Impulse and Momentum and Collisions and Stuff We will now quantify exactly how it hits the fan.
When "It" Hits The Fan: Social Media Crisis Management
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Transcript of When "It" Hits The Fan: Social Media Crisis Management
Chandler Epp@chandlerepp
Drew Hawkins@drewhawkins
#SoCon14
# S o C o n 1 4
W H E N I T H I T S T H E F A N
Now what?
@drewhawkins @chandlerepp#SoCon14
E VA L U AT E C R I S I S
W h a t ’ s t h e s t o r y ?
PR problems are often
management problems gone public.
M O N I T O R O N L I N E C O N V E R S AT I O N
W h a t ’ s t h e d a m a g e ?
Crisis management is like gambling,
and we don’t always get it right.
9
D E T E R M I N E R E S P O N S E
All crises amount to
choosing the “least bad”
from a series of bad options.
@drewhawkins @chandlerepp#SoCon14
All crises amount to
choosing the “least bad”
from a series of bad options.
R E A L I Z E T H AT: Details will come out.
R E A L I Z E T H AT: Leaders will be more visible.
R E A L I Z E T H AT: Opponents will relish in signs of scandal.
R E A L I Z E T H AT: Correcting incorrect info won’t solve a PR crisis.
R E A L I Z E T H AT: Sometimes no response is the best response.
I D E N T I F Y C H A N N E L S
What audiences?
In what order?
By what means?
I D E N T I F Y C H A N N E L S
20
C R A F T M E S S A G E
Stature sends signals.
@drewhawkins @chandlerepp#SoCon14
Stature sends signals.
#6 - Review• Review again.
• Then publish.
• A wisdom test trumps all tests. (it’s own slide)!
• What’s the wisest thing to do?
• Notice we did not say “a legal test” or a “moral” test or any other standard.
• Don’t fool yourself into thinking “because I can, I should.”
• If it could be perceived incorrectly or negatively, it fails the test.
• If you have to explain it - you’ll never be able to explain it.
R E V I E W
R e v i e w a g a i n .
T h e n p u b l i s h .
A wisdom test trumps all tests.
If you have to explain it, you’ll never
be able to explain it to everyone.
28
S TA R V E T H E B E A S T
C A S E S T U D Y
T H E I S S U E
T H E R E S P O N S E
S TA R V I N G T H E
B E A S T ?
C A S E S T U D Y
W H AT H A P P E N E D ?
T H E R E S P O N S E
37
M O N I T O R A F T E R S H O C K S
A C K N O W L E D G E T H E S I T U AT I O N
Where should you acknowledge fault? !
How are we doing now?
Evaluate crisis.
Monitor online conversation.
Determine response.
Identify channels.
Craft message.Review. Review again. Then publish.
Starve the beast.Monitor aftershocks.
Acknowledge the situation.
R E C A P
I t h a p p e n s .
@drewhawkins @chandlerepp#SoCon14
# S o C o n 1 4
Q U E S T I O N S ?
S T U P I D - P R O O F !Y O U R S O C I A L
CAN PREVENT A SOCIAL MEDIA
CRISIS
45Photo credit: Brintam / Foter.com / CC BY-NC
M I N I M I Z E P O T E N T I A L
D A M A G E
When “It” Hits The Fan!3 P.M. @ #SoCon14!
@drewhawkins!@chandlerepp!