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Social Media for Crisis Communication
Rebecca Poling, April 2016
Rebecca PolingSocial Media CoordinatorDallas Animal [email protected]
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
