Download - Social Media ^crisis Management

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Social Media Management ^


4,570,953 Likes

216,205 Followers


416,874 Likes Page managed 9am-5pm Mon-Fri


1,733,637 Followers


“It is better to be looked over than to be overlooked” - Mae West


Facebook: 665 million active daily users 1.1 billion active monthly users

Twitter: Over 500 million accounts Over 20,000 Tweets per minute 1 Billion Tweets every 5 days

Sources: statisticbrain.com Facebook Q1 2013 Earnings


Burger King’s Twitter Account

Before the hack: 80 thousand followers

Within one hour: 116 thousand followers

Seven months later: 344 thousand followers


Seriously though… Don't Panic Anyone who hypes is selling you something

Simply an extension to Risk Management Even viral stories lose momentum


Social Media Policy: Who is authorised to post Consequences of a breach ... each situation is unique Useless unless can be enforced


Risk Management Crisis Management Team: 1. Plan 2. Mitigate Risks 3. Act on Mishaps 4. Reassess


Impact

High Reduce Reduce Reject

Medium Accept Reduce Reduce

Low Accept Accept Reduce

Low Medium High

Probability

ALARP: As Low As Reasonably Practicable


Impact

High Reduce Reduce Reject

Medium Accept Reduce Reduce

Low Accept Accept Reduce

Low Medium High

Probability

Reduce Impact

Reduce Impact and / or Probability

Reduce Probability


Sample Mitigations Training / Awareness Grievance procedures Sharing information

Impact to business and jobs Gain supporters in/outside


Monitor Automated Google alerts Social Media search sites – socialmention.com – whostalkin.com – wheretweeting.com


Act Reaction time based on popularity

Triage: – No way out: make comfortable – Will get better on its own: leave – Will get better with help: address!


Act: Repeat until settled: 1. Join the conversation. Often. – Empathise / Update – Do not defend – Do not attack

2. Address the problem! See it as an Opportunity!


Did you get it right: The Plan? The Team? The Risks? The Mitigations? The Monitoring? The Actions?

Adjust and Repeat!


Extension of your Risk Management Plan – Mitigate – Monitor – Act – Reassess

Educate, don’t dictate Don’t panic – opportunity to win customers

Download - Social Media ^crisis Management

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