Hang Seng Management College | April 2015

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NO TIME TO THINK HOW TO RESPOND TO NEGATIVE

INCIDENTS USING SOCIAL MEDIA

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• Accountability

• Transparency

• Authenticity

• Consistency

• Customers

• Civil groups

• Competitors

• Employees

• Globalisation

• Digitisation

• Tribalism

• Activism

INCIDENT CRISIS

PROBLEM ISSUE

-SE

VER

ITY

+

- LONGEVITY +

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Types of negative situations

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• Political pressure• Regulatory changes• Religious/cultural/political

controversies• Societal outrage

• Cyber attacks• Health scares• Hostile takeover bids• Natural disasters• Political unrest• Sabotage & extortion

• Corporate/strategic failure• Corporate governance failure• Fraud/malpractice• Poor employee behaviour

• CEO dismissal• Employee injuries/death• Industrial disputes• IT system failures• Product quality recalls

EXTE

RN

AL

INTE

RN

AL

ISSUE-LED INCIDENT-LED

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Traditional Achilles Heels

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• Reviews & customer service

• Marketing & social media programs

• Inappropriate employee behavior/comments

• Whistleblowing

• Confidential/proprietary information

• Privacy

• IP: impersonation, copyright, trademarks

• Rumors, misinformation, disinformation, defamation

• Smoking guns

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New Achilles Heels

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The role of social media

IGNITE AMPLIFY SUSTAIN

Role of social media

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A. Communicate

B. Negotiate

C. Leave

D. Minimize

E. Remove

(Not So New) Response Options

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I. The furious customer

II. The rogue employee

III. The hostile journalist

Three common scenarios

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• Nature of complaint

• Motivation

• Influence

• Velocity

• Location

• Language

Criteria to assess customer complaints

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IITHE ROGUE EMPLOYEE

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Contact approaches

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• Direct & public

• Direct & private

• Indirect & public

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III

THE HOSTILE JOURNALIST

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The new, new media culture

• Pressure on writers to post fast & be controversial

• Compensated by page views

• Reluctance to check sources

• ‘Iterative’ journalism

• Headline click-bait

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Be interesting

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Be interesting

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1. Listen

2. Move fast

3. Be accurate

4. Be open

5. Be human

6. Be proportionate.

6 tips for responding to negative incidents online

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Questions

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