Managing a Social Media Meltdown

Managing a Social Media Meltdown

Ann Marie van den Hurk, APRMind The Gap Public Relations, LLC

www.mindthegappr.com • @amvandenhurk

PRSA New Mexico ChapterMay 23, 2013

1Thursday, May 23, 13

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

Social Media can be risky.

2Thursday, May 23, 13

How many of you have digital in your crisis

comm plan?

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

3Thursday, May 23, 13

Only a third of organizations

have digital plans in place.*

2011 Crisis Preparedness Study, Burson•Marsteller & Penn Schoen Berland, 2011

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

4Thursday, May 23, 13

Every organization needs digital

integrated into your crisis comm plan.

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

5Thursday, May 23, 13

Living in a 24/7 media cycle & widespread

social media use

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

6Thursday, May 23, 13

The crisis response time Cut from 2 hours to

20 minutes

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-09927Thursday, May 23, 13

Six Common Social Media Crisis

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

8Thursday, May 23, 13

Individual-Generated

Customer Service #FAIL

Campaign

Social Media #FAIL

Organizational Brain Freeze

Three Mile Island

Common Situations

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-09929Thursday, May 23, 13

Basic crisis communications

still applies

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

10Thursday, May 23, 13

A crisis response team identified and trained

A list of key stakeholders to communicate with directly

A list of anticipated scenarios using the so-called SWOT analysis

Holding statements

Notification systems such as phone trees or email and text messaging groups

Monitoring services set-up

Blue Print

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099211Thursday, May 23, 13

Don’t censor criticism on social media channels.

Bring Order to Your Organization’s Online Space

Listen and Understand

Create a crisis specific Twitter account

Website & Social Platforms Updated

When a Social Media Crisis Hits

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099212Thursday, May 23, 13

Not So Well...

13Thursday, May 23, 13

Dealing the NegativeRespond quickly as you can

Be polite, respectful & level-headed

Correct inaccurate information

Communicate what is being done to address the concern & what are the next steps

Give a way people can contact you offline

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099214Thursday, May 23, 13

Happening Right Now...

15Thursday, May 23, 13

Handled Well...

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099216Thursday, May 23, 13

Parody Accounts

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-099217Thursday, May 23, 13

Take-a-wayHave a plan & drill on it

Be monitoring the social media scape... blogs, Twitter, Facebook, Google+, LinkedIn before a crisis

Don’t wait until a crisis to get involved in social media.

Know & actively engage social media savvy staff

Tone matters.

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

18Thursday, May 23, 13

Are you ready?

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

19Thursday, May 23, 13

O2

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

20Thursday, May 23, 13

O2’s Response

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

21Thursday, May 23, 13

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

22Thursday, May 23, 13

Ann Marie van den Hurk, APR • @amvandenhurk • [email protected] • 302-563-0992

NowAvailable!

23Thursday, May 23, 13

Contact me:

[email protected]

+1-302-563-0992 mobile

@amvandenhurk on Twitter

24Thursday, May 23, 13