View
1.888
Download
0
Category
Preview:
DESCRIPTION
The deck used in the May 10, 2012 Radian6 webinar. Please keep in mind, this deck was speaker support and not intended as a standalone document.
Citation preview
Social MediaCrisis Management
Shel Holtz, ABC@shelholtz
#radian6
• Nothing’s changed• Everything’s changed• Solution:
Apply crisis fundamentals to a social, real-time world
Crisis s
• Erupt with unprecedented speed• An insatiable thirst for news• Anyone can break news• Porous boundaries between social
& mainstream media
Modern crises
How fastdoes news break?
What is
• Not just major announcements or milestones
• Instead: Frequent, regular updates• Drive the 140-character news cycle
?
Original Blog Post or Tweet
ReTweet Blog PostVideo Delicious DiggBlog Post ReTweet
ReTweet
Blog Post
Video
Delicious
Digg
Blog Post
ReTweet
ReTweet
Blog Post
Video
Delicious
Digg
Blog Post
ReTweet
ReTweet
Blog Post
Video
Delicious
Digg
Blog Post
ReTweet
ReTweet Video
Delicious
Digg
Blog Post
ReTweet
ReTweet
Blog Post
Video
Delicious
Digg
Blog Post
ReTweetBlog Post
Mainstream Media
Why use social media in a crisis?• It’s where people increasingly go for
information– Online social interaction centers around the
"emergency period" of an event – University of Colorado
at Boulder
• Instant updating• Human voice• Produce a record• Two-way communication is more credible
• Media follow them• Your critical publics
read them• Serves as “hub” in a
hub-and-spoke model
138 total tweetsto 32,000-plus
Release assets into the wild
Leverage your existing relationships
Acknowledge mistakes
Employees’ Role
Requirements forSocial Business Preparedness
• Baseline Governance and Reinforcement: – Established and reinforced a corporate social media policy
that allows employees to participate professionally• Enterprise-Wide Response Processes:
– Defined processes for rapid workflow and engagement with customers in social media
• Ongoing Education Program and Best Practice Sharing: – A culture of learning through ongoing social media
education• Leadership from a Dedicated and Shared Central Hub:
– Organized in a scalable formation, with a cross-functional “Center of Excellence”
Companies with a Baseline Processto Educate Rank-and-File Employees
Percentage of Companies with a Formal Social Media Triage Process
Percentage of Companies with a Formal Social Media Crisis Escalation Plan
Percentage of Companies with Ongoing Communication/Education
and Best Practice Sharing
Categories of Social Media Crises
Inevitable vs. Avoidable
What CompaniesExperiencing Crises Lacked
Even Advanced CompaniesDon’t Have…
• Ability to use social feedback to fix problems and improve products and services
• Integration of social data into existing systems• Formal measurement strategy to drive
accountability• Consolidated set of mature technologies
Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Shel Holtz, ABCPhone: 415.881.7430Twitter: @shelholtzEmail: shel@holtz.comWeb: holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizLink blog: linksfromshel.tumblr.comVideo blog: shelholtz.comSkype: shelholtzPinterest: pinterest.com/shelholtzFacebook: facebook.com/shel.holtzLinkedIn: linkedin.com/shelholtz
Recommended