Social Media for Crisis Communication - Sneak Peak

Social Media for Crisis Communication

Rebecca Poling, April 2016

Rebecca PolingSocial Media CoordinatorDallas Animal ServicesRebecca.poling@DallasCityHall.com

Dallas Animal Services1818 N. WestmorelandDallas, Texas 75212

342.51.245 Million

500,000

Square Miles

People

Dogs & Cats

Intake

Live Release Rate

Housing Capacity

25,000-30,00060%

600-650

You can choose to ignore social media in a crisis,but it will not ignore you.

Onyx McDonaldYesteray at 2 pm

How can you be so heartless? You should be shut down!!!!!

Marcy HunterToday at 3:30 pm

OMG!!! Someone should fire your lazy asses NOW! You are a disgrace! Beverly England

Today at 4:30 pm

You left A PUPPY in a storm drain for 3 weeks??? What is wrong with you people??

No counterpoint. No rebuttal. No perspective.

of adult internet users are now active on social media.

Active Twitter Users.

Active Facebook users. Facebook remains the most popular social network in the United States

76%72%

342. Million1.49 Billion

of those use their smart phones, not computers

MAN MADE NATURAL

TWO TYPES OF CRISIS

1. PREPARE 2. BUY TIME

3. DISSEMINATE 4. WRAP UP

FOUR STEPS

STEP #1 – Anticipate and Prepare

• Know who is talking about you• Establish notification and monitoring Systems• Identify and know your stakeholders • Make friends with the media• Identify your team and spokesman ahead of time• Build a good offense

You are Paul Revere, social media manager. You sound the alarm, and then you serve as courier. Leslie Nuccio

Step #2 –Buy time, gather information and assess the situation

• Holding statements• Careful, calculated responses • Assess the situation online/Gauge the temperature

Messages designed for use immediately after a crisis breaks.

HOLDING STATEMENTS

• can be developed ahead of time• can be used in a variety of scenarios• don't require hard factual information

Messages designed for use immediately after a crisis breaks.

HOLDING STATEMENTS

• Bland• Factual• Empathy• Action• Transparency

You can ignore social in a crisis, but it is not going to ignore you.

-Bill Hutchison, Communications Director, Santa Fe Humane Society

"If you don't tell lies, you can't get caught in lies."

To respond or not? That is the question.

• Is it a teachable moment?

• Can I respond without being defensive?

• Can I respond without referencing the specific incident?

Step #3 - Disseminate Information

• Get the facts out• Provide resources when applicable• Answer questions you can answer

NATURAL DISASTERS

MAN MADE DISASTERS

PR Disasters

Step #4 – Wrap It Up

• Give people closure • For more information…• Review and rehash

Real World Examples

ADDITIONAL TIPS

PREVENTING CRISIS

Graphics – Canva.comPhoto Editing – Pixlr.com

Networking – Animal Shelter Social MediaGeneral Social Media Info –

Mashable.comSocialMediaExaminer.com

Stats – PewInternet.org

RESOURCES

Lay the Groundwork Now

Get a Holding Statement Out

ASAPNever Say Anything You’re

Not 100% Sure About

Rebecca PolingDallas Animal Services

Rebecca.Poling@DallasCityHall.com