A case study of crisis communication over social media

Case Studies of Social Media In Crisis
Communications
David Chin
Republic Polytechnic

www.worldcontinuitycongress.com

Social Media in Crisis
Comms
PR is about managing your
corporate reputation…
Crisis communications is doing
PR under extreme pressure
Social media has redefined
what extreme pressure is


The Golden Hour

Social media is redefining the
Golden Hour
You cannot afford to wait until
you have all the facts before you
issue a holding statement


SMRT
• Braddell-Marina breakdown @ 6:40PM
• Public announcement 30 mins later. (Impact est.: 10,000 people)
• Circle Line down @ 6:00AM
• Public announcement 4 hours later
• Radio DJ ticked off for scoop->
• SMRT knows how to use SM->
• For income opportunities
• But it’s twitter was from 9-6 only ->
• And focus was off
• Public perception:
SMRT more concerned
about trains than
people

Be (& Sound) Honest

Corporate speak responses do
not work anymore.
Take PR counsel, put your hand
to your heart and speak direct
to those who are affected.
Your choice of words matter.


Accountability Starts
at the Top
Airbus
“We Screwed Up”
“This is us, we screwed that
up. We will fix it as quickly as
possible and whatever it
Tom Enders, Airbus CEO costs, that is something too
early to say at this point.”

The 5Ws and 1H

Who, Where, What, When, Why
and How
Deflates attention quickly
You must show you know more
than those affected…
and faster than them


Say Sorry

Sorry (As in I am sorry for the crisis,
I take full responsibility, and I am
taking needed action now)
NOT
Sorry (As in I am sorry you feel hurt
or I am sorry but I have
no comment)

When ‘sorry’ is Not Enough
The Straits Times, 15th July 2008
Noting that the inquiry panel report released at
the end of May said no rules had been broken,
he said bitterly:
'What we are saying is that there were no rules
followed. A lot of decisions were based on
judgment calls and - if I may use the word -
lousy.'
The families said they were not looking for
monetary compensation, but for an apology
from the SDBA and an acknowledgement that
it could have done better; that it did not do its
best.
'If this can all be put together, then we can
move on.'
Contacted by The Straits Times, SDBA
president Kwek Siew Jin said:
„Sorry, I have no comment.‟

Maintaining Your Credibility
• Respond fast
• The golden hour
• Be honest, upfront and accountable
• We screwed up; The buck stops with me (Don’t fear
criticism)
• Don’t play the blame game
• It was a mechanical failure; Our service provider was in
charge…
• Focus on the 5W and 1H
• This can deflate interest in your crisis by as much as half
• Say sorry properly
• Has a disarming effect; = responsibility, not liability

What Not to Say
• No Comment
• Means you are guilty; have something to hide
• Anything you are unsure about
• Explosion not equals bomb not equals terrorist attack
• Off-the-record
• But the people have the right to know!

Blogs vs. Mainstream Media

BLOGS & SOCIAL MEDIA Vs. TRADITIONAL MEDIA
• - Motivated by self-interest* • - Objective & balanced
• - Faster, wider penetration • - Let readers conclude
• - Structure & standard to follow
• - Editorial checks cause lag

* Impact of social media: Public opinion and your
brand reputation is now being influenced by people
with no ethical standards to follow


Air Asia Case Study
Brand Buzz
1. Compare online
1 3 buzz with your
competition

2. Know what’s
trending

3. Spike analysis

1

2


Air Asia Case Study
What’s
Trending
1. Focusing on
Malaysia only
reveals an issue
brewing with
chatter on AirAsia
lawsuit by Aussie
regulator
1

1


Air Asia Case Study
Sentiment
Matters
1. Switching over to
1 the sentiment
chart shows that
the negative
chatter started on
24 Jan – the day
the lawsuit hit the
media.

• What could AirAsia have done to address this?
• Who and how to engage in your crisis comms plan?


DBS Case Study
Handling
Spikes
1 1. First hit
2
2. Second hit

• Better, faster response prevents multiple spikes
• How do you think you can make the second spike lower?


DBS Case Study
• Keyword: atm 1

Site & Media
Analysis
1. Why Singapore
Motherhood?

2. What can we do
about the blogs

• Keyword: atm fraud 2

• A crisis can help you identify social media friends,
enemies and opportunities


SMRT Case Study
Analysis
Essential
1. Spikes
about you
are not
always
about you

1


Something to Think About

- Do you monitor what’s being said about your brand on
social media platforms?
- How social media can turn an small issue into a big
crisis… in a matter of hours.
- Who should be the crisis spokesperson?
- When and how to respond?
- Are your employees aware of your company’s social
media policies?

Remember…

• Put public safety and emotional well-being first,
never your shareholder value, stock price or fear that
taking responsibility = admitting liability
• The viral effect of social media can devastate your
corporate reputation overnight
• Show real concern, responsible action, and radical
ownership. Fast.

The Power of Social Media
• Do you know what the world is having for breakfast,
lunch and dinner now?

http://demo.multitu.de/board/

Case Studies of Social Media In Crisis
Communications
David Chin
Republic Polytechnic
david_chin@rp.edu.sg


A case study of crisis communication over social media

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