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Jan 20, 2015
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KOMMUNIKASJONSDAGEN 2013 Oslo, March 19, 2013
Presented by Caroline Sapriel, CS&A
Crisis Management in
the Social Media Sphere
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Crisis !
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Two Types of Crises
Source: Institute of Crisis Management
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Common Themes & Factors of Today’s Crises
Crises today are more complex. They must be managed multi-dimensionally with effective cross functional interfaces.!
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social media crisis
An 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.!
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STAKEHOLDER CONFLICT IN THE SOCIAL MEDIA ERA
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Poor customer service can become a crisis instantly
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Social Media is the medium NGOs have been waiting for to rally massive support around
an issue cheaply
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Social Media gives the public a platform to express its outrage widely and effectively
“A crowd of about 1,000 people from
Hong Kong demonstrated last
weekend outside the Tsim Sha Tsui store;
many more have ranted on its official
Facebook and YouTube pages. Critics plan another flash mob
protest this weekend.”
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PRE-EMPTING STAKEHOLDER CONFLICT THROUGH SOCIAL
MEDIA
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Top-Line Advice!
Monitor and analyse ac/vely
Do NOT knee-‐jerk react, consider the source, scope and the emo/onal appeal
If you decide to engage, speed and resources are a MUST
Your chances of managing the situa/on effec/vely will be higher if you already have a social media presence
Transparency is the key principle of on-‐line communica/on
Integrate social and tradi/onal media channels strategically
Use your website to publish statements and updates
Don’t’ forget to grab the on-‐line opportunity to close/follow-‐up with your stakeholders aHer the crisis
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Lessons from �Social Media Crises
Truth #1 !Social Media has created “New” types of crises that would otherwise not exist.!
Truth #2!Timing is everything. A seemingly unrelated but escalating issue can destroy your best on-line campaign.!
Truth #3!Poor customer service can become a crisis instantly.!
Truth #4!Social Media is the medium NGOs have been waiting for to rally massive support around an issue cheaply.!
Truth #5!Social Media gives the public a platform to express its outrage widely and effectively.!
Truth #6!Social Media multiplies the impact of any crisis and allows stakeholders from all corners of the globe to get
involved.!Truth #7!
Private executive misbehaviours get exposed virally through Social Media.!Truth #8!
An apparently insignificant comment can have devastating consequences.!Truth #9!
“The only way to put out a social-media fire is with social-media water” Ramon DeLeon, managing partner of six Domino’s stores in
Chicago.!Truth #10!
Social Media presents an opportunity for you to provide post-crisis closure with your stakeholders directly.!CS&A©!
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1. Own up to and communicate the
problem early on 2.
Recognize that you cannot make what is bad look good
3. Be prepared for the worst. In a crisis,
things get worse before they get better.
4. Prioritize and remember people’s
safety is always first. 5.
Focus on protecting your credibility and not winning brownie points.
6. Set the course, have a Mission
Statement and stick to it. 7.
Map and remap issues and stakeholders as the situation
develops. 8.
Use every available channel to communicate with your
stakeholders. 9.
If the crisis drags, don’t retreat into a siege. Stay out there!
10. Manage the aftermath of the crisis.
Remember, it’s not over until it’s really over.
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THANK YOU!�WWW.CSA-CRISIS.COM
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