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KOMMUNIKASJONSDAGEN 2013 Oslo, March 19, 2013

Presented by Caroline Sapriel, CS&A

Crisis Management in

the Social Media Sphere

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Crisis !

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Two Types of Crises

Source: Institute of Crisis Management

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Common Themes & Factors of Today’s Crises

Crises today are more complex. They must be managed multi-dimensionally with effective cross functional interfaces.!

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social media crisis

An issue that arises in or is amplified by social media, and results in negative mainstream media coverage,

a change in business process, or financial loss.!

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STAKEHOLDER CONFLICT IN THE SOCIAL MEDIA ERA

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Poor customer service can become a crisis instantly

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Social Media is the medium NGOs have been waiting for to rally massive support around

an issue cheaply

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Social Media gives the public a platform to express its outrage widely and effectively

“A crowd of about 1,000 people from

Hong Kong demonstrated last

weekend outside the Tsim Sha Tsui store;

many more have ranted on its official

Facebook and YouTube pages. Critics plan another flash mob

protest this weekend.”

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PRE-EMPTING STAKEHOLDER CONFLICT THROUGH SOCIAL

MEDIA

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Top-Line Advice!

  Monitor  and  analyse  ac/vely  

  Do  NOT  knee-­‐jerk  react,  consider  the  source,  scope  and  the  emo/onal  appeal    

  If  you  decide  to  engage,  speed  and  resources  are  a  MUST  

  Your  chances  of  managing  the  situa/on  effec/vely  will  be  higher  if  you  already  have  a  social  media  presence  

  Transparency  is  the  key  principle  of  on-­‐line  communica/on  

  Integrate  social  and  tradi/onal  media  channels  strategically  

  Use  your  website  to  publish  statements  and  updates  

  Don’t’  forget  to  grab  the  on-­‐line  opportunity  to  close/follow-­‐up  with  your  stakeholders  aHer  the  crisis  

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Lessons from �Social Media Crises

Truth #1 !Social Media has created “New” types of crises that would otherwise not exist.!

Truth #2!Timing is everything. A seemingly unrelated but escalating issue can destroy your best on-line campaign.!

Truth #3!Poor customer service can become a crisis instantly.!

Truth #4!Social Media is the medium NGOs have been waiting for to rally massive support around an issue cheaply.!

Truth #5!Social Media gives the public a platform to express its outrage widely and effectively.!

Truth #6!Social Media multiplies the impact of any crisis and allows stakeholders from all corners of the globe to get

involved.!Truth #7!

Private executive misbehaviours get exposed virally through Social Media.!Truth #8!

An apparently insignificant comment can have devastating consequences.!Truth #9!

“The only way to put out a social-media fire is with social-media water” Ramon DeLeon, managing partner of six Domino’s stores in

Chicago.!Truth #10!

Social Media presents an opportunity for you to provide post-crisis closure with your stakeholders directly.!CS&A©!

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1. Own up to and communicate the

problem early on 2.

Recognize that you cannot make what is bad look good

3. Be prepared for the worst. In a crisis,

things get worse before they get better.

4. Prioritize and remember people’s

safety is always first. 5.

Focus on protecting your credibility and not winning brownie points.

6. Set the course, have a Mission

Statement and stick to it. 7.

Map and remap issues and stakeholders as the situation

develops. 8.

Use every available channel to communicate with your

stakeholders. 9.

If the crisis drags, don’t retreat into a siege. Stay out there!

10. Manage the aftermath of the crisis.

Remember, it’s not over until it’s really over.

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THANK YOU!�WWW.CSA-CRISIS.COM

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