The proliferation of social media

2. The proliferation of social media

6. Word of Mouth– before and after… Crisis communication networks– Nature article

7. Bad news travels fast http://www.mymarketing.net/index.php?art_id=1637&sez_id=2&sez=MANAGEMENT&versione=inglese

8. How media information goes “viral” http://www.708media.com/social-media-marketing/why-your-business-should-be-using-social-media/

9. Digital crisis Communications Study

10. Digital crisis Communications Study

11. “A social media crisis is a crisis issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss”

12. Digital crisis Communications Study

13. Digital crisis Communications Study

15. crises impacting the short-term finances of companies social media crises resulting in significant change by the companies crises resulting in a change (of some lesser magnitude) by the companies

16. Social media crises on the rise

19. Social media for crisis management? • The widespread use of social media (e.g., blogging, websites, texting, etc.) enables rapid adverse reactions among diverse groups to business crises. • The same media enables businesses to monitor such rumors and information, identify information channels, and respond to crises • The use of social media requires understanding, strategy, planning and testing • Yet– a study by Herder and Ethos Business Law (2009) found 51% of senior managers, marketing and HR executives fear social media could be detrimental to employee productivity, and almost half believe that it could damage company reputation. • Only 13% of companies have included social media in their crisis management plans!

20. Social Media Crisis Management

21. http://ecommercesnews.wordpress.com/2010/07/22/study-social-media-marketing-reduces-reputation-crisis-costs-by-33/http://ecommercesnews.wordpress.com/2010/07/22/study-social-media-marketing-reduces-reputation-crisis-costs-by-33/

22. Social Media Monitoring

23. Brand Monitoring http://www.branded3.com/services/analytics-tracking/brand-monitoring/

24. Top 20 social media monitoring vendors for business

25. http://www.socialmediaexplorer.com/social-media-monitoring/visible-technologies-unveils-expanded-social-media-monitoring-platform/http://www.socialmediaexplorer.com/social-media-monitoring/visible-technologies-unveils-expanded-social-media-monitoring-platform/

28. Stage 3: Crisis– • Situational variables • Urgency of the situation • Characteristics of the publics • Potential threats • Potential costs & benefits to the organization • Organizational actions • Tailor streamlined crisis response for both online and mainstream media • Respond within 4 hours if possible • Get CEO or member from dominant coalition to personally address stakeholders • Upfront coverage of crisis information on homepage with feedback feature • Links to third party endorsement • Tap on “dark” site if necessary • Stage 2: Planning & prevention– • Organization actions • Identify prominent online influencers/opinion leaders • Utilize new media technologies to establish online monitoring alert system • Create a hidden or “dark” website • Consider tone and language of online world • Adopt a global mindset • Develop online crisis manual & test it • Stage 1: Issues management– • Predisposing variables • Size of organization • Corporate culture • Business exposure • PR access to dominant coalition • Dominant coalition enlightenment • Organizational actions • Control development of company’s website • Update e-mailing lists and contact databases • Implement media monitoring service for online media • Register all possible domain names • Familiarize corporate communications team with the virtual world • Stage 4: Post-crisis– • Organizational actions • Continue tracking the issue on mainstream and online media • Continue to post updates on the crisis via company website • Evaluate the crisis and review how company responded • Define strategies to rebuild company’s reputation http://www.emeraldinsight.com/journals.htm?articleid=1858826&show=html

29. Youtubeminilectures & examples • Social media & crisis management (7:48) • Crisis management and social media (3:11) • Social media, crisis and reputation management (6: 59) • Social media crisis and how companies can cope (6:47) • Social media before and after the crisis (7:33) • How to respond to negative comments on blogs and social media (2:53) • Social media and crisis communication (5:52) • Dell’s response to bloggers • Nestles Facebook disaster • Innovis Health uses media during flood crisis END

30. Questions for class discussion • How would you present the need for a social media component in your organization’s crisis planning? • Do you have an example of social media related to crisis management in your workplace or one you are familiar with? • Describe how your organization could develop a social media presence & monitoring. Include which media, how monitored and used, staffing, etc. • Identify a crisis that could be escalated on social media. Describe step by step what you might do in using social media to mitigate the impact • How might you evaluate the utility of using social media in your crisis management plan?