Getting Slizzerd, Michael Vick & Mummy Prostates Tales from the World of Nonprofit Social Media Crisis Communications Sign up to get the handouts we are going to create today. Kivilm.com/hello
May 25, 2015
Getting Slizzerd, Michael Vick &
Mummy Prostates
Tales from the World of
Nonprofit Social Media Crisis
Communications
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Kivi Leroux Miller
New Book
in the Works!
REALITY: The Control Train has left the station and you aren’t on board.
REALITY: Everyone is a spokesperson.
flickr.com/photos/conbon/2873195559
Flickr: Adrian Miles © flickr.com/photos/akhir/3769294894
REALITY: If people think you suck, they don’t need your permission to say so.
REALITY: But most of what you encounter will be neutral or positive.
flickr.com/photos/brenbot/3419626959
REALITY: You can’t totally plan for a social media crisis, but you can get a clue.
REALITY: Assess your risk and make a plan.
When something goes wrong, wouldn’t it be great if . . . .
http://www.flickr.com/photos/stevendepolo/5463419639/
• Your supporters would cut you a little slack when you did goof up.
• Your supporters trusted that what you said was true and authentic.
• Your supporters had your back when others attacked.
Let’s Play the Opposite Game!
How Can We Pursue a Social Media Strategy That . . .
• Encourages people to kick us when we are down?
• Builds mistrust so people assume we are lying and hiding something?
• Ensures that we are abandoned to fend for ourselves?
As a group, brainstorm at least 10 answers to your question, then star your top three.
Let’s Make a List of What NOT To Do if You Want to Prep for a Social Media Crisis
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As we go through these three case studies, write down one DO or DON’T per Post-it note.
You’ll need these later!
Honest Mistake Adeptly
Handled with Humor and Grace
= Everything Turns Out Just Fine
1 Getting Slizzerd Rogue Tweet at the American Red Cross
http://www.tacticalphilanthropy.com/2011/02/the-story-behind-red-crosss-twitter-faux-pas
As a Table, Discuss the Post-It Notes and Start a Social Media Do’s and Don’ts Checklist.
Controversial Decision
Slowly and Poorly Explained
= Devastating Impact on Fundraising and Irreparable Damage to Brand
2 Komen for the Cure Responds to Critics with Silence & Leftover Mummy Prostate Tweet
The AP story broke, and within hours, Planned Parenthood sent a fundraising email:
Within a few hours, the ratio of anti-Komen’s decision to pro-Komen’s decision was about 80 to 1 on Twitter.
The ratio was about 10-1 on Facebook, and people started to complain that comments were being deleted. Energizer also took a beating since it was in the last update.
It took nearly 24 hours to respond on Facebook . . . And it just made things worse.
Meanwhile, the last tweet about prostate cancer in a mummy was in place for over 24 hours.
When they did tweet, they did it badly.
When the apology came three days later, it was too little, too late.
As a Table, Discuss the Post-It Notes from This Case and Add to/Edit Your Social Media Do’s and Don’ts Checklist.
Controversial Decision
Well-Explained with Sympathy for Opposing Views
= Everything Turns Out Just Fine
3 Michael Vick’s Redemption with the Humane Society of the United States
HSUS was no Michael Vick fan.
The story about the partnership breaks . . .
Three blog posts in three days to answer questions . . .
Create an FAQ page so you have something to link to.
Make rules clear . . .
18 months later . . .
And the story continues . . .
HSUS continues to explain the decision . . .
As a Table, Discuss the Post-It Notes from This Case and Add to/Edit Your Social Media Do’s and Don’ts Checklist.
Let’s List Do’s and Don’ts During a Social Media Crisis
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Now Let’s Put the Checklist to Work with the “What Could Possibly Go Wrong Next?!?” Game
Scenario #1
You work for Meals on Wheels. 15 of 150 people get sick one night and two are hospitalized.
PINK CARDS: What could possibly go wrong next? What could be the next shoe to drop? Write one challenge per card. GREEN CARDS: Write down one tool, solution, or tactic to overcome the challenges that might come up.
Scenario #2
You work for United Way. Your boss, trying to impress some potentially big donors, makes a joke about the President’s birth certificate.
BLUE CARDS: What could possibly go wrong next? What could be the next shoe to drop? Write one challenge per card. PURPLE CARDS: Write down one tool, solution, or tactic to overcome the challenges that might come up.
Let’s Play!
Teams to the front. Challenger Team plays a card.
Solutions Team plays one or two cards in response.
You decide if nonprofit sinks or swims!
Some Closing Reminders . . . • “Don’t Be Scared, Be Prepared” – Brainstorm and
practice! • Be there ahead of time, listening and building. • Let them know you hear them, immediately. • Assume the best in their intentions, until you
know otherwise. • If you screwed up, apologize. If you didn’t,
explain. Do not confuse the two. • Be honest, clear, and concise. End the news cycle!
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THANK YOU!