

Jones,SR|7sJamesGriffinwereamongstthepublicrelationsthoughtleadersandindustry

heavyweightswhoparticipated.

Someoftheirhandsontipshavebeenlooselygroupedintothefollowingcategories:

Humanresourcesandmessaging Advertising Monitoring Tools:engagementandbroadcast.

Humanresourcesandmessaging

Keylearning:

Haveanoncommunication/publicrelationsemployeetalkingtobloggerstooptimisetherelationshipbenefits

Bestpracticeisnottohavethemediarelationspersonbeanorganisationalmediaspokesperson.Inpressuredtimeslikeacrisis,thesameappliestosocialmedia

Therecan,ofcourse,becoachingandmessagingforanorganisationssocialmediaconversationalist,butthereiswheresocialmediapolicies/guidelinescomeintoplay

Crisissituationspecificelementstoaddressintheguidelinesinclude: ListentostakeholdersandactuallyREALLYheartheirpointofview Acknowledgeandrespectpeoplespointsofview Assesswhetheritisappropriatetoaskthepersonbeingcommunicated

withtorelaytoothersthisnewinformation

Prioritiseinfluentialvoices Useanauthentic,humanvoiceasopposedtoapplyingcorporatespeakassocialmediawillnottolerateafaceless,mechanicalapproach

Sticktotheclassicspokespersonapproach themoreseniorthebetter themoreheorsherecognisestheissueandconcernsthebetter themorehumanandlessairbrushedthebetter themorepreparedwithmessagesandtrainedtospeaktomedia(orthroughsocialmedia)thebetter
https://www.frocomm.com.au/index.phphttp://ogilvypr.com.au/http://www.asiadigitalmap.com/http://www.asiadigitalmap.com/http://www.asiadigitalmap.com/http://www.edelman.com/http://www.linkedin.com/profile?viewProfile=&key=11650483&authToken=O9cm&authType=namehttp://www.linkedin.com/profile?viewProfile=&key=11650483&authToken=O9cm&authType=namehttp://www.linkedin.com/profile?viewProfile=&key=11650483&authToken=O9cm&authType=namehttp://www.howorth.com.au/http://gwhiteoz.wordpress.com/http://gwhiteoz.wordpress.com/http://gwhiteoz.wordpress.com/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.sr7.com.au/http://outspokenmedia.com/social-media/creating-social-media-guidelines/#more-3867http://outspokenmedia.com/social-media/creating-social-media-guidelines/#more-3867http://www.sr7.com.au/http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.shj.com.au/http://gwhiteoz.wordpress.com/http://www.howorth.com.au/http://www.linkedin.com/profile?viewProfile=&key=11650483&authToken=O9cm&authType=namehttp://www.edelman.com/http://www.asiadigitalmap.com/http://ogilvypr.com.au/https://www.frocomm.com.au/index.php


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Ensurethatanorganisationdeterminesanarrativetothecrisisandstickstoitthroughtheapplicationofconsistentmessagingviadifferentmechanisms

Theminimumhoursrequiredtoadequatelymanageyoursocialmediareputationonlineis16hoursperweekor3andhalfhoursperday

Thosehoursaren'tdedicatedtoasinglecampaign,butthemonitoringandmanagementofyourdigitalfootprintalone.

Onceacampaignbeginstheamountoftimespentmonitoring,respondingandengaging

needs

to

increase

rapidly

HRresourceissuesshouldbeconsideredbeforeembarkingonasocialmediacampaign.Importantly,thedaytodaymonitoringofyouronlinepresenceiscritical

ThisisevenmoreimperativeforplatformslikeTwitterwherecommunicationisalmostinstantaneous.

Advertising

Usekeywordadvertisingtoensurelinkstoorganisationdriveninformationonthetopics

searched

for

comes

up

high

in

search

rankings

Advertiseonblogforumsandcommunitiesdiscussingtheissue,withlinkstoorganisationdriveninformation.

Monitoring

OgilvysTheDailyInfluencecanhelpprovideadashboardforissuesmonitoring.Therearearangeofpaidandfreeservicestofacilitatethisoccurring,thoughAmanda

Littleisanadvocateofacustomised,paidfordashboardduetothediversityof

informationsources

that

exist

on

the

web.

Some

options

for

your

arsenal:

Googlealerts Tweetdeck Radian6

Otherapproachestomonitoringinclude: Performingkeywordsearchesonsocialmediasites(thishelpsinthecriticalstepofidentifyingonlinebrandadvocatesandcriticsso

thatstrategiescanbeputinplacetoleverage/addressthesepeople)

Subscribingtoindustryrelevantblogs.

Tools:engagementandbroadcast

DarkwebsiteswhetherusingWordpressoranotherdigitalformatcanfeatureprepreparedinformationinaprepreparedformatthatcanquicklybecustomisedand

turnedlivewhenacrisishits
http://www.thedailyinfluence.com/http://www.thedailyinfluence.com/http://www.thedailyinfluence.com/http://www.thedailyinfluence.com/http://www.thedailyinfluence.com/http://alerts.google.com/http://alerts.google.com/http://alerts.google.com/http://alerts.google.com/http://www.tweetdeck.com/beta/http://www.tweetdeck.com/beta/http://www.radian6.com/http://www.radian6.com/http://www.radian6.com/http://www.tweetdeck.com/beta/http://alerts.google.com/http://www.thedailyinfluence.com/


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PreregisteredURLscanalsohelp(e.g.KentuckyFriedChickenresponds.com)

MakesurethecontentismadeeasilysharablethroughincorporatingapplicationssuchasDigg,Technorati,Facebooketc

Awebcastoforganisationalstatementscanbeuploaded,makingforamediaconferencethatcanbeaccessedatanytimebyanymediaanywhere(importantina

globalcontext

where

social/digital

media

facilitates

worldwide

coverage).

The

webcast

shouldbeformattedsothatitcanbeembeddedinblogsasperstandardYouTube

videos

Videoisamessagingtoolofhighutility;YouTubeisasearchengineofsignificanceinitsownright,whilstplentyofpeopleprefertolearn/understandfromwatching

footageratherthanreading

ForumsareparticularlyapplicabletoAustralia,sofocusonthem,whilstAustralianshavenotengagedwithblogsasmuchasinsomeothercountries(thoughafewpeopleI

knowarescepticalofthisclaimreforums,soitmaybespecifictocertainsectors,such

asfashionandIT)

Twitterisgoodatgettingthemessageout,thoughitclearlycannotberelieduponinisolation:

o Itneedstobepartofanholisticsocialmediacrisismanagementandstakeholderengagementpackage

o FurtheradviceonTwitterwastomakesureyoudirectmessage(DM)peoplewhomakecomments,butdoitstrategically.Somecommentsyouneedtoletgo

throughtothekeeperwhilstitmaybeprudenttoengagewithsometwitterers

(ortweeters...)to,firstly,nullify/correctdisinformationand,secondly,either

thoughaskingorhoping(!)forcorrectedinformationtobetweetedoutthrough

theindividuals

network.

Whentransmittingissueresponsetweets,linktomorecomprehensivecontentonyourwebsite

Alwayscorrectdisinformationabouttheissue.Incorrectinformation,especiallyifitisinflammatoryorbadnewssexy,willprobablybeahotteronlineticketthangood

news.Justaskthemediaonthatpoint.Butdontbecondescendingwhenmakingthe

correction

Dontengagewithbloggerswhowantmoneytocovertheissueinapositivelight.Instead,aswithtraditionalmedia,offerthemaccesstouniqueinformationor

spokespeople.Emphasise

this

gives

them

additional

credibility

for

their

blog

and

can

facilitatemoreeyeballsforthem

Socialmediaisusefulformediarelations,too,asthroughamechanismlikeTwitteryoucandeterminewhichmediaisdrivingonlinecomment.Youcan

thenmakeaninformeddecisiontoplacemoreresourcesinaddressingthat

specificmediasourceandcustomisingaresponse/contenttoamelioratethe

reputationaldamageitmightbegenerating

Assuch,itisimportanttofollownegativeaswellaspositivecommentaboutyourbrandonanongoingbasisaswellas,ofcourse,inacrisissituation
http://craigpearce.info/?p=8http://craigpearce.info/?p=8


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LotsofjournosareonTwittersocanbegoodwayofcuttingthroughthebarriers(i.e.whichcouldbesomethingassimpleasthemultitaskingpressure

journaliststhemselvesareunderincrisiscoverage/analysis)andengagingwiththem

ThefutureforTwitter(fromGrahamWhite):itwillfinditsrole;willprobablyneedtomonetiseinonewayoranother,withanexampleofthisbeing

chargingcorporatesbeingfollowedoncetheyreachacertainlevel(e.g.20,000

followersetc).

[OgilvyhavebookmarkedsomeusefulresourcesonTwitter.]

FurthersagewordsofadvicefromCraigBadingsofCannings,justincaseanyonewasfool

enoughtoconsiderthinkingitwaspossible:Youdontmakefriendsduringacrisis.

Therearetwopointstomakeaboutthis:

Inacrisis,aimtominimisetheincreasedamountofenemiesyoumake Lookatitasanopportunitytoformasolidbaseofstakeholderswho,whilst

theymay

not

be

in

aswoon

over

your

organisation

at

the

conclusion

(if

thereeverreallyissuchathingfromabrandingperspective)ofthecrisis,at

leastthereissolid,respectfulgroundonwhichtoformnew,andrenewed,

positive,mutuallybeneficialrelationships.
http://delicious.com/360DI/twitterhttp://delicious.com/360DI/twitter


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Chapter3

Corporatesocialresponsibility:mitigating

reputation

risk

in

a

crisis


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Anorganisationneedstounderstandthecorevaluesofitsstakeholdersandcustomise

communicationprocessesinrespectof,andinresponseto,thosevalues,assertedRupert

HughJonesfromScaffidiHughJonesatFrocommsCrisisCommunication&SocialMedia

Summit2009.Thisassertionwasmadeinthecontextofcrisiscommunication,butitcould

equallybeappliedtoallaspectsofanorganisation,bothcommunicationandnon

communicationrelated.

Thisperspective

is

amanifestation

of

the

guiding

principle

of

strategic

public

relations,

two

waysymmetricalcommunication,whereorganisationalperspectives,processesand,yes,

values,donotcomeaboutinisolationtostakeholders,butthroughanorganic,mutually

respectfulprocess.

CraigBadings,ofCannings,tookthesameapproachinhispresentationatthesummit.Craig

wieldedthehatchettoMiltonFriedmansdictumofThebusinessofbusinessisbusiness

Craigsaid,Thisnolongercutsit.Companiesknowthis,thepublicknowsitandsodoNGOs,

regulatorsandgovernment.

Thisis

the

era

of

the

ethical

consumer,

Craig

continued.

There

is

nowhere

for

organisationstohide.Thisreinforcestheresponsibilitythatpublicrelationspractitioners

havetoinfluenceorganisationalbehaviour.Thiswillhelporganisationsdevelopmore

mutuallybeneficialrelationshipswiththeirstakeholders,atthesametimeimpacting

positivelyonsociety.

Craigposedthequestion,canCSRorthoughtleadershiplessentheimpactofacrisisorlead

toafasterrecovery?Heassertedthatthesedayscompaniesarenotonly,expectedto

comeupwithproductsthataregoodforthebottomline,theyalsoneedtobegoodfor

society.

CSR,ofcourse,isfundamentallyaboutaligninganorganisationwithsocietyandstakeholder

expectations.Operatingatitsoptimumlevel,itisnotbolton,itisfullyintegratedandpart

oftheorganisationalculture,asSR|7sJamesGriffinimpliedatthesummit.Beingsocially

responsible,then,isjustaboutthebestformofreputationenhancementandcrisis

preparednessthatanorganisationcanundertake.

CSRinthetruestsenseisaboutconductingathoroughriskanalysisandaligningprograms

withyourcompanyvaluesthatbestmitigatethoserisksinacollaborativeamanneras

possible,saidCraig.IntegratingCSRwithinthevaluesofthebusiness,asRupertalso

impliedwas

necessary,

enhances

the

integrity

of

the

organisation

and

its

approach

to

business.

Craigdiscussedthe findingsoftheReputationIndex,whichcorroboratesthat,awell

regardedcompanyismorelikelytobetrusted,liked,admiredandesteemedthanothers

allstrongmitigatingfactorswhenacrisishitsandalllikelytoaffordyou,forawhileatleast,

thebenefitofthedoubt.
http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/https://www.frocomm.com.au/index.phphttp://craigpearce.info/?p=106http://craigpearce.info/?p=106http://craigpearce.info/?p=106http://craigpearce.info/?p=106http://craigpearce.info/?p=106http://craigpearce.info/?p=106http://craigpearce.info/?p=106http://www.linkedin.com/profile?viewProfile=&key=3605237&authToken=kkS8&authType=namehttp://www.linkedin.com/profile?viewProfile=&key=3605237&authToken=kkS8&authType=namehttp://www.linkedin.com/profile?viewProfile=&key=3605237&authToken=kkS8&authType=namehttp://www.cannings.net.au/default.aspxhttp://craigpearce.info/?p=74http://www.thoughtleadershipstrategy.net/http://www.thoughtleadershipstrategy.net/http://www.thoughtleadershipstrategy.net/http://www.sr7.com.au/http://www.stwgroup.com.au/assets-wikifiles/7318.Corporate%20Australia%20looks%20better%20in%202009;%20new%20study.pdfhttp://www.stwgroup.com.au/assets-wikifiles/7318.Corporate%20Australia%20looks%20better%20in%202009;%20new%20study.pdfhttp://www.stwgroup.com.au/assets-wikifiles/7318.Corporate%20Australia%20looks%20better%20in%202009;%20new%20study.pdfhttp://www.stwgroup.com.au/assets-wikifiles/7318.Corporate%20Australia%20looks%20better%20in%202009;%20new%20study.pdfhttp://www.sr7.com.au/http://www.thoughtleadershipstrategy.net/http://craigpearce.info/?p=74http://www.cannings.net.au/default.aspxhttp://www.linkedin.com/profile?viewProfile=&key=3605237&authToken=kkS8&authType=namehttp://craigpearce.info/?p=106http://craigpearce.info/?p=106https://www.frocomm.com.au/index.phphttp://www.shj.com.au/http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevance


17/29

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18/29

Frocomms2nd


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12

Afurtherextensionofthisisanorganisationsuseofsocialmedia.Utilisingsocialmedia

impliesanorganisationisapplyingaCSR/twowaysymmetricalcommunicationapproach

becausesocialmediameansitis...

listening,talkingtoandtryingtounderstanditsstakeholders(orisit?) opentoalteringitsprocesses,products,services,behavioursand

approachestostakeholderengagement,soitismoreinlinewith

stakeholderneeds

and

wants

(or

does

it?).

Theanswertobothquestionsisno.Butiftheuseofsocialmediameanssomeofthose

stakeholdermessagesarefilteringtheirwayuptotheboardroom...thenmaybe,just

maybe,thatsocialresponsibilitywillcome.

CSR,then,isreallypublicrelationsoperatingatitsmoststrategiclevel,applyingthe

methodologyoftwowaysymmetricalcommunication.

Thisis

clearly

an

excellent

way

of

minimising

the

likelihood

of

areputational

crisis

impactingonanorganisationaswellasminimisingtheimpactofacrisiswhenitdoesoccur.


19/29

Frocomms2nd


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13

Chapter4

Crisiscommunicationandsocialmedia:

storiesfromthefrontline


20/29

Frocomms2nd


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14

Whetherthroughaddressingaflupandemicorthecataclysmthatweknowalltoowellin

Australia,bushfires,thesameprinciplesofcrisismanagementapply.Someoftheminclude

buildingtrustinanorganisation,usingyouremployeesasadvocatingcommunicatorsand

puttinghumansafetyatthetopoftheprioritypyramid.

Andwhilstusingsocialmediaisanexcellentwaytocommunicateandengagewith

stakeholders,trustishardertomaintaininasocialmediaenvironment,saidRupertHugh

Jonesfrom

Scaffidi

Hugh

Jones

at

Frocomms

Crisis

Communication

&

Social

Media

Summit

2009

Onewayofbuildingtrust,saidHugh,ishavingrealpeoplerepresenttheorganisationina

crisisthroughsocialmedia,bothinrealityandinattitude.Organisationalrepresentatives

shouldbeallowedtoexpresstheirpersonalityandtheirempathy,aslongaskey

organisationalmessagesandculturearetransmitted,whichobviouslymeanstrainingand

counselasappropriate.

Subtext:ditchthecoldcorporateedificeapproach.

AninterestingpostonTheGuardiangoesfurtherintothisaspect,discussinghow

organisationsneedtotrusttheiremployees,soundhumanandbetransparent:dontlie,

dontpretendanddontberudebeingthemantra.

Disciplineisanotherkeyfactortobearinmindwhenusingsocialmediainacrisis,said

Rupert.Messagesarespreadoveraplethoraofcommunicationdevices.Inthiscasethey

arealldialogue characterisedratherthansolelybroadcast characterised,sothepotential

formessageerosionisamplified.

Forconsistencyanddisciplinetobemaintained,organisationsneedtobewatertightin

knowingwho

is

undertaking

what

precise

role,

as

per

standard

crisis

communication

planning

Beintelligentinmanagingconversations,saidRupert.Whichpartiallymeansthatwhilst

thereisacorporateapproachtotake,customisetheresponsetotheindividual.Empathise.

Acknowledge.Respond.

AsGrahamWhitesaidatthesummit,thetoneandstyleofcommunicationwith

stakeholdersiscriticallyimportantinsocialmedia.Dontpreach,hesaid.Itisnotabout

broadcast,itisaboutparticipation.Engage,dontannounce.Beinformaland

conversational,Graham

continued.

Your

goal

is

to

build

acommunity

(of

fans),

a

communitythatcan,andwill,supportyouintryingtimes.

ThisamplifieswhatIhavesaidelsewherethat,perversely,acrisisisactuallyanopportunity

toengageandtoconvert,tobuildadvocacyforyourorganisationorbrand.Thesinisnotin

fallingvictimtoacrisiscommunicationsituation,thesinisinnotrespondingprofessionally,

notlearningandevolvingfromthesituationandnottakingtheopportunitytobuildbridges

withyourstakeholders.
http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/http://www.shj.com.au/https://www.frocomm.com.au/index.phphttp://www.guardian.co.uk/media/pda/2009/oct/27/digital-media-socialnetworkinghttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://gwhiteoz.wordpress.com/http://gwhiteoz.wordpress.com/http://gwhiteoz.wordpress.com/http://gwhiteoz.wordpress.com/http://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/26/media140-brands-dos-donts-social-mediahttp://www.guardian.co.uk/media/pda/2009/oct/27/digital-media-socialnetworkinghttps://www.frocomm.com.au/index.phphttp://www.shj.com.au/http://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevancehttp://www.linkedin.com/profile?viewProfile=&key=752879&authToken=dwno&authType=NAME_SEARCH&locale=en_US&srchindex=1&pvs=ps&goback=%2Epsr_*1_rupert+hugh*5jones_*1_*1_*1_*1_*1_*1_*1_*1_Y_au_2010_*1_*1_*2_*2_*2_Y_Y_*1_Relevance


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15

OnthetopicofTwitterspecifically,Rupertputthesenotionsforward:

EvidencesuggeststhatplatformssuchasTwitterhavethepotentialtorapidlyinduceanetworkedpanicofpandemicproportions.

TheimpactofTwitterinthecontextofaglobalhealthissuehasbeendemonstratedwiththeH1H1outbreak.Tensofthousandsofconcernedand

connectedcitizensandorganisationsweretweetingdailyearlierthisyear

Tweetingisnotconfinedtoindividualcitizens.IntheUSA,onemillionplussubscribedtothegovernmentsCentersforDiseaseControlandPrevention.

Notonlydoestheweballowatwoexchangeofinformationaboutapandemic,said

Rupert.Itusesthatconversationtomaptheprogressionofthepandemic,bypassing

traditionaltrackingmethods.

Rupertsummarisedwhathethinksarethekeyutilitarianusesofthreekeysocialmedia

tools:

Twitter:

Useasearlywarningsystem Talktoyourstaffandcustomersonadailybasis/talktotheminstantly Calmyourstaff/customers Reassureyourstaff/customers Exciteyourstaff/customers Dispelrumours/correctmisinformation Shareideasandnews

Facebook:

Dispelrumours Postvideos,picturesandlinkstoothercontent Speaktoyourstaff/customers

Blogs:

Shareideas/sendmessages Shareyournewswithpublicandthemedia Dispelrumours/correctmisinformation


22/29

Fire

AmberBrodecky,DirectorCommunitiesandMediaRelations,fortheVictorianOfficeofthe

EmergencyServicesCommissioner,ledthecrisiscommunicationeffortinresponsetothe

deadlyVictorianBushfires,Australiasworstnaturaldisaster,earlierthisyear.

Avisual

summary

of

the

Victorian

bushfires

(Warning:

some

pictures

are

disturbing)

Frocomms2nd


www.frocomm.com

16

IfyoucantclickthroughtoYouTube,copythefollowinglineintoyourwebbrowser:

http://www.youtube.com/watch?v=UE3UvdyaFN0

Astatisticalsummaryofthetragedyisnotabletoreflecttheanguishitcaused,butthe

figuresaresobering:

173liveslost 2,000+homesandbusinessesdestroyed 1,500propertiesdamaged 430,000hectaresoflandburnt Firesaffected78Victoriancommunitiesacross25municipalities.

Someweb2.0toolswereusedtoassistcommunication,butamodelforstrengtheningtheir

useaspartofoperationalplanningiscurrentlybeingdevisedbytheemergencyservices.

Thekeyprinciplesthatinformthecommunicationsapproachstillmakeforcompelling

reading,however.

Theyinclude:

Anapproachthatisbasednotonspin,butprovidinginformationcommunitiesneedtoputinplacesafebehaviours
http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.youtube.com/watch?v=UE3UvdyaFN0http://www.oesc.vic.gov.au/http://www.oesc.vic.gov.au/


23/29

Messagingthatbuildsonthe9/11modelusedbyRudyGiuliani: Whatweknow Whatwedontknow Whatwearedoing Whatwewantyoutodo

Ensuringmessagesusea calltoaction Beingrealistic,realtime,disciplinedandtwowayincommunication Takingtheviewthatresilientcommunitiesareinformedcommunities.

Ambersaidthatthemediawereanimportantlinkinemergencymanagementchainand

theywereviewedaspartners,ratherthanagroupthatneedtobemanaged.Similarly,local

communitieswerealsoviewedaspartners,playingakeyroleintheirownsafetyplanning.

Theemergencyserviceswerealsotransparentinupdatingthepubliconfatalitiesandlosses,

withtheviewthatanopen,honestapproachisbest.

SomepowerfulmomentsfromtheVictorianbushfires (Warning:somepicturesare

disturbing)

IfyoucantclickthroughtoYouTube,copythefollowinglineintoyourwebbrowser:

http://www.youtube.com/watch?v=QAp26V7bI_s

Frocomms2nd


www.frocomm.com

17
http://en.wikipedia.org/wiki/Rudy_Giulianihttp://en.wikipedia.org/wiki/Rudy_Giulianihttp://en.wikipedia.org/wiki/Rudy_Giulianihttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://www.youtube.com/watch?v=QAp26V7bI_shttp://en.wikipedia.org/wiki/Rudy_Giuliani


24/29

Frocomms2nd


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18

Flu

PorterNovelliprovidesanotherexampleofhowselectedsocialmediatoolsandselected

applicationsofthosetoolscanbeffectivelyapplied.Sometimes,itisntnecessarytothrow

thekitchensinkattheproblem.Asalways,publicrelationsprofessionalsneedtoassessthe

situation,buildtheappropriatestrategyandutilisethemostefficacioustacticsinthemost

effectivemanner.

PorterNovelli(PN)applied socialmediatoolstohelpAustralianPorkLtd(APL)inits

managementofthecommunicationdimensionoftheA/H1N1(swine)fluepidemicthisyear.

PNscorporateandcrisispracticeprincipal,CampbellFuller,saidsocialmediawasusedto

monitorconversationsaboutswinefluandporkconsumptionandassessawarenessandkey

messagepenetration.ThechallengeforAPLandPNwastoconvinceconsumersthatpork

wassafetoeatandtheflucouldnotbecontractedthrougheatingpork,thusarresting

fallingmeatsales.

ThoughPorter

Novelli

and

APL

were

prepared

to

engage

with

consumers

through

social

mediatocountermisinformationabouteatingporkandcatchingtheflu,theyfoundthis

wasnotnecessary.

Instead,whatPorterNovellifoundwasthat:

Coverageachievedintraditionalmedia,especiallyTVnews,syndicatedradioprogramsanddailynewspapers,andtheironlineversions,easilyflowed

throughtoonlineandsocialmediachannels

Activesocialmediaparticipantsbecameadvocatesforpork SocialmediaparticipantsswiftlyrespondedandcorrectednegativeandincorrectinformationwithoutanyinvolvementfromAPL,postinglinksto

mainstreamsources

Medicalandveterinaryexperts,andministersreassurances,wereseenascredible,highlightingtheimportanceofbeingabletocallonstrongstakeholder

relationshipsestablishedovermanyyears

Messagingsurroundingtheimpact(i.e.lowersales/revenue,thuslivelihoodramifications)theissuewashavingonfarmersapersonalapproachhadtraction.

Mostpeopleloveasymbol

Realprimaryproducersappearedinthemediatohelpshowthehumanfaceofthecrisis,leavingAPLschiefexecutiveAndrewSpencerasthecorporate

spokesperson.

PorterNovelliusedconsumersurveystomeasurechangesinsentimenttowardthe

purchaseandconsumptionofpork.Withinamonth,negativesentimentwasalmostzero

andporksaleshadreturnedtoalmostprecrisislevels.
http://www.porternovelli.com.au/http://www.porternovelli.com.au/http://www.porternovelli.com.au/http://www.australianpork.com.au/pages/index.asphttp://www.australianpork.com.au/pages/index.asphttp://www.australianpork.com.au/pages/index.asphttp://www.australianpork.com.au/pages/index.asphttp://www.australianpork.com.au/pages/index.asphttp://au.linkedin.com/pub/campbell-fuller/4/1a4/445http://au.linkedin.com/pub/campbell-fuller/4/1a4/445http://au.linkedin.com/pub/campbell-fuller/4/1a4/445http://au.linkedin.com/pub/campbell-fuller/4/1a4/445http://www.australianpork.com.au/pages/index.asphttp://www.porternovelli.com.au/


25/29

ha te 5s

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26/29

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27/29


28/29

Frocomms2nd


www.frocomm.com

22

Viewswereacceleratedbythesesources:

FirstreferralfromYouTube Homepage9,391 Other/Viral17,581 Firstembeddedon www.facebook.com10,414 Firstviewfromamobiledevice5,703 Firstreferralfrom www.facebook.com4,722 Firstembeddedon www.thepunch.com.au4,324 Firstembeddedon www.crikey.com.au1,780 Firstembeddedon www.defamer.com.au1,590

mesmadethefollowingfurtherpoints:

ionswillmissthemostrelevantconversations.

Discussionsarekey

iment)are

not

useful

for

whattheydoand,withoutunderstanding,wedont

inthe

ngbeyondbuzzandsentiment,to

customersorclients.

man

ebvisualsgrowingimpact

Ja

Collectingonlybrandment Simplemeasures(counts,brandmentions,sentunderstandingwhypeopledo

ga insightofwhattodonext

Effectivesocialmediamonitoringisgoiunderstandtheemotionalandmotivationaldriversofyour

Hu analysisofsocialmediadataisvital.

W

atthat

on

the

internet

seems

to

be

replacing

eprimacythattelevisionhas(had?)inourlives.Onlinevisualscanbeseenattheviewers

eisdespatched,whetherthroughFacebook,Twitter,YouTube,

Thepower

of

visuals

and

moving

visuals

th

convenienceandmaytakeonlyaminuteorsotoview.Fromthere,ittakesmeresecondsof

effortbeforeanonlinemissiv

blogandotherswhereuntoldnumbersofpeoplemayseeit.

Strategicalliances

Onemethodofcombatingthisisapplyingthetriedandtruemethodologyofstrategic

alliances,even

more

potent

in

the

social

media

environment

than

in

anon

digital

nvironment.Thethreeprimarybenefitsofstrategicalliancesarethattheyenlargethe

oncanhave,theycanenhancethecredibilityof

lliancepartnersandtheyprovideexcellentROI(especiallyiftheyaremostlyfree!).

e

communicationfootprintanorganisati

a

Inthiscontext,thefollowingisrelevant:


29/29

Frocomms 2ndAnnual Crisis Communication& Social Media Summit 2009: conference report

Identifycustomers,suppliersorotherorganisationsthathaveappropriateationmechanismsinplaceandamutuallybeneficialinterestin,helping

communicateyourmessages/position

relevant

nd,

presumably,credibility

Even,ashasbeenseenadnauseumattheFrocommsummitandelsewhere,orkisnotbigbutitisinfluential,thenitwillbea

strategictactic(um,vergingontautologicalhere...)worthimplementing.

lisgoingto,firstly,wanttoinstitutean

,have

communic

Thisisparticularlyuseful,inthecontextofthisdiscussion,ifthosemechanismsincludesocialmediaandtheiraudiencesarecomplementary/

toyourown

Asthesemessages,eveniftheyareflaggedasbeingyourownorganisations,

come

from

athird

party,

they

come

with

their

brand

imprint

a

ifthealliancessocialmedianetw

Theseallianceswontbeoneoffs(whothehel

alliancewithyourorganisationwhenitisinthecredibilitybadbooksand,secondly

thetimetodothesignoffprotocolturnaroundinabout24hoursflat?).

AsLibbyDay,FromRocheAustralia,saidatthesummit,alliancesandpartnershipsarebuil

upoveryears,nothours.Whethe

t

rwearetalkingsocialmediaorsimple,professional

lly

relationships,ittakestrusttoformalliancesandforthosealliancestobewillingtoput

themselvesatsomelevelofriskbyassociatingthemselvespubliclywithanother

organisationunderthegun.

Butifthoserelationshipsaremeaningfulfromatwowayperspective,iftheyaremutua

beneficialand

ifthey

are

founded

on

trust,

then

they

may

well

help

your

organisation

get

overthecrisisline.

crisis comm and social media 09 conference report final4

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