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The deck used in the May 10, 2012 Radian6 webinar. Please keep in mind, this deck was speaker support and not intended as a standalone document.
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Social MediaCrisis Management
Shel Holtz, ABC@shelholtz
#radian6
• Nothing’s changed• Everything’s changed• Solution:
Apply crisis fundamentals to a social, real-time world
Crisis s
• Erupt with unprecedented speed• An insatiable thirst for news• Anyone can break news• Porous boundaries between social
& mainstream media
Modern crises
How fastdoes news break?
What is
• Not just major announcements or milestones
• Instead: Frequent, regular updates• Drive the 140-character news cycle
?
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Mainstream Media
Why use social media in a crisis?• It’s where people increasingly go for
information– Online social interaction centers around the
"emergency period" of an event – University of Colorado
at Boulder
• Instant updating• Human voice• Produce a record• Two-way communication is more credible
• Media follow them• Your critical publics
read them• Serves as “hub” in a
hub-and-spoke model
138 total tweetsto 32,000-plus
Release assets into the wild
Leverage your existing relationships
Acknowledge mistakes
Employees’ Role
Requirements forSocial Business Preparedness
• Baseline Governance and Reinforcement: – Established and reinforced a corporate social media policy
that allows employees to participate professionally• Enterprise-Wide Response Processes:
– Defined processes for rapid workflow and engagement with customers in social media
• Ongoing Education Program and Best Practice Sharing: – A culture of learning through ongoing social media
education• Leadership from a Dedicated and Shared Central Hub:
– Organized in a scalable formation, with a cross-functional “Center of Excellence”
Companies with a Baseline Processto Educate Rank-and-File Employees
Percentage of Companies with a Formal Social Media Triage Process
Percentage of Companies with a Formal Social Media Crisis Escalation Plan
Percentage of Companies with Ongoing Communication/Education
and Best Practice Sharing
Categories of Social Media Crises
Inevitable vs. Avoidable
What CompaniesExperiencing Crises Lacked
Even Advanced CompaniesDon’t Have…
• Ability to use social feedback to fix problems and improve products and services
• Integration of social data into existing systems• Formal measurement strategy to drive
accountability• Consolidated set of mature technologies
Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Shel Holtz, ABCPhone: 415.881.7430Twitter: @shelholtzEmail: [email protected]: holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizLink blog: linksfromshel.tumblr.comVideo blog: shelholtz.comSkype: shelholtzPinterest: pinterest.com/shelholtzFacebook: facebook.com/shel.holtzLinkedIn: linkedin.com/shelholtz
