how social media can help you control a crisis and maintain trust
TRANSCRIPT
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How Social Media Can Help You Control a Crisis and Maintain Trust
January 19, 2012
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Getting your message off the groundusing social media
361,000 views
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Use all your tools
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The goals of crisis management:
1. Terminate the crisis quickly2. Limit the damage3. Restore trust in your organization
to pre-crisis levels
Quick Review:
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#1 RuleDon’t be caught without a plan in place.
Top Priority Develop a clear, informative position.
Quick Review:
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Social media reaches all stakeholders Clients Employees Public officials Corporate Partners Donors Funding sources NUL News media Neighbors
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Online amplification
•Bad news spreads fast on Twitter, Facebook and other social media.
•Monitoring consumer generated media is a must.
•Reactions must be fast.
•Have a streamlined approach and a team in place.
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•Get ready for 2-way dialogue.
•One-way messaging doesn’t work anymore in a world of conversations.
•Build goodwill and your brand advocates will support you online if crisis hits.
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•Communicating solely through press releases and scripted interactions doesn’t satisfy online communities.
•A system for listening is critical to remaining responsive.
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Case Study: Domino's Pizza
Employees posted YouTube video of themselves atwork in Conover, N.C: sneezing on a sandwich,putting the cheese in their noses and doing other unseemly things to the food before delivering it.
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• In first 48 hours, one million+ people viewed the video of product tampering.
• References to the video were in five of the top 12 search results on Google for “Dominos.”
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What Dominos did well
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• Responded swiftly, appropriately, on the media where the crisis was happening.
• President of Dominos USA was the spokesperson.
• Instead of being frustrated that the initial video was viewed millions of times, he thanks the social media community for bringing it to his attention.
• He thanks viewers of the video for “sticking with us” and addresses how Dominos is working to correct the situation.
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Dark Sites
A preparation tactic for providing timely, accurate information for your stakeholders
when a crisis erupts.
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What is a dark site?
A pre-developed, non-public Web site that can be published to the live Web
in the event of a crisis.
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• Dark sites reside either on a discrete domain (URL) or temporarily replace the main organizational Web site on the corporate URL.
• Design should be clean and simple so as to not distract from the serious content.
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Site map and functional requirements for a dark site
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• Organization’s generic information
• List of leadership and board of directors
• News room/press releases/positive footage
• Pages for updates and new press releases
• Drafts of press releases/statements to adapt for specific crisis situations
• Press contact information
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Crisis Communication Tools
Don’t wait for a crisis to hit to build engagement.
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When a crisis arises,use all the assets in your online hub
to control the message and point people in the right direction:
your Web site, blog, social media platforms, email lists.
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Media Outreach
Leverage Twitter to connect with media in real-time.
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The Role of Search Engines
•Reputations are built or broken in search.
•80% of Internet users start their session at search.
•Organic search is sensitive to social media content due to the cross-linking.
•Difficult to dislodge and bury content once it is in search results.
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Generate Fresh Content
When on a shoestring budget, use free press release services
such as pr.com or 1888 PressRelease.com
to post new content.
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Various Tactics
•Consider using different types of multimedia to influence search surrounding a crisis.
•Search engines index everything from tweets to video.
•Social media content tends to rank high.
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Consider a Google AdWords campaign when a crisis arises:
- great tool for search engine reputation management
- can be started in as little as 24 hours to generate results
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BP spent $10,000+ per day on itsGoogle AdWords campaign.
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When it’s over: - Stay in touch with all your audiences. - Continue monitoring media coverage. - Make sure you’re doing all you can and should do.
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If you handle it well, this too shall pass.