It Could Happen to You

© Conversify 2010 © Alaska State Fair 2010

Crisis Communications in Social Media

It Could Happen to You

© Conversify 2010 © Alaska State Fair 2010

Crisis Communications in Social Media

+

= Potential Nationwide News Story

1) Develop Brand Personality & ToneBefore Something Happens

2) Post Community GuidelinesBefore Something Happens

Courtesy, Responsibility, Usage Rights, Open and Truthful Communications, Our Right to Enforce These Guidelines, Further Information

3) Create a Great CommunityBefore Something Happens

• Hired Crisis Communications PR Person• Answered calls from the media• Focused on objective key media contacts• Researched the facts• Consulted attorneys• Starplex

First Thing During the Crisis

• Changed brand tone to factual and serious• Acknowledged something happened• Said we were investigating• Monitored every 30 min., 24 hours a day• Researched objective stories

First Thing During the Crisis

1) Don’t panic!

During

2) Ensure People Feel Heard

During

3) The Meta MessageDuring

4) Venting vs. ReplyingDuring

1) Don’t restartAfter

2) Internally review lessons learned After

3) Continue to keep a watchful eye

After

Results• Largest increase in the community

• Kudos from the social media audience, the Alaska Community and the Media

• Calm within 1-2 weeks

Questions & Answers

Twitter: @ConversifyFacebook.com/Conversify

Twitter: @AlaskaStateFairFacebook.com/AlaskaStateFair

Monique ElwellKaren Woodward303-991-3664Conversify.org

Dean Phipps, Director of Marketing907-745-4827AlaskaStateFair.org