SOCIAL MEDIA CRISIS MANAGEMENT: SMARTER …...SOCIAL MEDIA CRISIS MANAGEMENT: SMARTER WAYS TO IDENTIFY AND RESOLVE THREATS Daniella Peting Manager, Social Communications and Digital

SOCIAL MEDIA CRISIS MANAGEMENT: SMARTER WAYS TO IDENTIFY AND RESOLVE THREATSDaniella PetingManager, Social Communications and Digital Channel Strategy – Scientific PublicationsJAMA Network

@dnpeting | #RaganCrisis

Today, you’ll learn:• Practical ways to structure your social media crisis team• The latest tools for publishing, listening and reporting• How to monitor brand conversations and identify issues• How - and when - to respond to issues via social media• Best practices for social media governance and standards

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TEAMS

Do you know what your social media team does?

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Social Media

Promote

Listen

Identify

Engage

Report

Educate

Do you know who your social media team supports?

Social Media

Corporate Comms

Talent Acquisition

Marketing

Sales

Customer Service

Crisis Comms

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How should you structure your social media crisis team?

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Social Listening Leader

Corporate Communications Legal

Other Department Representatives

as needed

Social Listening Monitors

What does your social media crisis team do?Social ListeningLeader (SLL)

• Selects and sets up social listening tool• Trains and manages social listening team• Reports issues and statuses to relevant parties• Main point of contact for all social listening activities

Social Listening Monitors (SLM)

• Monitor social listening searches and identify issues• Report issues to SLL and engage with posters as directed• Update SLL on issues

Corporate Communications

• Provides media training to SLL and SLMs• Meets with SL team quarterly to review media training and role play• Alerts SLL of potential issues and reviews crisis responses for PR issues

Legal • Alerts SLL of potential issues and reviews crisis responses for legal issues

Other Departments • Alerts SLL of potential issues and reviews crisis responses for departmental accuracy and related issues

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TEAMS QUIZ

Teams Quiz1. Which of the following tasks does your social media

team perform?a. promote, listen and identifyb. engage, report and educatec. all of the aboved. none of the above

Teams Quiz1. Which of the following tasks does your social media

team perform?a. promote, listen and identifyb. engage, report and educatec. all of the aboved. none of the above

Teams Quiz 2. What areas of your organization does social media

support?a. corporate communications, talent acquisition, marketing, sales,

customer service and crisis communicationsb. corporate communications, legal, marketing, sales, customer

service and crisis communicationsc. corporate communications, talent acquisition, research and

development, sales, customer service and crisis communicationsd. none of the above

Teams Quiz 2. What areas of your organization does social media

support?a. corporate communications, talent acquisition, marketing,

sales, customer service and crisis communicationsb. corporate communications, legal, marketing, sales, customer

service and crisis communicationsc. corporate communications, talent acquisition, research and

development, sales, customer service and crisis communicationsd. none of the above

Teams Quiz3. Who should be part of your social media crisis team?

a. social media, corporate communications, legal and HRb. social media, corporate communications, legal and other

departments as neededc. social media, corporate communications, HR and other

departments as neededd. none of the above

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Teams Quiz3. Who should be part of your social media crisis team?

a. social media, corporate communications, legal and HRb. social media, corporate communications, legal and other

departments as neededc. social media, corporate communications, HR and other

departments as neededd. none of the above

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Teams Quiz

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4. What social media crisis team member reports issues and statuses to relevant parties?

a. social listening leaderb. social listening monitorc. all of the aboved. none of the above

Teams Quiz

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4. What social media crisis team member reports issues and statuses to relevant parties?

a. social listening leaderb. social listening monitorc. all of the aboved. none of the above

TOOLS AND TACTICS

Publishing and Reporting ToolsGood Better Best

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Listening ToolsGood Better Best

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How can I monitor brand conversations and identify issues?• Identify the number of searches you need and the parameters of each search• Digital locations• Keywords• Exclusions• Physical locations

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How can I monitor brand conversations and identify issues?

• Review search results and identify anomalies

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How can I monitor brand conversations and identify issues?

• Investigate anomalies

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How can I monitor brand conversations and identify issues?

• Isolate conversations by date(s) and keyword(s)

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How can I monitor brand conversations and identify issues?

• Identify conversation influencers by volume and popularity

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How can I monitor brand conversations and identify issues?• Review influencer conversations

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How can I monitor brand conversations and identify issues?• Identify conversation type• Issue?• Opportunity?• Success?

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How - and when – should I respond to issues via social media?

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How - and when – should I respond to issues via social media?

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How - and when – should I respond to issues via social media?

• Lessons learned?• Restrict access to social

media accounts• Remain calm and

objective during the crisis

• Follow your social media crisis plan

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TOOLS AND TACTICS QUIZ

Tools and Tactics Quiz

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1. What are three recommended publishing and reporting tools?

a. socialreport, Hootsuite and brandwatchb. socialreport, Spredfast and brandwatchc. Spredfast, Hootsuite and brandwatchd. socialreport, Hootsuite and Spredfast

Tools and Tactics Quiz

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1. What are three recommended publishing and reporting tools?

a. socialreport, Hootsuite and brandwatchb. socialreport, Spredfast and brandwatchc. Spredfast, Hootsuite and brandwatchd. socialreport, Hootsuite and Spredfast

Tools and Tactics Quiz

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2. What are three recommended listening tools?a. socialreport, Hootsuite and brandwatchb. socialreport, Spredfast and brandwatchc. Spredfast, Hootsuite and brandwatchd. socialreport, Hootsuite and Spredfast

Tools and Tactics Quiz

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2. What are three recommended listening tools?a. socialreport, Hootsuite and brandwatchb. socialreport, Spredfast and brandwatchc. Spredfast, Hootsuite and brandwatchd. socialreport, Hootsuite and Spredfast

Tools and Tactics Quiz

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3. After selecting your social listening tool, what are the first steps you need to take to begin monitoring brand conversations?

a. identify the social listening leader and the number of searches you need

b. identify the social listening monitor and the number of searches you need

c. identify the number of searches you need and the parameters of each search

d. identify the social listening team and the parameters of each search

Tools and Tactics Quiz

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3. After selecting your social listening tool, what are the first steps you need to take to begin monitoring brand conversations?

a. identify the social listening leader and the number of searches you need

b. identify the social listening monitor and the number of searches you need

c. identify the number of searches you need and the parameters of each search

d. identify the social listening team and the parameters of each search

Tools and Tactics Quiz

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4. What are the four main parameters of your social listening search?

a. keywords, exclusions, physical locations and integrated toolsb. digital locations, keywords, exclusions and physical locationsc. exclusions, physical locations, digital locations and durationd. physical locations, digital locations, keywords and influencers

Tools and Tactics Quiz

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4. What are the four main parameters of your social listening search?

a. keywords, exclusions, physical locations and integrated toolsb. digital locations, keywords, exclusions and physical

locationsc. exclusions, physical locations, digital locations and durationd. physical locations, digital locations, keywords and influencers

BEST PRACTICES

What are some best practices for social media governance and standards?

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• Restrict access to your social media accounts

• Allow your social media team to own and manage the social media accounts and strategy

What are some best practices for social media governance and standards?

• Allow your social media team to:• collaborate with HR and Legal to

develop, implement and enforce a social media policy

• collaborate with PR and Legal to develop the social media portion of your crisis communication plan

• collaborate with Branding to establish standards for your social media accounts

• the opportunity to educate new and existing employees

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EXERCISES

What would you do?• Respond?• Remain silent?• Forward the message to another department?

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What we did:

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• Responded• Forwarded the message to the appropriate department for resolution

What would you do?• Respond?• Remain silent?• Forward the message to another department?

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What we did:

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• Remained silent

QUESTIONS?

Thank You• Connect with me on:

• LinkedIn at linkedin.com/in/dnpeting/• Twitter at twitter.com/dnpeting

@dnpeting | #RaganCrisis