H&M Case Study Anne Klein Group

Effectively Using Social Media in Your Business: Crisis Communications

Chris LukachAnne Klein Communications Group, LLC

January 19, 2010

Why are social media important in a crisis? A RARE opportunity to control your message

A means of rapidly responding

In a crisis, a window into your audiences’ reactions May even give you a “heads up” about a crisis

Why are social media important in a crisis? Quell brewing discontent

Mobilize potential ambassadors

When the news vans leave, share “soft” follow-up news

The story breaks … Article in the The New York Times

Re-posted in many blogs, including consumer watchdog blogs

Gauging your audience Audiences voice their opinions immediately Article/blog comments More than 10,000 “tweets” Instant Facebook groups

Instantly measure the impact of the article

Responding rapidly Nature abhors a vacuum …

Don’t let others fill the void

Demonstrate transparency

Controlling the message Post updates that you control

Communicate with high-interest audiences that “matter”

Mobilizing advocates/defusing discontent Respond to criticisms head on

Give your advocates what they need to carry the message further

When the dust settles … Get back to business

Remember … A social media strategy needs to be in place before a crisis occurs

The best way to learn about social media is by immersion Start by monitoring, then test the waters