Social Media Crisis Management Guide

Izhar Buendia Henderson State University

–Microsoft

“ Social media can help build reputations or wreck them.”

Reputation Repair

“An estimated nearly $6 billion was spent in 2013 to help mitigate risks associated with financial and time loss due to personal or professional reputational damage”Jacqueline BeauchereMicrosoft Chief Online Safety

Prevention Plan

“In the online era, it becomes critical for the business of any size to have a social media crisis management plan – or even better, a crisis prevention plan”Ekaterina WalterForbes Magazine

Listening

–Ekaterina Walter

“Not listening to the social chatter or having presence on social

communities can reflect badly on your brand.”

Engage with Audience

Retweet

Favorite

Like

Repost

Gap was negatively impacted when they did not engage with tweets

http://thenextweb.com/socialmedia/2012/04/03/on-twitter-big-brands-like-the-gap-struggle-to-keep-up-with-customer-service/

Transparency

–Amy Neumann

“People want the real story, and appreciate it -- even more than

"perfection."”

Acknowledge Problems

Report that one is aware of the issue

Share live updates

Share how issue will be prevented in the future

Thank followers for their patience and feedback

Carnival Cruise Line updated followers of the Splendor cruise that lost power for four days on sea.

http://www.tnooz.com/article/carnival-splendor-and-1-way-social-media-response-from-carnival/

Feedback

–Roger Dooley

“A simple apology can still turn a negative attitude into a positive

one.”

Respond to Followers

Initiate conversation

Reply to individual comments

Say “Thank you” or “Sorry”

Be polite

Alaska Airlines instantly replied to a customers complaint

http://anitaloomba.com/how-to-deal-with-negative-feedback-on-social-media/

Summary

Listen

Be Transparent

Respond

References

http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/

http://www.forbes.com/sites/ekaterinawalter/2013/11/12/10-tips-for-reputation-and-crisis-management-in-the-digital-world/

http://www.socialmediaexaminer.com/defend-your-social-media-reputation/

http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html

Microsoft: Social Media Reputation Repair Costing Users Billions by Pedro Hernandez

http://thenextweb.com/socialmedia/2012/04/03/on-twitter-big-brands-like-the-gap-struggle-to-keep-up-with-customer-service/

http://www.forbes.com/sites/rogerdooley/2012/09/18/complaints/